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Latin AmericaJose Octavio ReyesPresident, Latin America Group
Forward-Looking StatementsThis presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
Reconciliation To US GAAP Financial Information
A Love Story
With Five Simple
Ingredients
1. Creating An Engaging Dialogue With People…
Coca-Cola in Latin America
Favorite Brand 44%
(+ 1 point vs year ago)
(+ 2 points vs year ago)
Source – Brand Coca-Cola Volume Share Nielsen 2009 August YTD Sparkling Category.-- Average Mexico, Brazil, Argentina and Colombia.
Volume Share 50%
…Capturing Their Hearts At Every Occasion,
Every Single Time, All Year Round…
Coca-Cola and MealsTop 10% across all ads
Coca-Cola and TeensTop 5% across all ads
Coca-Cola TV Online Channel2nd online video channel in Mexico
Coca-Cola Key OccasionsChristmas Top 10% across all ads
…Sharing Their Passions
Copa Coca-Cola The largest inter-schools football tournament (5,000 teams & 100,000 participants)
Over 12 years of success and recognition
Trophy Tour ActivationCovering 8 main countries in Latin America as single sponsor
Brazil and Mexico activating Historical Matches with largest Music Event
Massive TV, radio and newspapers coverage
FIFA World CupSix months of full mix activation during 2009
It includes TVC, Music, Promotions, Torch Bearers, Customer programs
Exclusive Sparkling Beverage Sponsor
2. Fostering Mutual Trust & Respect With Partners
More than 60 Bottling Partners
WORKING AS ONE TEAM
With system revenue of over $16 Bn(13%, 3 year CAGR)
3. Ensuring We Are Always There
Chile
260,000
Peru
260,000
Brazil
1,000,000
Argentina
235,000
Colombia
400,000
Mexico
1,200,000
Reaching More Than 3.3 MM Retailers with our direct distribution system
…For Everyone…
MexicoCoca-Cola TM Volume*
1.4 Bn+ 3.5% vs Year Ago
Coca-Cola TM Share**
58.1%+ 0.7 Pts vs Year Ago
*Mexico 2009 September YTD Unit Case Volume; ** Mexico 2009 September YTD Nielsen Share
…When They Need Us, How They Want Us
Note: All prices are in Mexican Pesos; NRT: Non-Returnable; RT: Returnable
All
pa
ck
Sys
tem
s
N
RT
& R
T
Size 200 ml 250 ml 330 ml 450 ml 1 lt
Price 3.5 4.5 5.5 7.5 8
Size 450 ml 500 ml 700 ml 1 lt 1.5 lt 2 lt 2.5 lt 3 lt
Price 5 6 7.5 10 11 15.5 18 20
Size 237ml 350 ml
Price 4 6
Size 200 ml 250 ml 500 ml 700 ml
Price 3 4 5 6
Size 1.5 lt 2 lt 2.5 lt
Price 10 13 14.5
Non-Returnable(recyclable)
Returnable
Non-Returnable(recyclable)
Non-Returnable(recyclable)
Returnable
All
pa
ck
M
ate
ria
ls
All
pa
ck
P
ric
es
All
pa
ck
S
ize
s
4. With Unwavering Commitment To Our
Communities
Highest Standards In Recycling And Returnable Packs
Community Water Partnerships
Over 200 Community Programs
…Keeping People Aware Of Our Actions And Plans
TV Commercial Red Truck Latin America Website
Integrated Communication Plan with
Modular TV Commercial Including Key
Proof Points
Web Based Unified Platform
with Over 150 Proof Points to Engage
Main Audiences Across Latin America
…Generating Engagement, Trust And Support
In Our Company
Corporate Reputation Scores – Latin America 2009(Rankings* among top companies in the region)
Advocacy #1
Trust #1
Favorability #2
Familiarity #2
* Proprietary Global Reputation Survey conducted by IPSOS in Q1 2009
5. The Conviction That The Best Is Yet To Come…
Growing
every year
since 1996
Latin America Group176 Per Capita(+27 vs 2004)
World44 Per Capita(+2 vs 2004)
Mexico387 Per Capita(+34 vs 2004)
Coca-Cola TM
…And Our Love Story Will Continue
Happily Ever After
…And Our Love Story Will Continue
Happily Ever After
Middle Class Growth +16 MMSEC A / B / C Expected Change in Population 2009-2012
Youth Population 216 MM37% of total population are 20 years of age and below in 2009
GDP Growth +2.9%Expected CAGR in GDP Latin America 2009-2012
