sparkling category overview - coca-cola bottlers japan ... · ayataka green tea skb momentum mate...
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Sparkling Category Overview
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Refreshing a Thirsty JapanStabilized Business Growth Broad Portfolio that Covers Consumer Needs
All Ages 20-30s Teen 20-30s 40+
2006 2007 2008 2009 2010 2011 2012 2013
g
No.1(Sparkling)
No.1(Zero SSD)
No.1(Flavor SSD)
No.2(Clear SSD)
NEW(2012-)
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Accelerating Sparkling GrowthLed by Coca ColaLed by Coca-Cola
• No 1 share in sparkling category• No.1 share in sparkling category• Cola category represents 1/3 of total SSD
market in Japan, led by Brand Coca-Cola100% B d A• 100% Brand Awareness
• Huge Opportunity• Consistent Formula for 127 yearsy• No added preservatives, artificial flavors
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Innovative Coca-Cola Zero with EXILE CampaignLead growth of zero SSD Strong Advertising Trial Experience
2011 2012 2013
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Coca-Cola Exclusive Campaign: FIFA World CupL Gl b l P t hi E ith C /ShLeverage Global Partnership
(April 10-13 FIFA World Cup Trophy Tour)Engage with Consumers/Shoppers(March 12 – July FIFA World Cup Campaign)
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Connect with Communities via Passion for FootballCopa Coca Cola Japan Event (November 2013 ) Globally tooCopa Coca-Cola Japan Event (November 2013 –) Globally, too
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Coffee CategoryCoffee Category Overview
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Coca‐Cola Coffee Portfolio Strategy
Offer the Best Coffee Experience Offer the Best Coffee Experience with 3with 3 PPillarillar AApproachpproachwith 3 with 3 PPillar illar AApproachpproach
Coffee TraditionalistCoffee TraditionalistCoffee TraditionalistCoffee Traditionalist Coffee Explorers / Female Opportunities Coffee Explorers / Female Opportunities Coffee Explorers / Female Opportunities Coffee Explorers / Female Opportunities
3030‐‐50 Male Canned Coffee Lover:50 Male Canned Coffee Lover:Prefer Sweet TastePrefer Sweet Taste
Want VarietyWant Variety
3030‐‐50 Male Canned Coffee Lover:50 Male Canned Coffee Lover:Prefer Sweet TastePrefer Sweet Taste
Want VarietyWant Variety
3030‐‐50 Quality Seeker:50 Quality Seeker:Prefer Black CoffeePrefer Black CoffeePrefer Bottle CanPrefer Bottle Can
3030‐‐50 Quality Seeker:50 Quality Seeker:Prefer Black CoffeePrefer Black CoffeePrefer Bottle CanPrefer Bottle Can
Working Female:Working Female:Prefer CaféPrefer Café‐‐like like EExperiencexperience
Prefer Chilled/PETPrefer Chilled/PET
Working Female:Working Female:Prefer CaféPrefer Café‐‐like like EExperiencexperience
Prefer Chilled/PETPrefer Chilled/PET
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New Georgia Campaign from Jan. 27“The world is made up of someone’s work”
9Weekly Georgia
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Georgia European Restage from April 7Deli er a thentic coffee taste b partnershipDeliver authentic coffee taste by partnership with specialty coffee shop
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Luana Renewal from May 19D li fé lik i fDeliver café‐like experience for non ready‐to‐drink coffee consumers/females
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Tea Category O iOverview
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1 2 43Tea - Sustain growth momentum
ENHANCE SOLIDIFY RENEW ESTABLISH 1 2 43
AYATAKA Green Tea SKB Momentum Mate Tea FOSHU Tea
513
MAINTAIN OTHERS5
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“New Ayataka Challenge” Campaign (March 17)Ayataka Belief Ayataka Tea PartyAyataka Belief
Communication (Compassion)Ayataka Tea Party
(Experience)
New 525ml PET
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Sokenbicha 2013 – Regain growth momentum
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Sokenbicha 20th Anniversary Campaign (Feb. 19)
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Taiyo no Mate Cha Renewal (April 21)
Product Renewal FIFA World Cup™C iCampaign
™
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Karada Sukoyaka Cha W (April 7)
Control the absorption of fatp
Ease the absorption of carbohydrates
* First product to be approved in Japan as a FOSHU tea beverage with two health uses