coca cola’s responsible marketing policy
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Responsible Marketing
J. Ke‘ala SegundoMKTG6000 – Marketing for Managers
Conscious Capitalism
Growing trend to capture market share via promoting a good cause
According to 2006 Millennial Cause Study: 69% of Millennials will consider a company’s social
and environmental commitment when choosing where to shop
89% of Millennials likely to switch brands as a result of non-association with good cause
Marketing Shifts
Food and beverage marketing to children and adolescents has taken a recent shift Marketing may have an especially powerful impact
on what food and beverages children consume Promotion for food and beverages permeate the
daily lives of children and adolescents
Responsible Marketing
Includes providing product ingredient and nutrition information
Encouraging sensible, balanced diet and active lifestyle decisions
Supporting tasteful, truthful and responsible advertising and marketing
Responsible Marketing Initiatives
Active Healthy Living
Advertising and Marketing to Children Policy Creating accurate, age-appropriate advertising
Global Nutrition Labeling Policy Nutrition labeling and nutrition information on all
product packages
Coca Cola’s Responsibility
Social responsibility, consumer education Provides consumer education through
packaging containing information on calorie contents and other nutrition information
Other projects supported to address global obesity epidemic and promote a healthy lifestyle
Active Healthy Living
One of seven core areas aimed towards making a positive difference in the world Low- and no- calorie products Smaller portion sizes Nutrition labeling Support for activity programs
Marketing to Children Policy
Coca Cola’s Advertising and Marketing to Children Policy No advertising directly at audiences consisting more
than 35% children under age 12 No brands’ marketing in TV, radio and print
programming made specifically for children Encompassed global school beverage guidelines Established Children’s Review Process to help guide
policy Will publish compliance findings within corporate
sustainability report
Nutrition Labeling Policy
Providing parents and caregivers with necessary tools to make informed choices for their children Easy-to-access nutrition information on product
labels and online▪ Nutrition Connection site on Coca Cola’s website ▪ Educational information▪ Refreshment quizzes▪ Videos and podcasts▪ Links to additional helpful resources
Portion control sizes
Products and Programs
To help address iron-deficiency anemia and malnutrition in children in the Philippines NutriJuiceTM – an orange juice fortified with iron,
zinc, lysine and vitamins A and C Approximately 30,000 children have benefited
from consuming this product To promote health and wellness education
“Apuntate a Jugar” (Sign Up to Play) – program in Latin America
Coca Cola Statistics
Company Investment In Active Healthy Living Programs ($MM)
2006 2007 2008
3
6
9
Number of low- and no- calorie beverage products in portfolio
2005 2006 2007 2008
475
575
700
750
Coca Cola Strategy
Build on fundamental strengths in marketing and innovation
Drive increased efficiency and effectiveness Generate new energy through core brands
that focus on health and wellness
Who is Coca-Cola?
The world’s largest distributor of non-alcoholic beverages
The world’s most recognized family of brands 500 beverage brands 3,300+ beverages 200+ countries where products are sold
PepsiCo’s Initiatives
Encourage people to make informed choices and live healthier Display calorie count and key nutrients on food and
beverage products by 2012 Advertise to children under 12 only products that
meet our global science-based nutrition standards Eliminate the direct sale of full-sugar soft drinks in
primary and secondary schools at the globe by 2012 Increase range of foods and beverages that offer
solutions for managing calories, like portion sizes
Nutrition Labeling Policy
In U.S., will display total calorie counts on products in line with U.S. Food and Drug Administration (FDA) guidance and regulations
Through European Union, introduced nutrition labeling which includes calorie counts on all products
Marketing to Children
Adopted worldwide voluntary commitment to only advertise products that meet specific nutrition criteria to children under age 12
Applies to TV, print or internet directed towards audience consisting 50% or more of children under age 12
Products and Programs
Aims to help school offer wider range of low calorie and nutritious beverages to students
Eliminates direct sale of full-calorie soft drinks to elementary and secondary school students
Reducing sugars and fats in portfolio offerings to reduce calories per serving and offering portion- and calorie- control options for several products
Marketing Principles
Marketing strategies should be driven not only by growth, but by sustainable growth i.e., Increasing bottom line and market share and
also by social well-being and responsibility Promote the art of effectiveness and
efficiency simultaneously i.e., Doing things right and doing the right thing
References
Food and Beverage Marketing to Children and Adolescents: What Changes are Needed to Promote Healthy Eating Habits?, A Research Brief, Oct. 2008 - http://www.rwjf.org/files/research/20081103herfoodmarketing.pdf
The Coca-Cola Company, Our Strategy, http://www.thecoca-colacompany.com/careers/our_strategy.html
Lloyd, Tracey, Coca Cola releases 2009 sustainability Review – Global Beverage Producer Addresses Impacts of Business Operations, Nov. 16, 2009, http://www.suite101.com/content/coca-cola-releases-2009-sustainability-review-a170218
PepsiCo 2009 Annual Report, http://www.pepsico.com/annual09/human_sustainability.html
Responsible Marketing & Advertising, PepsiCo - http://www.pepsico.com/Purpose/Human-Sustainability/Responsible-Marketing.html
References
The Coca-Cola Company 2008-2009 Performance Highlights, http://www.thecoca-colacompany.com/citizenship/pdf/SR08_PerfHigh_I_II.pdf
The Coca-Cola Company, Nutrition Labels, www.nutritionlabeling.thecoca-colacompany.com
The Coca-Cola Performance Highlights By Year, http://www.thecoca-colacompany.com/citizenship/pdf/SR08_PerfHigh_Year_III_IV.pdf
The Coca-Cola Company, Responsible Marketing, www.responsiblemarketing.thecoca-colacompany.com