WELCOME TO THE COCACOLA 7ELEVEN 2006 WORLD CUP PLANNING AND COLLABORATION CENTER

1
(No Transcript)
2
WELCOME TO THE COCA-COLA 7-ELEVEN 2006 WORLD CUP
PLANNING AND COLLABORATION CENTER !
The purpose of this site is to provide local
Coca-Cola 7-Eleven Team Members who plan to
activate the 2006 World Cup property with access
to the tools and information you will need to
understand how to develop and execute
volume-building programs within your local
7-Eleven outlets that are on-strategy and fully
comply with FIFA guidelines and Coca-Cola
sponsorship rights. The worldwide sponsorship
rights held by The Coca-Cola Company for the 2006
World Cup provide a unique and valuable
opportunity with our 7-Eleven customer to
leverage the value of The Coca-Cola Company and
our brands, to create competitive
differentiation, and of course to grow our mutual
businesses around the world by generating
profitable, incremental volume. To successfully
achieve these objectives, our World Cup property
activation needs to be done correctly and in
accordance with all official rights and
guidelines.. We hope you will find this Planning
Center useful in helping you build your local
2006 Coca-Cola 7-Eleven World Cup plan as
effectively and efficiently as possible. We will
be changing it and updating it constantly, so
please check it frequently for the most recent
information. Also, WE NEED YOUR CONTRIBUTIONS!
If you have success stories to share from past
World Cups, please use the World Cup Best
Practice Sharing function we have built into this
Planner to contribute them. If you have any
other suggestions or questions, please call or
email dchristoph_at_na.ko.com. GOOD PLANNING!
Doug Christoph
Lokman Izam Aziz
CLICK TO CONTINUE
3
CLICK HERE To Access The Coca-Cola / 7-Eleven
2006 World Cup Planning Process, an interactive
flow chart that will walk you through all the
steps required to plan, obtain approvals, develop
and execute your local 2006 Coca-Cola 7-Eleven
World Cup marketing programs according to FIFA /
Coca-Cola rights, requirements and guidelines
CLICK HERE To Access The Official Coca-Cola 2006
FIFA World Cup site, where you will find the
Coca-Cola Football Strategic Framework, Rights
Summary, Approvals, Graphics, Advertising,
Programs, Premiums and more
CLICK HERE To Share YOUR Past World Cup Best
Practices And Your 2006 World Cup
work-in-progress Plans
(This opens a new Best Practice template)
4
COCA-COLA 7-ELEVEN 2006 WORLD CUP
PLANNING PROCESS
BOTTLE / CAN
Goes to pg. 17
FOOTBALL ACTIVATION
Goes to p. 16
WORLD CUP ACTIVATION
WITHOUT
WITH
CLICK HERE!
Goes to pg 5
CLICK HERE!
CLICK HERE!
5
2006 WORLD CUP ACTIVATION
(BOTTLE / CAN ONLY!)
Goes to p.6
1. PLAN
DEVELOPMENT Click Here!
2. APPROVAL PROCESS
3. PROGRAM DEVELOPMENT
EXECUTION
6
WORLD CUP ACTIVATION (Bottle/Can Only)
1. PLAN DEVELOPMENT
BEGIN HERE
IMPORTANT READ FIRST!
Click To
Read
- 2006
FIFA COCA-COLA WORLD CUP RIGHTS SUMMARY
(http//marketing.na.ko.com/200620World20Cup/r
ights.html) - 2006 WORLD CUP CUSTOMER
ACTIVATION GUIDELINES (file on disc)
- COCA-COLA FOOTBALL STRATEGIC
FRAMEWORK (file on disc)
1-A
1-B

• REVIEW THE COCA-COLA / 7-ELEVEN 2006 WORLD CUP
  LOCAL PROGRAM DEVELOPMENT PROCESS
• CLICK HERE To Access The Coca-Cola / 7-Eleven
  2006 FIFA World Cup/ Local Football Account
  Managers Toolbox, featuring
• Coca-Cola 7-Eleven Strategic Alliance
  Objectives Expectations
• Joint Local Business Development Process
• Jointly Identified Business Objectives
• Coca-Cola 7-Eleven 2006 FIFA World Cup / Local
  Football Strategy
• Locally Identified Highest Priority Business
  Opportunities
• Third-Party Guidelines
• Program Thought-Starters

