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(ourse code: (ourse title: Financial -ublic .elations
-rogram name: /ass (ommunication 0-. and Event /anagement1
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The Coca-Cola Company.
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As we all already know the Coca-Cola is well-established company in the whole world. It owns and
markets top five largest sparkling non-alcoholic beverage brands: Coca-Cola, Diet Coke, Fanta and
prite. It serves !"! million people in #" co$ntries. %y broadening the prod$ct portfolio, the company
gives to cons$mers more choices, and at the same time raise their reven$e.
Coca-Cola enterprises provide prod$cts and services across &$rope:
'.%elgi$m
#. France
(.)reat %ritain
*.+etherlands
!.,$-embo$rg
..+orway
/.weden
0hro$gh the open dialog$e the company establishes m$t$al beneficial relationship with c$stomers and
tr$sts in achieving the shared goals.
D$ring the year of #1'( net sales were e2$al of 3".# billion and total assets of 34.! billion. From day
to day employees of Coca-Cola &nterprises work very hard to improve c$stomer service, b$ild brands
and create s$stainable, long-term growth to strive to achieve htier most important goal: creating val$e
for o$r shareowners.
0he res$lts for #1'( had shown the income growth of '' percent. Despite the challenges the company
had faced d$ring the year, they were able to achieve net sales growth of # percent and operating
income growth of ( percent.
0here was made a s$ccessf$l progress in several key b$siness spheres. 5ne e-ample cant be %$siness
0ransformation 6rogram, which strengthened the field sales and finance organi7ations. 0hey also had
completed the restr$ct$ring of b$siness in +orway, $nlocking val$e by moving to recyclable,
nonrefillable packaging and increasing efficiency by moving to a third-party delivery system that
works directly with c$stomers. %y doing this they e-pect the benefits to generate growth in #1'* year.
0he key elements of #1'* plan:
'. %$ilding s$ccess on the core brands
#. &nhancing foc$s on Coca-Cola 8ero
(. +ew 6ackaging
In order to achoeve those goals it is mandatory to maintain a disciplined financial approach to the
b$siness. 0hey will contin$e to ret$rn cash to shareowners thro$gh share rep$rchase and
dividends. In #1'* they will try to achieve the goal of appro-imately 3"11 million in rep$rchases,
and also pay a higher dividend. 0he ann$ali7ed rate for #1'* is 3'.11, $p #! percent from the prior
year.
0heir bottle and can sales acco$nted for appro-imately 4* percent of total net sales d$ring #1'(.
%ottle and can net price per case is based on the invoice price charged to c$stomers red$ced by promo-
tional allowances, and is impacted by the price charged per package or brand, the vol$me generated in
each package or brand, and the channels in which those packages or brands are sold. 0o the e-tent we
awere able to increase vol$me in higher-margin packages or brands that are sold thro$gh higher-
margin channels, bottle and can net pricing per case will increase witho$t an act$al increase in
wholesale pricing. D$ring #5l( can net price per case reflected a modest approach to pricing in light
of marketplace challenges and contin$ed negative mi--shifts into m$lti-serve packages.
Coca 9Cola Company participate in vario$s programs and arrangements with c$stomers designed to
increase the sale of o$r prod$cts. 0he costs of these vario$s programs, incl$ded as a red$ction in net
sales, totaled 3'.' billion in #1'( and 3'.1 billion in #1'# and #1''. 0hese amo$nts incl$ded net
c$stomer marketing accr$al red$ctions related to estimates for prior year programs of 3(' million, 3(*
million, and 3#' million in #1'(, #1'#, and #1''.
/"* words
:eference:
http:;;www.coca-colacompany.com;investors;ann$al-other-reports