The Power Of Digital Is Driving Coca-Cola’s “Consumer-Centric” Strategy

At the Consumer Goods Forum in Singapore recently Coca-Cola CEO James Quincey emphasized his company’s commitment to a digital and ecommerce future when he noted that digital will put Coke products “within a click’s reach of desire.” He cited as evidence what’s happening in China, where there are four times as many mobile users as in the U.S., and “rapid and exponential growth” in digital technologies is driving change in Asia’s beverage industry. Quincey said the strategy of creating a consumer-centric product portfolio is based on making Coke products a part of peoples’ lives by offering the brands they want in the package sizes they prefer. Digital tools will make that happen.