It seems Coca-Cola enterprise had a hard time in 2008. According to Coca-Cola company annual report page 76, there profit decrease by 6538 million in 2008. The reason can be conclude in 3 ways. World's finance crisis; competitors; and Coca-Cola's reputation.
However, in 2008, the biggest competitor of Coca-Cola company, Pepsi, win the battle, and Coca-Cola get into troubles. Now, Coca-Cola enterprise is looking helps from CSR.
Personally, I would like to conclude Coca-Cola's problem as reputation problem. The biggest competitor of Coca-Cola is Pepsi, who target on young people. Young, flashing, cool are the reputation of Pepsi. The good thing of this reputation, is no matter what had happened or what will happen, young people spend their money on what they love.
I'm really sorry that I really have no idea about what is the Coca-Cola reputation. The advertisement of Coca-Cola appears in everywhere. Sports; fashion; games. Coca-Cola says it is Coca-Cola culture.
Facing to this finance crisis, Coca-cola enterprise looks to Bell Pottinger for Corporate Responsibility drive, and hope it will help. By the way, search coca-cola campaign in youtube, the last time they put a PR campaign was one years ago.
And now, Bell Pottinger, led by Alex Woolfall, head of issues management, will look to strengthen then firm's message in key business media in UK,France and Belgium. Hopefully, we will see lots of PR campaign of CCE, and the picture from PR week looks very nice. it's a good start.
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