Coca cola’s responsible marketing policy

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  • I like your presentation! I am also glad to see that companies like Coca Cola are providing healthier products. My worry is as Marius brings up, is artificial sweeteners healthier? I remember reading in Wall Street Journal earlier this year that food companies are switching back to sugar, since research shows that artificial sweeteners is worse than expected and we still do not know all the side effects of it. I know that in Norway the government is considering to add “sugar tax” to products like soda, how do you think this will affect Coca Cola?

    Mai-Karin Midttun
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  • Good presentation. I am glad that Coke is adapting a socially responsible approach to market its products as well as adjusting its product mix to provide healthier alternatives. Providing full disclosure of your products and providing age appropriate marketing, even if it is negative or adverse to sales, is obviously a fair way to conduct your business. It is especially important, given Cokes global reach, to act responsible in third world countries where information on a healthy lifestyle is not available or difficult to implement. Acting socially responsible will benefit the company in the long run as consumers will recognize Coke as fair and trustworthy company. Your first slide corroborates Cokes decision to market in a socially responsible manner because a Company’s behavior does matter to certain customer groups. Also working in Coke’s favor is that the tastes and preferences of people are moving towards a healthier lifestyle, which fits with their core initiatives.

    Comments by Paul Vella
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  • I forgot my name on the comment... It is Marius Andreassen. My paragraphs was suddently put together when I posted it as well, but I guess it is still readable.
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  • Good presentation and interesting in relation to the problems with overweight, especially for children and adolescents. It’s a good thing that companies like Coca Cola and Pepsi are trying to make healthier versions of their products, and reduce the servings. Customers have also been more and more engaged in a healthier diet, and will rather buy low calorie and sugar free products, so by promote this coca cola can attract customers that wouldn’t have bought regular soda.

    However, I am wondering if this sugar free and low calorie products really are healthier than the original. There might be some other ingredients that have other side effects. Some studies even indicate that some artificial sweeteners can lead to weight increase and addictiveness (http://olsonnd.com/complete-guide-to-artificial-sweeteners/)
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  • + interesting case, well researched and well presented
    - add sources to specific slides, add additional success metrics
    ? did you see the Pepsi Refresh campaign, what to you think about it?

    good work! - Thomas
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Coca cola’s responsible marketing policy

