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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 Mission




5
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                                     Collect
Planning                                            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 Cup
Winner 2011

 Japan Business
 Unit was named
 the best among
Coca-Cola in 2011
Coca-Cola’s Introduction of
IMC Communication
Coca-Cola’s Traditional 360o
                 Marketing
                                                         3600
Marketing 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 Has
Changing                      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 night



12
Becoming Consumer Centric
      o                Integrated Marketing
  360 Marketing
                          Communication
                             (IMC)
                                  Magazin
                         TV         e       OOH




                       Package
                                              Mobile



                         POP
                                             PC
Manufacturer’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 Tripodi




15
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
                                                                               Instore


MOBAGE Town
                                                                                          CC Park
  mbga.jp




                            Directed all Traffic to Tie-up site


Games
                                                                      【Exclusive】
                                  Coca-Cola section in                ・Games
                                     Mobage Town                      ・Decome
                                                                      ・Avatar Items
Coke Digital Activation 2007 Video
Japan Coca-Cola TM Sales Volume


Unit
Cases


                                                 Sales
                                                 Recovered


  2000 2001 2002 2003 2004 2005 2006 2007 2008

  26
Coca-Cola Park
COCA-COLA JAPAN’S DIGITAL OWNED
MEDIA
Portfolio Marketing for CCJC
                      Teens




Baseball




J-League                        Moms/Shoppers




                     Olympics

FIFA WC
Development Background/Merits
1. Introduction of IMC
2. Siloes of Websites.
  –   Retain within CCJC portfolio
3. Redundancies among sites.
  – Common Membership/Point System Infrastructure.
4. Platform for Partnership necessary
  –   Collaboration Campaigns.
  –   Links with Social Media
5. Lower Cost of Communication
  –   E-mail membership, Social Fans.
Growth for Coca-Cola Park
                                              Page Views (Bil.)
        Membership (MM)
                                     10
12
                                      9
10                                    8
                                      7
8                                     6
                                      5
6
                                      4
4                                     3
                                      2
2                                     1
                                      0
0                                         2006 2007 2008 2009 2010 2011
     2006 2007 2008 2009 2010 2011
Coca-Cola Park (2008) Video
CONSUMER ENGAGEMENT

1980’s      1990’s     2000’s   2010’s




Mass       Segmented   One to   Social
Target                  one
CONSUMERS ARE DRIVING THE
      CONVERSATION
Coca-Cola Views
                    146 MM
Impressions
Coca-Cola Created    26 MM
Expressions
Consumer Created    120 MM
Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Coca-Cola Japan at iMedia Brand Summit Goa
AN EVOLVED CONSUMER ENGAGEMENT MODEL



                                          TV | Outdoor | Mobile




Blogs | 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 media
2009 - Outside   2007                 2010- Community
                                      Social Application
Advertisement
                                      Official Blogger
                                      2011- Happy Button



                           CCJC
                         Community




 Paid media                          Earned media




                 Shared media
Why Owned Media is HUB
1. 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 Content
4. 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’ Park

Celebrities/Olympians

                                                                 Promotion


 Happiness Quest
                                                       Product
                 CCParkTV
                             Coca-Cola Park




                                                                                41
Thank you!

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

  • 1. Leveraging Owned Media to Manage Marketing Complexities Hiroto Ebata Vice President, iMarketing Coca-Cola Japan
  • 6. Anywhere Anytime Anyone Over200 Countries 1.7 Billion/day 6
  • 7. 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
  • 8. Coca-Cola System in Japan Coca-Cola Japan Bottlers Product Concentrate Produc Collect Planning 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
  • 9. Woodruff Cup Winner 2011 Japan Business Unit was named the best among Coca-Cola in 2011
  • 11. Coca-Cola’s Traditional 360o Marketing 3600 Marketing 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
  • 12. Long Term Decline of Mass Media (USA) Our Economics Are Message Recall Has Changing 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 night 12
  • 13. Becoming Consumer Centric o Integrated Marketing 360 Marketing Communication (IMC) Magazin TV e OOH Package Mobile POP PC Manufacturer’s View Consumer’s View Maximize Exposure Consumer Values, Experience 13
  • 14. 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.
  • 15. Corporate CMO Mr. Joe Tripodi 15
  • 16. We Must Build Brands Differently ONE SIZE FITS ALL FLEXIBILITY & CUSTOMIZATION 16
  • 17. We Need To Reach & Inspire Consumers Differently STRONG TVC, WEAK IN-STORE BALANCED 17
  • 18. 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
  • 19. Our Marketing Must Change SPRAY-N-PRAY PRECISION MARKETING 19
  • 20. We Must Quickly Adapt As Marketing Moves To The Palm of Your Hand ONLY FOR TALKING REMOTE CONTROL FOR LIFE
  • 21. 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
  • 23. 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.
  • 24. Coke x Mobage 2007 Teen Recruitment Program Magazine Vending TV Ad/Radio Package CCJC Web Mobile Instore MOBAGE Town CC Park mbga.jp Directed all Traffic to Tie-up site Games 【Exclusive】 Coca-Cola section in ・Games Mobage Town ・Decome ・Avatar Items
  • 26. Japan Coca-Cola TM Sales Volume Unit Cases Sales Recovered 2000 2001 2002 2003 2004 2005 2006 2007 2008 26
  • 27. Coca-Cola Park COCA-COLA JAPAN’S DIGITAL OWNED MEDIA
  • 28. Portfolio Marketing for CCJC Teens Baseball J-League Moms/Shoppers Olympics FIFA WC
  • 29. Development Background/Merits 1. Introduction of IMC 2. Siloes of Websites. – Retain within CCJC portfolio 3. Redundancies among sites. – Common Membership/Point System Infrastructure. 4. Platform for Partnership necessary – Collaboration Campaigns. – Links with Social Media 5. Lower Cost of Communication – E-mail membership, Social Fans.
  • 30. Growth for Coca-Cola Park Page Views (Bil.) Membership (MM) 10 12 9 10 8 7 8 6 5 6 4 4 3 2 2 1 0 0 2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011
  • 32. CONSUMER ENGAGEMENT 1980’s 1990’s 2000’s 2010’s Mass Segmented One to Social Target one
  • 33. CONSUMERS ARE DRIVING THE CONVERSATION Coca-Cola Views 146 MM Impressions Coca-Cola Created 26 MM Expressions Consumer Created 120 MM
  • 35. AN EVOLVED CONSUMER ENGAGEMENT MODEL TV | Outdoor | Mobile Blogs | Social | Brand PR Equip | Websites | Pack | Trucks CC Park to evolve In-store | Shopper | POS Into 4 media model
  • 37. Liquid & Linked, Owned, Earned, Shared, Paid - EMERGENCE OF SOCIAL MEDIA
  • 38. • Social Button Explanation & Metrics
  • 39. Owned media 2009 - Outside 2007 2010- Community Social Application Advertisement Official Blogger 2011- Happy Button CCJC Community Paid media Earned media Shared media
  • 40. Why Owned Media is HUB 1. 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 Content 4. Works best if you have communication arms. – E-mail, Social Accounts etc.
  • 41. Coca-Cola Olympic supporters Park functioning as Hub for IMC activities CLC TV program VMAJ Global contents Kato Miliyah Social media Olympic supporters’ Park Celebrities/Olympians Promotion Happiness Quest Product CCParkTV Coca-Cola Park 41