Post on 12-Nov-2014
description
Leveraging Owned Media to Manage Marketing
Complexities
Hiroto Ebata
Vice President, iMarketing
Coca-Cola Japan
Self Introduction
Coca-Cola (Japan)
5
Coca-Cola’s Global Mission
6
Over 200 Countries
1.7 Billion/day
Anywhere Anytime Anyone
Sprite
Fanta
Qoo
Minit Maid
Real Gold
Aquarias Ilohas
Love Body
からだ巡茶
Coca-Cola
Water Sports Drink
Sokenbicha
Tea
Kochakaden
Huang
Canada Dry
Asian Tea
Diet Tea
Blended Tea
Japanese Tea
Flavor Soda
Fruit Juice
Cola
Coffee Clear Soda
100%Juice
Energy Drink
Ayataka
Hajime
Fitness
Aquarius Vitamin Guard
7
GEORGIA
CCJC has the largest Portfolio
8
Coca-Cola System in Japan
Produc -tion
Logistics Sales Collect Waste
Recycle Planning Concentrate
Development Product
Development
Coca-Cola Japan Bottlers
CCJC Tokto R&D Conter CCJC National Beverageﾞ Coca-Cola Customer Marketing
Brand
20+ No. of bottlers
12
Factories
29
Vending Machines 980,000
Store Accounts
1.13 Million
Sales Force 93,000
Sales Offices
466
Employees
23000
Ronute Cars
7500
Central Japan
Hokkaido
Micihnoku
Sendai
Mikuni
Hokuriku
Tone
Minami Kyushu
Shikoku
Okinawa
Tokyo
West Holdings
FV Corporation
Woodruff Cup Winner 2011
Japan Business
Unit was named the best among
Coca-Cola in 2011
Coca-Cola’s Introduction of IMC Communication
1
1
Coca-Cola’s Traditional 360o Marketing
Marketing Model in 1960’s
Magazines
Sponsorships
Point of Sale
TV Advertising
In Person
Consumer Hotline
Brand
Direct MailEvents
Radio
Newspapers
Newsletters
Promotions
Magazines
Sponsorships
Point of Sale
TV Advertising
In Person
Consumer Hotline
Brand
Direct MailEvents
Radio
Newspapers
Newsletters
Promotions
3600
12
Long Term Decline of Mass Media (USA)
Our Economics Are Changing
• #1 rated TV Show in U.S. had a 60.2 Rating
• In 2006 the #1 rated show only achieves a 16.0 Rating
1965 1974 1981 2000
35%
30%
25%
20%
15%
10%
5%
0
34%
24%
13%
9%
Source: NAB / Nielsen
Message Recall Has
Been Steadily Dropping
% of adult evening viewers who could name a brand advertised on a show they watched last night
Becoming Consumer Centric
360o Marketing Integrated Marketing
Communication （IMC）
Consumer’s View Consumer Values, Experience
TV
Mobile
PC POP
Package
OOH Magazin
e
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Manufacturer’s View Maximize Exposure
Integrated Marketing Communication (IMC)
• Integrating all connection points with CORE CREATIVE IDEA (CCI).
• Messaging at each contact point with relevancy to consumer within the CCI.
• Cross functional team working together to execute holistic plan.
Corporate CMO Mr. Joe Tripodi
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We Must Build Brands Differently
ONE SIZE FITS ALL FLEXIBILITY & CUSTOMIZATION
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We Need To Reach & Inspire Consumers Differently
STRONG TVC, WEAK IN-STORE BALANCED
17
We Must Change The Way We Think About Advertising
TV-CENTRIC “BIG IDEA”-CENTRIC
OOH
Radio
Events BIG IDEA
Sports Music
Retail Licensing
WOM
CSR
Mobile
Internet
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Our Marketing Must Change
SPRAY-N-PRAY PRECISION MARKETING
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ONLY FOR TALKING
We Must Quickly Adapt As Marketing
Moves To The Palm of Your Hand
REMOTE CONTROL FOR LIFE
20
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Getting back Teens to Coca-Cola
• Global launch of the Coke Side of Life Campaign – Teen were alienating Coca-Cola all over the world
– It was necessary to establish Digital Communication Channels
– Digital/interactive marketing departments emerged globally
• Japan’s Introduction: Jan. 29th 2007
Happiness Factory Japan Version
Coke Side of Life Campaign (CSoL)
• Global sales of Coca-Cola was shrinking especially among Teens.
• Crafted a campaign for teens using digital.
• Introduced IMC for CSoL.
• Conducted Tie-ups with teen relevant content
– Mobage Town (May)
– iTunes (July, Aug.)
– 7-11 / Mobage Town (Dec.) etc.
Coke x Mobage 2007 Teen Recruitment Program TV Ad/Radio
【Exclusive】
・Games
・Decome
・Avatar Items
Magazine Vending
CCJC Web
Mobile
MOBAGE Town
mbga.jp
Games
Directed all Traffic to Tie-up site
Package
Instore
CC Park
Coca-Cola section in Mobage Town
Coke Digital Activation 2007 Video
Japan Coca-Cola TM Sales Volume
2000
2001
2002
2003
2004
2005
2006
2007
2008
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Unit Cases
Sales Recovered
J-League
Teens
Moms/Shoppers
Baseball
FIFA WC
Olympics
Portfolio Marketing for CCJC
Development Background/Merits
1. Introduction of IMC
2. Siloes of Websites.
– Retain within CCJC portfolio
3. Redundancies among sites.
– Common Membership/Point System Infrastructure.
4. Platform for Partnership necessary
– Collaboration Campaigns.
– Links with Social Media
5. Lower Cost of Communication
– E-mail membership, Social Fans.
Growth for Coca-Cola Park
0
2
4
6
8
10
12
2006 2007 2008 2009 2010 2011
Membership (MM)
0
1
2
3
4
5
6
7
8
9
10
2006 2007 2008 2009 2010 2011
Page Views (Bil.)
Coca-Cola Park (2008) Video
CONSUMER ENGAGEMENT
1980’s 1990’s 2000’s 2010’s
Mass Target
Segmented One to one
Social
CONSUMERS ARE DRIVING THE
CONVERSATION
Coca-Cola Views
Impressions Coca-Cola Created Expressions Consumer Created
26 MM
146 MM
120 MM
AN EVOLVED CONSUMER ENGAGEMENT MODEL
TV | Outdoor | Mobile
Equip | Websites | Pack | Trucks
In-store | Shopper | POS
Blogs | Social | Brand PR
CC Park to evolve Into 4 media model
- EMERGENCE OF SOCIAL MEDIA
Liquid & Linked, Owned, Earned, Shared, Paid
• Social Button Explanation & Metrics
Owned media
Earned media Paid media
2009 - Outside
Advertisement
2010- Community
Social Application
Official Blogger
2011- Happy Button
2007
CCJC Community
Shared media
Why Owned Media is HUB
1. You have 100% control
– Only media you control 100% of content.
2. Real time contents
– ONLY media that can change anytime.
3. Long-Tail Content Aggregation
– Able to Stock Content
4. Works best if you have communication arms.
– E-mail, Social Accounts etc.
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Coca-Cola Park
TV program
Product
Celebrities/Olympians
Happiness Quest
CCParkTV
CLC
Social media
Coca-Cola Olympic supporters Park
functioning as Hub for IMC activities
Promotion
Global contents
Olympic supporters’ Park
VMAJ
Kato Miliyah
Thank you!