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Bringing Our Brands To Life
Locally In The US
Hendrik Steckhan
President & GM, Sparkling Beverages, CCNA
A Joint Commitment By Our System


                        “Sparkling Revitalization”

                      Recruit Teens, Led by Coca-Cola

                           Grow Household Base

                       Reignite System Profit Growth
A Collaborative Lead Market “Lab”
…To Drive Scaled Value Growth



                    Southeast
                                  Scale
                                  What
                                  Works

                    27 % of US*
                    14 Bottlers


      • Real Market Proof Points

      • Franchise System Power
*Sparkling Volume
“Follow The Money”:
Pursuing Growth In Key Revenue Segments

                 Large     Small    Food Service
                 Stores    Stores    Hospitality



  Family Home
  Consumption   $80 Bn

  Away From
  Home/Youth              $30 Bn    $30 Bn
A Tailored Architecture For Each Segment
              Large    Small    Food Service                     Market Insights
              Stores   Stores    Hospitality


Family Home
Consumption                                    O   ccasion


                                               B
Away From
Home/Youth
                                               rands


                                               P
                                               ack
                                                                  Architecture


                                               P
                                               rice


                                               C
                                               hannel


                                                             Marketing & Commercial
                                                                    Execution

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Ko 2020 Local Activation

  • 1. Bringing Our Brands To Life Locally In The US Hendrik Steckhan President & GM, Sparkling Beverages, CCNA
  • 2. A Joint Commitment By Our System “Sparkling Revitalization” Recruit Teens, Led by Coca-Cola Grow Household Base Reignite System Profit Growth
  • 3. A Collaborative Lead Market “Lab” …To Drive Scaled Value Growth Southeast Scale What Works 27 % of US* 14 Bottlers • Real Market Proof Points • Franchise System Power *Sparkling Volume
  • 4. “Follow The Money”: Pursuing Growth In Key Revenue Segments Large Small Food Service Stores Stores Hospitality Family Home Consumption $80 Bn Away From Home/Youth $30 Bn $30 Bn
  • 5. A Tailored Architecture For Each Segment Large Small Food Service Market Insights Stores Stores Hospitality Family Home Consumption O ccasion B Away From Home/Youth rands P ack Architecture P rice C hannel Marketing & Commercial Execution