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Last Updated: Thursday, 6 January, 2005, 07:14 GMT
Coca-Cola shakes up US operations
Coke logo
The soft drink market is becoming increasingly crowded
Coca-Cola, the world's largest maker of soft drinks, is shaking up its North American operations in an effort to boost profits.

As part of the plans, chief marketing officer Javier Benito has resigned and the position will be split into two separate retail and marketing roles.

Coke is taking action after the disappointing launch of its lower-calorie, low-carbohydrate C2 drink.

Analysts welcomed the move, saying that it will lead to better efficiency.

Coca-Cola's profits have been under pressure as competition has increased and consumers have become more health conscious.

The company appointed Neville Isdell as chief executive last year to revive its balance sheet.

Coca-Cola's North American retail division will now be run by Melody Justice, while John Hackett will take over marketing operations.

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