Behind Coca-Cola’s marketing transformation

The Coca-Cola Company has adopted a new marketing approach, based on four pillars:

Nothing stands still. What worked for Coca-Cola, the company, in the past, is not necessarily going to work in the future. Demographics, for example, are shifting, and as the population ages in many countries, there’s an urgent need to recruit younger consumers to its brands. Then there’s the digital disruption that has reshaped the way consumers relate to media and to brands.

If those two factors are common to many brands around the world, a multinational concern like The Coca-Cola Company also faces a third issue that it had to address – the fragmentation in its marketing set-up as it...

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