Coca-Cola lowers target for annual volume growth.(Brief Article)

Food Institute Report, The, November, 2004

The Coca-Cola Co. lowered its target for annual volume growth to 3% to 4%, down from its previous targets of 5% to 6%, and expects continuing weak results in key markets including North America, Germany and the Philippines. The company does not regard its long-term growth rate targets as being applicable in 2005. To foster growth, the company plans to step up its marketing and innovation expenses by $350 million to $400 million. A large portion of the investment will fund advertising for its core brands globally and support emerging high-growth market opportunities and the innovation pipeline. Most of the marketing spending will be outside the U.S. In North America, there could be more sponsorship deals.

Total unit case volumes are forecast to grow 1% to 2% in...

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