Coca-Cola Co. expects to more than double system revenue and global daily servings in the next 12 years.
These long-term goals were announced Monday as the world’s largest beverage company outlined what it called “2020 Vision” to a group of analysts and media in downtown Atlanta.
It was the first investor conference for the company in Atlanta since 1998 and the first for Muhtar Kent as the head of Coca-Cola. He took the titles of chairman and CEO in 2009 and 2008, respectively.
Despite the current soft worldwide economy and recent volume declines in North America, growth in the middle class and urban areas around the globe will boost the ready-to-drink beverage business through 2020, Kent said. The Coca-Cola system, which includes Coca-Cola and its bottling partners, are poised to capture a large slice of the new business, he said.
Coke and its bottlers have a far-flung network that's in both developed nations and emerging markets, such as Brazil, India and China, which are likely to fuel much of the growth.
“In a growing world of refreshment, ladies and gentlemen. The opportunities before us are tremendous,” Kent told the audience.
The company will spur growth through both its core Coke carbonated soft-drinks and non-carbonated beverages, such as juices and teas, he said. Coca-Cola will use targeted messaging to reach consumers in an increasingly fragmented media market, Kent said.
While a few great TV commercials might have been the goal before, the company's latest campaingn, tagged "Open Happiness," will use the “power of a fully integrated global campaign that works on many different levels," he said.
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