Coca-Cola Co. wants to increase its presence in the USA urban areas and put yet more round and red logos around the country next year. The Coca-Cola’s total sales volume in North America reduced by 2 percent during the first nine months of 2009, in Europe it fell (1 percent), while in Latin America it grew (6 percent). This step will help the brand reverse the declines.
The global soft-drink maker is going to double boost zones from 50 North American locations this year and work directly with outlets’ managers to make the Coca-Cola logos visible just everywhere a consumer may appear. The campaign has no finish date as for now and most probably it will last for as long as it will be required, until the sales boost. The executives don’t want to share the information on how much the campaign cost and forecast the effect of the approaches.
Now Coca-Cola is the world’s second-largest soft-drink maker, and it will do just everything to become the first. The boost zone experience was taken from Europe, where the strategy turned to be a real success. The band has also employed an approach of introducing combination meals into boost zones in the U.K., Belgium and the Netherlands. Last month this increased the sales by 15-20 percent.