We continue to offer consumer-oriented portfolio options with diverse brands and work to maximize consumer satisfaction in order to meet and bette serve the ever-changing preferences of our consumers. Our goal is to provide affordable, easily accessible, innovative products forall lifestyles and needs. We achieve our goals with our strategy of lean production and transformation into a digital business. The main driving force of this new strategy is our agile operations, including processes, tools, and trainings that enable us to respond quickly to customer needs and market changes.
Our current RGB (returnable glass bottle) range includes RGB 200 and RGB 300 SKUs in sparkling beverage brands (Coca-Cola, Coca-Cola Light,Coca-Cola Zero Sugar, Fantaand Sprite).
Turkey
We Continue to Creat Value by Increasing Our Shopperand Customer Focus Focus in Thee-Commerce Channel
During the Covid-19 pandemic, we in creased our focus on the rapidly growing e-commerce channel and created marketing activities as per ours hopper, customer and brand strategies.We have strengthened our insights and increased our activity efficiency through research aimed at understanding the needs of e-commerce shoppers. We continued to create value for both our customers and consumers by investingin occasion-oriented opportunities and strengthening our portfolio with new product listings.
Damla Minera is Stronger Now With New Flavors
In 2021, we expanded our portfolio with our new flavors Watermelon-Strawberry, Mango-Pineapple and Pear-Kiwi and reflected the vibrant colors of fruits on the labels and caps of our new bottles. While we broadcasted the first TV commercial in Damla Minera's histor ywith the motto “İçinde Dünya Varmış, İçince Dünya Varmış” (It has the World Inside, and It is Relaxing to Drink), we have increased the awareness of our brand with our digital communication and commercial plans that continued all-year-round. Additionally, the plain version of Damla Minera was awarded with the Taste Award of the International Taste Institute. With this transformation we created in the Mineral Water category, we have improved our business results significantly in 2021.
Damla Brand Ambassador Program Adding Value to The Brand!
Our "Journey to Damla's Natural Source" webinar took place as a digital resource visit with the participation of 90 customers and sales team. Following Damla's journey from source to consumer, we once again demonstrated the natural and pure characteristics of our water.
In 2021, We Continued To Benefit From Opportunities By Increasing The Diversity Of Our Digital Promotions!
As of January 2021, we started the TOPLAKAZAN (Collect and Win) promotion for the first time in our 330ml cans in the Traditional Channel. We aimed to meet the needs of consumers with gifts in many areas such as internet, game points, fuel vouchersor food checks with points from each ring pull. Later in the year, we announced our private brands’ communication, specific to the occasion of each, to our consumers in 330ml cans and offered them the chance to win special gifts. In order to participate in the game world occasion, we made a promotion where we offered gift options of both internet and Microsoft XBOX from our Coca-Cola Lime product. Through the Traditional Channel, we have been to our consumers' Ramadan Tables with 1 L Coca-Cola Zero Sugar, Fanta or Sprite BOŞYOK gifts from our 2.5 L bottles for the Ramadan period. In the summer period, we offered a free Coca-Cola Zero Sugar for 2 caps of our 2.5 L bottles to address the consumption at home. We carried out our promotion to support our Fusetea brand in the summer period by giving 1 L gift under Fusetea 1.5 L that keeps our consumers cool in the summer. While continuing to support Home Consumption, Back to School and Summer period occasions with many activities throughout the year in the Modern Channel; we also continued our promotions over our DahaDaha application. We supported both our 1L PET bottle and multi-can package separately at CarrefourSA and Local Chain Markets in the "Snackwith Fanta" communication. We have partnered with Burger King and Ülker to offer their products to our consumers. In cooperation with the Discount Markets Channeland On-Premise Consumption Channel, which continues to grow rapidly with Covid 19, we offered our digital promotion to our consumers in our canpackages Discount Markets ŞOK, A101 and BIM carried outour promotions in both IC and FC packages which supported our occasion communications throughout the year and added value to our consumers
Pakistan
Coca-Cola & Meals
In order to elevate Coke’s Association in meals with brand values to drive further penetration, a campaign was activated across 150,000 Traditional Trade Outlets with 100% Communication Revamp and Incremental Visibility via secondary display tools on Modern Trade across top 1000 outlets nationally.
Sprite X Raho Clear Campaing
As a part of an exciting restage campaign aimed at making Sprite more youth relevant, CCI Pakistan reached to 15 million people with a complete digital take over including TVC airing nationally across top 20 channels with more than 350 spots per day. Largest ever Sprite POSM drive was launched across 100K Traditional Trade outlets.
