Download - Ko 2020 Engaging Consumers
Making Strong Brands
Stronger In The USKatie BayneChief Marketing Officer, Coca-Cola North America
Coca-Cola Strength Is Clear
35.0
40.0
45.0
50.0
Cool Brand
Source: Consumer Brand Health tracking through Sept 2009
Preferred BeverageSource: 2009 TRU Favorite Brand Study
Coca-Cola IBM Microsoft GE Nokia Pepsi
#1
68.7B
WORLD’S
MOST
VALUABLE
BRAND
#260.2B
#23
#356.6B #4
47.8B#5
34.9B
Valuable brand: Interbrand / BusinessWeek, Sept 09
Fueling Teen Recruitment
Growing Teen Drinkers
Source: Consumer Brand Health tracking, YTD September vs YAGO
Teen User Base
Talking With Mom Everyday
Capturing More Home Occasions
with MealsSource: Consumer Brand Health tracking, YTD Sept 2009
Coke Zero Growth Continues
Recruiting Youth
Preferred
TO
vs. Key Competitor
Source Favorite Brand Score: Coca Zero vs Pepsi Max, Consumer Brand Health tracking, Sept 2009.
in value
in volume
Foodservice
Outlets Growing
+15%
2006 2009 YTD
2007 2008
+101%
+151%
+49%
volume YTD
Value Source: Nielsen , AMC, YTD Sept, 2009
Diet Coke Regaining Momentum
LIVETASTEFULLY
Preferred
TO
vs Key CompetitorLOW CALORIE
SPARKLING BEVERAGESource: Diet Coke vs. Diet Pepsi, Nielsen YTD Sept 2009 Source: Diet Coke vs. Diet Pepsi, Consumer Brand Health tracking, YTD Sept 2009
Innovating Flavor Brands
Living Positively In All We Do
SYSTEM
OPINION LEADERS& CONSUMER
INFLUENCERS
CONSUMERS
give it back
A High Growth Portfolio
Source: CCNA Industry Estimates, Nielsen YTD Sept 2009. The Coca-Cola Company is a minority investor in the Zico and Honest Tea brands. The rights to ready-to-drink Illy coffee products
in North America are held by a joint venture in which The Coca-Cola Company owns a 50% interest.
Accelerating Powerade Performance
EQ Share Swing
#1 FASTEST
GROWING
Volume(Among Hispanics)
Point Share
Source: Nielsen AMC, YTD Sept 2009 Source: Nielsen YTD Sept 2009Source: Nielsen YTD Sept 2009 – PADE TM
vw10 aStrong Start
4 of top 6low-cal SKUs are vitaminwater10
Innovating To Fuel Growth
FacebookCo-Creation
w/ consumers
by the fans…for the fans
1+ mmSource: Nielsen,YTD Sept 2009
Investing in a Leader
In Volume Premium Bottled WaterSource: Nielsen Sept 2009
Differentiating In Water
Winning In Juice & Juice Drinks
In VolumeSource: Nielsen Sept YTD 2009
In Volume In Volume
Sept YTD 2009
Discovering And Propelling Emerging Brands
Innovation
Importation
Investment
Proprietary Tools
Entrepreneurs
Venturing
&
Emerging
Brands
Deeply Connecting With Hispanic Passions
Population Growth
Index
Still Per CapsSource: Census 2010 - 2020
Index
Reg Sparkling Per CapsSource: CCNA Consumer Landscape Study, 2008 Source: CCNA Consumer Landscape Study, 2008
FULL YEARWorld Cup Ingles Sin
Barreras
Powerade &
Mexican National
Team
New NovelasDasani
Hispanic
Population growth
Celebrating African American Culture & Lifestyle
Index
still per capsSource: Census 2010 - 2020 Source: CCNA Consumer Landscape Study, 2008
Index
reg sparkling per capsSource: CCNA Consumer Landscape Study, 2008
FULL YEARSustaining
Tool
HBCU & CZO
partnership
Black History
Month
vitaminwater
program
Nestea/MM
My Coke Rewards: #1 CPG Site On The Web
Source: Nielsen Homescan Panel, 2009
1 In 8 Households
CONSUMER
CUSTOMER
SCHOOLS
CHARITIES
Creating Real Value 9 Minutes On Site
Coke Digital Network: Continuous Innovation
Coke Digital Network:
Synchronized Power Of Presence
VOIP Networks
37 MM
Digital Out of Home
1+ MM
Digital Movie
Screens
<.1 MMDigital IPTV
1,867 MM
Large Format LED
<.1 MM
Mobile Devices
4,473 MM
Email & Web
1,854 MM
Streaming Media
250 MM
PC Platforms
2,236 MM
Wireless Networks
.3 MM
Public Kiosks
2 MM
Digital Vending
.3 MM
Sources: Industry sources, Trade organizations, Business Periodicals