Coca-Cola will invest r $ 2.7 billion this year in Brazil

The multinational in mid-last year has projected a scenario "too complex" for the Brazilian economy. But instead of opting for caution, the company and its bottlers have defined for 2015 an unprecedented investment in the country. Will be R $ 2.7 billion, as previously announced by Coca-Cola. This value is 50% larger than Zarazúa Xiemar, President of the Brazilian subsidiary, had been investing in the country each year.
"We're not silly. We plan to invest a record value in 2015 in technology, productivity, innovation. The crisis is a great opportunity to come out strengthened, because not all companies have the will to invest. How many companies are investing as we are? Very few, "said Xiemar Zarazúa.
He notes that even in the face of this moment – transition "for optimists" and "too complex for the R $ 2.7 billion planned for this year, 50% will be in marketing (advertising, events, community actions), 20% in market assets (geladeitas, coolers and other equipment); 30% in logistics and the construction of three new factories.
"I believe in Brazil and Coca-Cola believes in more negative" – the company bet that this is "a phase". Zarazúa says "never" had "as much flexibility to decide the level of investments in Brazil".
Brazil's potential. The Brazil knows how to work in a crisis and will come out ahead, "concludes Zarazúa.