Coca-Cola foresees increased sales through new products and ad campaigns

Following last year's restructuring, soft-drink producer Coca-Cola Beverages, (CCB) has introduced a new development program and foresees profits rising this year. "I'm counting on 4-5% over the planned GDP growth this year. The consumption of carbonated beverages is lower [in Poland] compared to other countries. Still, there's room for improvement in the juice and mineral water sector, which is still expanding," said Ronald Stanley, CEO of CCB. So far the company has invested over $300 million in Poland and is going to spend additional money on computer hardware and retail outlets. The amount of money to be spent this year remains confidential. CCB, together with its Polish subsidiary Coca-Cola Poland Services (CCPS), may introduce three new products in Poland this year. "We are following the market's taste by introducing new brands," explained Stanley. The company has changed it internal structure, thus facilitating product distribution and client service. It is also preparing advertising campaigns more suited to Polish culture. Last year CCPS failed to increase its sales by the planned 8% from zl. 1.2 billion in 1999. (Puls Biznesu, p.8) J.K.