Coke Marketing to Get ‘More Aggressive’

01 February 2001

“Disappointing” performances in the US and Germany elicited promises of more aggressive marketing from Coca-Cola’s president and chief operating officer Jack Stahl yesterday, although he declined to elaborate on specific marketing strategy.

Presenting the company’s Q4 results, Stahl admitted: "In Germany, we didn't have the kind of year we needed to have … we didn't have marketing pace and now we're fixing that." He also said that Coke was dissatisfied with its marketing in the US, which had failed to communicate the message of "brand Coke."

Overall, however, the results were in line with analysts expectations with earnings at 38 cents per share compared to the same period in 1999 when a loss of 2 cents per share was posted. Q4 2000 revenues rose 1% to $4.9bn.

News source: Financial Times