Coca cola’s responsible marketing policy

J. Ke‘ala Segundo
MKTG6000 – Marketing for Managers

 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

 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

 Includes providing product ingredient and
nutrition information
 Encouraging sensible, balanced diet and
active lifestyle decisions
 Supporting tasteful, truthful and responsible
advertising and marketing

 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

 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

 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

 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

 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

 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

475
575
700
750
2005 2006 2007 2008

 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

 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

 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

 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

 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

 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 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

 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

 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

Coca cola’s responsible marketing policy

More Related Content

What's hot

Viewers also liked

Similar to Coca cola’s responsible marketing policy

More from MKTGatHPU

Coca cola’s responsible marketing policy