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Coca-Cola World Cup 2010 Proposal
Transcript of Coca-Cola World Cup 2010 Proposal
Mike Gleason William Turner Todd Wells Who will be there?
Your team wins, you win too!
TV Commercials before & during the World Cup
Promote relationship between Coca-Cola and FIFA
International soccer stars endorse
South Africa - World of Coke
Ultimate International Taste Experience
$125 million - FIFA Contract
$50 million - television advertisements
$7.5 million - World of Coke
$5 million - FIFA free coke promotion
Total Budget - $187.50 million
Revenue (t) - Revenue (a*t-1...3)
Marketing Cost for World Cup
World of Coke Campaign ROI
Gate Revenue/Cost of World of Coke
Budget is $7.5 Million
Coke Scores ROI
ROI = (B*R)/C
B = participants who received coupons
R = revenue generated from each coupon
C = total cost of the free Cokes given away
Budget is $5 Million
Commercial Advertisement ROI
The effectiveness of this campaign will be calculated by measuring the equivalent marketing value received through World Cup viewership (e.g. Joyce Julius & Associates Ratings) less the cost of the advertisement.
The World Cup
How do teams get there? Why do fans go?
The Perfect Match
long term relationship
mutualistic What is it all about? WINNING FIFA Champion Coca-Cola Branding Powerade Zero as the
drink of winners You can win with zero, Powerade Zero Lose the calories, win with taste 400,000 internationals
300,000 cross border Africans
85,000 South Africans Families
majority males < 50 yrs Who will be watching?
2006 24.2 billion in home
2.1 billion out of home More than 400 channels
World's largest sporting event
World's largest beverage company Sponsor the World Cup, FIFA
and further support the sport of football
Promote the Coca-Cola Brand
Feature Powerade Zero
Increase awareness of Coca-Cola's
relationship with the World Cup.
Sponsorship Rights Exclusive rights to non-alcoholic beverages
Branding on non-alcoholic cups (Powerade Zero)
Branding/Signage outside and inside of stadium including on the field
Advertising through all media types
Use of all FIFA logos and trademarks
Promotions - fifafreecoke.com
Internal broadcast mentions and promotions In-Game
2010 FIFA World Cup, brought to you by Powerade Zero
You can win with Zero, Powerade Zero
The winner of today's game is ________
You can win with Zero, Powerade Zero Pre-World Cup Advertisements
Gain Useful Marketing Data
Focus on Powerade Zero Free Powerade Zero coupon
in every program Reach large & diverse consumers
Focus on children
Focus on Powerade Zero We thank you for your time and
the opportunity to speak with you today. Apollo