SBU Beverages COCKTA Rast na padajočih trgih

Ranko Jelača 9.10.2012

1

Kategorija pada slo -10% classical ret. (ACN) 2012 YTD

Selitev kupcev v HD Konzumacija pada zaradi “recesijskih” razlogov

2 Kategorija pada cro -5,6% classical ret. (ACN) 2012

Padec Value -7,1% YTD Padec brandov v HD Rast HD retal brandov + 7% Konzumacija pada zaradi “recesijskih” razlogov

3 Kategorija pada SRB -3,9% classical ret. 2012 YTD

Padec Value v Eur je zaradi tečaja RSD 12% Konzumacija pada zaradi “recesijskih” razlogov Migracija potrošnikov proti PL-u se še ni začela HD šele prihajajo

4 V nekaj letih brandi izgubili 40% trga (ANC 2011)

2012. SLO..smo že na 40% retail brandov PRIVATE LABELS PRIVATE HARD LABELS 8,8 mio L DISCOUNTS 14,9% 4,8 mio L 2,8% 4,0% HARD 3,4 mio L DISCOUNTS BRANDED GOODS 20,0% 11,8 mio L 65,1% BRANDED GOODS 38,4 mio L 93,2% 78 % premium 22 % others 112,6 mio L Slo Cro

PRIVATE PRIVATE LABELS 0,2% LABELS 0,2 mio L 1,5% 4,3 mio L

BRANDED BRANDED GOODS GOODS 99,8% 98,5% 278,9 mio L 107,3 mio L BIH Ser

5 Categories forecasts - Volume

CSD COLA NON-COLA CSD COLA NON-COLA

CAGR 06-11 -0,81% 0,82% -2,35% CAGR 06-11 0,69% 0,82% -0,08% CAGR 12-17 -0,62% -0,49% -0,91% CAGR 12-17 0,16% 0,22% -0,02%

CSD COLA NON-COLA CSD COLA NON-COLA

CAGR 06-11 0,68% 1,24% -0,19% CAGR 06-11 1,59% 2,36% 0,20% CAGR 12-17 -0,71% -0,55% -0,93% CAGR 12-17 0,19% 0,25% 0,07%

CSD COLA NON-COLA

CAGR 06-11 -0,37% 0,83% -1,66% CAGR 12-17 -0,75% -0,47% -1,10%

Assumptions: Economic factors - Recession 2012-2013; negative influence on Volume; Macro estimations based on IMF Forecatsts (2012) Retail Structure - Entrance of HD, increasing number of Price promotions Political factors - Imposed tax on sugar and sweetened soft drinks Consumer behaviour - Healthier life styles, go hand in hand with higher tax Horeca depending on growth of GDP pc, non-cola slightly slower growth than Cola

6 CSD Markets overview

CORE MARKETS:

OPPORTUNITY MARKETS: Croatia Serbia BIH Macedonia

VENTURE MARKETS: EU + ROW: Austria, Germany, Switzerland, Sweden, US, Canada, Australia

7 8 Brand strenght & image track

Strength commentaries:

 Coca Cola is strong leader  Cockta conversion rate problems:  CONSIDERATION on all markets  EXPERIENCE in Serbia and Macedonia  PRIMARY USAGE in Slovenia

Data: Valicon, Brand & Image Tracking, 2011 Nielsen, Retail Panel , YTD 2012

9 Valicon 2011.

10 Ali obstaja prava smer?

11 Mi imamo enostavno formulo uspeha

12 “We just kick hard”

Pri tem je sila, ki deluje na telo z maso m. Pod vplivom te sile se telo giblje s pospeškom. Sila in pospešek sta vektorja - pospešek ima smer sile. “Brand gre kamor smo ga poslali”

10 projektov v štirih mesecih

13 Budget

Budget 2012 = 2011

veliko strukturnih sprememb

14

POP art is back

Music is again The only 80’s battle field

where we can compeete with coca cola

is Nostalgia + =

Emotion Fashion is inspired The cars are back by 80’s

More positive perception of the past 15 1.Rebranding Cockte Vision Cockta is a leading innovator in soft drinks category, based on superior and unique products and marketing concepts. Mission We are close to the society, socially responsible and bring

comparatively healthier products to consumers

Values

16 2. Redesign (agencija Pristop) februar 2012

brez kofeina in ortofosforne kisline

17 2. Cockta Easy februar 2012 (Slo, Cro, Bih)

18 3. Cenovne akcije

•Manj močnejših cenovnih akcij •Centralno planiranje vseh aktivnosti v sodelovanju z lokalnimi TMM-i po KA •Focus na Cockti Original

19 4. Nova kampanja maj 2012

•Modernizacija preko RETRO koncepta •Simultano v Slo, Cro, Bih, Srb, Mak, Mne •OOH, TV, Facebook, Youtube •Močnejši media budget •Agencija Pristop •Cover pesem je Hit iz 80ih, Slo izvajalci Cazzafurą & Senidah

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5. Cockta Rossa

pričakoval ni nihče pa To

•Naravne arome in barvila •Branded house strategija! •Cilj: modernizacija branda Cockta •Leverage v oglaševanju •Novi potrošniki •Prebuditi stare potrošnike •Slo, Cro, Srb (Mak, Mne)

21 6. Facebook desant (350.000 fan-ov)

Prvi “only” Facebook radio na svetu maj 2012; Menart records

V 3eh mesecih 200.000 novih fan-ov.

• Prvi v Sloveniji • Drugi v SEE regiji

Zabavna aplikacija junija 2012; Pristop

22 7. Morali smo popraviti pozicije I in II

•konkurenca prevzela naše pozicije •sezono slabo delamo •izziv dodatnih okusov in novih proizvodov •vse je bilo zaman če nas potrošnik ne opazi

23 8. Cockta live tour

•Modernizacija Cockte •Novi use occasion •80 koncertov z Dj-i in bandi po Regiji SEE (Zrće, ,Zagreb, Split, Beograd, Novi sad, Sarajevo… več kot 50 mest.) •50 dodatnih zabav •Največja glasbena turneja v letu 2012 v SEE

24 9. Modernizacija …

•Cockta tunes je sodobni house CD •Nekaj top svetovnih izvajalcev kot AVICII, Tim Berg, Plastic Funk, Pit Bull…..Program tvog kompjutera 2012 •Cockta fashion očala •Displayi •Cockta lestvica na Facebook/Cockta

25 10. Mixability

Novi use occasion Modernizacija HORECA-zacija •COC K T A LIBRE •COCKT ARAMA •BARBAROSSA

26 Rezultati: Brand na že visoko osnovo raste

27 Močen rast prodaje

35,0 14,0

30,0 12,0

25,0 10,0

20,0 8,0

15,0 6,0

10,0 4,0

5,0 2,0

0,0 0,0 DJ FM AM JJ DJ FM AM JJ Value in Cola segment SLO ACN Value in Cola segment CRO ACN

10,0 10,8

9,0 10,6 8,0 10,4 7,0 6,0 10,2 5,0 10,0

4,0 9,8 3,0 9,6 2,0 1,0 9,4 0,0 9,2 DJ FM AM JJ DJ FM AM JJ 28 Value in Cola segment SRB ACN Value in Cola segment BIH ACN Zahvala našemu majhnemu timu

Rosana Turk; regionalni brand manager Rok Žerjal; HORECA brand manager Alenka Bučuk Dreu; vodja razvoja Atlantic trade-u LJ, ZG, AB-BG, ATACO Bih, Mne Proizvodnji

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HVALA!

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