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CR Channel Insights and Messaging

CR Channel Insights and Messaging. Claire Quinn- Group Director, Category Advisory Services, Shopper Insights info.shoppermarketing@coca-cola.com. O VE R V I E W K e y M essa g e

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CR Channel Insights and Messaging

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  1. CR Channel Insights and Messaging Claire Quinn- Group Director, Category Advisory Services, Shopper Insights info.shoppermarketing@coca-cola.com

  2. OVERVIEW • KeyMessage • TheCoca-ColaCompanyhelpsconvenienceretailers“OpenUptheOpportunities”byengagingshoppersaroundtheclockandaroundthestore. • 1. OUTDOOR/GASISLAND • KeyMessage • TheCoca-ColaCompanyofferssolutionstohelpyoudrivetrafficfromthecurbtothecoldvault. • Insights • 45%of allpurchasesaregas-and-go(source: NPD2011) • 57%of gas-and-goshopperssaytheydon’t needanything(source: NACSCTP 2011) • 2. FILL-IN/ FUTURECONSUMPTION • KeyMessage • TheCoca-ColaCompanyhelpsc-storescapturethefill-intripanddrivefutureconsumption purchases. • Insights • Morethan25%of convenienceretailshoppingvisitsareforaspeedyfill-inor urgent itemneed(source: LandmarkStudy2011) Futureconsumptionshoppersoutspendimmediateconsumptionbuyers2:1onitemsanddollars(source: 2012CTPSingleBottle/CanRTDNABeveragesvs. AOB/CRTDNABeverages) Opportunitytoattract moreof thecovetedfemaleshopper(47%of allfuture consumptionshoppers)andthewhitecollarshopperbycateringtothefill-intrip(source: NACSCTP2011) • • 3. COLDVAULT KeyMessage TheCoca-ColaCompanycanhelpyougrowtransactionswiththeright brandsandpackagesforyourshoppers. Insights • • Non-alcoholicbeveragesarethe#1incidencecategoryinc-stores(source: NPD2012)90%of allconveniencestorebeveragepurchasesaremadefromthecoldvault (source:NPDC-StoreMonitorYENov2009) 68%of coldvault shoppersknowwhichbrandtheywant tobuy(source: 2011ColdVault Study)soassortment optimizationiskeytoensuringtheirpreferredbrandisthereand neverout of stock That leaves32%of coldvault shopperswhodonotknowwhichbrandtheywant tobuy, representingshopperswecaninfluenceusingourworld-classmarketing solutions • • • Thecaseformorespaceforsparklingbeveragesinthecoldvault: • #1trafficdriverforinsidesales(source: NPD2012) • #1beveragecategoryconsumedwithfood(source: CBL2011) • StrongSSDICcategorygrowthacrossunitsanddollarsdrivenbyTheCoca- ColaCompanyandourlong-termsparklingICstrategyandfullportfolioof packages • (source: NielsenTotalUSConv. RetailAug25YTD) • YTDUnit Growth YTDDollarGrowth

