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MediaBuyerPlanner: Coke plans to bolster impulse purchases at the store level with more signage, said Coca-Cola COO Muhtar Kent in a conference call to discuss first quarter earnings yesterday (Tuesday).
All over Latin America, Europe, Asia and Africa are signs that say, "Ice cold Coca-Cola served here," he is quoted as saying in MediaPost. "Not in the United States." He added that, "we've lost the drive to create impulse."
The comparison of the U.S. market to that of the overseas market comes as earnings in the U.S. lag those of other Coke regions. North American volume is down 3 percent in the quarter versus a year agao. While net revenue increased 2 percent, operating income dropped 11 percent. North America is the only one of the six Coke regions that did not show growth in all three metrics.
Kent said first quarter initiatives such as Coke Side of Life, spots in the Super Bowl, a series of Diet Coke ads during the Oscars and a Coke Zero push during March Madness broadcasts have been "solid."
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