Coca-Cola's Brand Building Initiatives Could Shoulder Sluggish CSD Sales

The beverage giant is now looking to further increase advertising and media investments, despite already being one of the most recognizable brands in the world. Coca-Cola aims to draw this incremental fund by maximizing productivity. This move could benefit Coca-Cola as it not only aims to boost sales of the company?s beverage portfolio on the back of increased marketing and promotional activities, but also aims to improve functionality and efficiency of operations.