KO 2020 Marketing Overview
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This document discusses the Coca-Cola Company's marketing strategies and outlook. It makes the following key points: 1. Coca-Cola is focusing on precision marketing, reaching people based on their values rather than demographics. 2. The company is building its brands differently by being flexible and customized rather than "one size fits all". 3. Coca-Cola remains the most valuable brand in the world due to its timeless relevance and ability to refresh people. 4. The company believes Coca-Cola's growth potential is just beginning to be unlocked and its epicenter will continue expanding to 2020 and beyond.
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
- 8. Marketing Is Changing Spray-N-Pray Precision Marketing Precision Marketing = Messaging Media Consumer Segments Geography Timing 8
- 9. The Internet Is The Great Democratizer… Externally And Internally Siloed Countries Global Tribes
- 10. Leading To A Unique New Approach For The Coca-Cola Company…
- 11. New Foundations For Defining Identity People are no longer defined by lifestage, gender, socio- economics or geography
- 12. New Foundations For Defining Identity Today, consumers define their identity by values, attitudes and beliefs
- 13. Winning As A Total Beverage Company In This New World…
- 14. Coca-Cola TM The Epicenter and Core & New
- 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
- 17. Winning With Coca-Cola In This New World…
- 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
- 20. Our Reasons To Believe In Coca-Cola
- 21. The Best Tasting Beverage No artificial flavors No added preservatives since 1886
- 22. Uplifting Energy And Spirit Coke is the pause that refreshes, inspires and energizes
- 23. A Youthful Brand Coke is forever young timeless and fun
- 24. Perfect Complement To Food And Family Occasions
- 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
- 27. Coca-Cola “Open Happiness” The refreshing antidote to modern day woes
- 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
- 30. Our Epicenter Today Our Epicenter In 2020
- 31. Winning With Coca-Cola In This New World… Four Core Principles
- 32. 1. Fully Leveraging The Power Of Coca-Cola TM…
- 33. Three Differentiated Brands. ONE Icon Standing For Optimism And Positivity
- 34. Significant Marketing Assets And Opportunities To Fuel Growth
- 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
- 37. 3. Making Sustainability Part Of The Coca-Cola Promise. Forever.
- 39. Giving People Choice 750+ Low And No Calorie Beverages, Led By Diet Coke And 1963 1982 2005 Coca-Cola Zero
- 40. Encouraging Physical Activity Inspiring… …And Facilitating
- 42. 4. Winning Occasion By Occasion, Transaction By Transaction…
- 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.
- 47. Our Conviction Is That The Best Is Yet To Come…