Creating An Engaging Dialogue With People
Mutual Trust And Respect With Our Partners
Ensuring We Are Always There
Unwavering Commitment To Our Communities
The Conviction That The Best Is Yet To Come
A Love Story With Five Simple Ingredients
Delivering World Class
MarketingWendy Clark,SVP, Integrated Marketing Communications
Forward-Looking StatementsThis presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
Reconciliation To US GAAP Financial Information
The Different “Imperatives”
Of Marketing Today
Our Kids Are Growing Up With…
Me…
My Parents
My Grandparents
My Great Grandparents
All Of Us…
Evolve The Proven
and
Leverage The New
Evolve The Proven
Brands
Sales ChannelsPartners
News Media
Consumers
Detractors
Employees
Marketing Partners
Education
TV/FilmProgramming
Supply Chain
NGOs/Cause
Celebrities
Producers
Events
FansCompetitors
Music Industry
Government
Distributed Creativity Shifts Communication
And Content Creation To Shared Model
Brand Communication
Content Development
3,000 photos
50 videos
256,003 photo views
374,065 Likes
42,148 Comments
…in the last
six months
Leverage The New: Consumers Remind Us
Daily That Coke Is THEIR Brand
Global Scale
and
Local Relevance
Digital
Market Impact Teams Packaging
PR
Out Of Home
In-Store
Global Scale And Local Relevance
Film Music
Art and Science
ThePowerOf Art
’07
’03 3
’06 64
88
Activation cluster: channels + shopper segment +
customer partnership level ’98 ’08
89
148Activation
clusters
Activation
clusters
Activation
clusters
Brazil: Expanding Segmentation Capability
Total SKU’s: Coca-Cola Trademark
The Power Of Science
MARKET INSIGHTS
REVENUE MAPS
BRAND GROWTH
STRATEGY
PRODUCT, PACK AND
EQUIPMENT AGENDA
HUMAN AND
CULTURAL INSIGHTS
CATEGORY AND
BRAND MAPS
BRAND VISION AND
ARCHITECTURE
COMMUNICATION AND
CONNECTION AGENDA
OCACASION BRAND PACK
PRICE CUSTOMER PLANS
(OBPPC)
BRAND COMMUNICATION
AND EXPERIENCE PLANS
ONE BILLION HOURS AGO…
HUMAN LIFE
APPEARED ON EARTH
*Inspired By Roberto Goizueta
CHRISTIANITY
EMERGED
ONE BILLION MINUTES AGO…
THE BEATLES
CHANGED MUSIC
ONE BILLION SECONDS AGO…
WAS LAST FRIDAY
ONE BILLION GOOGLE
SEARCHES AGO…
Coca-Cola
WAS YESTERDAY
ONE BILLION
COKES AGO…
TODAY
Creating Passion For Our Brands
2010 FIFA World CupAhmet BozerPresident, Eurasia & Africa Group
Forward-Looking StatementsThis presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
Reconciliation To US GAAP Financial Information
FIFA World Cup, The #1 Sports Event
In The World
Source: Sports Intelligence – Appeal for the following events– July 2006
10Super Bowls every
day for a month
FIF
A W
C
OLY
MP
IC
GA
ME
S
NB
A F
ina
ls
Fo
rmu
la O
ne
UE
FA
Eu
ro
Ch
am
pio
nsh
ip
NF
L
Su
per
Bo
wl
Appeal For Sports Events - Worldwide
Connecting With Our Consumers Through
Football Around The World
4246 52
6975 81
Favorite Brand Purchase Intent
Total
Population
Interested
in Football
Interested in
Football & aware
of Coke as a
sponsor
Driving Brand Love And Increasing Purchase Intent
July 2006 CCT – Germany, UK, France, Italy+7%Q2 2006 Volume increase (vs. YA) in markets
where we activated FWC when trend of the
previous 4 quarters was at 4% increase
Africa To Host The FIFA World Cup With
A Unique Spirit Of Celebration
One Global Campaign, Executed In 160 Markets,
Sending One Invitation To Celebrate And Open Happiness
Integrated Campaign To Reach Consumers
In An Interactive And Experiential Way
TV Commercials
Music Digital
Customers
Visual Identity Experiential
Branded Content Legacy
The Celebration Has Started: We Are Taking The
FIFA World Cup Trophy To 86 Countries Around The World
Ambassadors
of Coca-Cola500K
4 hrsAverage live
TV Coverage in
each country
visited so far
Operating As One Global System To Drive
Scale And Productivity
1160
$45 MM In Productivity Savings Campaign
Campaign
Markets