CocaCoca--Cola Hellenic Cola Hellenic Warsaw Field...
Transcript of CocaCoca--Cola Hellenic Cola Hellenic Warsaw Field...
CocaCoca--Cola Hellenic Cola Hellenic Warsaw Field trip Warsaw Field trip
Closing Remarks and Q&A
DimitrisDimitrisDimitrisDimitris LoisLoisLoisLois
Chief Executive Officer
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Key highlightsKey highlights
� Our 2020 Play to Win strategic framework provides us with a competitive advantage
� Working together with our partners in growth, TCCC is at the centre of everything we do
� Strong marketing programs, product innovation and OBPPC drive our Consumer Relevance. We focus on customer partnerships and marketplace execution. Community Trust and Cost Leadership will enable us to grow and re-invest.
� Our Polish business is an example of the growth potential in our markets
CocaCoca--Cola Hellenic Cola Hellenic Warsaw Field trip Warsaw Field trip
WIN WITH FOOTBALL FOR THE LONG TERM ....
... AND “GET CRAZY” FOR UEFA EURO 2012™
Mariusz KiepasGeneral Manager UEFA Euro 2012™
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• The 14th European Championship
• Co-hosted by Poland and Ukraine
• 8th June - 1st July 2012 (31 games)
• Opening match in Warsaw, Poland
The biggest event ever in The biggest event ever in easteast--central Europecentral Europe
• Opening match in Warsaw, Poland
• Semi Finals in Warsaw and Donetsk
• Final match in Kiev, Ukraine
• Format: 16 teams (4 groups of 4)
• Slogan “Creating History Together”
• Mascots: Slavek and Slavko
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Warsaw
Gdańsk
Wrocław
Poznań
Kyiv
Donetsk
Kharkiv
Lviv
#1 Sport & Global Event*
From grassroots to culmination of
football
Is a brand and business building
platform
Is a vehicle to step-change our
business
Global passion and broadGlobal passion and broad--scale scale business opportunitybusiness opportunity
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*265 million players worldwide; FIFA 2010 cummulative audience of 12 billion people, average of 188 million per each match, shown in every single country on Earth; UEFA 2008 cummulative audience of 4.5 billion people, average of 147 million per each match, shown in 231 countries
0-6 Years Out
Since 1988 we are Partner of the UEFASince 1988 we are Partner of the UEFASince 1988 we are Partner of the UEFASince 1988 we are Partner of the UEFA ............
LongLong--lasting relationshiplasting relationship
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And since 1978 Partner of FIFAAnd since 1978 Partner of FIFAAnd since 1978 Partner of FIFAAnd since 1978 Partner of FIFA ............
Providing CocaProviding CocaProviding CocaProviding Coca----Cola to the first FIFA WorlCola to the first FIFA WorlCola to the first FIFA WorlCola to the first FIFA Worldddd Cup in UruguayCup in UruguayCup in UruguayCup in Uruguay in in in in 1919191930303030
CompetitionCompetitionCompetitionCompetition
Medals & Medals & Medals & Medals & LessonsLessonsLessonsLessons2222----3333 Years OutYears OutYears OutYears Out
1111----2222 Years OutYears OutYears OutYears Out
1111----0 Years Out0 Years Out0 Years Out0 Years Out
0000----6 Months Post6 Months Post6 Months Post6 Months Post
- After Action Review
Joint implementation processJoint implementation process
InspirationInspirationInspirationInspiration
TrainingTrainingTrainingTraining
- Recruitment of execution Team
- Execution of Event-related and BusinessPlan activities
Review
- Host Country Kick-Off
- Recruitment of Key Roles
- Future Host Country Program
- Legacies and Objectives
- Business Plan
- Master Plan
SupportingServices
Venue Operations Marketing Hospitality
Admin
SUPPORTING SYSTEM FUNCTIONSSUPPORTING SYSTEM FUNCTIONSSUPPORTING SYSTEM FUNCTIONSSUPPORTING SYSTEM FUNCTIONS
� Legal Counsels
� HR Business Partners
� CIPAC Managers
� IT Support
Steering Committee
Dedicated system resourcesDedicated system resources
UEFA EURO 2012™ General Manager UEFA EURO 2012™ General Manager UEFA EURO 2012™ General Manager UEFA EURO 2012™ General Manager
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- Finance- IT - Project Management- IMCR / Command Center- Accreditation- Str. Security
- Venue and City Operation - VIK- Procurement
- Special Signage- Sole and Exclusive - On-site Activation/Fan Zones- System Motivation- Approvals
- Local & Intern. Hospitality- Ticketing - Hotels - Transportation - Entertainment
CITY
MANAGER
PL
CITY
MANAGER
UA
---- UEFA EURO 2012™ HOST COUNTRY LEGACIES UEFA EURO 2012™ HOST COUNTRY LEGACIES UEFA EURO 2012™ HOST COUNTRY LEGACIES UEFA EURO 2012™ HOST COUNTRY LEGACIES ----
OWN FOOTBALL AS COCAOWN FOOTBALL AS COCAOWN FOOTBALL AS COCAOWN FOOTBALL AS COCA----COLA BRAND BUILDING AND CORPORATE REPUTATION COLA BRAND BUILDING AND CORPORATE REPUTATION COLA BRAND BUILDING AND CORPORATE REPUTATION COLA BRAND BUILDING AND CORPORATE REPUTATION PLATFORMPLATFORMPLATFORMPLATFORM
Leverage local pride of staging the event and youth passion for Football to build brand love, recruit new generation of consumers, increase household penetration, strengthen Corporate Reputation and Employee
Engagement.
WIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDA
PEOPLEPEOPLEPEOPLEPEOPLEPORTFOLIOPORTFOLIOPORTFOLIOPORTFOLIO PLANETPLANETPLANETPLANET
Sustainable business impactSustainable business impact
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WIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDA
Exploit unique Football assets with top customers and key channels representing future growth potential to create value, differentiation and customer loyalty, being recognized as a preferred and long-term strategic
partner.
ACCELERATE IC BUSINESS LED BY COCAACCELERATE IC BUSINESS LED BY COCAACCELERATE IC BUSINESS LED BY COCAACCELERATE IC BUSINESS LED BY COCA----COLA BY LEVERAGING TRANSFORMATION COLA BY LEVERAGING TRANSFORMATION COLA BY LEVERAGING TRANSFORMATION COLA BY LEVERAGING TRANSFORMATION OF THE COUNTRY INFRASTRUCTUREOF THE COUNTRY INFRASTRUCTUREOF THE COUNTRY INFRASTRUCTUREOF THE COUNTRY INFRASTRUCTURE
Use Football as a catalyst to capture, convert and activate new and existing Travel and Transportation, HoReCa and Sport outlets/venues to drive IC culture and incidence and visible demonstrate the AFB leadership with
focus on Host Cities.
PRODUCTIVITYPRODUCTIVITYPRODUCTIVITYPRODUCTIVITY
PROFITPROFITPROFITPROFIT
PARTNERSPARTNERSPARTNERSPARTNERS
Owning footballOwning football
CONSUMER RELEVANCE
“Let’s Get Crazy” Campaign run in 75 countries
Youth Active LifestyleFrom Coca-Cola Cup to UEFA EURO 2012™
National promotion
COMMUNITY TRUST
• Almost 600 K participants in 14 tournaments to date• The biggest youth football tournament in Poland - 54%
awareness among teens• Winner of the industry award
“Champion of the Year 2011” in a category “Patron of Youth Sports”
Ambassador: R. Lewandowski Pariticpant of the second edition of CC Cup
Visual Identity System
Transformation and The Spirit of EuroTVCs –
Gogol Bordello music thread
Special signage: over 50 % reach in host cities
Digital and 3D Mapping
Sampling –3 M contacts
Happiness Truck
Special packaging
Host city activationand Trophy Tour
National promotionW/ 10 M prizes
SYSTEM MOTIVATION
Only Coke Can Do Experience / Great Place To Work
Sports”
INTERNET PLATFORM
• Almost 1,000 system participants to date
• 234 applications for chaperons
SPECIAL MOMENTS CELEBRATION
OFFICES BRANDING
CAR BRANDING
• Over 400 cars and trucks
Winning with the winnersWinning with the winners0-6 Years
Out
Unique value added assets
For differentiated Programs
MAKRO
ICICICIC ACTIVATIONACTIVATIONACTIVATIONACTIVATION –––– 15,000 OUTLETS 15,000 OUTLETS 15,000 OUTLETS 15,000 OUTLETS TOP 16 KEY ACCOUNTSTOP 16 KEY ACCOUNTSTOP 16 KEY ACCOUNTSTOP 16 KEY ACCOUNTSDisplay value of Display value of Display value of Display value of €€€€2.5 M 2.5 M 2.5 M 2.5 M
CUSTOMER PREFERENCE
Red Zones 21
Shopping malls 29
Railway Stations 17
Airports 6
Top Clubs 25
Picture of success
Focus areas
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For differentiated Programs
CARREFOUR
REAL
TESCO
Airport activations
Top Restaurants 300
Entertainment 30
Branded outdoor coolers 1,700
Branded and customized outdoor coolers
Can listing at Biedronka Media value of €750 K
Exploiting tournament rightsExploiting tournament rights
VENUE OPERATIONS VENUE OPERATIONS VENUE OPERATIONS VENUE OPERATIONS
176 people of support staff580 concession points 2,000 staff uniforms2,580 coolers
FAN ZONES ACTIVATION FAN ZONES ACTIVATION FAN ZONES ACTIVATION FAN ZONES ACTIVATION
8 host cities: Estimated 1.5 M spectators at the Stadiums and 5 M in the Fan Zones
Coca-Cola Fan Club Branding
Onstage Entertainment
HOSPITALITYHOSPITALITYHOSPITALITYHOSPITALITY
International Program International Program International Program International Program
Guests from over 63 countries 840 Packages5,280 match tickets
LocalLocalLocalLocal System System System System ProgramProgramProgramProgram
2,368 Packages 966 match tickets
Incidence Drive
SOLE & EXCLUSIVESOLE & EXCLUSIVESOLE & EXCLUSIVESOLE & EXCLUSIVE
138 personsInt. Vs. Nat.: 58% vs. 42%
620 personsint. Vs. Nat.: 25% vs. 75%
93 Official match balls
Gaining top of mind awarenessGaining top of mind awareness
WHICH BRANDS ARE THE SPONSORS OF UEFA EURO 2012™?
5%
48%48%48%48%CocaCocaCocaCoca----ColaColaColaCola
Biedronka
UKRAINE POLAND
36%
55%55%55%55%CocaCocaCocaCoca----ColaColaColaCola
Chernigivske
Source: UMG-International, March 2012 Source: B3 results, March 2012
1%
2%
3%Warka
Pepsi Cola
Carlsberg
5%
6%
9%
17%Obolon
Adidas
McDonalds
Epicenter
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