  3. • • Wecontinuetoexperiencestrong, double-digit growthof dispensedSSDsWealsohaveastrongstillportfoliodrivingcategorygrowthacrosssegments 4. FOODSERVICE KeyMessage TheCoca-ColaCompanyoffersunrivaledfoodservicestrengthandexpertise. FoodserviceZoneInsights • Foodservicesalesoutpacetotalinsidestoresalesgrowthby3times(source:NACSSOI 2011) WithFoodInsights • Meals&snackstraffic(+3.4%)continuestooutpacetotalchanneltraffic(+0.5%)(source: NPD/Crest 12M/EJuly2012) Multiculturalshopperspurchaseoneof fivemealsawayfromhomeat conveniencestoresandmakeup44%of peopleeatingout at ac-store(source:DINE2011) Preparedfoodcommandsthehighest margin, yet only8%of NARTDbeverage buyerspurchasepreparedfood(source: NACSSOI 2011; NACSCTP2011)Beveragesare#1incidencecategoryat 58%(source: NPD2011) Beveragesare#1differentiatorforc-storesoverQSRs(source: DINE2011) 42%of alldispensedpurchasesincludeonlythedispenseditem(source:MeyersResearchCenterClose-Up2010) Sparklingcategoryis#1beveragecategoryconsumedwithfood(source: CBL 2012) • • • • • • • Teensandyoungadultsare2to3timesmorelikelytoconsumefrozen beverages(source: NACSCTP2011) • Consumer-preferredFantafrozenflavors–the#1trademarkinfrozenandwith over30activepromotionalflavorsavailable--positionFCBinitiativesfor • success • With76%of consumersclaimingthat brandingisextremely/somewhat important totheminthefrozencarbonatedbeveragescategory, thenewFantafrozen • campaignandvisualidentitysystemleveragesthefunbrandequityof Fantato driveincreasedVPO(source: 2010FrozenAwareness&UsageResearch) • 5. IMPULSEZONE • KeyMessage • TheCoca-ColaCompanyhelpsc-storescaptureunplannedpurchases, aswellasgrowstransactionsandincidencethroughimpulsezoneactivation. Insights • Convertinggas-and-goshoppersisessentialtodrivefuturevolumegrowthasthey areresponsibleforsome45%of totalpurchases(source: NPD2011ConventionalC-StoresOnly) 26%of shopperswhocomeinsideandonlybuygasrepresent ahugeopportunitytocaptureimpulsebuys(source: NPCC-StoreMonitor2011) Bigopportunitytoleveragepowerfulcombinationof beverages(#1incidence category)andcandy/saltysnacks(#3and#4incidencecategories)tocapturemoreimpulsebuys(source: NPD2011) • • 6. COCA-COLAFREESTYLE® KeyMessage TheCoca-ColaCompanyisrevolutionizingthebeveragebusinesswithCoca-ColaFreestyle,

  4. generatingshopperexcitement, drivingprofitablegrowthanddeliveringoperationalefficiencies. TalkingPoints • • Nowavailabletoselect convenienceretailers Greetedwithtremendousenthusiasmbyconveniencestoreoperatorssinceits2011 debut inthechannel Offersmorethan100brandsincludingwaters, sportsdrinks, lemonadesandsparkling beverages Morethan70low/no-calorieoptions, morethan90caffeine-freechoices, morethan50 non-carbonatedbeveragesand80+uniquebrandsofferednowhereelse Coca-ColaFreestyletrulyoffersthekindof varietydesignedtomeet peoples’beverage needsandactivelifestyles • • • 7. DSD/ CLUBCOKE DSDKeyMessage TheCoca-ColaCompany’sDirect StoreDeliveryprovidessignificant advantagesandone-stop beveragesupport toourc-storecustomers. Insights(valueof ourcustomersupport) • Approximately31%of convenienceretailsalesand34%of profitscomefromDSDcategories(source: NACSStateof theIndustryAnnualReport 2010) Saveslaborcosts: DSDretailersannuallyspendnearly700hoursinastore(source:GMA2008study) Quickturns: AverageDSDproductssell3to4timesbeforeyoupayforthem(source: PoweringGrowthThroughDSD, GMASeptember2008) RED(Right ExecutionDaily)ensureswefocusonin-storeexecutionandcreateaculture of continuousimprovement todrivecustomers’businessforward • • • 8. MULTICULTURAL KeyMessage TheCoca-ColaCompanyunderstandsthemulticulturalshopperandknowshowtoreachthemthroughshopper-relevant marketingactivities. Insights • Multiculturalshoppersmakeup42%of allc-storeshoppers(source: MeyersResearch CenterCloseUpReport 2010) Multiculturalshoppersskewyoungandrepresent thefutureof thechannel: 47%of c-storeHispanicshoppersareunder30yearsof age(source: NACSCTP2012;AcculturatedandBiculturalHispanics) Multiculturalshoppersmakeup44%of allpeopleeatingout at c-stores(source: DINE 2010) High-frequencyshoppers: 22%of Hispanicshoppersfrequent c-storesmorethanonce daily(source: NACSCTP2012; AcculturatedandBiculturalHispanics) • • • • LIVEPOSITIVELY • KeyMessage • LivePositively™representsTheCoca-ColaCompany’sapproachtobuildingsustainablecommunitiesthroughinitiativesthat protect theenvironment;conserveresources; enhancethe economicdevelopment of thecommunitieswhereit operates; andencourageindividuals, familiesandcommunitiestoliveactive, healthylifestyles. • TalkingPoints • It ismanifestedinnumerouswaysthat impact convenienceretailersandtheircustomers • Weprovideawidevarietyandchoiceof productsthat support active, healthylifestyles and • recyclingefforts • Support isprovidedthroughdonationstoUnitedServiceOrganization’s(USO)OperationEnduringCareprogramforthenation’swoundedwarriorsandthe2012AmericaIsYour