NEXT
7
WORLD CUP ACTIVATION (Bottle/Can Only)
1. PLAN DEVELOPMENT
REVIEW THESE ADDITIONAL RESOURCES TO HELP DEVELOP
YOUR LOCAL 2006 WORLD CUP PROGRAM CONCEPTS
1-C
REVIEW TROPHY TOUR, FLAG BEARER AND OTHER
BLUEPRINT PROGRAM OPPORTUNITIES ON OFFICIAL
2006 WORLD CUP COCA-COLA FIFA SITE Click Here!
REVIEW BEST PRACTICE PROGRAMS FROM 2002 WORLD
CUP COCA-COLA BUSINESS PERFORMANCE
POST-ANALYSIS Click Here
REVIEW 2006 WORLD CUP BEST PRACTICE PROGRAMS
FROM COCA-COLA 7-ELEVEN TEAM MEMBERS Click Here
REVIEW BLUEPRINT PROGRAM OPPORTUNITIES ON
OFFICIAL COCA-COLA 2006 FIFA WORLD CUP SITE
Click Here!
ACCESS 2006 WORLD CUP PRESENTATION TOOLS
Click Here
(to pg. 8)
http//marketing.na.ko.com/200620World20Cup/tool
s.html
(file on disc)
http//marketing.na.ko.com/200620World20Cup/prog
rams-copa.html
CLICK HERE TO CREATE YOUR 2006 WORLD CUP LOCAL
MARKET PROGRAM TEMPLATE POST IT ON THE
ACCELERATOR SITE AS A BEST PRACTICE
THOUGHT-STARTER FOR OTHER TEAM MEMBERS TO ACCESS
(this opens a new Best Practice template)
1-D
1-E
2006 WORLD CUP LOCAL PROGRAM DEVELOPMENT PROCESS
COMPLETE --- PROCEED TO SECTION 2 APPROVAL
PROCESS
NEXT
8
(LINK TO)

• Do you have a post-analysis on a successful 2002
  (or 1998) World Cup business-building program?
  Are you looking for ideas for your 2006 World Cup
  plan? Once again, we ask you to harness the full
  power of the 19 country, 70-person strong
  Coca-Cola 7-Eleven Business Team by using The
  Accelerator to share your World Cup best
  practices to help each other build your local
  businesses.
• 2006 PROGRAMS Please use the process described
  below to submit your best 2006 program ideas in
  early-development stage and throughout your
  program commercialization so everyone can use
  them in a timely manner.
• BEST PRACTICES FROM PREVIOUS WORLD CUPS If you
  have success stories from the 2002 or 1998 World
  Cups, please submit these also!

9
2006 WORLD CUP ACTIVATION
(BOTTLE / CAN ONLY!)
1. PLAN
DEVELOPMENT
2. APPROVAL PROCESS Click Here!
3. PROGRAM DEVELOPMENT EXECUTION
10
WORLD CUP ACTIVATION (Bottle/Can Only)
2. APPROVAL PROCESS
BEGIN HERE
Return to 1-E PLAN DEVELOPMENT

2-A
KEY ACCOUNT MANAGER REVIEWS CONCEPTUAL PLAN WITH
7-ELEVEN CUSTOMER
Conceptual Approval
YES
NO
2-B
KEY ACCOUNT MANAGER SUBMITS FORMAL PLAN TO 1.
THE BRAND MANAGER
2.
DIVISION LEGAL
3.
YOUR DIVISIONAL WORLD CUP APPROVAL COORDINATOR
(click here to find the name
of your Coordinator)

4. COPIES COCA-COLA 7-ELEVEN
ACCOUNT TEAM MEMBER
YES
Approvals
NO
NEXT
11
WORLD CUP ACTIVATION (Bottle/Can Only)
2. APPROVAL PROCESS
Return to 1-E PLAN DEVELOPMENT

