ATLANTA – During
“We did not take the challenges of last year sitting down,” he told an audience of nearly 700 shareowners today at Cobb Galleria Centre in Atlanta. “We rolled up our sleeves and took decisive action to restore our growth momentum.”
Here are eight key points Kent made during his opening keynote:
1. Room For Growth in a Growing Industry: Each day, 2 billion households worldwide each consume about 26 drinks, roughly 1.5 of which are Coke products. The nonalcoholic ready-to-drink (NARTD) beverage industry has grown by nearly $200 billion since 2009 and is estimated to grow another $300 billion by 2020. “That's a total of half-a-trillion dollars of growth," Kent said. "We continue to see incredible market potential ahead."
2. Coke is Refocused On its Core Business Model: In 2014, the company refranchised about 5 percent of its U.S. bottle/can volume and plans to boost that number to 15 percent this year and to 20 percent in 2016. “Our goal is to have two-thirds of our North America bottle/can volume refranchised by the end of 2017,” Kent said. Coke also took steps in 2014 to drive growth in key markets through investments in its bottling system in Indonesia (the world’s fourth-most populous country and Africa (home to the youngest billion), “giving us every opportunity to win and grow in these young, vibrant markets,” Kent said.
3. Targeted, Disciplined Investments: “This means ramping up our media spending to build our brands and deliver against our strongest, most promising opportunities,” Kent explained. “But we’re not only investing in more marketing… we’re investing in better marketing.” He also cited the company’s strategic investments in innovative technologies and specific categories via partnerships with Keurig Green Mountain, Monster and Select Milk Producers.
4. Different Strategies For Different Markets: Coke’s focus on revenue and profit growth includes more distinct and clearly segmented roles for different countries. “In emerging markets, we know volume is key,” Kent said. “In developing markets, we know it takes a balance of volume and pricing… and in developed markets, we see price/mix as our most powerful growth lever.”
5. Coke Delivered its Share of Hits in 2014: “Our 2014 FIFA World Cup campaign reached 175 countries, and Share a Coke electrified many new markets, including the United States,” Kent said. “And
7. Early 2015 Results Are Promising, But ‘We’re Not Satisfied’: Coke posted solid first quarter results, with net revenue up 8 percent and currency-neutral profit before tax up double digits. “All around, a strong quarter we can be proud of,” Kent said. “But it’s only one quarter… we’re not satisfied." Looking ahead, he said the company would remain “focused on consumers and meeting them where they are… strengthening brand relevance… and increasing the availability of smaller packages, including entry packs like mini cans, iconic glass bottles and aluminum bottles.”
8. Leading the Industry: The
Watch an archived webcast of the shareowners meeting here, and read about special guest Warren Buffett's appearance here.
More on Journey
- Progress Report Reviews U.S. Beverage Companies’ Work to Cut Beverage Calories Per Person by 20 Percent by 2025
The Power of Partnerships: Ford and
Coca-ColaJourney 'Drive' Brand Storytelling With Experiential Road Trip
Video: Athens, Georgia Storeowner Peels Back
- Coke’s ‘The Bridge’ Program Showcases Startups at Third Innovation Summit
Video: Get a Sneak Peek at
Coca-ColaJapan's New Offices