2. Opportunity Map$
ANALYZE & IDENTIFY
• Assess the current landscape
of Opportunities
PRIORITIZE
• Prioritize Opportunities
VISUALIZE
• Build Future View
WHERE ARE WE TODAY?
WHERE DO WE AIM TO BE IN
FUTURE?
HOW DO WE GET THERE?
224 September 2015Classified - Internal use
3. 3
STEP 1
Assess Current Landscape of Opportunities
Standard Output Charts
Classified - Internal use 24 September 2015
6. KO 2013 NON KO 2013
KO
CAGR
(2008 - 2013)
Higher
>+3%
Lower
<-3%
At Par
+3%<>-3%
KO’s growth compared to Industry’s Not Present
624 September 2015
INDUSTRY
Contri.
68.1
0.6
2.5
0.4
0.0
0.0
0.1
0.0
71.7
85.1
43.1
28.9
9.8
4.2
2.8
0.9
0.1
174.8
Core Sparkling
Juices & Juice Drinks
Packaged Water
Sports Drinks
Energy Drinks
RTD Dairy & Soy
RTD Tea
RTD Coffee
NARTD
INDUSTRY
CAGR
(2008 – 2013)
VOLUME
FIGUREINMUC KO
SHARE
Classified - Internal useSource: Canadean
^ Category was not present in 2008
# KO not present in the Category in 2008
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME)
Opportunity Segments (Category)
4.5%
43.0%
14.2%
0.0%
0.0%
0.0%
0.0%
62.1%
12.7%
4.1%
1.7%
1.1%
0.4%
0.04%
1.1%
2.7%
10.1%
19.1%
24.6%
40.6%
0.0%
16.4% 17.7%4.5%
44.5%
7.9%
4.2%
0.0%
0.0%
7.2%
0.0%
1.4%
5.2% 100.0%2.6%29.1%
7. KO 2013 NON KO 2013
KO
CAGR
(2008 - 2013)
Higher
>+3%
Lower
<-3%
At Par
+3%<>-3%
KO’s growth compared to Industry’s Not Present
724 September 2015
INDUSTRY
Contri.
INDUSTRY
CAGR
(2008 – 2013)
KO
SHARE
Classified - Internal use
REVENUE
FIGUREINMNUSD
^ Category was not present in 2008
# KO not present in the Category in 2008
636.8
5.5
14.0
6.7
0.0
0.0
0.05
0.0
663.0
484.8
317.7
64.0
129.3
159.1
13.6
9.1
2.0
1,180.0
Core Sparkling
Juices & Juice Drinks
Packaged Water
Sports Drinks
Energy Drinks
RTD Dairy & Soy
RTD Tea
RTD Coffee
NARTD
STEP 1: ASSESS CURRENT LANDSCAPE (REVENUE)
Opportunity Segments (Category)
7.0%
25.7%
25.0%
0.0%
0.0%
0.0%
0.0%
60.9%
4.2%
7.4%
8.6%
0.7%
0.5%
0.1%
4.4%
4.1%
21.2%
17.8%
28.4%
43.8%
0.0%
21.3% 17.5%8.8%
56.8%
17.6%
5.0%
0.0%
0.0%
0.6%
0.0%
1.7%
7.4% 100.0%7.1%36.0%
Source: Canadean
8. KO 2013 NON KO 2013
Higher
>+3%
Lower
<-3%
At Par
+3%<>-3%
KO’s growth compared to Industry’s Not Present
824 September 2015Classified - Internal use
58.8
8.3
3.9
0.8
71.7
155.1
7.0
10.3
2.4
174.8
Traditional
On Premise
Supermarkets
MiniMarkets
NARTD
VOLUME
FIGUREINMUC INDUSTRY
Contri.
