Latin America
Jose Octavio Reyes
President, Latin America Group
Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-loo...
A Love Story
With Five Simple
Ingredients
1. Creating An Engaging Dialogue With People…


     Coca-Cola in Latin America


     Favorite Brand                     ...
…Capturing Their Hearts At Every Occasion,
 Every Single Time, All Year Round…
    Coca-Cola and Meals        Coca-Cola TV...
…Sharing Their Passions
             Copa Coca-Cola
             The largest inter-schools football tournament
           ...
2. Fostering Mutual Trust & Respect With Partners


  More than 60 Bottling Partners
  With system revenue of over $16 Bn
...
3. Ensuring We Are Always There
Reaching More Than 3.3 MM Retailers
with our direct distribution system

           Mexico...
…For Everyone…
                                                                                         Mexico
           ...
…When They Need Us, How They Want Us




                                                                                 ...
4. With Unwavering Commitment To Our
   Communities

Over 200
Community
Programs

Highest Standards
In Recycling And
Retur...
…Keeping People Aware Of Our Actions And Plans

TV Commercial Red Truck                 Latin America Website




  Integr...
…Generating Engagement, Trust And Support
 In Our Company

Corporate Reputation Scores – Latin America 2009
              ...
5. The Conviction That The Best Is Yet To Come…
Coca-Cola TM                             Mexico
                          ...
…And Our Love Story Will Continue
               Happily Ever After
…And Our Love Story Will Continue
Happily Ever After

 Middle Class Growth                                             +16...
A Love Story With Five Simple Ingredients

     Creating An Engaging Dialogue With People

     Mutual Trust And Respect W...
Delivering World Class
Marketing
Wendy Clark,
SVP, Integrated Marketing Communications
Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-loo...
The Different “Imperatives”
Of Marketing Today
Our Kids Are Growing Up With…
Me…
My Parents
My Grandparents
My Great Grandparents
All Of Us…
Evolve
The Proven
 and


Leverage
The New
Evolve The Proven
Distributed Creativity Shifts Communication
And Content Creation To Shared Model
                       Music             ...
Leverage The New: Consumers Remind Us
Daily That Coke Is THEIR Brand


  3,000   photos
     50   videos
256,003   photo v...
Global Scale
 and


Local
Relevance
Global Scale And Local Relevance
Film                              Music




In-Store              Digital     PR




Mark...
Art   and   Science
The
Power
Of Art
The Power Of Science
Brazil: Expanding Segmentation Capability
                                                       Tota...
MARKET INSIGHTS        HUMAN AND
                       CULTURAL INSIGHTS




REVENUE MAPS           CATEGORY AND
        ...
ONE BILLION HOURS AGO…


                 HUMAN LIFE
          APPEARED ON EARTH
*Inspired By Roberto Goizueta
ONE BILLION MINUTES AGO…


           CHRISTIANITY
               EMERGED
ONE BILLION SECONDS AGO…

          THE BEATLES
        CHANGED MUSIC
Coca-Cola




ONE BILLION GOOGLE
SEARCHES AGO…

                 WAS LAST FRIDAY
ONE BILLION
COKES AGO…


 WAS YESTERDAY
TODAY
Creating Passion For Our Brands
2010 FIFA World Cup
Ahmet Bozer
President, Eurasia & Africa Group
Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-loo...
FIFA World Cup, The #1 Sports Event
In The World

           Appeal For Sports Events - Worldwide




                    ...
Connecting With Our Consumers Through
Football Around The World


                                                  Drivin...
Africa To Host The FIFA World Cup With
A Unique Spirit Of Celebration
One Global Campaign, Executed In 160 Markets,
Sending One Invitation To Celebrate And Open Happiness
Integrated Campaign To Reach Consumers
In An Interactive And Experiential Way
                  Music             Digital
...
The Celebration Has Started: We Are Taking The
FIFA World Cup Trophy To 86 Countries Around The World




                ...
Operating As One Global System To Drive
Scale And Productivity


 1   Campaign



 160        Markets



 $45 MM          ...
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
Winwith Coca Cola
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Winwith Coca Cola