ADAM SMITH AWARDS ASIA 2021: Winner: Best AR Solution CCI ONE INNOVATION DAY 2021: 3rd Best Executed Program across CCI “Coke Club” CCI & TCCC EME RGM PERFORMANCE AWARDS: Winner: All Around Category; Finalist: Discount Management Category
Real Magic
Coca-Cola unveiled a new globalbrand philosophy and platform called 'Real Magic', which invites everyone to celebrate the real magic of humanity. This initiative was launched with highest ever outlet reach of 200,000 Outlets first time in the history of CCI-Pakistan along with revamp of more than 1000 Modern Trade Outlets to provide magical experience to our shoppers with more than 2000 Touchpoints.
Coke Club
Retailer engagement is part of our channel strategy to remain a preferred beverage partner. In competitive market like Pakistan, Grocery is the biggest channel.
In order to drive Share In Shop Handling within the Grocery channel, Coke Club was kicked-off on 30k weighted outlets. Key focus areas were Single Serve & Flavors volume, Cooler Purity and Fullness and in-store display. During the journey, we were able to scale up the program to ~60k outlets.
Throughout the program, Coke Club outlets grew ahead of national growth numbers (24% vs. 18%).
Iraq
UTC Consumer Promotion
In order to recruit consumers and enhance our reach, we continued with UTC promotions across the year by targeting different occasions mainly at home and Azeema Occasion (Family/ Friends gathering over food feast). Thousands of 750ml coke bottles were gifted under the cap of PET 1.75lt. It is supported by Outdoor Out Of Home advertising, digital media, TVs, and point of sale.
1. Ramadan PromotionContinuing to build meals ritual anddrive transactions via festive Ramadan iftars, launched UTC promo on PET 1.75lt (Coke, Fanta, and Sprite).2. Under The Cap PromotionThe marketing campaign was carried out for CAN 250ml and NRB 250m lpackages in Northern Iraq, and CAN 330ml and NRB 250ml packages in Southern Iraq. Under the flip promotion and 5.6M Cans were redeemed. For CAN150ml, CAN 185ml and 170 by mobile phones giveaway as prizes to winners.3. FC UTC Promotion To keep the agenda live to recruit &drive transaction to strengthen brand association, FC UTC launched and supported Digital & POSM, with amazing prizes such as free drinks of PET 1.75Lt for Coca-Cola, Fanta and Sprite, and Tablets.
New Packages And Designs
We innovated our current pack line by offering different pack sizes to meet all the consumers needs which ultimately drive transaction and address affordability with PET 1.25Lt and PET300ml. Innovated by launching Printed Shrink Multi Pack Portfolio in order to capitalize the 2nd biggest occasion Treat Meals which is part of the “Azeema”
We Increased Our Footprint In The Ecommerce Channel, Partnering With All Emerging Platforms
We are building our products in e-commerce channels, which is growing rapidly. We are available in 6 B2C platforms and 2 B2B platforms. Our strategy is to grow in 2 aspects:
• Case Sales to cosumers & customers pushing campaigns with partners togrow case sales
• Drive Transacations and combo meals with Food delivery Apps
Channel Priorities:
• Enhancing Brand Presence On The‘Virtual Aisle’
• Increase Channel Customers
• Focus On Consumers Activities To Drive Transactions
Launching Dasani Minera
Dasani Minera portfolio has been expanded with apple and lemon flavors.The new launch was made in 200 ml packages.
Jordan
Coke And Meal Campaings
CCI Jordan Kicked off 2021 with the 2L promotion on core brands to increase household penetration, and Cascading into Q2 and Q3 with a Ramadan promotion for 3L to further push FC and gain market share. The promotion supported communication to raise awareness of the promotions.
Local ‘The Real Magic’ Launch
:In order to introduce the new branding to the commercial team, an intercorporate event was held at our factory in Madaba.
CCı Jordan Is Pro-green With ‘Recycle Me’ Can
As a way of contributing positively to the community and as part of CCI’s CSR, CCI Jordan includedthe phrase‘recycle me’ onthe packagingof its flagship product—ColaCola and CocaCola Zero.
New Product Launch: Sprite Zero
CCI Jordan expanded its portfolio by accelerating its no sugar offerings and launched another core brand in another flavour.
