Bringing Our Brands To Life
Locally In The US
Hendrik Steckhan
President & GM, Sparkling Beverages, CCNA
A Joint Commitment By Our System


                        “Sparkling Revitalization”

                      Recruit Teens...
A Collaborative Lead Market “Lab”
…To Drive Scaled Value Growth



                    Southeast
                         ...
“Follow The Money”:
Pursuing Growth In Key Revenue Segments

                 Large     Small    Food Service
            ...
A Tailored Architecture For Each Segment
              Large    Small    Food Service                     Market Insights
...
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Ko 2020 Local Activation

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Ko 2020 Local Activation

  1. 1. Bringing Our Brands To Life Locally In The US Hendrik Steckhan President & GM, Sparkling Beverages, CCNA
  2. 2. A Joint Commitment By Our System “Sparkling Revitalization” Recruit Teens, Led by Coca-Cola Grow Household Base Reignite System Profit Growth
  3. 3. A Collaborative Lead Market “Lab” …To Drive Scaled Value Growth Southeast Scale What Works 27 % of US* 14 Bottlers • Real Market Proof Points • Franchise System Power *Sparkling Volume
  4. 4. “Follow The Money”: Pursuing Growth In Key Revenue Segments Large Small Food Service Stores Stores Hospitality Family Home Consumption $80 Bn Away From Home/Youth $30 Bn $30 Bn
  5. 5. A Tailored Architecture For Each Segment Large Small Food Service Market Insights Stores Stores Hospitality Family Home Consumption O ccasion B Away From Home/Youth rands P ack Architecture P rice C hannel Marketing & Commercial Execution
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