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Winwith Coca Cola

  1. 1. Latin America Jose Octavio Reyes President, Latin America Group
  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. A Love Story With Five Simple Ingredients
  4. 4. 1. Creating An Engaging Dialogue With People… Coca-Cola in Latin America Favorite Brand 44% (+ 2 points vs year ago) Volume Share 50% (+ 1 point vs year ago) Source – Brand Coca-Cola Volume Share Nielsen 2009 August YTD Sparkling Category.-- Average Mexico, Brazil, Argentina and Colombia.
  5. 5. …Capturing Their Hearts At Every Occasion, Every Single Time, All Year Round… Coca-Cola and Meals Coca-Cola TV Online Channel Top 10% across all ads 2nd online video channel in Mexico Coca-Cola and Teens Coca-Cola Key Occasions Top 5% across all ads Christmas Top 10% across all ads
  6. 6. …Sharing Their Passions Copa Coca-Cola The largest inter-schools football tournament (5,000 teams & 100,000 participants) Over 12 years of success and recognition FIFA World Cup Six months of full mix activation during 2009 It includes TVC, Music, Promotions, Torch Bearers, Customer programs Exclusive Sparkling Beverage Sponsor Trophy Tour Activation Covering 8 main countries in Latin America as single sponsor Brazil and Mexico activating Historical Matches with largest Music Event Massive TV, radio and newspapers coverage
  7. 7. 2. Fostering Mutual Trust & Respect With Partners More than 60 Bottling Partners With system revenue of over $16 Bn (13%, 3 year CAGR) WORKING AS ONE TEAM
  8. 8. 3. Ensuring We Are Always There Reaching More Than 3.3 MM Retailers with our direct distribution system Mexico Colombia 1,200,000 400,000 Peru Brazil 260,000 1,000,000 Chile Argentina 260,000 235,000
  9. 9. …For Everyone… Mexico Coca-Cola TM Volume* 1.4 Bn + 3.5% vs Year Ago Coca-Cola TM Share** 58.1% + 0.7 Pts vs Year Ago *Mexico 2009 September YTD Unit Case Volume; ** Mexico 2009 September YTD Nielsen Share
  10. 10. …When They Need Us, How They Want Us NRT & RT Non-Returnable (recyclable) Size 450 ml 500 ml 700 ml 1 lt 1.5 lt 2 lt 2.5 lt 3 lt Price 5 6 7.5 10 11 15.5 18 20 Prices Sizes Returnable Size 1.5 lt 2 lt 2.5 lt Price 10 13 14.5 Non-Returnable Materials Systems (recyclable) Size 200 ml 250 ml 330 ml 450 ml 1 lt Price 3.5 4.5 5.5 7.5 8 Returnable Size 200 ml 250 ml 500 ml 700 ml Price 3 4 5 6 Non-Returnable All pack All pack All pack All pack (recyclable) Size 237ml 350 ml Price 4 6 Note: All prices are in Mexican Pesos; NRT: Non-Returnable; RT: Returnable
  11. 11. 4. With Unwavering Commitment To Our Communities Over 200 Community Programs Highest Standards In Recycling And Returnable Packs Community Water Partnerships
  12. 12. …Keeping People Aware Of Our Actions And Plans TV Commercial Red Truck Latin America Website Integrated Communication Plan with Web Based Unified Platform Modular TV Commercial Including Key with Over 150 Proof Points to Engage Proof Points Main Audiences Across Latin America
  13. 13. …Generating Engagement, Trust And Support In Our Company Corporate Reputation Scores – Latin America 2009 (Rankings* among top companies in the region) Advocacy #1 Trust #1 Favorability #2 Familiarity #2 * Proprietary Global Reputation Survey conducted by IPSOS in Q1 2009
  14. 14. 5. The Conviction That The Best Is Yet To Come… Coca-Cola TM Mexico 387 Per Capita (+34 vs 2004) Latin America Group 176 Per Capita (+27 vs 2004) Growing every year World since 1996 44 Per Capita (+2 vs 2004)
  15. 15. …And Our Love Story Will Continue Happily Ever After
  16. 16. …And Our Love Story Will Continue Happily Ever After Middle Class Growth +16 MM SEC A / B / C Expected Change in Population 2009-2012 Youth Population 216 MM 37% of total population are 20 years of age and below in 2009 GDP Growth +2.9% Expected CAGR in GDP Latin America 2009-2012
