The aim is part of the company’s ambitious ’2020’ corporate strategy which it launched last year. Now senior executives in Atlanta have detailed to Marketing Week exactly how they hope to achieve it.
The ’2020’ plan is built around six global socio-economic trends that Coca-Cola chairman and CEO Muhtar Kent says will “fundamentally reshape not only our industry but the world”.
These included a new emerging middle class that Coca-Cola believes will deliver between 800 million and a billion new customers by 2020, with 60% of that new wealth coming from emerging markets.
Alongside that, chief strategy officer John Farrell says there is an increasingly sophisticated global teen population that is crucial to Coca-Cola’s fortunes.
Large chunks of these new audiences, says Farrell, will be in markets where Coca-Cola has the most potential for growth.
While the global average number of Coca-Cola-manufactured soft drinks consumed by each person per year is 89, this varies widely from market to market.
Mexico tops the lot with Mexicans drinking an average of 675 Coca-Cola products per year. But that has more than doubled in the past 20 years from 280 in 1990.