潜水简报:
- Coca-Colawill discontinueits Zico coconut water brand and may cut other less-popular versions of Coke and Diet Coke,华尔街日报报道。
- The cuts are part of the beverage giant's ongoing efforts to streamline its portfolio to focus on offerings that can achieve large scale, the paper said. Among the other brands that are under review include Diet Coke Feisty Cherry; Coke Life, a lower-calorie version of the cola sweetened with stevia; and regional soda brands such as Northern Neck Ginger Ale and Delaware Punch. Coca-Cola also is planning to end retail-store sales of Hubert's Lemonade.
- Coca-Cola已经在大流行期间精简了其品牌。今年早些时候，可口可乐表示，它已停止其Odwalla果汁业务和divesting its refrigerated trucking network that it uses to deliver the beverage.
潜入洞察力：
Coca-Cola在大流行期间反复承诺，以提高其运营的效率，并磨练其产品产品，以专注于需求最高的产品。百事可乐和联合利华等公司reduced the products they sellin an effort to prioritize volume and get the most popular items through the supply chain, few have been as outspoken as Coca-Cola when it comes to ending production altogether of some brands.
In the case of Zico, The Wall Street Journal noted it trails market leader Vita Coco, and U.S. coconut water sales have been generally falling during the last few years after a prolonged period of growth. The paper noted that while sales of the liquid have risen 4.4% this year to date, Zico’s sales plunged 46% during the same period because Coca-Cola focused on other products in higher demand. The decision to cut Hubert’s Lemonade from stores, as well as the possibility of dropping other offerings in the coming months, follows a similar path of cutting brands that simply aren't its best-selling products.
As Coca-Cola refines its product assortment, the company also has turned to job cuts to help streamline its business.Coca-Cola八月说这会offer buyouts to about 4,000 employeesin the U.S., Canada and Puerto Rico as part of a broader restructuring. Job cuts could follow depending on how many people accept the buyouts, it said.
Coca-Cola Ceo James Quincey表示，该公司需要改进它如何将钱花钱创新，然后将数百品牌销售在全球范围内。通过修剪其投资组合，可口可乐可以将这些美元转移到可口可乐和饮食可乐中的流行口味，或更小但有前途的增长品牌，如Topo Chico。今年独自一人，可口可乐介绍Topo Chico Hard Seltzzerthat will be the manufactured, marketed and distributed by Molson Coors in the U.S. in 2021.
Quincey已公开发表公司的400“大师品牌”，一半以上是单一国家产品，几乎没有规模。他估计这些品牌的综合收入约占公司总数的2％。近年来的可口可乐一直在切割产品，他分为“僵尸品牌”，但大流行已经加快了这一主动性。
“我们善于进入和尝试创新，而且驾驶增长，”Quincey在9月份在9月份在一名寻求alpha成绩单的情况下在巴克莱会议上说。"But we just [haven't] been disciplined enough in converging on a few winning answers in the categories."
When Quincey took the helm of Coca-Cola in May 2017, he vowed to turn the business into a "total beverage company" and move further beyond its namesake sodas into trendier drinks popular with consumers. He has done just that by purchasing the aforementioned Topo Chico,买哥斯达咖啡$5.1 billion和taking a minority stake inpremium sports drink maker BodyArmor.
尽管世界上最大的非酒精饮料公司将继续进行创新和推出新产品，但至少在接近术语中的一部分可口可乐的策略将是减法添加的。
"What it means to be a total beverage company is always going to evolve because people's tastes and needs will continue to evolve,"Quincey以去年的食品潜水提交的问题写道。"Five to 10 years from now, many brands may be different or might not exist. New ones will take their place. This journey doesn't end."
