Caralene Robinson

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Marketing to a Diverse Customer Base

• Caralene Robinson
• Senior Brand Manager

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Agenda

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

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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

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Why Multicultural?

• Internal education
• Business Performance varies
• External relationships
• Various media outlets

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What is Multicultural Marketing?

• Advertising
• Programs
• Strategic Partnerships
• Media
• Contractual Negotiations
• Relationship Management
• Overall CCNA Multicultural Planning

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Organizational Structure
Coca-Cola Brand Team
Multicultural Marketing
Other Brands
Consumer
Customer Marketing
Corporate External Affairs
Field Sales
Community Marketing
Diversity Strategy Culture
Fountain
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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
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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.

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Platform 1

• Hispanic Consumers

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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

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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.

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Advertising
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Print
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Print
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Media

• Partnerships include Univision and Telemundo
• Print schedule designed to maximize reach and
  frequency
• Significant newspaper schedule
• Radio in top markets

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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

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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.

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Platform 2

• African-American Consumers

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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

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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.

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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

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Advertising
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Print
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Print
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Print
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Print
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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

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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

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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.

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Black History Month
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Platform 3

• Regional Consumers

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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
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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