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TRANSLATING BRAND VALUE INTO CUSTOMER VALUE Alison Lewis Sr. Vice President, North America Marketing Coca-Cola North America

Julie Francis Chief Commercial Officer, Coca-Cola Refreshments

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We Operate In A Complex Marketplace

Numerous Brand Choices

Many Packages More

Product Options

Digitally Connected Consumers

Consumption Occasions

Consumer Needs

Multi-cultural

Landscape

Distribution Systems

Changing Retail

Formats More

Outlets

Informed Shoppers

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CONTENT AND CONNECTION PLATFORMS

EXECUTION EXCELLENCE

REVENUE GROWTH MANAGEMENT

OCCASION-BRAND-PACKAGE-PRICE-

CHANNEL

CONSUMERS AND SHOPPERS

Our Role And Challenge Is To Build Capabilities To Segment And Execute

Bar chart Kwikke

drinkin

coke

TO GROW, SUSTAIN AND REPEAT

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We Size And Segment The Consumer And Shopper Opportunity

CONSUMPTION OCCASIONS CATEGORY ASSESSMENT

SHOPPERS CONSUMERS

REVENUE OPPORTUNITY

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Build Connections To Consumer Segments Through Leadership And Proprietary Passion Points And Occasions

Youth Multicultural Family Shoppers

Consumer Passions and Occasions

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We Segment Occasions To Connect Brands To Shoppers

rice P

rand B

hannel C

ackage P

ccasion O

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Before OBPPC Strategy

Prior To OBPPC - Assortment And Price Points Limited

Limited Assortment

Dispersed Messaging

Few Price Points Limited

Consumer Value PRICE PER OUNCE

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Now OBPPC Aligns Offerings With Shopper Needs

After OBPPC Strategy

Optimized Assortment

Occasion Messaging

Expanded Price Points Expanded

Consumer Value PRICE PER OUNCE

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RECRUIT SUSTAIN REFRAME

Execution Of Our OBPPC Is Driving Positive Results

+30 million

Source: Nielsen Homescan Panel, Market Summary,

Total US All Outlets, Last 43 Weeks, June 2011

Source:

Shopper Card Data from Leading National Retailer

Source:

Shopper Card Data from Leading National Retailer

Incremental Occasions

Contour 1.25L

% of Dollar Sales Incremental to the

Category

Contour 2L

17% 55% % of Volume Sourced

From Our Competitors

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Commercial Leadership Translates Brand Strategies Into Customer Value

PARTNERS CATEGORY MARKETING COMMERCIAL LEADERSHIP

Category Commercialization

Planning and Revenue Growth

Management

Commercial Capabilities Center

of Excellence

Channel Strategy and Region

Commercialization

Consumers

Occasions

Connections

Our Regions

Our Customers

Our Bottling System

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SYSTEM VALUE

Revenue Growth Management Drives Value

Create Long Term Value 1

$

Optimize Revenue Growth Across Channels 2

Maximize Returns 3

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Earning Price In The Marketplace

RESULTS

Grew Occasions

Expanded Retailer Margins

Increased Retail Pricing

PRICE

Pre-Pilot Period

VOLUME

Pilot Period

BIG BOTTLE PILOT

Family Meals

Consumer Occasion

Snacking/ Family

Connection

Retailer Role

Drive Incidence

Increase Frequency

Family Meals

2L Contour 1.25L Contour

Shopper Role

Everyday Affordability

Everyday Value

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Set Priorities

ENABLES SUPERIOR EXECUTION

1 Tailor

Messaging CONNECTS WITH

CONSUMERS

2 Leverage

Full Portfolio DRIVES TOTAL BEVERAGE

GROWTH

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Segmented Execution Delivers The Perfect Outlet

125 Days of Summer – Look of Success

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SHARED VISION INTEGRATED ORGANIZATION

ENABLING CAPABILITIES EXTERNALLY FOCUSED

Integration Has Enabled The Acceleration Of Our “Soul To Shelf” Initiatives

Insights Continuous Improvement

Knowledge Transfer

Speed

Customers Competition Communities