  1. 1. J. Ke‘ala Segundo MKTG6000 – Marketing for Managers
  2. 2.  Growing trend to capture market share via promoting a good cause  According to 2006 Millennial Cause Study:  69% of Millennials will consider a company’s social and environmental commitment when choosing where to shop  89% of Millennials likely to switch brands as a result of non-association with good cause
  3. 3.  Food and beverage marketing to children and adolescents has taken a recent shift  Marketing may have an especially powerful impact on what food and beverages children consume  Promotion for food and beverages permeate the daily lives of children and adolescents
  4. 4.  Includes providing product ingredient and nutrition information  Encouraging sensible, balanced diet and active lifestyle decisions  Supporting tasteful, truthful and responsible advertising and marketing
  5. 5.  Active Healthy Living  Advertising and Marketing to Children Policy  Creating accurate, age-appropriate advertising  Global Nutrition Labeling Policy  Nutrition labeling and nutrition information on all product packages
  6. 6.  Social responsibility, consumer education  Provides consumer education through packaging containing information on calorie contents and other nutrition information  Other projects supported to address global obesity epidemic and promote a healthy lifestyle
  7. 7.  One of seven core areas aimed towards making a positive difference in the world  Low- and no- calorie products  Smaller portion sizes  Nutrition labeling  Support for activity programs
  8. 8.  Coca Cola’s Advertising and Marketing to Children Policy  No advertising directly at audiences consisting more than 35% children under age 12  No brands’ marketing in TV, radio and print programming made specifically for children  Encompassed global school beverage guidelines  Established Children’s Review Process to help guide policy  Will publish compliance findings within corporate sustainability report
  9. 9.  Providing parents and caregivers with necessary tools to make informed choices for their children  Easy-to-access nutrition information on product labels and online ▪ Nutrition Connection site on Coca Cola’s website ▪ Educational information ▪ Refreshment quizzes ▪ Videos and podcasts ▪ Links to additional helpful resources  Portion control sizes
  10. 10.  To help address iron-deficiency anemia and malnutrition in children in the Philippines  NutriJuiceTM – an orange juice fortified with iron, zinc, lysine and vitamins A and C  Approximately 30,000 children have benefited from consuming this product  To promote health and wellness education  “Apuntate a Jugar” (Sign Up to Play) – program in Latin America
  11. 11. 3 6 9 2006 2007 2008
  12. 12. 475 575 700 750 2005 2006 2007 2008
  13. 13.  Build on fundamental strengths in marketing and innovation  Drive increased efficiency and effectiveness  Generate new energy through core brands that focus on health and wellness
  14. 14.  The world’s largest distributor of non- alcoholic beverages  The world’s most recognized family of brands  500 beverage brands  3,300+ beverages  200+ countries where products are sold
  15. 15.  Encourage people to make informed choices and live healthier  Display calorie count and key nutrients on food and beverage products by 2012  Advertise to children under 12 only products that meet our global science-based nutrition standards  Eliminate the direct sale of full-sugar soft drinks in primary and secondary schools at the globe by 2012  Increase range of foods and beverages that offer solutions for managing calories, like portion sizes
  16. 16.  In U.S., will display total calorie counts on products in line with U.S. Food and Drug Administration (FDA) guidance and regulations  Through European Union, introduced nutrition labeling which includes calorie counts on all products
  17. 17.  Adopted worldwide voluntary commitment to only advertise products that meet specific nutrition criteria to children under age 12  Applies to TV, print or internet directed towards audience consisting 50% or more of children under age 12
  18. 18.  Aims to help school offer wider range of low calorie and nutritious beverages to students  Eliminates direct sale of full-calorie soft drinks to elementary and secondary school students  Reducing sugars and fats in portfolio offerings to reduce calories per serving and offering portion- and calorie- control options for several products
  19. 19.  Marketing strategies should be driven not only by growth, but by sustainable growth  i.e., Increasing bottom line and market share and also by social well-being and responsibility  Promote the art of effectiveness and efficiency simultaneously  i.e., Doing things right and doing the right thing
  20. 20.  Food and Beverage Marketing to Children and Adolescents: What Changes are Needed to Promote Healthy Eating Habits?, A Research Brief, Oct. 2008 - http://www.rwjf.org/files/research/20081103herfoodmarketing.pdf  The Coca-Cola Company, Our Strategy, http://www.thecoca- colacompany.com/careers/our_strategy.html  Lloyd, Tracey, Coca Cola releases 2009 sustainability Review – Global Beverage Producer Addresses Impacts of Business Operations, Nov. 16, 2009, http://www.suite101.com/content/coca-cola-releases-2009- sustainability-review-a170218  PepsiCo 2009 Annual Report, http://www.pepsico.com/annual09/human_sustainability.html  Responsible Marketing & Advertising, PepsiCo - http://www.pepsico.com/Purpose/Human-Sustainability/Responsible- Marketing.html
  21. 21.  The Coca-Cola Company 2008-2009 Performance Highlights, http://www.thecoca- colacompany.com/citizenship/pdf/SR08_PerfHigh_I_II.pdf  The Coca-Cola Company, Nutrition Labels, www.nutritionlabeling.thecoca-colacompany.com  The Coca-Cola Performance Highlights By Year, http://www.thecoca- colacompany.com/citizenship/pdf/SR08_PerfHigh_Year_III_IV.pdf  The Coca-Cola Company, Responsible Marketing, www.responsiblemarketing.thecoca-colacompany.com

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