Atlanta — Portfolio optimization, ramping up marketing investment efficiency and effectiveness, and a shift in innovation were prioritized when Manolo Arroyo took over as global chief marketing officer at Coca-Cola Co. in January 2020.

Those priorities were put in place in order to achieve several objectives, ranging from driving consumer behavior to not compromising on taste.

“When it comes to portfolio optimization, our long-term profitable growth will be driven by an optimized brand portfolio with its streamline, as you all know, from 400 to 200 master brands, allowing the global category teams to identify the biggest and greatest opportunities, combining category and country and geographical combinations and allocated investments accordingly into a portfolio that has two important dimensions: one is a well-balanced portfolio between global and regional, and continental and large-scale local brands; and second, that these…

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