The bond with the consumer, something beyond simple satisfaction, is the most valuable asset. The very existence of the enterprise rests on the vitality of this asset.
S. RAHM SITARAMAN, Director-Research, The Coca-Cola Company
The bond with the consumer, something beyond simple satisfaction, is the most valuable asset. The very existence of the enterprise rests on the vitality of this asset.
With a number of brands in our portfolio, the Coca-Cola Company has a 47 per cent share of the carbonated soft drink category worldwide. Our brands propel us and the category to grow, but that is not enough. A non-category consumer focus leads us to say that we have an 18 per cent share of the non-alcoholic beverage category. But we do not intend to stop there. We believe that we have only a 2 per cent share of all liquid intakewhen you assume that on an average a person consumes 64 ounces a day.
It is such a consumer focus that has helped our brands grow, the category of carbonated soft drinks grow, and we continue to capture a larger share of the consumers stomach. Hopefully you can understand why we think our growth potential is infinite.