Management & Leadership at Coca cola company

8.1 Core Capabilities

Consumer Marketing

Marketing investments are designed to enhance consumer awareness of and increase consumer preference for Coca-Cola brands. This produces long-term growth in unit case volume, per capita consumption and the company’s share of worldwide nonalcoholic beverage sales. Through relationships with bottling partners and those who sell Coca-Cola products in the marketplace, the company creates and implements integrated marketing programs, both globally and locally, that are designed to heighten consumer awareness of and product appeal for brands.