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Ko 2020 Engaging Consumers


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Published in: Business, Self Improvement

Ko 2020 Engaging Consumers

  1. 1. Making Strong Brands Stronger In The US Katie Bayne Chief Marketing Officer, Coca-Cola North America
  2. 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. 3. Fueling Teen Recruitment
  4. 4. Growing Teen Drinkers Teen User Base Source: Consumer Brand Health tracking, YTD September vs YAGO
  5. 5. Talking With Mom Everyday
  6. 6. Capturing More Home Occasions with Meals Source: Consumer Brand Health tracking, YTD Sept 2009
  7. 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. 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. 9. Innovating Flavor Brands
  10. 10. Living Positively In All We Do CONSUMERS give it back OPINION LEADERS & CONSUMER INFLUENCERS SYSTEM
  11. 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. 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. 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. 14. Investing in a Leader In Volume Premium Bottled Water Source: Nielsen Sept 2009
  15. 15. Differentiating In Water
  16. 16. Winning In Juice & Juice Drinks In Volume In Volume In Volume Source: Nielsen Sept YTD 2009 Sept YTD 2009
  17. 17. Discovering And Propelling Emerging Brands Proprietary Tools Investment Entrepreneurs Venturing & Emerging Brands Importation Innovation
  18. 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. 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. 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. 21. Coke Digital Network: Continuous Innovation
  22. 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