The Coca-Cola Co. is streamlining its unwieldy portfolio of 400 brands to ensure its largest assets and best new products thrive, while slow-moving “zombie” beverages are killed off.
In organizing its sprawling array of beverages, the Atlanta, Georgia-based enterprise utilizes a three-tier formula:
- leaders, a group made up of its biggest offerings;
- challengers, a category which could ultimately become leaders;
- explorers, which are smaller, disruptive brands.
And James Quincey, Coca-Cola Co.’s CEO, revealed that making sure its top-tier brands – say, its eponymous cola, as well as carbonated drinks like Fanta and Sprite – are in a...