ko 2020 marketing overview

The World’s Most Innovative

And Effective MarketingJoe Tripodi

Chief Marketing and Commercial Officer

Forward-Looking StatementsThis presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal

securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-

looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could

cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks

include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business

environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes

and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial

performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in

interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the

ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms

and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of

supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including

container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning

requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in

international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European

Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues

such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to

achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage

Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed

in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available

from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.

The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.

The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.

A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial

measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with

Generally Accepted Accounting Principles.

Reconciliation To US GAAP Financial Information

The Winds Of Change Are Blowing

What Some People Think The New Reality

Source: Leo Burnett

We Are Capitalizing On New Rules

Of Engagement With People

Ease Of Use Access Utility Personalization

PEOPLE DEMAND VALUE

FOR THEIR TIME &

ATTENTION

Portability

Entertainment

Self Expression

We Are Building Brands Differently

Flexibility And Customization

5

One Size Fits All

We Are Reaching And Inspiring

People Differently

Strong TVC / Weak Shopper Marketing

Balanced And Integrated Marketing

We Are Changing from TVC Producers

To Content Managers Driven By Big Ideas

TV-Centric “Big Idea”-Centric

OOH

Print

Radio

Events BIG IDEA

Sports Music

Retail Licensing

WOM

CSR

Mobile

Internet

7

Marketing Is Changing

Spray-N-Pray Precision Marketing

8

Precision Marketing = Messaging Media Consumer Segments Geography Timing

Siloed Countries

The Internet Is The Great Democratizer…

Externally And Internally

Global Tribes

Leading To A

Unique New

Approach For

The Coca-Cola

Company…

People are no longer defined by lifestage, gender, socio-

economics or geography

New Foundations For Defining Identity

New Foundations For Defining Identity

Today, consumers define their identity by values,

attitudes and beliefs

Winning As A

Total Beverage

Company In

This New

World…

Core & New

Coca-Cola TM

The Epicenter

and

Coca-Cola TM

Growth(CAGR 2005 - 2008)+3%

Core & New

Growth(CAGR 2005 - 2008)+7%

We Are Delivering Against This Strategy

and

Winning With Coca-Cola TM + Core And New

In Developed And Emerging Markets

Volume CAGR 2005 – 2008

Coca-Cola TM

Core and New

Mexico

3%

12%

Turkey

5%

24%

Russia

7%

13%

Brazil

8%

18%

S Africa

4%

6%

China

11%

20%

Winning With

Coca-Cola In

This New

World…

Coca-Cola Is At Our Epicenter Today

And Our 2020 Ambition

12 BnUnit Cases

51%of KO Volume

$78 BnRetail Value

Source: Retail Value Coca-Cola TM 2008

The Most Valuable Brand On The Planet…

Timeless Relevance and Refreshment

20091990

Coca-Cola1

Kellogg’s2

Kodak4

Marlboro5

IBM6

American Express7

Sony8

Mercedes Benz9

Nescafe10

McDonald’s3

Coca-Cola1

IBM2

General Electric4

Nokia5

McDonald’s6

Google7

Toyota8

Intel9

Disney10

Microsoft3

Source: Annual „Best Global Brands‟ Survey, Interbrand, 1990 & 2009

Our Reasons

To Believe In

Coca-Cola

No artificial flavors

No added preservatives

since 1886

The Best Tasting Beverage

Coke is the pause that

refreshes, inspires and

energizes

Uplifting Energy And Spirit

Coke is forever young

timeless and fun

A Youthful Brand

Perfect Complement To Food And

Family Occasions

Coke connects us, no matter the

culture, country, or continent

The world may be divided, but

we can all agree on a Coke

Coke = Unity And Optimism

The great taste of Coke comes from all

natural flavors

Universal icon of happiness for 123 years

Now enjoyed 805 million times a day

Happiness is special… So is a Coke

A Wholesome Product

The refreshing antidote

to modern day woes

Coca-Cola “Open Happiness”

With This (Secret) Formula We Are Winning!!

5:12009 YTD Favorite Brand Score

3:12009 YTD Sparkling Volume Share

Favorite Brand Score - Coca-Cola vs Pepsi Cola Regular, B3 YTD 2009 Top 35 Markets;

Market Share: Coca-Cola vs Pepsi Cola Regular, Core Sparkling Volume Share, Nielsen/Intage YTD July 2009

Coca-Cola TM Growth

Potential Is Just Beginning

To Be Unlocked…

44

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107 112 122134 137

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265

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150

200

250

300

350

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2008 Per Capita

Our Epicenter In 2020Our Epicenter Today

Winning With Coca-Cola

In This New World…

Four Core

Principles

1. Fully

Leveraging

The Power Of

Coca-Cola TM…

Three Differentiated Brands. ONE Icon

Standing For Optimism And Positivity

Significant Marketing Assets

And Opportunities To Fuel Growth

2. Win The Heart

Of Every

Generation…

Especially

Teens

We Are Winning The Hearts

Of A New Generation Of Drinkers

12-19 Year Old Contribution to Brand Coca-Cola

Volume (Sept 2009 YTD)

1 Bn

Additional 8oz bottles of Brand Coca-Cola Enjoyed

By Teenagers The World Over (Sept 2009 YTD)

+475 MM

Unit Cases

Bottles*

* 8 oz bottles

3. Making

Sustainability Part

Of The Coca-Cola

Promise. Forever.

Marketing Responsibly

2005

Giving People Choice

1963 1982

750+Low And No CalorieBeverages, Led By

Diet Coke And

Coca-Cola Zero

Encouraging Physical Activity

Inspiring… …And Facilitating

Delivering Sustainability

4. Winning

Occasion By

Occasion,

Transaction By

Transaction…

Franchise

Leadership

Customer &

Commercial

Leadership

Delivering Through Our Unique

Global System Capabilities

Consumer

Marketing

Consumer

System Shopper

Growth

To Grow Core Occasions And Capture New

Ones Through Precision Marketing

Occasion Brand Price Pack Channel

USA China

Winning Marketing Means…Emotionally Driven Consumer Engagement

Precision Marketing

delivering enhanced segmentation/targeting and personalized experiences

Productivity

leverage global scale to maximize efficiency and effectiveness

* “Twitter” and “Facebook” are trademarks of Twitter, Inc. and Facebook, Inc. respectively.

Innovation

in all we do, from product, package, equipment and consumer engagement

*

*

Enhanced Integration and System Collaboration

Balanced Inspirational and Operational Marketing

SKU Rationalization

Our Conviction Is That The Best Is Yet To Come…