THE COCA-COLA COMPANY
COLGATE PALMOLIVE
Big Idea Search: How do we compete with large players such as P&G and Uni-Lever?
Solution: Academy Awards promotion
Brand Extension:
• Dynamo-Saurus promotion
• displays made through cost-effective production in China
• premium support
• source core products, eg. battery-operated toothbrushes
• merchandising
WAL-MART
• our own vendor numbers for several products
• won Wal-Mart reverse auctions for direct supply of premiums and joint promotions
MILLER BEER
General Promotion Strategy: brand extension
• premium sourcing/manufacturing
• on-premise and off-premise displays
• extensive focus on retail channels and key accounts
EASTMAN KODAK
• national promotion to reinforce Kodak sponsorship or the 1986 Restoration of the Statue of Liberty
• executed a 4-hour concert broadcasted from New OrleansSuperdome simultaneously to 100 high school/collegesacross the US
• organized National Bike Ride to raise money for the Restoration of the Statue of Liberty
• managed all negotiations with talent and fulfillment with production of the concert and merchandising
M&M MARS
• multiple levels in relationship
• source/manufacture high percentage of plastics for in store programs.
Examples:
• character dispenser and displays
• joint promotion — Publix and Staples
THE COCA -COLA COMPANY
• support on global projects such as World Cup/Olympics
• outside-the-box promotion thinking
• unique premium development and sourcing
• Hispanic marketing support
• Coca-Cola relationship is very helpful in solidifying our broad network of contacts and experience in the sports
and entertainment arena.
