COCA-COLA @ the Morgan Stanley Consumer Conference 2016

the Morgan Stanley Consumer Conference 2016(사진은 2015년)

컨퍼런스의 내용을 요약하면 다음과 같다.

1. 음료산업에서 혁신은 2가지다. 맛(신제품) OR 패키지

“Typically we think of innovation as just new products, but in fact new approaches and new packages are often innovative opportunities for growth. 
“We are focused on capturing the full potential of these brands as well by executing that same occasion price package strategy and innovating with both new flavors and new packet sizes,

2. 최근 트렌드는 점점 더 작은 사이즈의 패키지로 가는 중

Mr. Douglas said the shift to smaller packs has had an impact and the company has extended the idea to its flavored sparkling brands Fanta and Sprite.

3. 코카콜라는 인수와 [글라스코(비타민워터, 스마트워터)] 자체성장[DASANI, GOLD PEAK] 으로 브랜드 포트폴리오를 다양화 하고 있음.

The beverage company also is committed to rapidly growing its still beverage portfolio.

We pursued this strategy through a number of key acquisitions led by the Glaceau acquisition of Vitaminwater and Smartwater, but strong organic growth as well with brands like Gold Peak and Dasani.”

4. 스마트워터는 코카콜라의 12번째 단일 브랜드 1조 돌파 브랜드가 되었다. 그리고 탄산수, 커피 RTD에는 DASANI와 GOLD PEAK이 라인 확장 중.

Within the portfolio, Smartwater recently became the company’s 12^th $1 billion brand. Dasani is being extended into the sparkling water category, and ready-to-drink coffee products are being added to the Gold Peak line of products.

5. 그리고 신규 브랜드 라인으로 Fairlife(유제품), Suja(냉압착쥬스), Aloe Gloe(기능성)이 있음.

Mr. Douglas also sees opportunity from such newer brands as Fairlife (value-added dairy), Suja (cold-pressed juices) and Aloe Gloe (functional).