  17. 17. A Love Story With Five Simple Ingredients Creating An Engaging Dialogue With People Mutual Trust And Respect With Our Partners Ensuring We Are Always There Unwavering Commitment To Our Communities The Conviction That The Best Is Yet To Come
  18. 18. Delivering World Class Marketing Wendy Clark, SVP, Integrated Marketing Communications
  19. 19. 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.
  20. 20. The Different “Imperatives” Of Marketing Today
  21. 21. Our Kids Are Growing Up With…
  22. 22. Me…
  23. 23. My Parents
  24. 24. My Grandparents
  25. 25. My Great Grandparents
  26. 26. All Of Us…
  27. 27. Evolve The Proven and Leverage The New
  28. 28. Evolve The Proven
  29. 29. Distributed Creativity Shifts Communication And Content Creation To Shared Model Music Education Industry Employees News Celebrities Media Government Producers Marketing Brand Communication Partners Brands Content Development TV/Film Events Programming Detractors Competitors Supply Fans Chain NGOs/ Cause Sales Channels Partners Consumers
  30. 30. Leverage The New: Consumers Remind Us Daily That Coke Is THEIR Brand 3,000 photos 50 videos 256,003 photo views 374,065 Likes 42,148 Comments …in the last six months
  31. 31. Global Scale and Local Relevance
  32. 32. Global Scale And Local Relevance Film Music In-Store Digital PR Market Impact Teams Packaging Out Of Home
  33. 33. Art and Science
  34. 34. The Power Of Art
  35. 35. The Power Of Science Brazil: Expanding Segmentation Capability Total SKU’s: Coca-Cola Trademark ’03 3 Activation clusters 148 ’06 64 Activation 89 clusters ’07 88 Activation clusters Activation cluster: channels + shopper segment + customer partnership level ’98 ’08
  36. 36. MARKET INSIGHTS HUMAN AND CULTURAL INSIGHTS REVENUE MAPS CATEGORY AND BRAND MAPS BRAND GROWTH BRAND VISION AND STRATEGY ARCHITECTURE PRODUCT, PACK AND COMMUNICATION AND EQUIPMENT AGENDA CONNECTION AGENDA OCACASION BRAND PACK BRAND COMMUNICATION PRICE CUSTOMER PLANS AND EXPERIENCE PLANS (OBPPC)
  37. 37. ONE BILLION HOURS AGO… HUMAN LIFE APPEARED ON EARTH *Inspired By Roberto Goizueta
  38. 38. ONE BILLION MINUTES AGO… CHRISTIANITY EMERGED
  39. 39. ONE BILLION SECONDS AGO… THE BEATLES CHANGED MUSIC
  40. 40. Coca-Cola ONE BILLION GOOGLE SEARCHES AGO… WAS LAST FRIDAY
  41. 41. ONE BILLION COKES AGO… WAS YESTERDAY
  42. 42. TODAY
  43. 43. Creating Passion For Our Brands 2010 FIFA World Cup Ahmet Bozer President, Eurasia & Africa Group
  44. 44. 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.
  45. 45. FIFA World Cup, The #1 Sports Event In The World Appeal For Sports Events - Worldwide NBA Finals NFL Super Bowl 10 UEFA Euro Championship Formula One FIFA WC OLYMPIC GAMES Super Bowls every day for a month Source: Sports Intelligence – Appeal for the following events– July 2006
  46. 46. Connecting With Our Consumers Through Football Around The World Driving Brand Love And Increasing Purchase Intent Total Population 75 81 69 Interested 46 52 in Football 42 +7% Interested in Football & aware of Coke as a sponsor Favorite Brand Purchase Intent July 2006 CCT – Germany, UK, France, Italy Q2 2006 Volume increase (vs. YA) in markets where we activated FWC when trend of the previous 4 quarters was at 4% increase
  47. 47. Africa To Host The FIFA World Cup With A Unique Spirit Of Celebration
  48. 48. One Global Campaign, Executed In 160 Markets, Sending One Invitation To Celebrate And Open Happiness
  49. 49. Integrated Campaign To Reach Consumers In An Interactive And Experiential Way Music Digital TV Commercials Customers Branded Content Legacy Visual Identity Experiential
  50. 50. The Celebration Has Started: We Are Taking The FIFA World Cup Trophy To 86 Countries Around The World 4 hrs Average live TV Coverage in each country visited so far 500K Ambassadors of Coca-Cola
  51. 51. Operating As One Global System To Drive Scale And Productivity 1 Campaign 160 Markets $45 MM In Productivity Savings Campaign

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