Coca-Cola plans to invest an additional one billion dollars into its marketing budget by 2016

Coca-Cola announced that it wants to reduce its production costs by one billion dollars (€730 million) and redirect that amount into its marketing budget by 2016, the company announced while publishing its figures for the 4^th quarter of 2013 on 18/02/2014. The Atlanta-based (USA) group wants to counter the slowdown in sales which it anticipates seeing, particularly in emerging markets. The cost reduction activities would mainly concern data management and supply.

Net income of the Coca-Cola Company has decreased by 5% to $8.62b (€6.3b) over the full year of 2013 and 8% to $1.71b (€1.25b) in the fourth quarter of 2013. The turnover of the group reached $46.85b (€34.2b) in 2013, a decrease of 3.6% compared to 2012 ($48.61b, about €35.5b). In the fourth quarter of 2013, turnover of the company amounted to $11.04b (€8.05b) against $11.31b (€8.25b) a year ago, a decrease of 2% over 12 months.

Coca-Cola will launch its advertising campaign and marketing operations in many stores to expand its sales before the 2014 World Cup, of which the American brand is a major partner.

• Coca-Cola has…