The Coca-Cola Co. reported revenue of $5.55 billion for fourth-quarter 2005, up from $5.2 billion during fourth-quarter 2004. But the Atlanta-based beverage company’s net income slipped from $1.2 billion to $864 million during the same period, in part due to increase direct marketing expenditures.
For the year, Coca-Cola reported revenue of $23.01 billion and net income of $4.87 billion, up from $21.74 billion in revenue and $4.85 billion in income. The quarter and the year ended on Dec. 31.
According to Coca-Cola, the company is has implemented a “double-digit increase in direct marketing and innovation expenses” as it works to reinvigorate its global marketing efforts.
For all of fiscal 2005, Coca-Cola’s selling, general and administrative expenses increased 11% primarily as a result of the planned increase in marketing expenses.
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