Coca-Cola recently completed a global marketing research agreement that will replace a number of local agreements. "Our objective is to reinvest marketing efficiencies
... that we realize into efficient brand-building activities to drive the long-term health of our business," Kent says.
The company does not intend to reduce the flow of the spending spigot; it just plans to spend differently. In acknowledging that the its beverages are an "affordable luxury," Kent notes that it's important to remain relevant. "By continuing to invest in difficult economic times, our system is seeking to build a stronger bond with consumers and a stronger share position for the long term," he says.
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