Paola RomagnoliGroup Category Development Manager, Coca-Cola HBC

DO YOU KNOW…

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How many drinks an average

consumer has in a week?

Source: The Coca-Cola Company consumer research data.

Non Alcoholic Ready to Drink beverages.

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Source: The Coca-Cola Company consumer research data.

Non Alcoholic Ready to Drink beverages.

DO YOU THINK

THEY WOULD LIKE

ONE MORE DRINK?

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Classified - Confidential

Coca-Cola HBC BEVERAGES CATEGORY GROWTH

BEST PRACTICE

Moscow, September 15th 2016

Classified - Confidential

WELCOME TO BEVERAGES CATEGORY

OCCASIONS CHANNELS BRANDS

CAPABILITIES ASSETSRESULTS

CUSTOMER: TRAFFIC

BUILDER

CCH:

HH PENETRATION

TEEN RECRUITMENT

CONSUMER:

REFRESHMENT

SHOPPERS

CUSTOMER: TRAFFIC

BUILDER

CCH:

HH PENETRATION

TEEN RECRUITMENT

CONSUMER:

REFRESHMENT

HAPPINESS

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AN EXTRA SERVING OF

HAPPINESS TO REFRESH

EVERY WEEK

That could generate 5 bn EUR incremental value of beverage purchases

* Internal calculation based on sell-out & consumer data

Classified - Confidential

WE WENT THROUGH INDEPTH PROCESS OF DISCOVERY AND

OBJECTIVE QUANTIFICATION OF OPPORTUNITIES BEHIND

BEVERAGE OCCASIONS

Extensive Consumer Research

Shopper Research

Industry Estimates

Future Trends

Transversals & Toolkits

8 MAIN OCCASIONS PRIORITIZED

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360°

MARKETING

CAMPAIGN

IN-STORE

ACTIVATION

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INTEGRATED

MARKETING

CAMPAIGN

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INTEGRATED MARKETING CAMPAIGN TO CAPTURE

KEY OCCASIONS

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MAKING IT HAPPEN

WITH CUSTOMERS

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CATEGORY VISION IN-STORE THROUGH VIRTUAL REALITY

Classified - Confidential

TOTAL STORE ACTIVATION WITH INTERNATIONAL

CUSTOMER IN ITALY

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1. Beverage Shelf: Category signage

3. Frozen Food AreaCombo Menu

2. Deli Area - Combo Menu

4. Check-out: front check out gondola promotion

AC

DB

MEALS AT HOME OCCASION IN SERBIAw

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CONSISTENT IMPLEMENTATION DROVE

SPARKLING DRINKS PENETRATION

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LONG TERM RESULTSWhen consistently implemented

TOTAL SPARKLING83% 92%

20142010

HH PENETRATION

Nov 14Jul 12

Sparkling penetration with any meal17% 21%

INCIDENCE WITH MEALS

Source: consumer panel and consumer research data, the Coca-Cola Company

Key learning

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Key learning

– Activating Key Occasions together drives not only total

category growth, but also Customer and Category image

and equity.

– The growth came from additional basket incidence (i.e.

more baskets containing beverages!)

– Multiple stakeholders from both sides need to be involved

and aligned

– Implementing Category Growth Strategies requires time and

multiple rounds of alignment, but it is worthwhile.

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AN EXTRA SERVING OF

HAPPINESS TO REFRESH

EVERY WEEK

That could generate 5 bn EUR incremental value of beverage purchases

For further information on Coca-Cola Hellenic please visit our website at:

WWW.COCA-COLAHELLENIC.COM

Thank you