Erik Dolnack

innovationimaginedelightseekcreateR&DJohn Smith

ClassicHollywood

1930’s + 1940’s

• Wizard of Oz

• Gone with the Wind

• Citizen Kane

WesternForeignComedyDrama• Stagecoach

• Red River

• Duel in the Sun

• M

• Bicycle Thieves

• Rome: Open City

• The Grand Illusion

• Modern Times

• The Bank Dick

• Duck Soup

• Bringing Up Baby

• Wuthering Heights

• Rebecca

• Treasure of the

Sierra Madre

Supporting Actor• Walter Brennan

• Peter Lorre

• Dana Andrews

• Tim Holt

• Gone with the

Wind

• All About Eve

• The Life of

Emile Zola

• Casablanca

• Victor Flemming

• Fritz Lang

• Jean Renoir

• William Wyler

• Cary Grant

• Clark Gable

• Vivien Leigh

• Gary Cooper

Best FilmDirectorActors

• Mr. Deeds Goes to Town• Lost Horizon• Mr. Smith Goes to Washington

• Arsenic & Old Lace• It’s a Wonderful Life• It Happened One Night

Frank Capra

WORLDFRANCEU.K. GERMANYITALYUSA

• The Women• Philadelphia Story• David Copperfield

George Cukor• Gaslight• Adam’s Rib

All-time Favorites1

2 Noteworthy Filmsby genre

3 Oscar Nominations by category

4 Best New Director Frank Capra

George Cukor

5

This is a weak slide.

Pyramids and stair-steps

are rarely good solutions

to tell a story.

Go to the next slide to see

a critique of this chart…

innovationimaginedelightseekcreateR&DJohn Smith

On slides this busy, it’s perfectly permissible to delete template content, such as this lower quadrant

Pyramid charts such as this one are outdated and also waste valuable screen real estate, and cramp data

Loose individual text boxes such as these soon become misaligned and messy as data is changed or updated

Inconsistent line-spacing such as this

looks sloppy and makes the chart appear

unprofessional and difficult to read

Although there are only

5 steps to this scheme,

the pyramid makes it

appear as if there are

more.

Content cannot fit within the pyramid and is spilling out into the margin. This illustrates the poor quality of pyramids and stair-steps in graphing complex information.

The chunky black base of the pyramid draws focus to itself, and away from other more important data above

Roughly 18% of the total height of the slide is being used on this redundant template visual

The contrasty visuals in this bottom region take away focus from the chart, which is the entire purpose of the slide

The thick border of this pyramid outweighs the small point-size of

the text contained herein

This region of the screen, as well as the lower right, is completely going

to waste in this layout

A far more effective chart that

tells the same story as our

pyramid from the previous slides.

Click to view…

Aside from the fact that this

slide is badly designed and ugly,

what’s really missing is a

comparison between the number of

shark attacks vs. the number of

fatalities. This chart is not

giving us the whole story.

Go to the next slide to see

a critique of this chart…

The color-coding of this legend is non-intuitive and useless.

These numbers aren’t clear. Is this the number

of attacks, or the number of fatal attacks?

This slide would have us assume on the surface that, at a count of 837, the US is the world’s leader of shark fatalities. Is that the accurate story however?

No correlation is made here between the number of

attacks vs. those that ended in death.

Color-coding these nation names is redundant

and quite meaningless.

What exactly is this “unspecified” territory? And if unspecified, how can exact data be accurately produced for it?

Why designate a color in the legend for zero, when no one

would chart a non-value?

+ It isn’t immediately clear whether the color-coding of the legend pertains to Total Attacks or Fatal Attacks.

How much of the height of this map is wasted on Antarctica, where we know no shark attacks on humans occur.

Margin space is necessary, but this much space is wasteful.

More than 23% of the horizontal width of this layout is empty.

This map illustration is busy and contrasty. It’s

difficult to read and ugly. It looks unprofessional.

These nation names are hard to read in all caps and in a serif font.

Last update: Jan 2007

Source: © International Shark Attack File Florida Museum of Natural History — UNIVERSITY OF FLORIDA www.flmnh.ufl.edu/fish

USA — (mainland)

Total attacks Deaths

837 40

Hawaii


107 15

Mexico


60 31

Bahamas


65 19

South America


100 23

Europe


39 19

Africa


276 70

Asia


116 54

Oceanic / Pacific


121 50

Australia


329 136

New Zealand


46 9

49%

49%

41%

23% 41%23%

14%29%

52%

= Total reported attacks

= Number that resulted in death

= Percentage that resulted in death

= % fatalities

LEGEND

(Reported Attacks Jan. – Dec. 2006)

25%

5%

This chart does illustrate the

ratio of attacks to deaths.

