The net value of investments rises to some €20.7 million. Discounts are some 90 percent for TV, 50 percent for radio, and 50 percent for print press, according to Media Hub advisory company.
To consolidate its leadership position, Coca Cola has increased its investments to €10.6 mln in 2007, from €6.5 mln the year before. The company’s main competitor, Quadrant Amroq Beverages, invested €4.4 mln in 2007.
“Coca Cola adapts to new media. Take the online component for Schweppes, Coca Cola, Coca Cola Zero or Sprite, to name just a few. This is why we doubled the internet budget in 2007, but the initial investment is not huge. We will continue to explore opportunities from online communities and consolidate the relationship with consumers,” said Bianca Bourbon, Marketing Manager of Adriatic and Balkans Business Unit of Coca-Cola Romania.
