The World’s Most Innovative
And Effective Marketing
Joe Tripodi
Chief Marketing and Commercial Officer
Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-loo...
The Winds Of Change Are Blowing
What Some People Think   The New Reality
We Are Capitalizing On New Rules
Of Engagement With People
Ease Of Use           Access          Utility   Personalization...
We Are Building Brands Differently
One Size Fits All     Flexibility And Customization




                               ...
We Are Reaching And Inspiring
People Differently
Strong TVC / Weak Shopper   Balanced And
Marketing                   Inte...
We Are Changing from TVC Producers
To Content Managers Driven By Big Ideas
TV-Centric            “Big Idea”-Centric


    ...
Marketing Is Changing
Spray-N-Pray               Precision Marketing




Precision Marketing = Messaging  Media  Consume...
The Internet Is The Great Democratizer…
Externally And Internally
Siloed Countries      Global Tribes
Leading To A
Unique New
Approach For
The Coca-Cola
Company…
New Foundations For Defining Identity




People are no longer defined by lifestage, gender, socio-
economics or geography
New Foundations For Defining Identity




Today, consumers define their identity by values,
attitudes and beliefs
Winning As A
Total Beverage
Company In
This New
World…
Coca-Cola TM
The Epicenter



                and




                      Core & New
We Are Delivering Against This Strategy




                       and




Coca-Cola TM
Growth
(CAGR 2005 - 2008)   +3%   ...
Winning With Coca-Cola TM + Core And New
In Developed And Emerging Markets

                          Mexico   Turkey     ...
Winning With
Coca-Cola In
This New
World…
Coca-Cola Is At Our Epicenter Today
And Our 2020 Ambition


12 Bn 51%                                Unit Cases           ...
The Most Valuable Brand On The Planet…
Timeless Relevance and Refreshment
  1990                                          ...
Our Reasons
To Believe In
Coca-Cola
The Best Tasting Beverage
No artificial flavors
No added preservatives
since 1886
Uplifting Energy And Spirit
Coke is the pause that
refreshes, inspires and
energizes
A Youthful Brand
Coke is forever young
timeless and fun
Perfect Complement To Food And
Family Occasions
Coke = Unity And Optimism
Coke connects us, no matter the
culture, country, or continent
The world may be divided, but
we ...
A Wholesome Product
The great taste of Coke comes from all
natural flavors
Universal icon of happiness for 123 years
Now e...
Coca-Cola “Open Happiness”
The refreshing antidote
to modern day woes
With This (Secret) Formula We Are Winning!!




   5:1 3:1       2009 YTD Favorite Brand Score                            ...
Coca-Cola TM Growth
 Potential Is Just Beginning
 To Be Unlocked…                                                         ...
Our Epicenter Today
Our Epicenter In 2020
Winning With Coca-Cola
In This New World…

Four Core
Principles
1. Fully
Leveraging
The Power Of
Coca-Cola TM…
Three Differentiated Brands. ONE Icon
Standing For Optimism And Positivity
Significant Marketing Assets
And Opportunities To Fuel Growth
2. Win The Heart
Of Every
Generation…
Especially
Teens
We Are Winning The Hearts
Of A New Generation Of Drinkers


           1 Bn        Unit Cases
12-19 Year Old Contribution ...
3. Making
Sustainability Part
Of The Coca-Cola
Promise. Forever.
Marketing Responsibly
Giving People Choice




                       750+
                       Low And No Calorie
                       Beve...
Encouraging Physical Activity
Inspiring…            …And Facilitating
Delivering Sustainability
4. Winning
Occasion By
Occasion,
Transaction By
Transaction…
Delivering Through Our Unique
Global System Capabilities


                        Consumer
                        Consum...
To Grow Core Occasions And Capture New
Ones Through Precision Marketing
Occasion  Brand  Price  Pack  Channel

  USA  ...
Winning Marketing Means…
  Emotionally                                      Precision                                  Inn...
Our Conviction Is That
The Best Is Yet To Come…
KO 2020 Marketing Overview
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KO 2020 Marketing Overview

