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To Reduce Product Line Complexity, Coke Is Targeting “Zombies” For Liquidation

August 13, 2018: 12:00 AM EST
Coca-Cola has developed a guide for executives in its various markets to identify underperforming products – dubbed “zombies” – that should be axed.  So far in 2018 the company has flagged 125 “underperforming SKUs for elimination” in in the Middle East and North African region alone. Sixty percent have already been dropped from the portfolio. The process of developing “zombie reviews” is a subcategory of innovation, according to CEO James Quincey, that requires ruthlessness. According to Quincey, product line complexity needs to be reduced to ensure the sales force is focused, the supply chain is efficient, and the innovation pipeline gains more space and visibility at the point of sale.
Rachel Arthur , "Coca-Cola steps up the zombie hunt: More than 100 products identified for elimination", Beverage Daily, August 13, 2018, © William Reed Business Media Ltd
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