Revenue Growth Management: Coca-Cola profit rises investment pays off
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Coke announced it achieved or exceeded revenue and profits expectations for 2019. This came in stark contrast to 2017 when it looked like the Atlanta based fast-moving consumer product company faced an existential crisis over sugar. Consumers didn’t want to drink it anymore—bad news for a company whose portfolio revolved around sugary drinks. In two years, the company repositioned itself around sugar-free sodas and other healthier alternatives. It included the acquisition of Fair Life, a brand in the struggling dairy market, that was successfully integrated into the company’s distribution network. The result, according to CEO James Quincy, was growth “in a more sustainable way.” Despite the prevailing narrative, I don’t think it was just a transition to healthier products that drove results. It was also a successful execution of revenue growth management.
Revenue Growth Management: Coca-Cola profit rises investment pays off
Revenue Growth Management: Coca-Cola profit…
Revenue Growth Management: Coca-Cola profit rises investment pays off
Coke announced it achieved or exceeded revenue and profits expectations for 2019. This came in stark contrast to 2017 when it looked like the Atlanta based fast-moving consumer product company faced an existential crisis over sugar. Consumers didn’t want to drink it anymore—bad news for a company whose portfolio revolved around sugary drinks. In two years, the company repositioned itself around sugar-free sodas and other healthier alternatives. It included the acquisition of Fair Life, a brand in the struggling dairy market, that was successfully integrated into the company’s distribution network. The result, according to CEO James Quincy, was growth “in a more sustainable way.” Despite the prevailing narrative, I don’t think it was just a transition to healthier products that drove results. It was also a successful execution of revenue growth management.