Professional Documents
Culture Documents
why
should we evolve?
what
how
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
6+ x 2+
billion people
x 365
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
days a year
+5%
Volume Growth: 4.5% Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
Growth
KO Share
Sparkling Stills
18% 82%
50% 7%
12,252
9,598
4,124
4,315
KO Share Position
Global Shopper Development
Converting Shoppers into Buyers
16%
23%
33%
12%
24%
Source: Inform Volume, Share, 2020 Vision Growth Estimates, Euromonitor Channel Distribution
CONFIDENTIAL
Developing Market
Retail Edition
Resulting in more
Stores Formats Products
2.5
hours making dinner
CONFIDENTIAL
12
9
17%
of trips
More Price Sensitive Global Shopper Development
Converting Shoppers into Buyers
26%
of trips
CONFIDENTIAL
57%
of trips
Less Price Sensitive
Sources: Kraft Capturing Consumer Passion for Food at Retail 10
11
12
28%
only of shoppers visit the beverage aisle
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
13
59%
14
15
Based in data
powered by
17
Our opportunity:
34%
NARTD Value Share
CONFIDENTIAL
43%
MIT
M o n t e n e g r o 2 0 1 2
Global Shopper Development
Converting Shoppers into Buyers
MIT
POKRENIMO LJETO
CONFIDENTIAL
buy into
our brands
CONFIDENTIAL
our brands
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
21
We have a marked difference in our ability to capture profit from the market
2009 Profit Capture by Market
(System OI as percentage of national GDP)
China
India
Columbia
Brazil
Turkey
Mexico
Argentina Chile
South Africa
Spain
United States
Philippines
22
open happiness
Customer Agenda
Commercial Agenda
Shoppers
Consumers
Creating Brands People Love
Activation
Customers
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
24
A great brand
Shoppers
Consumers
Brands
Customers
25
Shoppers
Consumers
Brands
Customers
26
Shoppers
Consumers
Brands
Customers
27
Shoppers
Consumers
Brands
Customers
28
Shoppers Shoppers
Consumers
Brands
Customers
29
Shoppers Brands
Consumers
Customers
Global Shopper Development
Converting Shoppers into Buyers
30
Value
fuses inspiring ideas Brands with commercial discipline
Love
to create value
31
Love
Design Brand Communication
Value
Portfolio Merchandising Retail Partnership
Tom Ford
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
Domenico De Sole
32
What we sell
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
33
why what
how
do we make it happen?
Global Shopper Development
Converting Shoppers into Buyers
CONFIDENTIAL
34
we believe
(shelf savvy) marketing converts
shelf
CONFIDENTIAL
35
Maria
CONFIDENTIAL
Mike
36
37
38
39
Maria
40
41
42
price
price
Maria
Mike
volume
volume
43
Picture of Success
44
Picture of Success
What is the business opportunity? How can we best create system value? Who is the Shopper? How can we best Influence purchase behavior?
45
Picture of Success
How can we ensure that the customer is at the heart of all our plans? How can we leverage shopper insights to drive value for our customers?
How can we partner with customers to step change category value creation?
46
Picture of Success
What are the critical channels and occasions? What are the roles of the brands and packs? How do we capture value from unique occasions? How do we differentiate across channels?
47
Picture of Success
Where will displays best prompt purchase? How can we merchandise to best create off-take? How can we communicate to influence behavior? What promotional activities will create value?
48
Picture of Success
Are we converting brand preference into share? Are we growing revenue ahead of volume? Are we penetrating households with a routine purchase habit?
49
50
Picture of Success
51