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Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Coca-Cola Japan at iMedia Brand Summit Goa
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Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Coca-Cola Japan at iMedia Brand Summit Goa

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First keynote speaker at iMedia Brand Summit 2012 – Hiroto Ebata, Vice President, iMarketing & System Innovation, Marketing & New Businesses, Coca-Cola Japan. With a legendary brand like Coca-Cola, ...

First keynote speaker at iMedia Brand Summit 2012 – Hiroto Ebata, Vice President, iMarketing & System Innovation, Marketing & New Businesses, Coca-Cola Japan. With a legendary brand like Coca-Cola, Hiroto showcased how this drink connected with consumers through various initiatives, their ‘Open Happiness’ tagline which stays standard in all markets, usage of a mobile campaign in Japan, etc. View this video to know how this brand created a powerful impact & continue the legacy of Coca-Cola around the globe.

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    Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Coca-Cola Japan at iMedia Brand Summit Goa Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Coca-Cola Japan at iMedia Brand Summit Goa Presentation Transcript

    • Leveraging Owned Media to Manage Marketing Complexities Hiroto Ebata Vice President, iMarketing Coca-Cola Japan
    • Self Introduction
    • Self Introduction
    • Coca-Cola (Japan)
    • Coca-Cola’s Global Mission5
    • Anywhere Anytime Anyone Over200 Countries 1.7 Billion/day 6
    • CCJC has the largest Portfolio Coca-Cola Sprite Fanta GEORGIA Cola Clear Soda Canada Dry Coffee Flavor Soda Blended Tea Sokenbicha Qoo Fruit Juice Hajime Japanese Minit Maid 100%Juice Tea Ayataka Aquarius Vitamin Asian Huang Guard Tea Fitness からだ巡茶 Energy Drink Diet Tea Real Gold Love Body Sports Tea Drink Water Kochakaden Aquarias Ilohas 7
    • Coca-Cola System in Japan Coca-Cola Japan Bottlers Product Concentrate Produc CollectPlanning Logistics Sales Recycle DevelopmentDevelopment -tion Waste CCJC Tokto R&D Conter CCJC National Beverage゙ Coca-Cola Customer Marketing Hokkaido FV Corporation Vending Okinawa Brand No. of bottlers Machines 20+ 12 980,000 Micihnoku Mikuni Store Employees Factories Hokuriku Sendai Accounts 23000 29 1.13 Million West Holdings Tone Tokyo Ronute Cars Sales Offices Sales Force Central Japan 7500 466 93,000 Shikoku 8 Minami Kyushu
    • Woodruff CupWinner 2011 Japan Business Unit was named the best amongCoca-Cola in 2011
    • Coca-Cola’s Introduction ofIMC Communication
    • Coca-Cola’s Traditional 360o Marketing 3600Marketing Model in 1960’s TV Advertising Point of Sale In Person Newsletters Sponsorships Newspapers Magazines Brand Direct Mail Events Promotions Consumer Hotline Radio 1 1
    • Long Term Decline of Mass Media (USA)Our Economics Are Message Recall HasChanging Been Steadily Dropping 34% 35% Source: NAB / Nielsen• #1 rated TV Show in 30% 24% U.S. had a 60.2 Rating 25% 20%• In 2006 the #1 rated 15% 13% 9% show only achieves a 10% 5% 16.0 Rating 0 1965 1974 1981 2000 % of adult evening viewers who could name a brand advertised on a show they watched last night12
    • Becoming Consumer Centric o Integrated Marketing 360 Marketing Communication (IMC) Magazin TV e OOH Package Mobile POP PCManufacturer’s View Consumer’s View Maximize Exposure Consumer Values, Experience 13
    • Integrated Marketing Communication (IMC)• Integrating all connection points with CORE CREATIVE IDEA (CCI).• Messaging at each contact point with relevancy to consumer within the CCI.• Cross functional team working together to execute holistic plan.
