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TRANSLATING BRAND VALUE INTO CUSTOMER VALUE Alison Lewis Sr. Vice President, North America Marketing Coca-Cola North America
Julie Francis Chief Commercial Officer, Coca-Cola Refreshments
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We Operate In A Complex Marketplace
Numerous Brand Choices
Many Packages More
Product Options
Digitally Connected Consumers
Consumption Occasions
Consumer Needs
Multi-cultural
Landscape
Distribution Systems
Changing Retail
Formats More
Outlets
Informed Shoppers
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CONTENT AND CONNECTION PLATFORMS
EXECUTION EXCELLENCE
REVENUE GROWTH MANAGEMENT
OCCASION-BRAND-PACKAGE-PRICE-
CHANNEL
CONSUMERS AND SHOPPERS
Our Role And Challenge Is To Build Capabilities To Segment And Execute
Bar chart Kwikke
drinkin
coke
TO GROW, SUSTAIN AND REPEAT
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We Size And Segment The Consumer And Shopper Opportunity
CONSUMPTION OCCASIONS CATEGORY ASSESSMENT
SHOPPERS CONSUMERS
REVENUE OPPORTUNITY
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Build Connections To Consumer Segments Through Leadership And Proprietary Passion Points And Occasions
Youth Multicultural Family Shoppers
Consumer Passions and Occasions
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We Segment Occasions To Connect Brands To Shoppers
rice P
rand B
hannel C
ackage P
ccasion O
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Before OBPPC Strategy
Prior To OBPPC - Assortment And Price Points Limited
Limited Assortment
Dispersed Messaging
Few Price Points Limited
Consumer Value PRICE PER OUNCE
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Now OBPPC Aligns Offerings With Shopper Needs
After OBPPC Strategy
Optimized Assortment
Occasion Messaging
Expanded Price Points Expanded
Consumer Value PRICE PER OUNCE
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RECRUIT SUSTAIN REFRAME
Execution Of Our OBPPC Is Driving Positive Results
+30 million
Source: Nielsen Homescan Panel, Market Summary,
Total US All Outlets, Last 43 Weeks, June 2011
Source:
Shopper Card Data from Leading National Retailer
Source:
Shopper Card Data from Leading National Retailer
Incremental Occasions
Contour 1.25L
% of Dollar Sales Incremental to the
Category
Contour 2L
17% 55% % of Volume Sourced
From Our Competitors
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Commercial Leadership Translates Brand Strategies Into Customer Value
PARTNERS CATEGORY MARKETING COMMERCIAL LEADERSHIP
Category Commercialization
Planning and Revenue Growth
Management
Commercial Capabilities Center
of Excellence
Channel Strategy and Region
Commercialization
Consumers
Occasions
Connections
Our Regions
Our Customers
Our Bottling System
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SYSTEM VALUE
Revenue Growth Management Drives Value
Create Long Term Value 1
$
Optimize Revenue Growth Across Channels 2
Maximize Returns 3
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Earning Price In The Marketplace
RESULTS
Grew Occasions
Expanded Retailer Margins
Increased Retail Pricing
PRICE
Pre-Pilot Period
VOLUME
Pilot Period
BIG BOTTLE PILOT
Family Meals
Consumer Occasion
Snacking/ Family
Connection
Retailer Role
Drive Incidence
Increase Frequency
Family Meals
2L Contour 1.25L Contour
Shopper Role
Everyday Affordability
Everyday Value
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Set Priorities
ENABLES SUPERIOR EXECUTION
1 Tailor
Messaging CONNECTS WITH
CONSUMERS
2 Leverage
Full Portfolio DRIVES TOTAL BEVERAGE
GROWTH
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Segmented Execution Delivers The Perfect Outlet
125 Days of Summer – Look of Success
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SHARED VISION INTEGRATED ORGANIZATION
ENABLING CAPABILITIES EXTERNALLY FOCUSED
Integration Has Enabled The Acceleration Of Our “Soul To Shelf” Initiatives
Insights Continuous Improvement
Knowledge Transfer
Speed
Customers Competition Communities