Coca-Cola in 2011 : In Search of a New Model

Coca-Cola Overview

2020 Goals - To Double the Coca-Cola system’s revenues (2010 revenue 35 billion) - Be #1 in NARTD business in every market and category - Be the most preferred and trusted beverage partner - Global leadership in sustainable water use - Manage people, time and money for greatest effectiveness

The world largest soft drink company

The most powerful brand in the world - $70 billion in 2010

Coca-Cola History

1886 John Pemberton invented Coca-Cola : Atlanta, Georgia 1895 Asa Candler aggressively marketed Coca-Cola available in

every state 1916 Erenst Woodruff took Coke to public – “Arm’s width of

desire”, “It’s the real thing” – International phenomenon 1981 Robert Goizueta debuted Diet Coke expense marketing $ 100 M. in the first year 1983 Diet Coke had become The best–selling diet soft drink 1997 Douglas Ivester Asian financial crisis 2000 Douglas Daft cut cost laid off 6,000 employees, Legal

problem, brand image & invest mistake (Quaker Oats) 2004 E. Neville Isdell bring back several senior manager – create

“Manifesto for growth”, Strengthen brand power 2005 Muhtar Kent spearhead the company’s international

business – Global sales increase 6%

The Soft Drink Industry

Name (Owner) In 2010 In 2005

Coca-Cola (Coke) 17.0% 17.6%

Diet Coke (Coke) 9.9% 9.8%

Pepsi-Cola (Pepsi) 9.5% 11.2%

Mt. Dew (Pepsi) 6.8% 6.5%

Dr. Pepper (DPS) 6.3% 5.7%

Sprite (Coke) 5.6% 5.7%

Diet Pepsi (Pepsi) 5.3% 6.0%

Diet Mt. Dew (Pepsi) 2.0% 1.4%

Diet Dr Pepper (DPS) 1.9% NA

Fanta (Coke) 1.8% 1.6%

Top-10 Sparkling Brands Market Share

4 Primary participant : - Concentrate producers - Bottlers - Retailers - Suppliers

Suppliers

CCE

Concentrate Producer (COKE)

Suppliers

Bottlers Bottlers

Retailers Retailers

Consumers

30 Plants

Marketing / Save shelf

Cold-filled / Profitable

48%

33%

19%

Market Share

COKE PEPSI DPS

2. BOTTLERS

- Manufacture, operate - Selling and delivery drinks - Direct store delivery (DSD) - Concentrate price was fixed - Can carry competitor’s non-cola brands - Final say in retail pricing decision

3. RETAILERS

- Supermarket - Restaurants, Cafeterias - Convenience stores

1. Concentrate Producer

- Blended raw material ingredient - Ship to bottlers - Invest in R&D innovation - Invest in Marketing - Advertising

4. SUPPLIERS

- Caramel coloring - Phosphoric / Citric acid - Caffeine - Can manufacturer – Ball and Rexam

8% margin 32% margin

Sales rose and grew to 75% of Coke’s North American bottle and can volume

Coke bought CCE’s entire North American operations

Revenue ratio change from quarter to half of its sales

- Significant acquisition in 1985 by Goizueta – buy 2 Coke’s biggest bottler – control 1/3 of Coke’s volume - Coca Cola Enterprises (CCE) was spun off the Coca Cola company in 1986 - CCE become Coke’s first domestic “Anchor bottler” ; consolidate bottler through CCE - Coke buy small bottlers and sell to CCE

The creation of CCE

CCE in 2010

CCE got financial strapped to invest more

The Emergence of Still Beverage

Consumer’s trend - Healthier Lifestyles

Coke response - Low / no-calorie drinks : Coke Zero (2005) - New digital media platforms - Global campaigns at sports events like the World Cup

Still beverages : Sport drinks, enhanced water, ready-to-drink teas and coffees, energy drinks, juice, and juice drinks Opportunities : Market growth and Higher retails price Impacts on Coke : Hot-filled plant – innovation and higher margin, Bottlers lose profit

- New challenges – existing bottler’s franchise agreements - Coke created “Bottling investment group” (BIG) – hospital ward strategy - In 2010, the group owned 98 bottling operations and 23% net operating revenues - CCE incidence pricing model – drive revenue > ounces

Coke business model

• Franchise bottlers : acquisition

• Hospital ward : buy local underperform bottlers - fixed them – spinning off

• Anchor bottler strategy : buy independent bottlers – sell them to CCE

• Buy /Own CCE : Operate manufacturing, package and distribution

• Beer strategy : keep manufacturing and refranchise distribution

What’s Next?

• Buying CCE in North America

• Buying overall CCE network : fix CCE and refranchise the bottling business

• Imitate Beer strategy

• Replay hospital ward strategy

• Keep the bottling business and control the whole value chain

- NARTDs gain 20% of total industry volume - U.S. personal expenditure per capita expect to reach $34,000 by 2020 - U.S. teen population forecast to grow to 31 million by 2020 - Still beverages expect to generate over 45% of retails sales value by 2020

THANK YOU

5750502 Shompoonuch Paibulsuwan

5750503 Chetthawat Songprasert

5750505 Nuttasin Triped

5750514 Pikulthong Khampiranon