  5. Parkcampaign, aswellasSpecialOlympics, National4-HCouncilandTheHeart Truth Learnmorebyvisitingwww.livepositively.com • 10. NACS/COCA-COLARETAILINGRESEARCHCOUNCIL(CCRRC) KeyMessage TheNACS/CCRRCpartnershipgeneratesideasandsolutionsthat haveameaningfulimpact ontheconvenienceretailindustry. TalkingPoints • NACS/Coca-ColaRetailingResearchCouncilwasestablishedin2000 • Membershipiscomposedof leadingc-storeandNACSseniorexecutives • Thegroupoverseesresearchinitiativesconductedbyindependent thirdpartiesonissuesof strategicimportancetoconvenienceretailers • Aspart of itscommitment tohelpcustomersdrivetheirbusinessforwardandtoexpandknowledgeintheretailcommunity, TheCoca-ColaCompanysponsorstheorganization • 11. • MISCELLANEOUS • NACSCafé • TheCoca-ColaCompanyisafoundingpartnerof theNACSCafé–CenterforAchievingFoodserviceExcellence–that canhelptransformyourfoodserviceoperationintoa • conveniencefoodserviceculture • Theeducationalresourceprovidesconvenienceretailerswithideas, information, best practicesandsolutionstosupport theirfoodserviceoperations • NACSCaféisalignedwiththenationallyacclaimedGeorgiaStateUniversitySchoolof Hospitality • Programsfocusoneducation, training, certification, product innovation, effectivestoreoperations, efficient workforcepracticesandmanagement, andmore • Portfolio • TheCoca-ColaCompanyisthe#1providerof sparklingbeverages, ready-to-drink • coffees, andjuicesandjuicedrinks, andtheCompany’sportfoliofeatures15billion-dollar brands • InNorthAmerica, theCompanyservesitsproductsnearly200milliontimesaday • With$22billioninU.S. annualsalesin2011, sparkingsoft drinkscontinuetobeatremendousperformerforretailers(source: ACNielsenDatabank, TotalU.S. AMC, TotalSSD, Annual2011) • Categoryisexpectedtobe$2.1billionby2015(source: ACNielsenDatabank, TotalU.S. AMC, TotalSSD, Annual2011) • TheCoca-ColaCompanyprovidesconsumer-preferredbrandswithfavoritebrandscores.3to11timesthat of itsnearest competitor(source: B-CubedDec11) • Coca-Cola® andDiet Coke® arerespectivelythe#1and#2soft drinksintheU.S. • (source: BeverageDigest 2011rankingof topsparkingbrands) • Lookingforward, theCompanyisfocusedoncollaboratingwithitsretailpartnerstodrive profitable, sustainablefutureconsumptionsales, gainundisputedleadershipinat-home occasions, andleverageexpandableconsumptionnatureof beverages ! Classified -Internaluse

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