Ko 2020 Engaging Consumers

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  • 1. Making Strong Brands Stronger In The US Katie Bayne Chief Marketing Officer, Coca-Cola North America
  • 2. Coca-Cola Strength Is Clear #1 68.7B #2 WORLD’S 60.2B #3 MOST 56.6B #4 47.8B VALUABLE #5 BRAND 34.9B #23 Valuable brand: Interbrand / BusinessWeek, Sept 09 Coca-Cola IBM Microsoft GE Nokia Pepsi Cool Brand Preferred Beverage 50.0 Source: 2009 TRU Favorite Brand Study 45.0 40.0 35.0 Source: Consumer Brand Health tracking through Sept 2009
  • 3. Fueling Teen Recruitment
  • 4. Growing Teen Drinkers Teen User Base Source: Consumer Brand Health tracking, YTD September vs YAGO
  • 5. Talking With Mom Everyday
  • 6. Capturing More Home Occasions with Meals Source: Consumer Brand Health tracking, YTD Sept 2009
  • 7. Coke Zero Growth Continues Foodservice Outlets Growing +49% +151% +101% in value volume YTD +15% in volume 2006 2007 2008 2009 YTD Value Source: Nielsen , AMC, YTD Sept, 2009 Recruiting Youth Preferred TO vs. Key Competitor Source Favorite Brand Score: Coca Zero vs Pepsi Max, Consumer Brand Health tracking, Sept 2009.
  • 8. Diet Coke Regaining Momentum Preferred TO LOW CALORIE SPARKLING BEVERAGE vs Key Competitor Source: Diet Coke vs. Diet Pepsi, Nielsen YTD Sept 2009 Source: Diet Coke vs. Diet Pepsi, Consumer Brand Health tracking, YTD Sept 2009 LIVE TASTEFULLY
  • 9. Innovating Flavor Brands
  • 10. Living Positively In All We Do CONSUMERS give it back OPINION LEADERS & CONSUMER INFLUENCERS SYSTEM
  • 11. A High Growth Portfolio Source: CCNA Industry Estimates, Nielsen YTD Sept 2009. The Coca-Cola Company is a minority investor in the Zico and Honest Tea brands. The rights to ready-to-drink Illy coffee products in North America are held by a joint venture in which The Coca-Cola Company owns a 50% interest.
  • 12. Accelerating Powerade Performance EQ Share Swing Point Share Volume (Among Hispanics) Source: Nielsen AMC, YTD Sept 2009 Source: Nielsen YTD Sept 2009 – PADE TM Source: Nielsen YTD Sept 2009 #1 FASTEST GROWING
  • 13. Innovating To Fuel Growth Facebook Co-Creation vw10 a w/ consumers Strong Start 4 of top 6 by the fans… low-cal SKUs are for the fans vitaminwater10 1+ mm Source: Nielsen,YTD Sept 2009
  • 14. Investing in a Leader In Volume Premium Bottled Water Source: Nielsen Sept 2009
  • 15. Differentiating In Water
  • 16. Winning In Juice & Juice Drinks In Volume In Volume In Volume Source: Nielsen Sept YTD 2009 Sept YTD 2009
  • 17. Discovering And Propelling Emerging Brands Proprietary Tools Investment Entrepreneurs Venturing & Emerging Brands Importation Innovation
  • 18. Deeply Connecting With Hispanic Passions Index Index Population Growth Reg Sparkling Per Caps Still Per Caps Source: Census 2010 - 2020 Source: CCNA Consumer Landscape Study, 2008 Source: CCNA Consumer Landscape Study, 2008 FULL YEAR World Cup Powerade & Mexican National Dasani Hispanic New Novelas Ingles Sin Barreras Team
  • 19. Celebrating African American Culture & Lifestyle Index Index Population growth reg sparkling per caps still per caps Source: Census 2010 - 2020 Source: CCNA Consumer Landscape Study, 2008 Source: CCNA Consumer Landscape Study, 2008 FULL YEAR vitaminwater program Sustaining Tool HBCU & CZO partnership Black History Month Nestea/MM
  • 20. My Coke Rewards: #1 CPG Site On The Web CONSUMER SCHOOLS CUSTOMER CHARITIES 1 In 8 Households Creating Real Value 9 Minutes On Site Source: Nielsen Homescan Panel, 2009
  • 21. Coke Digital Network: Continuous Innovation
  • 22. Coke Digital Network: Synchronized Power Of Presence Digital Movie Digital Out of Home Screens 1+ MM <.1 MM VOIP Networks Digital IPTV 37 MM 1,867 MM Large Format LED Public Kiosks <.1 MM 2 MM Wireless Networks .3 MM Digital Vending .3 MM PC Platforms Mobile Devices 2,236 MM 4,473 MM Streaming Media Email & Web 250 MM Sources: Industry sources, Trade organizations, Business Periodicals 1,854 MM