ND1102113

Title: Coca-Cola Sales Soar With Revamped Strategy

Description: By changing up product placement, Coke has found a winning formula.

Page Content:

HOUSTON ? Coca-Cola has refreshed its marketing strategy and it seems to be paying off, the Houston Chronicle reports. The soft-drink giant announced its overhaul of distribution and product placement earlier this month.

�

Dasani water now sidles up to fresh bananas in the produce section, while 2-liters of Coke beckon beside the rotisserie chicken display. Coke Zero hangs out by the beer cooler, hoping to catch the eye of the designated driver.

�

That plan has bumped sales 8 percent in the third quarter to reach $2.2 billion worldwide and a 15 percent growth spurt year-to-date. In North America, Coke sales increased despite a 3 percent jump in prices to retailers.

�

The company is focusing its attention on customer service to retailers as part of its overall proposal to advance sales. ?For every occasion, we have the right brand in the right package at the right price point,? said Rick Kehr, a Coke vice president.

�

Coke has moved beyond having soda in the soft drink aisle. For example, convenience stores now offer combo-meal deals where Cook can be part of the mix, and drugstores like to display the slim, 7.5 ounce Diet Coke cans in the cosmetics aisle.

�

While not a new concept, the Coca-Cola has taken it to a whole new level. ?The competition is actually pretty fierce for the overall beverage dollar,? said Dave Novosel, a Gimme Credit senior analyst. ?It requires a lot of marketing and promotional support.?

?

Content Subject: Marketing/Merchandising

Formatted Article Date: November 2, 2011

education get links