A huge World Cup marketing drive from Coca-Cola and the launch of Share a Coke in new territories could do nothing to halt a second quarter 1 percent drop in revenue and a 3 percent drop in net
income. The company blames commodity price increases and a flat American market which led to the first decline in fizzy drink revenue in fifteen years. The company is planning to save $1bn in
productivity, which it will spend on marketing.
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