市场营销外文翻译

原文：

Coke CEO: We will be stronger than before

——Energy drinks still buzzing in Europe ：Mainstream appeal Coca-Cola Chief Executive Muhtar Kent said Friday that the world's biggest beverage company would emerge from the global financial crisis stronger than it went in.

"In a funny way, as I've said, there are many opportunities: We will not waste this crisis," he told financial analysts at the Consumer Analyst Group of New York conference. "We feel we will emerge out of this stronger."

Kent also said advertising dollars are more powerful in this environment, and the company planned to keep spending to promote its brands.

"The airwaves are cleaner, the cost of advertising is much lower," Kent said. "You get much better bang for your buck, in terms of how you reach consumers."

In addition to trademark Coke, the company sells Sprite, Fanta, VitaminWater, Dasani bottled water and Minute Maid orange juice.

Atlanta-based Coke launched a new global marketing campaign last month that is running simultaneously with a push by PepsiCo Inc., the second biggest beverage maker. Industry watchers say the ad blitzes are designed to lure American consumers back to soft drinks, a cheap indulgence that appeals to shoppers who want to spend less.

"We deliver simple moments of pleasure," Kent said.

Coca-Cola Co. and PepsiCo, based in Purchase, N.Y., both have said their focus will be to turn around the market for soda in North America.

Soft drink sales have been in decline for years as consumers grew concerned about the high-fructose corn syrup that sweetened the drinks. The drinks makers hope innovations like stevia-based sweetener will help stem falling sales and eventually bring revenue growth back in line with population growth.

Both have also introduced 16-ounce drink sizes to be sold for 99 cents.

Shares of Coke fell 35 cents to $42.95 in midday trading while PepsiCo shares fell 45 cents to $51.75.

Category fatigue that has blighted other segments of the beverage industry such as bottled water and carbonated drinks, is not affecting energy drinks which continue to

draw in more and more users.

Figures on the drinks scene in Western Europe compiled by beverage market analyst, Zenith International, reveal a market valued at €3.76m in 2007, with growth at 11 per cent over the previous year, for a total of 487m litres. Sales would broach 700m litres in 2012.

There are no signs of a slow-down as consumer acceptance of energy drinks builds. Zenith predicts growth of eight per cent for the next five years.

Multi-billion selling, category pioneer, Red Bull, will continue to dominate sales in Western Europe – it continues to hold about 60 per cent of the market – and Zenith gives no indication that this will change any time soon, despite increased competition. Red Bull is sold in more than 140 countries and the slimline can format it pioneered remains the package of choice across all brands although Coke‘s Relentless and others come in other shapes and varieties such as a 500ml can Relentless comes in.

Coca-Cola‘s Burn had overtaken Shark to take second place, with MBG International Premium Brands-owned Effect in third and Relentless the fifth highest seller.

―Intensifying competition, effectiv e marketing support and increased consumer acceptance as well as loyalty have been key contributors to current growth,‖ said Zenith market intelligence director, Gary Roethenbaugh.

―Manufacturers have been extending distribution and developing more mainstr eam appeal, targeting a wider range of consumer groups. This has resulted in a shift of emphasis towards the retail channel.‖

The top 10 brands accounted for 75 per cent of sales, Zenith found, with taurine and caffeine products making up 74 per cent of products.

The UK, Germany and Spain accounted for 56 per cent of West European volume, while France, which recently permitted taurine as an ingredient after banning it for many years, was the fastest growing market.

Ireland, Denmark and Spain also demonstrated rapid growth, albeit from varying volume levels. Ireland had the highest consumption per person at 7.7 litres, followed by Austria and Switzerland on 5.4 litres and 2.4 litres respectively.