Think Latin America: Live Positively

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Live Positively: A Case for Business Sustainability Pilot in Latin America Going Global, by Marco Simões (Coca-Cola)

Latin America, with its growing importance and influence reaching new levels, is the top sales region for The Coca-Cola Company today. The Company has recently refined and implemented a new strategy, the Live Positively sustainability platform, which is based on seven core areas, ranging from environmental to community to market and workplace principles. The pilot, based on a clear and detailed understanding of the interests, concerns and values of the local opinion elites, was so successfully implemented in Latin America that it became the basis for the global launch. Learn more about this regional-going-global success story and how influential members of the media, government and other companies in Latin America measure, evaluate and purchase local and global brands to create a successful business case of your own.

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Think Latin America: Live Positively

  1. 1. THINK LATIN AMERICA LIVE POSITIVELY: A CASE FORBUSINESS SUSTAINABILITY PILOT IN LATIN AMERICA GOING GLOBAL MARCO SIMÕES COCA-COLA BRAZIL
  2. 2. POPULATION, MILLION – LATIN AMERICA 597,2 589,9 582,4 575 567,5 555,2 548,3541,2 TOTAL DIRECT INVESTMENTS IN BILLION OF DOLLARS 597,2 589,9 582,42008 2009 2010 2011 2012 2013 2014 2015 575 567,5 555,2 GDP – PER CAPITA USD – LATIN AMERICA 10.896 548,3 10.001 10.365 541,2 9.663 9.096 8.119 8.374 7.268 2008 9% 2009 8% 2010 13% 2011 6% 20128% 2013 8% 10% 2014 10% 2015 13% 2008 2009 2010 2011 2012 2013 2014 2015
  3. 3. LATAM Private Sector Financing
  4. 4. Economic activity grew 6% in 2010 compared to 1.75% drop in 2009. REAL GDP GROWTH (Percent change)LATAM 0,3% 5,6% 5,3% 5,1% 6,1% 4,2% 4,0% UN: the average Human Development Index (HDI) for Latin America is 0.704, reaching High Human Development
  5. 5. GlobalOperationsSummary
  6. 6. 25.5 BILLION UNIT CASES WORLDWIDE 2010 WORLDWIDE UNIT CASE SALES VOLUME 16% 28% 18% 16% 22% Eurasia & Africa Latin America Pacific Europe North America Largest Operating group in volume for 4UNIT CASE VOLUME GROWTH ALL BEVERAGES consecutive years 2010 vs 2009 growth 5-year compound annual growth Eurasia & Africa 12% 9% Europe 0% 3% Latin America 5% 7% North America 2% (1%) Pacific 6% 6% Worldwide 5% 4%
  7. 7. 2010 CONSUMPTION SNAPSHOT 89 servings 675 consumed per 606person worldwide in 2010 445 394 318 319 284 254 255 258 236 221 229 193 204 178 179 159 166 139 143 144 125 84 89 94 69 69 54 28 34 40 11 12 13 15
  8. 8. The Coca-Cola Company’s billion-dollar brands15 and Counting
  9. 9. For 125 years we continue to grow in tougheconomic times and play a leadership role in driving sustainable, enviromentally responsible business practices everywhere we operate.
  10. 10. MissionTo refresh the world - in mind, body and spirit.To inspire moments of optimism - through our brands and actions.To create value and make a difference everywhere we engage.
  11. 11. SUSTAINABILITY IS A GLOBAL TREND AND A GLOBAL NEED.Companies increasingly have the role ofpromoting a positive difference in the world.
  12. 12. LIVE POSITIVELY™ is our commitment to making apositive difference in the world. We will focus on drivingbusiness growth and creating a more sustainable world.
  13. 13. TCCC CommitmentsWATER – Be water neutral.PACKAGING – Recycle 100% of the packaging we use.CLIMATE – Grow the business not the carbon emission.COMMUNITIES – Maintain a consistent long-term strategy of mutual value with NGO’s and stakeholders.WELL BEING – Enchance health and increase the consumer awareness about the benefits of each of the beverages we offered.PORTFOLIO – Have a tailored beverages for every lifestyle and life occasion.WORKPLACE– Create a high-performance culture that fosters the engagement and well-being of our people to drive org performance.• Be a workforce as diverse in thought and people as the market we serve.• Foster an environment for the System where workplace rights are respected and upheld.
  14. 14. Live Positively Strategy BE IT DO IT SAY IT LEVERAGE COMMUNICATIONLEVERAGE PROOF POINTS Communicate L+ massively through our Construction brands of Proof Points Engage consumers BEST BEST BEST PERFORMANCE PERCEPTION REPUTATION
  15. 15. OBJECTIVES AND GOALS LONG TERM Spark the potential of many to make aSHORT TERM difference in theLeverage TCCC worldreputation to buildour sustainabilitycredentials MID TERM Build relevance for consumers and increase their brand love and consumption
  16. 16. COCA-COLA OPINION KEY ACCOUNTS CONSUMERSBRAZIL SYSTEM LEADERS INTEGRATED COMMUNICATION
  17. 17. SYSTEM ASSOCIATESENGAGING BOTTLERS EMPLOYEES AND THEIR FAMILIES 1. Communication workshop with bottlers 2.Truck Drive’s Day Launch 3.Optimism’s Day for System 4.Phrase and Drawing Contest with employees’s children (bottlers)
  18. 18. VIDEO
  19. 19. SUPPORTING LONG TERM ACCELERATEDGROWTH THROUGH SUSTAINABILITY EFFORTSOPINION LEADERS Print Phase 1 ENABLE OPINION LEADERS Print Phase 2 DETAILING PROOF POINTS
  20. 20. CONSUMERSUNIFIED WEB BASED PLATAFORM OOH PACKAGING TVC’s: 3 TVC’s ROTATING: BEACHES, SCHOOL & RECYCLING
  21. 21. VIDEO
  22. 22. L+WEEK – LET’S DO IT TOGETHERTake part on the “Optmism to Change Week” andshow that the good ones suprass the bad.
  23. 23. VIDEO
  24. 24. REASONS TO BELIEVEIN A BETTER WORLD.
  25. 25. VIDEO‘Reasons to Believe’ celebrate the core values ofCoca-Cola: optimism, inclusiveness, leadership,friendship & responsibility.
  26. 26. THANK YOU!

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