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KO 2020 Marketing Overview

  1. 1. The World’s Most Innovative And Effective Marketing Joe Tripodi Chief Marketing and Commercial Officer
  2. 2. Forward-Looking Statements This presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward- looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made. The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements. Reconciliation To US GAAP Financial Information The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934. A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with Generally Accepted Accounting Principles.
  3. 3. The Winds Of Change Are Blowing What Some People Think The New Reality
  4. 4. We Are Capitalizing On New Rules Of Engagement With People Ease Of Use Access Utility Personalization PEOPLE DEMAND VALUE Portability FOR THEIR TIME & Self Expression ATTENTION Entertainment Source: Leo Burnett
  5. 5. We Are Building Brands Differently One Size Fits All Flexibility And Customization 5
  6. 6. We Are Reaching And Inspiring People Differently Strong TVC / Weak Shopper Balanced And Marketing Integrated Marketing
  7. 7. We Are Changing from TVC Producers To Content Managers Driven By Big Ideas TV-Centric “Big Idea”-Centric Mobile Sports OOH Music Internet Events BIG IDEA Print WOM Retail Radio Licensing CSR 7
  8. 8. Marketing Is Changing Spray-N-Pray Precision Marketing Precision Marketing = Messaging  Media  Consumer Segments  Geography  Timing 8
  9. 9. The Internet Is The Great Democratizer… Externally And Internally Siloed Countries Global Tribes
  10. 10. Leading To A Unique New Approach For The Coca-Cola Company…
  11. 11. New Foundations For Defining Identity People are no longer defined by lifestage, gender, socio- economics or geography
  12. 12. New Foundations For Defining Identity Today, consumers define their identity by values, attitudes and beliefs
  13. 13. Winning As A Total Beverage Company In This New World…
  14. 14. Coca-Cola TM The Epicenter and Core & New
  15. 15. We Are Delivering Against This Strategy and Coca-Cola TM Growth (CAGR 2005 - 2008) +3% Core & New Growth (CAGR 2005 - 2008) +7%
  16. 16. Winning With Coca-Cola TM + Core And New In Developed And Emerging Markets Mexico Turkey Russia 3% 5% 7% 12% 24% 13% Brazil S Africa China 8% 4% 11% 18% 6% 20% Coca-Cola TM Core and New Volume CAGR 2005 – 2008
  17. 17. Winning With Coca-Cola In This New World…
  18. 18. Coca-Cola Is At Our Epicenter Today And Our 2020 Ambition 12 Bn 51% Unit Cases of KO Volume $78 Bn Retail Value Source: Retail Value Coca-Cola TM 2008
  19. 19. The Most Valuable Brand On The Planet… Timeless Relevance and Refreshment 1990 2009 1 Coca-Cola 1 Coca-Cola 2 Kellogg’s 2 IBM 3 McDonald’s 3 Microsoft 4 Kodak 4 General Electric 5 Marlboro 5 Nokia 6 IBM 6 McDonald’s 7 American Express 7 Google 8 Sony 8 Toyota 9 Mercedes Benz 9 Intel 10 Nescafe 10 Disney Source: Annual „Best Global Brands‟ Survey, Interbrand, 1990 & 2009
  20. 20. Our Reasons To Believe In Coca-Cola
  21. 21. The Best Tasting Beverage No artificial flavors No added preservatives since 1886
  22. 22. Uplifting Energy And Spirit Coke is the pause that refreshes, inspires and energizes
  23. 23. A Youthful Brand Coke is forever young timeless and fun
  24. 24. Perfect Complement To Food And Family Occasions
  25. 25. Coke = Unity And Optimism Coke connects us, no matter the culture, country, or continent The world may be divided, but we can all agree on a Coke
  26. 26. A Wholesome Product The great taste of Coke comes from all natural flavors Universal icon of happiness for 123 years Now enjoyed 805 million times a day Happiness is special… So is a Coke
  27. 27. Coca-Cola “Open Happiness” The refreshing antidote to modern day woes
  28. 28. With This (Secret) Formula We Are Winning!! 5:1 3:1 2009 YTD Favorite Brand Score 2009 YTD Sparkling Volume Share Favorite Brand Score - Coca-Cola vs Pepsi Cola Regular, B3 YTD 2009 Top 35 Markets; Market Share: Coca-Cola vs Pepsi Cola Regular, Core Sparkling Volume Share, Nielsen/Intage YTD July 2009
  29. 29. Coca-Cola TM Growth Potential Is Just Beginning To Be Unlocked… 387 400 350 300 265 250 214 217 225 198 200 150 134 137 112 122 107 100 66 75 44 32 46 50 16 8 0 Germany Worldwide Turkey Mexico Philippines South Africa Spain China Colombia Russia France Great Britain United States Chile Japan Brazil Argentina Australia 2008 Per Capita
  30. 30. Our Epicenter Today Our Epicenter In 2020
  31. 31. Winning With Coca-Cola In This New World… Four Core Principles
  32. 32. 1. Fully Leveraging The Power Of Coca-Cola TM…
  33. 33. Three Differentiated Brands. ONE Icon Standing For Optimism And Positivity
  34. 34. Significant Marketing Assets And Opportunities To Fuel Growth
  35. 35. 2. Win The Heart Of Every Generation… Especially Teens
  36. 36. We Are Winning The Hearts Of A New Generation Of Drinkers 1 Bn Unit Cases 12-19 Year Old Contribution to Brand Coca-Cola Volume (Sept 2009 YTD) +475 MM Bottles* Additional 8oz bottles of Brand Coca-Cola Enjoyed By Teenagers The World Over (Sept 2009 YTD) * 8 oz bottles
  37. 37. 3. Making Sustainability Part Of The Coca-Cola Promise. Forever.
  38. 38. Marketing Responsibly
  39. 39. Giving People Choice 750+ Low And No Calorie Beverages, Led By Diet Coke And 1963 1982 2005 Coca-Cola Zero
  40. 40. Encouraging Physical Activity Inspiring… …And Facilitating
  41. 41. Delivering Sustainability
  42. 42. 4. Winning Occasion By Occasion, Transaction By Transaction…
  43. 43. Delivering Through Our Unique Global System Capabilities Consumer Consumer Marketing Growth Customer & Franchise Commercial Leadership Leadership System Shopper
  44. 44. To Grow Core Occasions And Capture New Ones Through Precision Marketing Occasion  Brand  Price  Pack  Channel USA China
  45. 45. Winning Marketing Means… Emotionally Precision Innovation Productivity Driven Consumer Marketing Engagement delivering enhanced segmentation/targeting and in all we do, from product, package, equipment and leverage global scale to maximize efficiency and personalized experiences consumer engagement effectiveness * * SKU Rationalization Balanced Inspirational and Operational Marketing Enhanced Integration and System Collaboration * “Twitter” and “Facebook” are trademarks of Twitter, Inc. and Facebook, Inc. respectively.
  46. 46. Our Conviction Is That The Best Is Yet To Come…
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