2-C
APPROVAL COORDINATOR SUBMITS PLAN TO FIFA VIA
ONLINE APPROVAL PROCESS
YES
NO
Obtain Approval
2-D
FIFA SENDS RESPONSE BACK TO APPROVAL COORDINATOR
COPIES WWSE
FIFA Approval
YES
NO
NEXT
12
WORLD CUP ACTIVATION (Bottle/Can Only)
2. APPROVAL PROCESS
Return to 1-E PLAN DEVELOPMENT

2-E
APPROVAL COORDINATOR FORWARDS FIFA-APPROVED PLAN
BACL TO LEGAL AND KEY ACCOUNT MANAGER
KEY ACCOUNT MANAGER MAKES FINAL
7-ELEVEN CUSTOMER PRESENTATION
2-F
YES
NO
APPROVAL
2-G
2-F
PROCEED TO PROGRAM DEVELOPMENT EXECUTION Click
Here!
13
2006 WORLD CUP ACTIVATION
(BOTTLE / CAN ONLY!)
1. PLAN
DEVELOPMENT
2. APPROVAL PROCESS
3. PROGRAM DEVELOPMENT
EXECUTION Click Here!
14
WORLD CUP ACTIVATION (Bottle/Can Only)
3. PROGRAM DEVELOPMENT EXECUTION
To Access Official GRAPHICS Guidelines
Resources, Click Here!
To Access Official MERCHANDISE / PREMIUM
Availability, Ordering Guidelines Approval
Process, Click Here!
To Access PUBLIC RELATIONS Guidelines,
Click Here!
To Access Official ADVERTISING / AMBUSH
Guidelines, Click Here!
http//marketing.na.ko.com/200620World20Cup/pr.h
tml
http//marketing.na.ko.com/200620World20Cup/grap
hics.html
http//marketing.na.ko.com/200620World20Cup/adve
rtising.html
http//marketing.na.ko.com/200620World20Cup/merc
handise.html
To Access TICKETS HOSPITALITY Resources,
Click Here!
To Access 2006 World Cup Coca-Cola
Contacts Click Here!
To Access MEASUREMENT Resources, Click
Here!
http//marketing.na.ko.com/200620World20Cup/cont
acts.html
http//marketing.na.ko.com/200620World20Cup/meas
urements.html
http//marketing.na.ko.com/200620World20Cup/tick
ets.html
15
COCA-COLA 7-ELEVEN 2006 WORLD CUP
PLANNING PROCESS
Try to make it look like the others another
packaged snack graphic OK)
BOTTLE / CAN
FOOTBALL Activation
goes to pg. 17
WORLD CUP ACTIVATION
WITHOUT
WITH
CLICK HERE!
CLICK HERE!
CLICK HERE!
goes to pg. 16
16
SCORE! / GOOAL! Local Football Activation
For Big
Gulp, Slurpee Snacks

• 1. RIGHTS OVERVIEW Proprietary Score and Gooal
  TM / Property
• Bottle/Can with Snacks YES
• Fountain and Frozen with Snacks YES
• Fresh Food NO!
• 2. SCORE! / GOOAL! APPROVAL PROCESS (now
  through June, 2006)
• All football-themed marketing programs not
  utilizing the 2006 FIFA
• World Cup property must be sent directly to
  Doug Christoph
• (dchristoph_at_na.ko.com) for approval prior to
  customer presentation.
• 3. SCORE! / GOOAL! Materials

17
Local Football Activation For Big Gulp, Slurpee
Snacks Without SCORE! / GOOAL!

• Due to the unique brand-building and competitive
  differentiation value that the SCORE / GOOAL
  properties offer, local football activation of
  Big Gulp, Slurpee Snacks without the
  proprietary SCORE or GOOAL properties during
  the 2006 World Cup promotional period is
  permitted, but not recommended.
• From now through June, 2006, all football-themed
  marketing programs not utilizing the 2006 FIFA
  World Cup or SCORE / GOOAL properties must be
  sent directly to Doug Christoph
  (dchristoph_at_na.ko.com) for approval prior to
  customer presentation.

18
FOOTBALL Activation For
BOTTLE / CAN
WITH
WITHOUT
CLICK HERE!
CLICK HERE!