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STRATEGIC MARKETING PRIORITIES: 2023. 1. CONSUMER CENTRIC PORTFOLIO.

STRATEGIC MARKETING PRIORITIES: 2023. 1. CONSUMER CENTRIC PORTFOLIO.

25/11/2022. 3. Q4-21/Q1-22 FC UTC. Engage Consumers With Hundreds Of Gifts Drive FC Consumption Redemption 19%.

pepq6eg epæe>i Nd V ZZOZ '9 JdV. RAMADAN. E2E experience Covering Holistically all Elements of a Consumer Journey.

25/11/2022. 250 ML KRG 330 ML SIQ + A.N 180,000 PHC 309,672 PHC.

40 Shisha Ols , 70 % BAGHDAD / 30 % KRG & BASRA INCENTIVE OF ACTIVATING REGULARLY – OUR SLS & MKT TEAM WILL CHECK MECHANICS WEEKLY SOCIAL PAGE OF THE CUSTOMERS.

PORTFOLIO STRATEGY FOCUSED ON COCA-COLA. INDUSTRY SIZE & GROWTH.

Sources: Iraq population census 2019, World Bank GDP data, BGS MAT’ Mar’20.

NORTH. TAILORED APPROACH TO DRIVE GROWTH FOR EACH REGION.

POSITIVE SOCIAL MUSIC INCLUSIVE. COKE & MUSIC- THROUGH MUSIC, COCA-COLA CAN FORM A DEEP EMOTIONAL CONNECT WITH THE YOUTH TO DRIVE BRAND AFFINITY.

BUILD LOYALTY TO NEGATE PEPSI CONSUMERS. MODERNIZE OUR WAY OF DOING Promotion LEVERAGING WHATSAPP AS THE KEY COMMUNICATION Channel.

Coke and Meals campaign for Coca-Cola brings a fresh new look to the bus stations in Tirana - McCann Tirana.

DRIVE CATEGORY GROWTH VIA LARGEST OCCASION, MEALS.

FAMILY MEALS. DRIVE RECRUITMENT AND HOUSEHOLD PENETRATION.

STRATEGIC MARKETING PRIORITIES: 2023. 1. CONSUMER CENTRIC PORTFOLIO.

Traditional Retail On-Premise E-Commerce Modern Retail 76% 17% 0.01% 6% 75% 14% 0.06% 11% -11.9% 1.5% 200% 1%.

Active Ols. Modern Retail Traditional Retail On-Premise Wholesale Total 3661 43891 9967 1041 58560 93% 79% 73% 64% 78% Non-Coke Ols. 277 11987 3674 593 16531 7% 21% 27% 36% 22%.

Focus TT RED Coke Club Increase SOVI CSQ / Using FMT Improve customers communication 1.

TRADE MARKETING PRIORITIES. MT & superette Win in Grocery BUILD THE MEALS HABIT TO DRIVE CATEGORY RECRUITMENT Build FC meals Ritual drive category recruitment with Always on Coke & Meal and Occasion ( Ramdan & Nawroz) Picos implementation RECRUITING WITH REFRESHING AND BUILDING Coke & Meal Ritual Rebuilding IC SS with Occasion Activation (Summer Promo Occasion Owning) Q2-Q3 LEADING TRANSACTION GROWTH Continuously Driving value for Consumer UTC 2+1 Bundling Cross Promo PICOS IMPLEMENTATION RETAILER & SHOPPER ENGAGEMENT Focus on cooler PICOS Purity 100% Fullness 100% My Coke 50% Planogram compliance Growth 5% RED Score 76% Launch Coke club for top 8K outlets Pay/ performance Picos implementation according to subchannel segmentation Laser focus on Suppurate & MOM & POP Excellence in Execution Vertical Growth Objective/KPI Increase value/outlet behind incidence growth Increase exclusivity Growth numeric distribution:​ Convert big weighted outlets​ Recruiting Strategic occasion Hub contribute to MKT strategy of owning the Coke & Meal rituals​ Disrupt PCI via only Coke can do experiences OP CHANNEL.

