Corporate Tree Consultancy

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Corporate Tree Consultancy

Who we are:A leading global consultancy firm

specialising in assisting major corporationsOur aim today:

To develop strategies for Coca-Cola to address the issue of health and obesity

Corporate Tree Consultancy

Phase breakdown

– Introduction of strategy – Challenges involved – Benefits to Coca-Cola– Benefits to consumers

Phase 2

Advertising and promotion of healthy, active lifestyles

Phase 2

“Keep Active, Stay Healthy” promotion:

- Enter promotion via Coca-Cola website- Major prize drawn at end of promotion- Minor prizes based on sports and exercise- Encourage consumers to be more

active

Phase 2“Keep Active, Stay Healthy” will operate similarly to Coca-Cola’s Playa Lifestyle promotion in 2009

Phase 2

Major prize

Relaxing holiday retreat for 4 people to Hawaii valued up to $70 000 AU

– Return flights– Accommodation– Transportation– Spending money (for winner only)

Phase 2

Minor prizes

– gym membership – pedometers– mountain bikes – yoga mat– boogie boards – basketballs– cricket sets – footballs– tennis packs – skipping ropes – Rebel Sport gift cards

Phase 2

Challenges:

– Set up of verification codes system– Updating packaging, codes on caps– Organising prizes with external companies – Coca-Cola logos on minor prizes

Phase 2

Costs to consider:

– Major prize ($70,000 AU)– Minor prizes (approximately $150,000 AU)– Advertising– Changes made to Coca-Cola packaging– Updates to Coca-Cola website

Phase 2

Benefits to Coca-Cola:– Health conscious company – Becoming more socially responsible– Increase in usage of Coca-Cola website

Benefits to Consumers:– More active through use of equipment– More educated on healthy, active lifestyles

In Summary

Phases outlined:

1) More accurate and informative labels

2) Promotion of healthy, active lifestyles3) Donating 5c from Diet Coke / Coke Zero4) Changing beverages in vending machines5) Healthier beverage varieties available in majority of countries Coca-Cola is sold

In Summary

Benefits to Coca-Cola:– Becoming more socially responsible– Health conscious company

Benefits to Consumers:– Empowered by informative labels– More educated on healthy, active lifestyles– Access to healthier varieties of beverages

Corporate Tree Consultancy

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