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Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Coca-Cola Japan at iMedia Brand Summit Goa
- 1. Leveraging Owned Media to Manage Marketing Complexities Hiroto Ebata Vice President, iMarketing Coca-Cola Japan
- 6. Anywhere Anytime Anyone Over200 Countries 1.7 Billion/day 6
- 7. CCJC has the largest Portfolio Coca-Cola Sprite Fanta GEORGIA Cola Clear Soda Canada Dry Coffee Flavor Soda Blended Tea Sokenbicha Qoo Fruit Juice Hajime Japanese Minit Maid 100%Juice Tea Ayataka Aquarius Vitamin Asian Huang Guard Tea Fitness からだ巡茶 Energy Drink Diet Tea Real Gold Love Body Sports Tea Drink Water Kochakaden Aquarias Ilohas 7
- 8. Coca-Cola System in Japan Coca-Cola Japan Bottlers Product Concentrate Produc Collect Planning Logistics Sales Recycle DevelopmentDevelopment -tion Waste CCJC Tokto R&D Conter CCJC National Beverageﾞ Coca-Cola Customer Marketing Hokkaido FV Corporation Vending Okinawa Brand No. of bottlers Machines 20+ 12 980,000 Micihnoku Mikuni Store Employees Factories Hokuriku Sendai Accounts 23000 29 1.13 Million West Holdings Tone Tokyo Ronute Cars Sales Offices Sales Force Central Japan 7500 466 93,000 Shikoku 8 Minami Kyushu
- 9. Woodruff Cup Winner 2011 Japan Business Unit was named the best among Coca-Cola in 2011
- 10. Coca-Cola’s Introduction of IMC Communication
- 11. Coca-Cola’s Traditional 360o Marketing 3600 Marketing Model in 1960’s TV Advertising Point of Sale In Person Newsletters Sponsorships Newspapers Magazines Brand Direct Mail Events Promotions Consumer Hotline Radio 1 1
- 12. Long Term Decline of Mass Media (USA) Our Economics Are Message Recall Has Changing Been Steadily Dropping 34% 35% Source: NAB / Nielsen • #1 rated TV Show in 30% 24% U.S. had a 60.2 Rating 25% 20% • In 2006 the #1 rated 15% 13% 9% show only achieves a 10% 5% 16.0 Rating 0 1965 1974 1981 2000 % of adult evening viewers who could name a brand advertised on a show they watched last night 12
- 13. Becoming Consumer Centric o Integrated Marketing 360 Marketing Communication （IMC） Magazin TV e OOH Package Mobile POP PC Manufacturer’s View Consumer’s View Maximize Exposure Consumer Values, Experience 13
- 14. Integrated Marketing Communication (IMC) • Integrating all connection points with CORE CREATIVE IDEA (CCI). • Messaging at each contact point with relevancy to consumer within the CCI. • Cross functional team working together to execute holistic plan.
- 15. Corporate CMO Mr. Joe Tripodi 15
- 16. We Must Build Brands Differently ONE SIZE FITS ALL FLEXIBILITY & CUSTOMIZATION 16
- 17. We Need To Reach & Inspire Consumers Differently STRONG TVC, WEAK IN-STORE BALANCED 17
- 18. We Must Change The Way We Think About Advertising TV-CENTRIC “BIG IDEA”-CENTRIC Mobile Sports OOH Music Internet Events BIG IDEA Print WOM Retail Radio Licensing CSR 18
- 19. Our Marketing Must Change SPRAY-N-PRAY PRECISION MARKETING 19
- 20. We Must Quickly Adapt As Marketing Moves To The Palm of Your Hand ONLY FOR TALKING REMOTE CONTROL FOR LIFE
- 21. Getting back Teens to Coca-Cola • Global launch of the Coke Side of Life Campaign – Teen were alienating Coca-Cola all over the world – It was necessary to establish Digital Communication Channels – Digital/interactive marketing departments emerged globally • Japan’s Introduction: Jan. 29th 2007 21
- 22. Happiness Factory Japan Version
- 23. Coke Side of Life Campaign (CSoL) • Global sales of Coca-Cola was shrinking especially among Teens. • Crafted a campaign for teens using digital. • Introduced IMC for CSoL. • Conducted Tie-ups with teen relevant content – Mobage Town (May) – iTunes (July, Aug.) – 7-11 / Mobage Town (Dec.) etc.
- 24. Coke x Mobage 2007 Teen Recruitment Program Magazine Vending TV Ad/Radio Package CCJC Web Mobile Instore MOBAGE Town CC Park mbga.jp Directed all Traffic to Tie-up site Games 【Exclusive】 Coca-Cola section in ・Games Mobage Town ・Decome ・Avatar Items
- 25. Coke Digital Activation 2007 Video
- 26. Japan Coca-Cola TM Sales Volume Unit Cases Sales Recovered 2000 2001 2002 2003 2004 2005 2006 2007 2008 26
- 27. Coca-Cola Park COCA-COLA JAPAN’S DIGITAL OWNED MEDIA
- 28. Portfolio Marketing for CCJC Teens Baseball J-League Moms/Shoppers Olympics FIFA WC
- 29. Development Background/Merits 1. Introduction of IMC 2. Siloes of Websites. – Retain within CCJC portfolio 3. Redundancies among sites. – Common Membership/Point System Infrastructure. 4. Platform for Partnership necessary – Collaboration Campaigns. – Links with Social Media 5. Lower Cost of Communication – E-mail membership, Social Fans.
- 30. Growth for Coca-Cola Park Page Views (Bil.) Membership (MM) 10 12 9 10 8 7 8 6 5 6 4 4 3 2 2 1 0 0 2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011
- 31. Coca-Cola Park (2008) Video
- 32. CONSUMER ENGAGEMENT 1980’s 1990’s 2000’s 2010’s Mass Segmented One to Social Target one
- 33. CONSUMERS ARE DRIVING THE CONVERSATION Coca-Cola Views 146 MM Impressions Coca-Cola Created 26 MM Expressions Consumer Created 120 MM
- 35. AN EVOLVED CONSUMER ENGAGEMENT MODEL TV | Outdoor | Mobile Blogs | Social | Brand PR Equip | Websites | Pack | Trucks CC Park to evolve In-store | Shopper | POS Into 4 media model
- 36. Think this Way
- 37. Liquid & Linked, Owned, Earned, Shared, Paid - EMERGENCE OF SOCIAL MEDIA
- 38. • Social Button Explanation & Metrics
- 39. Owned media 2009 - Outside 2007 2010- Community Social Application Advertisement Official Blogger 2011- Happy Button CCJC Community Paid media Earned media Shared media
- 40. Why Owned Media is HUB 1. You have 100% control – Only media you control 100% of content. 2. Real time contents – ONLY media that can change anytime. 3. Long-Tail Content Aggregation – Able to Stock Content 4. Works best if you have communication arms. – E-mail, Social Accounts etc.
- 41. Coca-Cola Olympic supporters Park functioning as Hub for IMC activities CLC TV program VMAJ Global contents Kato Miliyah Social media Olympic supporters’ Park Celebrities/Olympians Promotion Happiness Quest Product CCParkTV Coca-Cola Park 41
- 42. Thank you!