For example, while the US has the

largest number of attacks, it has

the lowest number of those that

ended in death (5%). It starts to

‘paint a different picture’.

Click to view…

1Myears ago

Present

2Myears ago

1.5years ago

500,000years ago

250,0001.75 1.25 750,000100,000

10,000

Last Glacial MaximumHominid Extinction Timeline

ORIGIN1.8M B.C.E.

EXTINCT150,000 B.C.E.

ORIGIN1.75M B.C.E.

EXTINCT1.5M B.C.E.


ORIGIN550,000 B.C.E.






Note: Yearly dates on this timeline are approximations only

CCNA Latin America E.C.U. N. Asia /Middle East E. Asia / Pacific Africa

Accu. Cost

FiscalCost

Q1Costs Project

Global - Worl

d

North

America

Canada

Mexico

Brazil

Latin

Center

South

Latin

Central

Europe

Germany & Nordic

Iberia

Northwe

st Europe

Mediterranean

China

Eurasia

& Middle-

East

Japan

India

Philippin

es

South

Pacific & Kor

ea

Southeast & Wes

t Asia

North &

West

Africa

Nigeria

East &

Central

Africa

South

Africa

TOTAL PROJECT BASE

COCA-COLA TM

DNA

Festive

Visual Identity

Global Campaign

Creative

Football

Olympics

Website

Music

Billboard

Adv. Campaigns

C2

New ideas

Diet & Light + Caf. Free

Diets & Lights

New flavors

Ingredients

Mix

Packaging

Transportation

Other Innovation

SPRITE

Visual Identity

Music

Franchise Graphics Dev.

FFT / Campaigns

Diet

Campaign

Football

LEGEND

Launched

In Development

Discontinued

The Coca-Cola Company® Project Matrix — (by region)

■ ■

■ ■

■

■ ■ ■

■■■

■

■

■ ■

■

■

■■

1

2

3

4

5

6

7

8

9

10

8 mentent-group

1

2

3 5

64

14

69

2

35

7

8

10

10 Cohorts fulfilled acomplete Legion(approx. 4,800 – 6,000 men).

Ideally, 8-10 foot soldiers would outfit a tent-group, or Contubernium as it was called.

10 tent-groups would comprise a full Century (approx. 80 – 100 men).

6 Centuries comprise a Cohort(approx. 480 – 600 men).

Cavalry units consisted of typically 300 horsemen.

Each Century was commanded bya Centurion

A cohort was led by a Cohort Commander

Auxiliaries were enlisted from various parts of the empire. Germans, Gauls and other warlike tribes were called upon when needed. Auxiliary units were permanently incorporated during Augustus' reign.

Gaulish chieftan and warrior, flushing out the ranks of this Roman legion

= 30 horsemen/unit

10 Units

Citizen legionary with iron helmet, shield, armor, scutum and pilum.

-3 -2 -1 1 2 3 4 5 6 7

9

8

7

6

5

4

3

2

1

-1

-2

-3

Sports drinks

Total juiceOrange juiceAll other

Café

Energy

Coca-Cola

AlcoholWater

Tea & chai

Mineral water

Café

Energy

Sports drinks

Tea & chai

Water

Mineral water

Total juice

Alcohol

Orange juice

All other

Coca-Cola

Q1 vs. Q4

source: Coca-Cola Archives – dates Jan. 2001 – Dec. 2002

Teen girls between ages 12 - 16, are attracted

to the prestige they believe brand-name

clothing provides them—exposure to

branding that promises beauty, popularity,

peace-of-mind, self-confidence, great

relationships—transforming young girls into

insatiable consumers.