    • Corporate CMO Mr. Joe Tripodi15
    • We Must Build Brands Differently ONE SIZE FITS ALL FLEXIBILITY & CUSTOMIZATION 16
    • We Need To Reach & Inspire Consumers Differently STRONG TVC, WEAK IN-STORE BALANCED 17
    • We Must Change The Way We Think About Advertising TV-CENTRIC “BIG IDEA”-CENTRIC Mobile Sports OOH Music Internet Events BIG IDEA Print WOM Retail Radio Licensing CSR 18
    • Our Marketing Must Change SPRAY-N-PRAY PRECISION MARKETING 19
    • We Must Quickly Adapt As Marketing Moves To The Palm of Your Hand ONLY FOR TALKING REMOTE CONTROL FOR LIFE
    • Getting back Teens to Coca-Cola• Global launch of the Coke Side of Life Campaign – Teen were alienating Coca-Cola all over the world – It was necessary to establish Digital Communication Channels – Digital/interactive marketing departments emerged globally• Japan’s Introduction: Jan. 29th 2007 21
    • Happiness Factory Japan Version
    • Coke Side of Life Campaign (CSoL)• Global sales of Coca-Cola was shrinking especially among Teens.• Crafted a campaign for teens using digital.• Introduced IMC for CSoL.• Conducted Tie-ups with teen relevant content – Mobage Town (May) – iTunes (July, Aug.) – 7-11 / Mobage Town (Dec.) etc.
    • Coke x Mobage 2007 Teen Recruitment Program Magazine Vending TV Ad/Radio Package CCJC Web Mobile InstoreMOBAGE Town CC Park mbga.jp Directed all Traffic to Tie-up siteGames 【Exclusive】 Coca-Cola section in ・Games Mobage Town ・Decome ・Avatar Items
    • Coke Digital Activation 2007 Video
    • Japan Coca-Cola TM Sales VolumeUnitCases Sales Recovered 2000 2001 2002 2003 2004 2005 2006 2007 2008 26
    • Coca-Cola ParkCOCA-COLA JAPAN’S DIGITAL OWNEDMEDIA
    • Portfolio Marketing for CCJC TeensBaseballJ-League Moms/Shoppers OlympicsFIFA WC
    • Development Background/Merits1. Introduction of IMC2. Siloes of Websites. – Retain within CCJC portfolio3. Redundancies among sites. – Common Membership/Point System Infrastructure.4. Platform for Partnership necessary – Collaboration Campaigns. – Links with Social Media5. Lower Cost of Communication – E-mail membership, Social Fans.
    • Growth for Coca-Cola Park Page Views (Bil.) Membership (MM) 1012 910 8 78 6 56 44 3 22 1 00 2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011
    • Coca-Cola Park (2008) Video
    • CONSUMER ENGAGEMENT1980’s 1990’s 2000’s 2010’sMass Segmented One to SocialTarget one
    • CONSUMERS ARE DRIVING THE CONVERSATIONCoca-Cola Views 146 MMImpressionsCoca-Cola Created 26 MMExpressionsConsumer Created 120 MM
    • AN EVOLVED CONSUMER ENGAGEMENT MODEL TV | Outdoor | MobileBlogs | Social | Brand PR Equip | Websites | Pack | Trucks CC Park to evolve In-store | Shopper | POS Into 4 media model
    • Think this Way
    • Liquid & Linked, Owned,Earned, Shared, Paid- EMERGENCE OF SOCIAL MEDIA
    • • Social Button Explanation & Metrics
    • Owned media2009 - Outside 2007 2010- Community Social ApplicationAdvertisement Official Blogger 2011- Happy Button CCJC Community Paid media Earned media Shared media
    • Why Owned Media is HUB1. You have 100% control – Only media you control 100% of content.2. Real time contents – ONLY media that can change anytime.3. Long-Tail Content Aggregation – Able to Stock Content4. Works best if you have communication arms. – E-mail, Social Accounts etc.
    • Coca-Cola Olympic supporters Park functioning as Hub for IMC activities CLC TV program VMAJ Global contents Kato Miliyah Social media Olympic supporters’ ParkCelebrities/Olympians Promotion Happiness Quest Product CCParkTV Coca-Cola Park 41
    • Thank you!