Ko 2020 Execution 2
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Transcript of Ko 2020 Execution 2
Highlights On Coca-Cola Consolidated ExecutionBill EllmorePresident & COOCoca-Cola Bottling Company Consolidated
A Tailored Architecture For Each SegmentLargeStores
SmallStores
Family HomeConsumption
Away From Home / Youth
Occasion
Channel
Brands
Pack
Price
On Premise / Convenience
$1.79 $2.00 $0.99 $1.79
ON-THE-GO LEISURE
$1.39
A Revamped Package Architecture To Meet Occasion Needs
From
20oz $1.39 16oz $.99 24oz $1.49-1.59
3
Coca-ColaConsolidated
OtherBottlers
To
Entry Price Point Drives Purchase IntentEntry Size Purchase Intent
Maximizing Transactions Through Systematic “Points of Inspiration”
Perimeter Entrance Cold Vault Impulse Zone Coolers
Incremental Transactions
Engaging Teens: Rekindling The Secret Formula, Ice Cold
Strategy Drives Volume Turnaround
-20%
-10%
0%
10%
20%
Volu
me
Cha
nge
vs 2
0 oz
32% Volume Improvement
42.9 MM More Consumer Purchase Occasions
Prior Twelve Month Trend Launch To Date Change vs Prior Year
Source: Coca-Cola Consolidated, 2009
We Are Getting Traction Against Our Objectives“Sparkling Revitalization”
Recruit Teens, Led by Coca-Cola
Weekly+Teen Drinkers
“Cool”
Grow Household Base* 2 Liter Purchasing Households
Reignite System Profit Growth System GP $ / Case
+2 Pts
+13%
+7 Pts
+1 Pts
Southeast Sept 2009 YTD vs Prior
*Source: AC NIelsen
A Collaborative Lead Market “Lab”…To Drive Scaled Value Growth
ScaleWhatWorks
• Real Market Proof Points
• Franchise System Power
27% of US*14 Bottlers
Southeast
*Sparkling Volume
A Rich Pipeline For A Sparkling Future