In 2007, US teens spent $155 billion

The teen population will expand to

33.5 million in 2010

Teen girls are the primary creators of web

content, far outpacing their male peers in the

areas of blogging, website building, and

creating social networking profiles

95% of female teens prefer shopping in malls

rather than buying online (65% checked out

the products online first)

87% of teenage girls get their spending

money from their parents vs. 77% of boys

Source: The ICR TeenEXCEL Study conducted by telephone from March 16 to July 20, 2005, among a nationally representative sample of 1,366 teenagers ages 12 to 17 www.icrsurvey.com

PyrrhoPlato

Philosophy

Lucretius

The SophistsThe concept of the “unmoved mover”

LeucippusSocrates

Porphyry

Schools of philosophical thought

established

Theophrastus

Xenocrates

Antisthenes

Crates of Thebes

Plotinus

Protagoras

Diogenes the Cynic

Cicero

Rome

The Academyat Athens The Lyceum

Epicurus

Zeno the Stoic

Seneca

Marcus Aurelius

Democritus

Hermarchus

Cleanthes

Epictetus

the Pre-Socratics

1 2

Aristotle The SophistsAristippus

Athens

Alexandria

Pergamum

Antioch

LEAD SCHOOL

LEAD SCHOOL

LEAD SCHOOL

Neoplatonism

3

EasternMystery

Cults

Heraclides Ponticus

Apply loose powder to set the skin with a circular sponge. Don’t over-apply.

2Moisturize face and apply concealer to upper eyelid and beneath eye. Use

fingertip to blend.

1STA

RT

Using a black eyeliner pencil, line upper and lower lids with a solid stroke, tapering out at ends. Use

generously.

3

Blend the lines upward with a smudge-stick. Repeat several

times until lines are softened.

4Line the top lid along the lash-line with black liquid eyeliner in steady strokes.

5

Using a fan brush, feather eyeshadow outward until it blends smoothly.

7

Curl lashes upward and apply true black

mascara. Use several coats if necessary.

9= Makeup usage

= Powder & blend

= Finalize look

Legend

Are eyes dark enough?YES

NO

Using a small brush, apply matte black shadow near lashes and blend.

8Use makeup remover and begin again at step 1.

Brush on a coat of dark gray eyeshadow on upper lid and slightly underneath eye.

6

Satisfied with your look?

YES

NO

Lightly dust loose translucent powder on eyelids and under eyes.

10

FINISH

Ind

ian

Film

Ind

ust

ry G

row

ing

in P

op

ula

rity

Bollywood Captures Almost 45% of the Market

Note: Figures are based upon cinema receipts and polls in fiscal year 2006

India Leads in GrowthIndian vs. US Films

International DVD Sales Actor Popularity

Indian film industry catching up on US domestic film markets

$3.9B

$2B

$4B$3.6B

Hollywood Bollywood

Indian film industry current growth rate leader in foreign film industry worldwide

62%

9% 11%21%

65%

91%

11% 10% 10%

59%

India Spain U.K. France US

Bollywood films second in worldwide DVD sales

India closing the gap

21%

35%

22%

61%

18% 20%

28%

96%

20%30% 27%

62%

26%19%

34%

99%

France Spain Germany India Canada Mexico U.K. USA

Indian actors polled Internationally for popularity among non-Indians

22%

6%9% 10%

24%

13%

39%

8%

14%12%

14%

4%

Shah Rukh Khan

Amitabh Bachchan

Emraan Hashmi

Ameesha Patel

Rani Mukherjee

Abhishek Bachchan

2007

2008

LEGEND

Source: Internet Movie Database www.imdb.com

22

StrategicGoals

Vision &Platform

PeopleConsumers

Insights Drive Sustainable Innovation

“The company cannot

grow without support of

our customer base. We

need to build lovers of the

brand in all markets

worldwide.”

“Consumers are our greatest

asset in assessing the quality of

our products and brands.”

“Customer feedback

can be crucial in

establishing

developmental

growth in markets.”

“We don’t yet have

the level of

insurance for future

goals under our

current model. What

is needed is more

communication and

processes. The

market is ripe!”

Source: TCCC Operations, R&D, Marketing

0

5

10

15

20

25

30

35

40

45

50

Q'1 Q'2 Q'3 Q'4

0

5

10

15

20

25

30

35

40

45

50

Q'1 Q'2 Q'3 Q'4

CAMPAIGN SCORE CARD

UC in 000’s

Brand Equity Metric Q3 2008 Q3 2007 PT CHG YTD 2008 YTD 2007 PT CHG

% Weekly +

% Daily +

Favorite Brand (Top 1)

Purchase Intent (Top 2)

Advertising Awareness

Image Statements (% Top 2)

