Case Study: Coca-Cola Spent $US4.24B In Advertising In 2019, With Profits Up 8%

Case Study: Coca-Cola Spent $US4.24B In Advertising In 2019, With Profits Up 8%
B&T Magazine
By B&T Magazine



On average, Coca-Cola has spent an average of $US4 billion globally every year in advertising over the last six years according to new data from financial data firm Learnbonds.

In 2018, the company spent $US4.11 billion on advertising, an increase of 3.6 per cent from the $US3.96 billion spent in 2017. In 2016 the company spent $US4 billion on global advertising.

In 2015, the Coca-Cola advertising budget was $US3.98 billion while in 2014 it was $US3.5 billion used the previous year. According to the report:

“The huge Coca-Cola advertising budget reflects the innovative and appealing advertising campaign nature of its ads,” Learnbonds said via a statement.

Coca-Cola’s high advertising budget is reflected in its net operating income and operating income. In 2019, the firm had a net income of $US37.6 billion with $US10.08 billion in operating income. The net income was an increase of 7.9 per cent from $US34.3 billion recorded in 2018.

Over the years, the company has registered an impressive net operating income with the highest figure recorded in 2012 at $US48.01 billion. The lowest net operating income was in 2009 with $US30.99 billion.

In general, between 2009 and 2019, Coca-Cola net operating income of $US447.45 billion with an operating incoming of $US101.87 billion.

At the same time, Coca-Cola’s number of employees reduced from 2013 to 2018. The company had employed 130,600 employees in 2013. By December 31, 2013, the employees were 62,600. This was a decline of 52 per cent.

Over the last 10 years, the highest employee number at Coca-Cola was 150,900 in 2012.

The product range of Coca-Cola comprises non-alcoholic beverages such as soft drinks, bottled water, sports drinks, and energy drinks.




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