Swire Overview
Liz Diaz-McDonald
Multicultural Marketing Manager
Our Heritage
Global Company, Local Knowledge
Swire has its origins in a modest Liverpool, England import-export
company, which first opened its doors for business in 1816
200 years old
Five Divisions
1st – Property
2nd – Aviation
3rd – Marine Services
4th – Trading & Industrial
5th – Agribusiness & Food Chain
video
Swire Beverages
World-wide
Anchor Bottler
2013 – One Billion Unit Cases
16 Coca-Cola Production Facilities
Franchise Territory includes 550 Sales
Offices:511 in Mainland China, One in
Hong Kong, 10 in Taiwan and 28 in
the United States
Total Franchise population
estimated to be 460 Million
Swire Coca-Cola, USA
Our Heritage
Global Company, Local Knowledge
Your Local Coca-Cola Bottler
World-wide
Anchor Bottler
2,600 Employees, 6 Divisions, 28 Sales Centers,
Two Future Sales Centers, 13 Western States
Our Heritage
Global Company, Local Knowledge
Corporate Offices – Draper, Utah
Consumer Preferred Brands
Sparkling
Water
Enhanced
Energy
POWERADE
20oz: XXX, Squeezed, Defense,
Energy, Revive, Essential,
Focus, Power-c
1.9oz: Strawberry kiwi,
Pink Lemonade, Pineapple,
MixBerry
355 ml
Glass Bottles
Coca-Cola, Fanta Orange,
Grape, Strawberry,
Pineapple, Sprite, Squirt
8.5oz
Aluminum
Bottles
Coke, Zero,
Diet, Sprite
11.2oz, 14oz,
1L
Natural, Chocolate,
Pineapple, Light Natural,
Light Chocolate.
Milk & Coffee
450ml
Bottles
.5 L, 20oz, 1L, 1.5L
smartwater is
the #1 premium
water
20 oz, 700 ml,
1L, 1.5L
Juice & Tea
12oz, 20oz, 32oz
16 oz,23.5 oz & 32 oz
Available in: Monster
Energy, Khaos, Assault , LoCarb Energy, Absolute Zero,
Ultra Zero, Ultra Blue Zero,
Ultra Red, Cuba Lima,
Ballers Blend, Mad Dog
Available in: Mtn Berry
Blast, Fruit Punch, White
Cherry, Melon, Orange,
Grape, LemonLime,
Strawberry Lemonade,
Tropical Mango
3oz
vitaminwater
Zero Drops
XXX, Revive,
Squeezed, Rise
Naturally
flavored
sparkling
water
16.9oz
Blackberry, Orange, Strawberry
LemonLime, Watermelon
15.5oz Rehab Can
Rehab, Green Tea, Rojo,
Orangeade, Pink
Lemonade
12oz, 20oz, 32oz
Available in:
LemonLime, Grape,
Orange, Mixed Berry,
Strawberry, Fruit Punch
16oz can
Full Throttle, Blue Demon
Available in: Mtn Blast,
Lemon Lime, Fruit Punch
Available in: NOS, Grape,
Fruit Punch
Available in:
Chocolate, Vanilla, Honey,
Light Chocolate, Light
Strawberry Banana,
Banana
Available in:
Very Berry Blue, Fruitabulous Punch,
Greentastic Apple,
Orange-ariffic, & Sour Raspberry
16.9oz
Bottles
20oz: XXX, squeezed , rise,
revive, go-go, power-c,
focus, glow
16.9oz
Pill Bottle
XXX, Revive,
Power-c,
XXX-Zero,
Squeezed Zero,
Rise Zero
Available in:
Lemonade, Pink Lemonade, OJ,
Apple, Cranapple Ras, Cran Ras
Grape, Strawberry Passion, Fruit
Punch, Grapefruit Tropical Blend,
Berry Blend
Available in:
Blue Raspberry, Strawberry Melon,
Tropical Melon, Peach Mango, Banana
Colada
18.5 oz: Sweetened, Unsweetened, Lemon
Sweetened, Green, Diet, Lemonade
9.5oz:
Caffe, Cappuccino,
Mocha, Lattee
16.9oz
Bottles
Available in:
Sweet Tea, Pomegranate Blue, Honey
Green, Orange Mango Peach White,
Half & Half
Available in: 23oz Bottles
Available in: 2gallon
canisters & 5 gallon bags
15oz Available in:
Chocolate, Vanilla ,
Coffee, Strawberry,
Peanut Butter Cup
Green, Sweet Lemon, Razzleberry,
Caddyshack, Pink Lemonade, Texas Style
Sweet, Georgia Peach, and Sno-Berry.
15 oz Available in:
LocaMoca, MeanBean,
Original (Kona) , Irish,
Vanilla
* Product availability may vary by sales center
Liz Diaz-McDonald , Multicultural Marketing Manager
7
Why Multicultural Marketing?