INDUSTRY
CAGR
(2008 – 2013)
KO
SHARE
525.8
101.6
27.3
8.1
662.8
1,017.3
51.8
88.6
21.8
1,179.5
Traditional
On Premise
Supermarkets
MiniMarkets
NARTD
REVENUE
FIGUREINMNUSD
Source: Canadean , Nielsen
5.5%
8.6%
5.2%
86.8%
5.8%
100.0%
3.0%
2.0%
2.6%
2.0% 6.2%-1.9%
27.5%
27.1%
29.1%
54.0%
4.0% 1.3%3.9%24.3%
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE)
Opportunity Segments (Channel)
8.2%
11.3%
7.4%
83.8%
6.3%
100.0%
7.7%
9.5%
7.1%
3.2% 8.3%0.9%
34.1%
23.5%
36.0%
66.2%
6.9% 1.6%6.8%27.1%
KO
CAGR
(2008 - 2013)
9. 924 September 2015Classified - Internal use
86.8% 6.2%
TT OP
28.4
36.8
132.1
0.1
1.9
13.3
0.4
9.4
3.9 0.1
2.4
0.040.5
5.8
6.5
0.1
0.1
0.1
0.6
0.6
0.3
0.8
1.0
1.2
Rank in IndustryN
MM
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE) - INDUSTRY
OPPORTUNITY SPOTTER-VOLUME (CURRENT)
Identifies the Top 10 opportunities across Category and Channel in 2013 for the total Industry (Based on Volume)
# Indicates Volume (in MUC) MM: Mini Market | TT: Traditional Trade | OP: On Premise | SM: Super Market
SM
4
2
3
1
5
5.8% 1.3%
RTD Coffee
Energy Drinks
Core Sparkling
Sports DrinksJuices & Juice Drinks
Packaged Water RTD Tea
RTD Dairy & Soy
6
7
8
9
10
Source: Canadean , Nielsen
10. 1024 September 2015Classified - Internal use
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE) - INDUSTRY
OPPORTUNITY PRIORITIZATION BASED ON CURRENT VOLUME
Top 10 combinations
Contribution
to Volume
Core Sparkling, Traditional 53.6%
Juices & Juice Drinks, Traditional 14.9%
Packaged Water, Traditional 11.5%
Core Sparkling, On Premise 5.4%
Sports Drinks, Traditional 3.8%
Core Sparkling, Supermarkets 2.7%
Juices & Juice Drinks, Supermarkets 2.4%
Energy Drinks, Traditional 1.6%
RTD Dairy & Soy, Traditional 1.0%
Packaged Water, On Premise 0.8%
Total 97.6%
1
2
3
4
5
6
7
8
9
10
Industry
Top 10 Opportunity segments account for 97.6% of country Volume
N Rank in Industry * KO not present in the Category
Source: Canadean , Nielsen
11. -5%
0%
5%
10%
15%
20%
25%
-5% 0% 5% 10% 15% 20% 25%
Avg. KO Share: 18.5%
Current (2013) Contribution to the Industry (Volume)
Avg. Contribution to the Industry: 9.8%
Bubble size represents
2013 Industry Volume
(in MUC)
6.5 SM
1124 September 2015Classified - Internal use
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE)
OPPORTUNITY PRIORITIZATION BASED ON CURRENT VOLUME
KO Fair Share line
KO Fair Share 29.1%
132.1 TT
28.4 TT
13.3 OP
Current(2013)KOShare(Volume)
36.8 TT5.8 SM
13.8 TT
72.6 OTH
2.4 TT
1.9 OP
# KO Share = 0%
50%
65%
50% 55%
RTD Coffee
Energy Drinks
Core Sparkling
Sports DrinksJuices & Juice Drinks
Packaged Water RTD Tea
RTD Dairy & Soy
MM: Mini Market | TT: Traditional Trade | OP: On Premise | SM: Super Market
Source: Canadean , Nielsen
12. 1224 September 2015Classified - Internal use
Rank in IndustryN %s above each bar are the Channel shares
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE) - INDUSTRY
OPPORTUNITY SPOTTER-REVENUE (CURRENT)
