Caralene Robinson - PowerPoint PPT Presentation

1 / 33
About This Presentation
Title:

Caralene Robinson

Description:

Coca-Cola enjoys a dominant position among Hispanics but share is slowly declining. Hispanics bring a strong passion for brand Coca-Cola from Latin America ... – PowerPoint PPT presentation

Number of Views:450
Avg rating:3.0/5.0
Slides: 34
Provided by: brian80
Category:
Tags: caralene | coca | cola | robinson

less

Transcript and Presenter's Notes

Title: Caralene Robinson


1
Marketing to a Diverse Customer Base
  • Caralene Robinson
  • Senior Brand Manager

2
Agenda
  • What is Multicultural Marketing?
  • Organizational Structure
  • Platforms
  • Activities

3
What is Multicultural Marketing?
  • An approach to building our business among all
    consumer segments. Multicultural marketing
    develops initiatives and evaluates opportunities
    to build volume and improve consumer perception
    of brand Coca-Cola

4
Why Multicultural?
  • Internal education
  • Business Performance varies
  • External relationships
  • Various media outlets

5
What is Multicultural Marketing?
  • Advertising
  • Programs
  • Strategic Partnerships
  • Media
  • Contractual Negotiations
  • Relationship Management
  • Overall CCNA Multicultural Planning

6
Organizational Structure
Coca-Cola Brand Team
Multicultural Marketing
Other Brands
Consumer
Customer Marketing
Corporate External Affairs
Field Sales
Community Marketing
Diversity Strategy Culture
Fountain
7
Organizational Structure
Media
Other Brands
Field Sales
Corporate External Affairs
Key Partnerships
External Parties
External Parties
People Diversity Strategy
Company Relationships
Customer Marketing
Agencies
Community Marketing
Consumer
Community
Fountain
8
2002 Multicultural Platforms
  • Platform 1 Hispanic Consumers
  • Why Hispanic consumers are the fastest growing
    minority segment and a significant source of
    volume
  • Platform 2 African American Consumers
  • Why African-Americans drink lots of CSDs but not
    their fair share of Coca-Cola classic
  • Platform 3 Regional Consumer Segments
  • Why There are regional strongholds of emerging
    consumer segments. Opportunities include Asians
    and Gay/Lesbian consumers.

9
Platform 1
  • Hispanic Consumers

10
Hispanic Consumers
  • Background
  • Coca-Cola enjoys a dominant position among
    Hispanics but share is slowly declining
  • Hispanics bring a strong passion for brand
    Coca-Cola from Latin America
  • Latin influence is taking the US by storm

11
Hispanic Consumers
  • Objective
  • Sustain dominance among Spanish-Dominant Adults
    while stemming share decline among
    English-Dominant teens
  • Strategies
  • Leverage key Hispanic insights food, family,
    soccer, etc.

12
Advertising
13
Print
14
Print
15
Media
  • Partnerships include Univision and Telemundo
  • Print schedule designed to maximize reach and
    frequency
  • Significant newspaper schedule
  • Radio in top markets

16
Copa Coca-Cola
  • High school World Cup style soccer tournament
  • Local, State and National finals
  • National winner to play in Estadio Azteca in
    Mexico (where professionals play
  • Both Boys teams and Girls team competitions
  • Team USA competes against Mexico and other Latin
    American countries

17
2002 World Cup
  • 35B viewers watched 1998 World Cup larger than
    the 1996 Olympics
  • Football is the 1 international sport
  • World Cup is a great way to connect with
    Hispanics in the U.S.

18
Platform 2
  • African-American Consumers

19
African-American Consumers
  • Background
  • Coca-Cola has an opportunity to improve our
    relationship with African-American consumers
    especially youth
  • African-American youth drive majority of culture
    trends among all youth
  • Empowerment trend among African-American Moms
    desire to be recognized for multiple roles

20
African-American Consumers
  • Objective
  • Recruit African-American teens into the Coca-Cola
    franchise while sustain in-home inventory among
    Moms
  • Strategies
  • Develop an integrated communication marketing
    platform that utilizes one central theme
    throughout all brand communication vehicles.
  • Utilize existing properties to support delivery
    of central theme while identifying and
    incorporating new properties and promotions that
    will strengthen the communication message.

21
African-American Consumers
  • Leverage an up-and-coming music genre which
    embodies the rich Coca-Cola classic tradition but
    also delivers a contemporary youthful
    feeling/sound.
  • Solution Neo-Soul

22
Advertising
23
Print
24
Print
25
Print
26
Print
27
Media
  • Partnerships include BET, Essence Communications,
    Tom Joyner and Soul Train
  • Print schedule designed to maximize brand
    communication
  • Key relationships with the African-American
    newspaper community
  • Radio includes syndicated and local

28
Tom Joyner Activation
  • Tom Joyner is the 1 syndicated African-American
    radio DJ in the country and a key partner for
    Coca-Cola
  • Through the Caps for Scholars program,
    Coca-Cola donates funds to Historically Black
    Colleges and Universities (HBCUs)
  • Relationship also includes media and personal
    services

29
Coca-Cola Presents The Essence Music Festival
  • Essence Music Festival is a three-day event held
    annually in New Orleans. The combination of
    daily concerts and motivational speakers centers
    on the theme of self-empowerment.
  • Coca-Cola is title sponsor of the festival
  • Program allows local markets to send winners to
    experience the Essence Music Festival as the
    guests of Coca-Cola.

30
Black History Month
31
Platform 3
  • Regional Consumers

32
New Opportunity Exploration
  • Asian consumers are fast growing segment 10.2MM
    and growing
  • Asian Americans will double in 20 years and reach
    35MM by 2050 10 of the U.S. population
  • 80 live in 10 states
  • 50 in 4 metro areas Los Angeles, San Francisco,
    New York and Honolulu

Source Admerasia
33
New Opportunity Exploration
  • Estimated 6-7 of the U.S. adult population is
    self-identified gay or lesbian
  • Self-identified population expected to grow in
    coming years
  • Buying power surpassed 450B in 1999

Source Package Facts
Write a Comment
User Comments (0)
About PowerShow.com