Marketing Management Business Plan_My Sweet Creations
KO 2020 Marketing Overview
1. The World’s Most Innovative
And Effective Marketing
Joe Tripodi
Chief Marketing and Commercial Officer
2. Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
Reconciliation To US GAAP Financial Information
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
3. The Winds Of Change Are Blowing
What Some People Think The New Reality
4. We Are Capitalizing On New Rules
Of Engagement With People
Ease Of Use Access Utility Personalization
PEOPLE DEMAND VALUE
Portability FOR THEIR TIME & Self Expression
ATTENTION
Entertainment
Source: Leo Burnett
5. We Are Building Brands Differently
One Size Fits All Flexibility And Customization
5
6. We Are Reaching And Inspiring
People Differently
Strong TVC / Weak Shopper Balanced And
Marketing Integrated Marketing
7. We Are Changing from TVC Producers
To Content Managers Driven By Big Ideas
TV-Centric “Big Idea”-Centric
Mobile
Sports OOH Music
Internet
Events BIG IDEA Print
WOM
Retail Radio Licensing
CSR
7
15. We Are Delivering Against This Strategy
and
Coca-Cola TM
Growth
(CAGR 2005 - 2008) +3% Core & New
Growth
(CAGR 2005 - 2008) +7%
16. Winning With Coca-Cola TM + Core And New
In Developed And Emerging Markets
Mexico Turkey Russia
3% 5% 7%
12% 24% 13%
Brazil S Africa China
8% 4% 11%
18% 6% 20%
Coca-Cola TM
Core and New
Volume CAGR 2005 – 2008
18. Coca-Cola Is At Our Epicenter Today
And Our 2020 Ambition
12 Bn 51% Unit Cases of KO Volume
$78 Bn Retail Value
Source: Retail Value Coca-Cola TM 2008
19. The Most Valuable Brand On The Planet…
Timeless Relevance and Refreshment
1990 2009
1 Coca-Cola 1 Coca-Cola
2 Kellogg’s 2 IBM
3 McDonald’s 3 Microsoft
4 Kodak 4 General Electric
5 Marlboro 5 Nokia
6 IBM 6 McDonald’s
7 American Express 7 Google
8 Sony 8 Toyota
9 Mercedes Benz 9 Intel
10 Nescafe 10 Disney
Source: Annual „Best Global Brands‟ Survey, Interbrand, 1990 & 2009
25. Coke = Unity And Optimism
Coke connects us, no matter the
culture, country, or continent
The world may be divided, but
we can all agree on a Coke
26. A Wholesome Product
The great taste of Coke comes from all
natural flavors
Universal icon of happiness for 123 years
Now enjoyed 805 million times a day
Happiness is special… So is a Coke
28. With This (Secret) Formula We Are Winning!!
5:1 3:1 2009 YTD Favorite Brand Score 2009 YTD Sparkling Volume Share
Favorite Brand Score - Coca-Cola vs Pepsi Cola Regular, B3 YTD 2009 Top 35 Markets;
Market Share: Coca-Cola vs Pepsi Cola Regular, Core Sparkling Volume Share, Nielsen/Intage YTD July 2009
29. Coca-Cola TM Growth
Potential Is Just Beginning
To Be Unlocked… 387
400
350
300 265
250 214 217 225
198
200
150 134 137
112 122
107
100 66 75
44 32
46
50 16
8
0
Germany
Worldwide
Turkey
Mexico
Philippines
South Africa
Spain
China
Colombia
Russia
France
Great Britain
United States
Chile
Japan
Brazil
Argentina
Australia
2008 Per Capita
35. 2. Win The Heart
Of Every
Generation…
Especially
Teens
36. We Are Winning The Hearts
Of A New Generation Of Drinkers
1 Bn Unit Cases
12-19 Year Old Contribution to Brand Coca-Cola
Volume (Sept 2009 YTD)
+475 MM Bottles*
Additional 8oz bottles of Brand Coca-Cola Enjoyed
By Teenagers The World Over (Sept 2009 YTD)
* 8 oz bottles
43. Delivering Through Our Unique
Global System Capabilities
Consumer
Consumer
Marketing
Growth Customer &
Franchise
Commercial
Leadership
Leadership
System Shopper
44. To Grow Core Occasions And Capture New
Ones Through Precision Marketing
Occasion Brand Price Pack Channel
USA China
45. Winning Marketing Means…
Emotionally Precision Innovation Productivity
Driven Consumer Marketing
Engagement delivering enhanced
segmentation/targeting and
in all we do, from product,
package, equipment and
leverage global scale to
maximize efficiency and
personalized experiences consumer engagement effectiveness
*
*
SKU Rationalization
Balanced Inspirational and Operational Marketing
Enhanced Integration and System Collaboration
* “Twitter” and “Facebook” are trademarks of Twitter, Inc. and Facebook, Inc. respectively.