Refreshing

Great Tasting

For Some One Like Me

Is a Brand I Love

BUSINESS PERFORMANCE TRACKING

Quarterly % Chg YTD % Chg YTD % Chg vs. Plan

CCT & OPTIMIX TRACKING

Quarterly % Chg YTD % Chg

Q3 – 2008France

Volume Share of CSD’s

Contact Point Q3 2008 Q3 2007 % Change

1. Packaging

2. TV Advertising

3. Website

4. In Store Material

5. Vending Machine

0

5

10

15

20

25

30

35

Q'1 Q'2 Q'3 Q'4

Quarterly % Pt Chg YTD % Chg YTD % Chg vs. Plan

2008 Volume Plan (UC)

% Chg vs. 2005 Actual

- -

2008BC Plan

% Chg vs. 2005 Actual

- -

Comments Bullet 01 Bullet 02 Bullet 03

CCT

OPTIMIX

Contact Point Q3 2008 Q3 2007 % Change

6. OOH

7. -

8. -

9. -

10. -

Top 10 Consumer Connection Points

2006

2007

2008

2009

2007

2008

Sprite ZeroYes or No? Q1 vs. Q4 KO + or -

South Africa +7

Nigeria +62

India +2

Russia +7

Turkey +9

France -4

Germany +5.1

U.K. 1.3

Italy 0

Spain 0

Canada -22

12

45

7.3

x

x

x

77

29.8

95

37

91

1.6

Afr

ica

Eu

rasi

aE

uro

pe

Sprite ZeroYes or No? Q1 vs. Q4 KO + or -

Argentina +2.3

Brazil +6.8

Chile +6

Colombia +12

Mexico +3

Australia -0.9

China +45

Japan -32

Philippines -12

Thailand +10.2

USA -12.2

12

36

77.2

x

x

36

56

36.3

35

12.3

Lat

in A

mer

ica

Pac

ific

NANA

x

x

-19-56

-78 -12

-18

Sprite Global Market Growth in ‘08

Lemon Lime Segment Showing Growth

28602905 2900

30723032

3108

3185

14.8%

14.0%

15.0% 15.0% 15.0%

14.0%14.0%

13.4%

13.6%

13.8%

14.0%

14.2%

14.4%

14.6%

14.8%

15.0%

15.2%

2000 2004 2005 2006 2007 2008 2009

2,600

2,700

2,800

2,900

3,000

3,100

3,200

3,300

Volume (MMUC) Share of CSD

4.7

2.1

0.6

3.2

1.4

4.9

2.1

0.5

3.0

1.4

5.0

2.1

0.5

3.0

1.3

0.0

1.0

2.0

3.0

4.0

5.0

Sprite 7-Up Sierra Mist Mt. Dew Lemon Lime

YTD NOV 2004 YTD NOV 2005 YTD NOV 2006

Brand Volume Share Trend Total World* (AC Nielsen Measured Channels)

Volume Share

Value Share

SpriteMarket Shares

YTD Nov 2007

+0.1

4.0

+0.2

4.4

+0.0

1.7

+0.1

1.8

-0.0

2.6

-0.0

2.2

Volume Share

Diet Sprite Core

DietMtn. Dew Reg.7-UP Diet Core

Value Share

SpriteMarket Shares

YTD Nov 2007

+0.1

+0.2

+0.0

1.7

+0.1

1.8

-0.0

2.6

-0.0

2.2

4.0

4.4

Brand Market Share Trend

Q4 2008

Q1 – Q3 2008

2008 Sprite Market Research

Local Projects

TBCTBCQ2 ‘08Q2 ‘08Q1 ‘08Q1 ‘08Q2 ‘07Q2 ‘07Q1 ‘08Q1 ‘08Q2 ‘08Q2 ‘08Q4 ‘08Q4 ‘08Q2 ‘08Q2 ‘080808TBDTBDPipeline