Yearlong Out Of Home Communication
On a mission to increase brand awareness levels in Jordan (especially Top of mind awareness), and elevate brand image, CCI Jordan was present with Out door Out Of Home advertising in the most populated spots nationally. CCI Jordan undertook a big bang summer campaign that covered Jordan with billboards and Mupis across high traff ic areas, and ended the year with a Real Magic campaign to further emphasize Coca-Cola’s presence in consumers’ minds.
Building Category Recruitment& Encouraging Triallevels Through MS Offers
Introducing the 5+1 (6 pack) in the modern trade channel as a way to enhance occasions that are usually accompanied with Coca-Cola.
Kazakhstan
Coca-cola Zero Sugar Was Relaunched With Its New Visual Identity
Coca-Cola Zero Sugar was relaunched with its new appearance, label and visualidentity.
Bonaqua Was Relaunched With Its New Visual Identity And Positivism Campaign
Bonaqua was relaunched with its new visual identity and label, in terms of campaign Positivism. Therewere launched 3 differentlabels: “love”, “breathe”and “dream”, to remind people, that to focuson good things is really important, no matter whatis happening around.
Summer Promation
Summer UTC Promotion was launched for Coca-Cola, Fanta, Sprite, Coca-Cola Zero Sugar and CCLL in the 500 ml package. All the participants had a chance to win from a wide range of prizes. In terms of the Summer UTC Promotion there was launched exclusive Coca-Cola x Ozen album, with the Kazakhstani local musicians label, consisting of 14 music tracks
Can CC Classic 330 MP Launch
Coca-Cola Classic Can Multipack 330 x 5+1 was launched in affordable and attractive for consumers format.
Pet 1X2 MP Launch
New multipacks – Coca-ColaClassic 2Lx2 and Fuse Tea Mango-chamomile 1Lx2 –were with convenient pack, which easy to grab & go.
FuseTea Cans 330 Ml Were Launched In 2 Flavors
FuseTea Cans 330ml were launched in 2 Flavors: Mango Chamomile and Pineapple-Mango.
E-Commerce
E-commerce in Kazakhstan is growing rapidly. Carbonated Soft Drink volume sales has increased by 40% in Q2 vs Q1. There have been launched many promotions focused on incidence rate increase with focus on IC packs. One of examples is the First Digital Food Fest in Kazakhstan. Therewere created isometric illustration of Almaty & Astana cities with main sightseeing spots. These cities are filled with Coca-Cola New Year Magic.There consumers can find best restaurant sof different format where they can get -30%discount for combo with Coca-Cola Zero Sugar & Coca-Cola Classic. And visit Coca-Cola Santa house, where they can drop wish letter to Santa& learn what awaits them in 2022.
Coca-Cola Lemon-Lime Was Relaunched With Its New Appearance
Coca-Cola Lemon-Lime was relaunched with its new appearance, label and visualidentity to strengthen the image of the Coca-Cola Zero Sugar brand and offer consumers a broader range in the no sugar segment.
New Year Promation
In order to increase home consumption package and the sales volume, the New Year’21 UTC promotionwas carriedout. Promotion was launched for Coca-ColaClassic 1.75L &2L, Coca-ColaZero Sugar 1.5L& 1.75L, «Fanta» and «Sprite»1,75L & 2L. All the participants had a chanceto win from awide range of prizes.
Azerbaijan
Coca-Cola No Sugar Lemon Lime Launch
Developing new products provides a tool to target new markets, increase marketshare and revenue flows. Coca-Cola NoSugar Lemon-lime launch aimed to strengthen the image of the CocaCola brand and offer consumers more options in the sugar-free segment.
Fanta Exotic Launch
Due to the great opportunity in the flavored segment and the successful commercial history of citrus aroma, Fanta Exotic was launched in April with a strong communication strategy. In avery short time,it contributed to Fanta's sales volume and Category's market share.
Multipack Launch
Coca-Cola 6x300 ml and 4x1L multipacks were launched for the first time in Azerbaijan in order to respond to the increasing need for stocking during the Covid-19 pandemic.
Digital Food Festival
Within the scope of the digital food festival organized by Wolt, the leadinge-commerce platform in Central Asia, consumers navigated arounda special website designed in the style of a festival and accompanied by Coca-Cola, and they experienced an online food festival in Azerbaijan for the first time
Novruz Campaign
To strengthen the strategy of CocaCola and meals, Coca-Cola was offered to consumers with a special family package of 2.5 L. Phosphorus glasses were distributed as gifts to consumers in exchange for 2 gold caps from promotional beverages t oimplement the idea of incorporating Coca-Cola intofamily meals. Additionally, national celebratory messages were added on the labels in other packages.