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IRAQ MARKETING TRADE PLAN.

COMMERCIAL PLAN DETAILS. Volume : 300 KUC Price : 1000 IQD Market Share in affordable Segment- 4% 1st year Penetration : 45% Timelines : Q2’2023 Outlets: TT 17K MT 3K OP 100.

Trade Calendar. LEAD IN NORTH AND DISRUPT IN SOUTH.

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E-COMMERCE SEGMENTATION & TIERING. Food Service Aggregators (FSA) PLATFORMS Last Mile Delivery (LMD) Last Mile Delivery (LMD) Food Service Aggregators (FSA).

2020 Transaction 16,944. Partners on Board: ALSAREE3 & MISWAG.

Our Journey With E-Commerce. What we did?. A picture containing diagram Description automatically generated.

What Will Do. Monthly Structured Activities (OBPPC). Capitalizing occasions to drive frequency and house hold penetration..

STRATEGIC MARKETING PRIORITIES: 2023. 1. CONSUMER CENTRIC PORTFOLIO.

PRICE INCREASE PREMIUMIZATION - Overall CCI is 24% more premium at retail and ~45% at consumer level.

NQ Coca-Cola No SugarCan185 MLCoke Potential Brand, Discount Excess Due to Concentrate Issue NQ Coca-Cola No SugarOwb250 MLCoke SQ Coca-Cola No SugarOwb250 MLCoke SQ Coca-Cola No SugarPet1.75 LTCoke Tactical Product for promotions NQ Coca-Cola No SugarPet300 MLCoke Potential Brand, Discount Excess Due to Concentrate Issue SQ CrystalPet300 MLLemon Lime RM Stock / Capacity Utilization SQ CrystalPet300 MLOrange NQ Dasani MineraOwb200 MLApple New Pack SQ Dasani MineraOwb200 MLApple NQ Dasani MineraOwb200 MLLemon SQ Dasani MineraOwb200 MLLemon NQ FantaCan185 MLGreen Apple Keep Flav. availability NQ FantaCan250 MLGreen Apple NQ FantaOwb250 MLOrange SQ FantaOwb250 MLOrange SQ FantaCan185 MLTangerine NQ FantaPet750 MLRed Apple Keep Flav. Availability / 2022 Concentrate Issue.

PRICE INCREASE STRATEGY. PREMIUMIZATION (Non-Competitive OBPPC).

Coke (185ml). Outlets Count 3/1000 IQD 500IQD 250 IQD 16 1 22.

NORTH. SOUTH. PET 30 0 ML. PET 1.25 LT. OWB 250 ML.

OBPPC – CRYSTAL. CAN 185 ML. PET 1 LT. PET 300 ML.

The role of Crystal is to maintain scale and improve profitability through.

STRATEGIC MARKETING PRIORITIES: 2023. 1. CONSUMER CENTRIC PORTFOLIO.

KNOLWEDGE & INSIGHT CALENDAR 2023. Q1 Q2 Q3 Q4 CUSTOMER CONJOINT SHOPPER STUDY Understand grocery owners’ awareness of and expectations from trade discounts & promotions Increase CCI footprint by retaining existing customers Evaluate potential of acquiring/converting competition accounts through trade benefit Prioritize trade spend & future investment To understand grocery shoppers (demographics, baskets, behavior) To understand the shopping habits and NARTD purchases of different shopper segments To identify opportunities and provide inputs for Picture of Success ( PicOS ) OBPPC Optimization Shopper Engagement – understanding decision making process Understanding the Future & Immediate consumption category and pack needs Effect of seasonality on shopper behavior.

STRATEGIC MARKETING PRIORITIES: 2023. 1. CONSUMER CENTRIC PORTFOLIO.

DIVERSIFED IRAQ TEAM INSIGHTS. 65%. 35%. 7% GEN Z.

WINNING WITH PEOPLE - Enabled, Engaged, Energized & Empowered (4’Es Anatomy).