Identifies the Top 10 opportunities across Category and Channel in 2013 for the total Industry (Based on Revenue)
# Indicates Revenue (in Mn USD)
10.5
9.2
2.8
3.2
3.8
0.4
38.2
46.4
2.4 0.3
14.3
1.9
928.7
267.6
64.8
7.6
120.5
12.3
140.9
1.7 11.2 0.3 1.2
7.6
144.3
4
2
3
1
5
83.8% 8.3%
TT OP MMSM
6.3% 1.6%
RTD Coffee
Energy Drinks
Core Sparkling
Sports DrinksJuices & Juice Drinks
Packaged Water RTD Tea
RTD Dairy & Soy
MM: Mini Market | TT: Traditional Trade | OP: On Premise | SM: Super Market
6
7
8
9
10
Source: Canadean , Nielsen
13. 1324 September 2015Classified - Internal use
N Rank in Industry
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE) - INDUSTRY
OPPORTUNITY PRIORITIZATION BASED ON CURRENT REVENUE
Top 10 combinations
Contribution
to Revenue
Core Sparkling, Traditional 50.4%
Juices & Juice Drinks, Traditional 14.5%
Core Sparkling, On Premise 7.8%
Energy Drinks, Traditional 7.7%
Sports Drinks, Traditional 6.5%
Packaged Water, Traditional 3.5%
Juices & Juice Drinks, Supermarkets 2.5%
Core Sparkling, Supermarkets 2.1%
Energy Drinks, Supermarkets 0.8%
Sports Drinks, Supermarkets 0.7%
Total 96.5%
1
2
3
4
5
6
7
8
9
10
Industry
* KO not present in the Category
Top 10 Opportunity segments account for 96.5% of country Revenue
Source: Canadean , Nielsen
14. -5%
0%
5%
10%
15%
20%
25%
-5% 0% 5% 10% 15% 20% 25%
Avg. KO Share: 22..0%
Avg. Contribution to the Industry: 9.8%
1424 September 2015Classified - Internal use
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE)
OPPORTUNITY PRIORITIZATION BASED ON CURRENT REVENUE
KO Fair Share line
KO Fair Share 36.0%
Current(2013)KOShare(Revenue)
Current (2013) Contribution to the Industry (Revenue)
267.6 TT
928.7 TT
64.8 TT
38.2 SM
140.9 TT
46.4 SM
120.5 TT
144.3 OP
12.3 SM
14.3 SM
# KO Share = 0%
50% 60%
50%
75%
MM: Mini Market | TT: Traditional Trade | OP: On Premise | SM: Super Market
Bubble size represents
2013 Industry Volume
(in MUC)
RTD Coffee
Energy Drinks
Core Sparkling
Sports DrinksJuices & Juice Drinks
Packaged Water RTD Tea
RTD Dairy & Soy
Source: Canadean , Nielsen
15. 1524 September 2015
N Rank in Industry
Classified - Internal use
STEP 1: ASSESS CURRENT LANDSCAPE (VOLUME/REVENUE) - INDUSTRY
OPPORTUNITY PRIORITIZATION BASED ON CURRENT VOLUME & REVENUE
Top 10 combinations
Contribution
to Volume
Contribution
to Revenue
Core Sparkling, Traditional 53.6% 50.4%
Juices & Juice Drinks, Traditional 14.9% 14.5%
Packaged Water, Traditional 11.5% 3.5%
Core Sparkling, On Premise 5.4% 7.8%
Sports Drinks, Traditional 3.8% 6.5%
Energy Drinks, Traditional 1.6% 7.7%
Juices & Juice Drinks, Supermarkets 2.4% 2.5%
Core Sparkling, Supermarkets 2.7% 2.1%
RTD Dairy & Soy, Traditional 1.0% 0.6%
Packaged Water, On Premise 0.8% 0.4%
Sports Drinks, Supermarkets 0.3% 0.7%
Energy Drinks, Supermarkets 0.1% 0.8%
Total of Top 10 97.6% 96.5%
1
2
6
3
5
4
7
8
11
14
10
9
Industry
1
2
3
4
5
8
7
6
9
10
14
18
Top 10 Opportunity segments account for 97.6% of Volume & 96.5% of revenues.
* KO not present in the Category
Source: Canadean , Nielsen