Adidas, Coca-Cola and McDonald’s have all cited the vital importance of marketing in helping them drive forward their sales and growth strategies across 2024. In various results call, the CEOs of the respective US giants have variously praised the power of brand, personalisation and product innovation in helping them find continued success. Across 2024, German sportswear brand Adidas has said it plans to ‘over-invest’ in marketing as it looks to turn its fortunes around following its first annua loss in more than three decades. In a much healthier position financially, fast food giant McDonald’s is planning on leveraging the extensive digital and personalisation capabilities available to it via its popular loyalty programmes. Soft drink market leader Coca-Cola is also set to target its pre-built customer base by developing new products and innovations instead of pursuing new consumers.

Source: The Star May 02, 2024 08:39 UTC