可口可乐美国公司渠道策划方案

November17,1999NorthTexasDivision2000Eating&Drinking

ChannelPlan7.0%2.8%18.6%119.5%24.3%GrossProfitPackageSummary

YTDOctoberCans20ozOther2LiterTotal16.1%114.6%-7.8%6.3%5.2%Volume%Mix23.6%20.4%32.7%23.3%EatingChannel

LocalCVP’sIncrementalGrowthBundlingOBMOpportunitiesVolumeConsumerPreferenceVendingPlacementsProfitableVolumeImmediateConsumptionEquipmentPlacementsColdDrink2000

PackageRolesBrandDevelopmentCustomerProfitabilityImmediateConsumptionInfrastructureCustomerRetentionVolumeperOutletCustomerSatisfactionColdDrink

SituationAssessmentColdDrinkChannelStrategiesDeliveraprofessionalanduniformAccountManagementapproachIncreaseavailabilityandvolumeinexistingaccountsAssessourinfrastructurecapabilitiesandcapacitiesCapturecompetitiveanddryaccountsthroughaggressiveprospectingChannelPlan2000

StrategiesEating/Drinking

ChannelPlanTop20accountsrepresent38%ofthechannelvolumeOffpremiseoccasionsaregrowingatagreaterratethanonpremiseNCBand20ozareunderdevelopedinthetraditionalfountainaccountsEatingChannelPlan

SituationAssessmentEatingChannel

Top10AccountsDomino'sPapaJohnsMrJim'sLittleCaesarsMiCocinaEatzi'sLuby'sPappa'sPopeye'sGuckenheimGrossProfitYTD%b/(w)504$

35.3%280$

25.5%77$

313.8%77$

(47.8)%50$

25.9%31$

(1.5)%41$

36.0%18$

(18.3)%11$

17.5%23$

65.9%YTD%b/(w)Volume13453.6%5426.1%17488.6%13(58.2)%1115.5%6(2.8)%628.8%6(14.9)%310.7%554.5%YTDSeptemberTop20accountsrepresent38%ofthechannelvolumeOffpremiseoccasionsaregrowingatagreaterratethanonpremiseNCBand20ozareunderdevelopedinthetraditionalfountainaccountsPackageMixNCBMixEatingChannelPlan

SituationAssessment-18.8%8.5%26.4%16.2%ChannelGrowthExpand20oz,NCBandDasaniavailabilityIncreasevolumeinexistingaccountsExecuteOBMopportunitiesaroundtheoffpremiseconsumptionoccasionsEatingChannelPlan

Opportunities2literandsingleservebundling8ozBucketofRefreshmentBrandsetoptimizationCupsetupgradesMinuteMaid“Orchard’sBest”Utilizecrosschannelpromotions44ozSixFlagsstyrocupEatingChannelPlan

Strategies

Increaseconsumptionandpackage/brand availabilityinexistingaccountsIncreasecustomerbasethroughprospectingincompetitiveanddryaccountsExecutenationalagreementsFocusonqualityCode10accountsImprovesystemcapabilitiesandcapacitiestoexecuteinthischannelAnalyzecurrentinfrastructureEatingChannelToolkitFountaintrainingattheSalesCenterEatingChannelPlan

StrategiesDeliveranuniformandenhancedaccountmanagementprocessIntroducepackageneutralE&DChannelReps.Top250accountsinamarketareaDevelopmentofallbrands/packagesKBIreportingandQuarterlyreviewsDryandCode10accountprospectingFundedbyCCUSAFountainEatingChannelPlan

Strategies

ACohesiveColdDrinkStrategyKeyInitiativesExecute“DriveAwayAWinner”NASCARpromotioninthefirstquarterRetainPapaJohnsasleadpartnerforFootballFridayspromotionIncreasebundlingactivityby50%(incremental3periods)Maintain20ozasthesingleserveICpackageVolume35.7%31.6%“PapaJohns”

2000PlanObjectives10.4%“LotusChinese”

2000PlanObjectivesKeyInitiativesCupsetupgradeProfitstorytoexplainincrementalprofitrealizedbyupgradingDrop20ozglasstumblerandadd24ozTrademarktumblersBrandExpansionCommunicatebrandstrengthAddMMOL,NesteaandDasaniSuggestivesellingprograms(H2NO)RelevantPOStocommunicatenewbrandsVolume8.6%14.3%7.2%ParentsNightOutRangers/AstrosBaseballCrewIncentiveNASCARDriveAwaySpringBreakGetawaySuperBowl2000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecEatingChannel

MarketingCalendarTexasRangersSuperBowlSuperBowlFootballFridaysCrewIncentiveTexasRangersTexasRangersDallasStarsChicken/2LiterBundleChicken/2LiterBundleChicken/2LiterBundle1,0622.9%2,62420.1%79215.8%1,1464.3%63311.3%76,420