Bonaqua Relaunch
As part of the Bonaqua relaunch, the package, logo and communication strategy were changed and the brand was presented to consumers with a more modern image.
EURO 2020 Promation
As one of the countries where EURO matches took place, EURO 2020 promotion was organized nationally in Coca-Cola 500ml packages in Azerbaijan. Consumers were offered the chance to win various gifts for 8 weeks by sending codes that under the cap. A very successful result was achieved with a total of 665,060 entries.
Kyrgyzstan
FC UTC Promation
To support volume growth, Coca-Colal aunched FC UTC promo included only Dream Gifts: 3 cars,100 Smartphones and 100 bicycles.T his promo became very popular and successful and paidback with volume Increase +23% vs PY.3 awarding ceremonies were conducted in Bishkek and Osh cities.
New Launches in SSD
Innovations are very critical for volume growth & user base increase. This year we focus on our CORESSD portfolio .2 new launches, Coca-Cola Lemon Lime & Fanta Apple, with their amazing tastes, were warmly welcomed by consumers, and brought incremental volume of 300K UC.
Coke and Music IC UTC
Another successful story of UTC experience is IC UTC promo, targeted to own Coke & Music occasion, attract teens with music gifts like smartphones, headphones and Bluetooth speakers.
The results of the promo is +39% volume growth during the promo period.
Pre-Priced Label- RGM Award
Recruitment and affordability are the main focus for CCI Kyrgyzstan. First time in a history of Kyrgyzstan, Pre- priced Labels were launched, and for it we choose our entry affordable pack 300 ml.
This initiative turned into significant volume growth of 300 ml +30% vs PY and was awarded by RGM Award among CCAR countries.
In the spring, an UTC FC Springpromo was launched. DatesApril 10 - June 30. As drinking at home increases, the promotion offered the following prizes: iPhones, E-scooters, PlayStation, caps, t-shirts and Sprite 1L.
Pet 1,25L & Ic Acceleration Winner Rgm Performance Award
We launched a new 1.25 liter bottle, saying “another 250 ml at the same price”. Thus, our product differs from competitors (CCI'scompetitive positionin the market) + the consumer has received more benefit from the same cost (taking intoaccount availability).We won this category.
New Flovar: Fanta Apple
The new flavor is used for 300ml, 500ml, and 1.25L bottles.
Coca-Cola NoSugar Lemon-Lime
The launch of Coca-Cola No-Sugar Lemon Lime began in the month of May. The portfolio includes 300 ml, 500ml and 1.25L products. These products have contributed to the diversification of the sugar-free product portfolio.
Ramadan Promotion With Bonaqua
Bonaqua promotion wa spromoted during Ramadan month, April-May.
Fanta Apple Promotion On E-commerce
Fanta Apple promotion was launched with the food aggregator Dostavka.tj in honor of the 30th anniversary of the Independence of the Republic of Tajikistan.
Responsible Consumption
Product Labeling And Responsible Marketing
Transparency is important for us in our consumer communications; we provide the nutritional value of our products transparently on the labels so that our consumers can make their choices according to their lifestyle and preferences. Our labels include nutritional content such as energy (kilocalorie, calorie, kilojoule), protein, carbohydrates, fats, total sugar, and sodium. One of the important points in our communication with the consumers is our responsible marketing and advertising approach. Accordingly, for our responsible marketing commitments, we strengthened our policy in line with our colleagues in the industry as the members of International Food and Beverage Association (IFBA) and increased our age threshold from 12to 13. Our marketing activities are not placed in any environment where 30% or more of the audience includes children below 13 years old. In cases where the local legislations or industry commitments define an older age of the children or target audience, we will continue to respect these with other requirements and comply with them in all our marketing and communication activities.
We have simplified and our existing policy and made it easier so that we can align it with our company’s total beverage portfolio. Selected beverage categories are now allowed to be sold in primary schools directly or through contracted third-party distribution. As a global organization operating as a local business, we comply with all local regulations and voluntary commitments of the industry regarding primary and secondary schools.
Water, 100% fruit/vegetable juice and smoothies (including diluted juices), dairy products, and plant-based beverages are the only beverage categories that will be allowed for sale in primary and secondary schools. These beverages and nutritional criteria comply with public health and nutrition advice and comply with school guidelines worldwide. No vending machines/coolers in primary schools will bear a brand on them except for the selection button.