MULTICULTURAL GROWTH IS EVERYWHERE
Source: US Census Bureau, 2010
Three Segments Drive Growth
THEIR BUYING POWER = OPPORTUNITY
Source:
+42%
+26%
+43%
2012-2017
2012-2017
2012-2017
Selig Center for Economic Growth, Terry College of Business, The University of Georgia, “The Multicultural Economy, 2012”
Role of Our MC Segments
HISPANIC AMERICAN
GROWTH DRIVER
• 46% of Incremental
Volume Growth thru
2020
AFRICANAMERICAN
INFLUENCER
ASIANAMERICAN
FUTURE GROWTH
• 18% of Incremental
Volume Growth thru
2020
• 10% of Incremental
Volume Growth thru
2020
• 73% of Anglos & 67%
of HA believe Blacks
Influence Mainstream
Pop Culture
• 58% population growth
rate 2010-2013,
Fastest growing
Consumer segment
Beverage Growth Depends on MC Consumers
HISPANIC TOTAL FAVORITE BRAND
PREFERENCE RATIO
2
.
7
to 1 vs.
Pepsi
2
.
4
to 1 vs.
Diet Pepsi
3
.
0
to 1 vs.
7-Up
4.
7
to 1 vs.
Crush
AFRICAN AMERICAN TOTAL FAVORITE BRAND
PREFERENCE RATIO
1
.5
to 1 vs.
Pepsi
1
.5
to 1 vs.
Diet Pepsi
7.
3
to 1 vs.
7-Up
2.
9
to 1 vs.
Crush
We Reach MC Consumers through Total and
Targeted Programs
TOTAL
INCLUSIVE OF ALL CONSUMER SEGMENTS
Share a Coke
TARGETED
FOCUSED EFFORTS THAT REFLECT
MC UNIQUE INSIGHTS
Coke with food
LEAD WITH MC INSIGHTS AND EXECUTE WITH MC LENS
Targeted Programs Are Built on Cultural Relevance
and Passion Points
2015–2016: Multi-Cultural Strategies
STRENGTHEN the BASE while RECRUITING the Next Generation of MC
Consumers
1
2
3
4
5
ROMANCE
RECRUIT
CONNECT
FULFILL
EMPOWER
Our strong
Spanish
Dominant
HA drinker
base
The next
generation
of MC
drinkers:
Teens,
Young
Adults and
Bicultural HA
With MC
Moms
& intensify
their love for
our brands
MC
Consumers
demand for
beverage
variety with
our Still
Portfolio
MC women
thru our 5 by
20 goals to
strengthen
our social
license
ENABLERS
Center of Excellence
Regional Focus
Key Retailer Execution
Be Part of MC Mom’s Moments and Make Them
Mean More
Morning
In Transit
@Work
In Transit
Early
Evening
Night
Mobile, Tablet,
Social, Video
Audio, OOH
Mobile, Content,
Social, Search
Audio, In-Store,
OOH
Video, Mobile, Tablet, Social, Search,
Online
Weekends
Mobile, Audio,
OOH, Search,
Social, Tablet,
Online, Video
HA Mom – Content Plan
REINFORCE BRAND LOVE
AND EQUITY THROUGH
PASSION POINTS AND
HERITAGE
TARGET PROGRAMS TO LEVERAGE
RELEVANT ASSETS & MEDIA PARTNERS
HA Cultural Moments IMC
Family
Novelas
Mothers
Day
HHM
Holidays
Meals
Coke with Food – Make Together Happen
IMC
Education &
Empowerment
Brand
Ambassadors
Pay It
Forward
IMC
Graduation
Back To
School
Maria Celeste
16
AA Mom – Content Plan
LEVERAGE KEY PASSION
POINTS TO CONNECT
WITH MOMENTS THAT
MATTER
USE KEY AA PLATFORMS ASSETS AND MEDIA PARTNERS
TO
CONNECT WITH MOMENTS THAT MATTER
AA Cultural Moments IMC (Full-Year
Media Plan)
Moments
TVC
Education
Radio
Print
Social/Digital
Mentorship and
Scholarship
Program
Meals and Music
Meals
New Sustaining POS
& Messaging/Bundles
New Integrations
& Engagements
Coke With Food – Constant Engagement with
MC Moms
Moments around food with cultural relevance, inspiring Moms to
MAKE TOGETHER HAPPEN
MC Coke with Food – Make Together Happen IMC
Shopper
Solutions
Bundle
Partnerships
Digital & Social
Media Integration
Mexican
Caribbean
South
American
African
American
Asian
Culturally Relevant POS
TV
Retail Timing
January - December
19
HA Mother’s Day with a Big “Thank You Mom”
from Coca-Cola
GRACIAS
Mamá
Digital & Social
PR
Print
Ambassador
Maria
Celeste
April
15 –Timing
May 15
Retail
Essence Festival: Connect with AA Females
Through Music and Togetherness
THE
SUPERBOWL
OF MARKETING
FOR AFRICAN
AMERICAN
WOMEN
Digital & Social
Radio/Print
Retail
Experiential
Approved
channels: Ind.