TBCTBCTBCTBCQ1 ‘08Q1 ‘08Q1Q1InInInInQ3Q3BolBolAsia Campaign

Q2 ‘08Q2 ‘08Q1 ‘08Q1 ‘08Q4 ‘07Q4 ‘07TBDTBD0808Q3Q3OneOneOthers

Q4 -08Q4 -08Q4 ’07TBC

Q4 ’07TBCTBDTBDQ1 ‘08Q1 ‘08080808080707Q1 ‘08Q1 ‘08TBDTBD10100808Kiwi

TBCTBCTBCTBCTBDTBDQ2 ‘08Q2 ‘08TBDTBD0808TBCTBC0909Q1Q1Strawberry

Q3 ‘08Q3 ‘08Q1 ‘08Q1 ‘08Q3 ‘08Q3 ‘08Q1 ‘08Q1 ‘08TBDTBD0707TBDTBDQ1 ‘08Q1 ‘08TBDTBD0808BonBonLime

TBCTBCQ1 ‘08Q1 ‘08TBCTBCQ2 ‘08Q2 ‘08Q3 ‘08Q3 ‘08TBDTBDTBDTBDTBDTBDQ3 ‘08Q3 ‘0808/0908/09Q2 ‘08Q2 ‘08Q2Q2New Flavors

Q4 ‘08Q4 ‘08Q4 ‘07Q4 ‘07Q2 ‘07Q2 ‘07TBCTBCQ1 08Q1 08Q3 ‘07Q3 ‘07TBCTBCQ2 ‘08Q2 ‘08Q1 ‘08Q1 ‘08Q2 ‘08Q2 ‘08TBDTBDTBCTBCQ2 ‘08Q2 ‘08TBDTBD08/0908/09TBCTBCOneOneCorporate Initiatives

PHTHINDOCHIJPUSLCDSLDBRAMEXPKTURINDRUSNORIREGERGBFRNIGSA

NALATAMEURASIAEUROPEAFRICA

Not funded yet

Funded in 08 BP

No response

No

Africa Foundation

Lybia project

EU World Cup sponsorship

Italy tour of Tuscany

Venice tournament

Alps skiing – winter sports

Tour of India – Taj Mahal

Turkish travels in Ephesus

Istanbul meeting

Moscow campaign

Mexico television campaign ads

Central America/Panama tv

Cinco de Mayo

Argentine Buenos Aires

—

Australian swim & surf competition

Tokyo campaign – film tie in

Thailand travelosity

Hong Kong communications edu.

PACIFIC

Brand Vision & Architecture

VISIONDeep knowledge of the Sprite Drinker

Sprite currently enjoys a loyalty among devoted consumers second only to Mountain Dew

MARKETTarget Audience

• Sprite enjoys a 55% advantage in all minority markets in greater US today. This audience is loyal and devoted.

• Sustain all markets to be no less than what

consumers have come to expect and

desire in the product. Push the envelope,

but never to the extent of alienation.

• Most consumers of the Sprite brand are

seeking the taste above all other attributes

of carbonated soft drink audiences.

Audience Statistics

• Do something for me—and make it a

meaningful surprise

BRANDBrand loyalty to the end

Consumers and Brand

• Most Sprite drinkers will not switch brands. They love the “limon” flavor.

Traditional Brand vs. Innovation

• Cutting edge advertising in most markets.

• Sprite is uplifting and energizes with a

crisp clean taste. Consumers want the

tangy limon flavor everytime. “When I

reach for a Sprite, I want to be taken to a

delicious citrus treat - joy and sunshine.

Sprite holds a strong psychological

connection with its audience, who remain

loyal throughout their lives.

PEOPLEPersonal tastes of customers

“Lemon-lime taste is perfect!”

Demographics of the Consumer

• Consumers of Sprite tend to start their preference for the product at a much earlier age than most Coca-Cola products and brands, and likewise, they typically remain loyal throughout their entire lifetime.

• Although the Sprite brand scores high

with African-American consumers, the

brand is also very popular with Hispanics

and Asiatic audiences, particularly in Latin

American countries and Mexico.

BRAND AMBITION: “To update progressively without alienating the audience”

BUSINESS AMBITION: Brand-expansion in all markets by 2010

Brand Target AudienceUnderstanding the true lover of the Sprite brand.

Meeting their expectations, yet always keeping them

slightly surprised at the evolution of the brand.

Brand Identity System

Egypt Leading Agricultural Growth in Africa

Morocco Libya Algeria Egypt Kenya Niger South Africa

153

257 251247 239

201

175

START

Post-op

recovery

healthy new

lifestyle

YES

NO

Did the leadattend the seminar?

Attendance

taken at the

seminar

The ad reaches

the lead audience

The lead calls either the practice or MDNetcall-center

The lead isentered in the

LeadTracker™

Lead scheduled

for seminar

Consultation with physician

The lead undergoes surgery

Practiceconducts seminar

Attendance

entered into the

LeadTracker™

Lead scheduled for

consultation...

The practice advertises through various media

... go back to step 4

Erik Dolnack

Design

Transcript of Erik Dolnack