Collaboration To Reduce Sugar Consumption
The Guide to Reducing Sugar Consumption/Use in Turkey was signed in cooperation with the Ministry of Health and the Federation of Food and Beverage Industry Associations of Turkey where Coca-Cola Turkey is also a member. The guideline is expected to contribute to efforts to reduce sugar consumption under the Ministry of Health's "Healthy Eating and ActiveLiving Program and ActionPlan" to promote healthy eating and prevent non-transmissible diseases.
Communication With Our Consumers
In order to ensure sustainable and effective communication with our customers and consumers, we have defined the "Management of Customerand Consumer Communication" process and the organization who will manage it. We continuously review and improve our process according to the feedback of therelevant stakeholders.
Our consumer communication is guided by the process we designed together with TCCC. In case we receive a consumer complaint sent to either TCCC or CCI about products, we visit the consumer on site, take the product and collect information and deliver a new product to the customer.
The products we receive accordingly are analyzed at CCI plants and if necessary, we take action with therelevant departments. If requested, we also provide feedback to the consumer regarding the process.
Our "Management of Consumer Complaints" procedure explains the management processes of consumer feedback and complaints.
Our communication with customers are made over the Coca-Cola CallCenter, Consumer Complaints System and website communication platform in addition to conducting surveys and organizing plant visits at certain periods.
Additionally, we have created the“Coca-Cola Open to Curiosity” platform in Turkey to answer our consumers' questions about our products, corporate identity, and marketing activities in line with our approach to consumer interaction and transparency.
With this platform, we provide our consumers clear, understandable, reliable and transparent information about our corporate identity and products. Thus, the platform serves as a communication channel between us and our consumers.
In 2021, Open to Curiosity Platform was visited by
236.336
users
255.933
times
419.074
views
Plant Visit Request
Our stakeholders who want to observe our production processes on site can create plant visit requests and participate in our tours to receive information about the production stages of Coca-Cola products. At the moment, our plant visits organized for our stakeholders have been suspended due to the global Covid-19 pandemic.
Unstereotype Alliance
On December 13, the Unstereotype Alliance announced that it would open a local section in Turkey at an event in Istanbul with the support of the Gender Equalityin Advertising Board (RTCEK) launched by the Turkish Advertisers Association (RVD). Unstereotype Alliance Turkey brings together brand owners, agencies, media owners and other industry stakeholders to promote positive gender representation and diversity in marketing. Coca-Cola Turkey is among the first signatories to this initiative, including WPP.
Post-Consumer Packaging Waste Recycling
At CCI, we believe in the importance ofcircular economy and accordingly we make sure to pay due attention to our recycling efforts.
Our efforts here focus on encouraging our customers and consumers to use returnable glass bottles and increasing our recycling rates in cooperation with our authorized partners. Accordingly, the across-functional Sustainable Packaging Task Force has been founded to shape CCI's long-term recycling strategy and achieve a circular economy by setting a road map. The Task Force analyzed the waste infrastructure, legal background, and stakeholder expectations regarding "recycling of packaging materials" in our countries of operation. The details of new regulations issued in Turkey are provided under the title Our Operating Environment.
Following the amendment to the Environmental Law in 2020, we fulfilled our Extended Producer's Responsibility through GEKAP regarding the packaging we offered to market in Turkey. On this subject, we aim to establish the most effective and efficient collection and recycling infrastructure by going beyond the relevant regulations in our countries of operation. In line with this goal, we carry out pilot projects by working with the governments, non-government organizations (NGOs), and the private sector. We continue our work to involve stakeholders in the process to create a common vision for recycling and to determine recycling models on the basis of cases. We will continue to work with TCCC, local communities, NGOs, industry peers, and consumers to help make recycling easier and more accessible to everyone by guiding policy changes that improve local recycling systems and support the circular economy.
Pilot Recycling Project With Migros
In cooperation with Coca-Cola İçecek, Migros has implemented a pilot application that supports the recycling of metal, glass, and plastic beverage packaging waste.
Collect & Recycle Alliance (Core)
CCI is among the founders of the Alliance which was established in Pakistan in order to eliminate packaging waste through official collection and recycling systems and to raise awareness at a mass level. Accordingly, all members of CORE (The Collect and Recycle Alliance) contribute to the circular economy and strive to create value for society by reducing the packaging footprint through sustainable and innovative applications.
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