Supers/Regional
Chains, CR,
Value, FSOP
Retail Timing
May 1 – June 30
Source :The Black Consumer Opportunity, 2012:
“I’m shocked that my can is
here! I haven’t been this happy
in a long time! I want to share a
Coke with everybody!”
Growing Hispanic Influence is Fueling Soccer
Popularity in the U.S.
Our Copa Coca-Cola IMC
Paid
Media
Experiential
Social
Digital
Share
a Coke 2.0
Always On
Retail
Presence
200K attendees
7,000+ players, 8 - 10 cities
Ambassadors
(National & 1 per city)
TV/ Digital/Social
In-Store Promotion
23
Multicultural 101
Overview and Market Insight
Why are we doing this?
Relevant information that will capture the audience through research,
data and other relevant information.
The why!
Multicultural Growth is Everywhere
Swire and the rest of the West
• Los Angeles
• San Francisco
• Santa Fe
• Las Vegas
• Phoenix
• Denver
• Salt Lake City
• Reno
• Boise
•
•
68%
58%
56%
52%
41%
34%
25%
24%
18%
The three states with the highest
percentage of Hispanics under the age of
18 are Utah, Nevada and Arizona.
1 in 4 public school students is Hispanic
in U.S. schools.
Multicultural Growth is Everywhere
Denver Multicultural Facts
•
Denver’s Hispanic population has grown more than 55% over the past 13 years to a
total estimated 2013 population of nearly one million.
•
By 2018 that number should exceed 1,035,737.
•
The total population is also seeing significant growth with more than 668,000 people
moving into the area over this period.
•
The majority of Hispanics in the Denver, CO DMA are of Mexican origin and more
than half are bi-lingual and bi-cultural.
•
The Asian population has seen a 75% growth since 2000 in Denver. Nationally, the
Asian population is projected outpace Hispanic growth over the next 30+ years.
1990
2000
2013
2018
Hispanic
Population
312,041
583,124
904,588
1,035,737
White NonHispanic
2,166,403
2,595,137
2,852,610
2,952,173
Black NonHispanic
93,151
117,171
154,257
170,570
Asian NonHispanic
46,186
77,437
129,486
154,416
Source: US Census Bureau 2010, Geoscape Market Snapshot Denver 2013
What is within our reach?
Denver/Co Springs Multicultural Facts
What is within our reach?
Co Springs Multicultural Facts
More Hispanics are Connecting to their
Roots
Embracing Heritage – Why Bilingual POS?
Connecting Programs to consumers
Who is our Hispanic American Shopper?
HA MOMS
Large Store / Drug & Value
HA MALES
Small Store
HA FAMILIES
FSOP
Occasion
At Home Chill
On-the-go
Away from Home
What is our competition doing?
Competition is Paying Attention
Other Traditional Mexican Beverages
Competition
What to look for . . .
You might be in a Hispanic segmented store . . .
•
•
•
•
•
•
•
If you see Piñatas anywhere in the store
If you see an over abundance of tortillas – especially Guerrero corn
tortillas
If you see multiple facings of candles
If you see/hear Mexican music
If the check cashing area has bilingual messaging
If it’s 20% or more Hispanic consumer base
When in doubt check in with the store manager for a percentage of
concentration of Hispanic consumers
Programming
Ok, so now what?
Alright, the marketplace is changing and it will continue to change.
How do I keep up?
Co-merchandising and OBM activity
Occasion Based Marketing
Co-merchandising with the right partners, knowing
where our brands go well and forging a partnership
with retailers.
Bilingual POS: sustaining and
program specific
OKI-Ready Art & Bilingual POS
Additional ideas of how we
tie into with relevant
bilingual messaging.
Soccer Tournaments in Key Markets
11 US cities
April –September 2015
•
•
•
•
•
•
•
•
•
•
•
Los Angeles
Denver
Houston
Chicago
Dallas
Miami
Phoenix
San Francisco
Atlanta
New York
El Paso
13-14 years old Boys & Girls
(75% HA … 25% GM)
7,000 players
2-day weekend local tournament.
200K attendees
38
Preguntas y Respuestas (Q&A)
Colorado Locations
SCCBC of Grand
Junction
1226 Winters Ave
Grand Junction,
Colorado 81501
Phone: (970) 242-1132
Fax: (970) 242-8596
SCCBC of Denver
9900 E 40th
Denver CO 80238
Phone: 303-371-3888
SCCBC of Alamosa
2255 Enterprise Dr
Alamosa,
Colorado 81101
Phone: (719) 589-2523
Fax: (719) 589-0456
SCCBC of Colorado
Springs
1075 Vapor Trail
Colorado Springs CO
80912
Phone: 719-633-2653
Fax: 801-816-5813
SCCBC of Glenwood
Springs
1220 Devereaux Rd
Glenwood Springs,
Colorado 81601
Phone: (970) 945-2434
Fax: (970) 945-2437
SCCBC of Pueblo
3004 S Prairie Ave
Pueblo CO 81005