CONFIDENTIAL

Building Our Brands

In-StoreA review of Coca-Cola in-store brand messages

that have helped develop our brands over time

1

CONFIDENTIAL

Building our category

takes discipline,

continuity and

patience!

2

CONFIDENTIAL

Our retail marketing strategies change focus

as the category evolves

3

Lo

we

r

Deve

lop

me

nt

Mid

Deve

lop

me

nt

Hig

her

Deve

lop

me

nt

Transaction

Frequency

Incidence

Establish

Refreshment

Fundamentals

Build

Anchor

Occasions

Expand

Daily

Habits

Per Capita

Consumption

3

Category Evolution Map

Category

Development

Strategic

Focus

CONFIDENTIAL

Retail activation builds upon core

fundamentals

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Establish Refreshment Fundamentals

Channel: Independent

Occasions: Away from Home (On-the-Go; Work / School)

Packs: Affordable Single Serve Contour Bottle

Messaging: Intrinsic (e.g., ice cold refreshment)

Build Anchor Occasions

Channel: Horeca, Independent

Occasions: Away from Home Meals and Leisure

Packs: Frequency; Single Serve Contour

Messaging: Intrinsic and occasion-based

Expand Daily Habits

Channel: Supers / Hypers, Discounters

Occasions: At Home Meals and Leisure

Packs: Multi-Serve Contour Bottles / Cans

Messaging: Occasion-based, Extrinsic

Lo

we

r

De

ve

lop

me

nt

Mid

De

ve

lop

me

nt

Hig

he

r

De

ve

lop

me

nt

Category Evolution Map

Transaction

Frequency

Incidence

CONFIDENTIAL

How have we

established our

fundamentals through

history?

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CONFIDENTIAL

• Summer

• On-the-Go

• Leisure

• Holidays

• With Food

• Family Meals

Two core message themes have helped

establish our brand over time

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• Ice Cold Refreshment

• Invitation

• Taste Experience

Whyshould you drink a Coke?

Whenshould you drink a Coke?

Incidence

Transaction

Frequency

Incidence

Transaction

Frequency

CONFIDENTIAL 7

why?Historical

Ice Cold

Refreshment

CONFIDENTIAL 8

why?Contemporary

Ice Cold

Refreshment

CONFIDENTIAL 9

why?Historical

Invitation

CONFIDENTIAL 10

why?Contemporary

Invitation

CONFIDENTIAL 11

why?Historical

Taste

Experience

CONFIDENTIAL 12

why?Contemporary

Taste

Experience

CONFIDENTIAL 13

when?Historical

Away

Food

CONFIDENTIAL 14

when?Contemporary

Away

Food

CONFIDENTIAL 15

when?

Contemporary

Historical

On the Go

CONFIDENTIAL 16

when?

Contemporary

Historical

Away

Leisure

CONFIDENTIAL 17

when?Historical

Summer

CONFIDENTIAL 18

when?Historical

Summer

CONFIDENTIAL 19

when?

open happiness

open happiness

Contemporary

Summer

CONFIDENTIAL 20

when?Historical

Home

Meals

CONFIDENTIAL 21

when?Contemporary

Home

Meals

CONFIDENTIAL 22

when?

Contemporary

Historical

Home

Leisure

CONFIDENTIAL

when?

23

Holiday

Historical

CONFIDENTIAL

when?

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Holiday

Contemporary

CONFIDENTIAL

How can we quickly &

efficiently build our

brands in store?

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CONFIDENTIAL 26

The Design Machine is an

invaluable resource to

build brands – in a way

that supports your stage

of market development.

For more information visit:/http://www.coca-coladesignmachine.com