WELCOME TO THE COCA-COLA 7-ELEVEN 2006 WORLD CUP PLANNING AND COLLABORATION CENTER ! The purpose of this site is to provide local Coca-Cola 7-Eleven Team Members who plan to activate the 2006 World Cup property with access to the tools and information you will need to understand how to develop and execute volume-building programs within your local 7-Eleven outlets that are on-strategy and fully comply with FIFA guidelines and Coca-Cola sponsorship rights. The worldwide sponsorship rights held by The Coca-Cola Company for the 2006 World Cup provide a unique and valuable opportunity with our 7-Eleven customer to leverage the value of The Coca-Cola Company and our brands, to create competitive differentiation, and of course to grow our mutual businesses around the world by generating profitable, incremental volume. To successfully achieve these objectives, our World Cup property activation needs to be done correctly and in accordance with all official rights and guidelines.. We hope you will find this Planning Center useful in helping you build your local 2006 Coca-Cola 7-Eleven World Cup plan as effectively and efficiently as possible. We will be changing it and updating it constantly, so please check it frequently for the most recent information. Also, WE NEED YOUR CONTRIBUTIONS! If you have success stories to share from past World Cups, please use the World Cup Best Practice Sharing function we have built into this Planner to contribute them. If you have any other suggestions or questions, please call or email firstname.lastname@example.org. GOOD PLANNING! Doug Christoph Lokman Izam Aziz CLICK TO CONTINUE
CLICK HERETo Access The Coca-Cola / 7-Eleven 2006 World Cup Planning Process, an interactiveflow chart that will walk you through all the steps required to plan, obtain approvals, develop and execute your local 2006 Coca-Cola 7-Eleven World Cup marketing programs according to FIFA / Coca-Cola rights, requirements and guidelines CLICK HERETo Access The OfficialCoca-Cola 2006 FIFA World Cup site, where you will find the Coca-Cola Football Strategic Framework, Rights Summary, Approvals, Graphics, Advertising, Programs, Premiums … and more CLICK HERETo Share YOUR Past World Cup Best Practices And Your 2006 World Cup “work-in-progress” Plans (This opens a new “Best Practice” template)
Snacks with Gulp & Slurpee COCA-COLA 7-ELEVEN 2006 WORLD CUP PLANNING PROCESS BOTTLE / CAN Goes to pg. 17 Goes to p. 16 “FOOTBALL” ACTIVATION WORLD CUP ACTIVATION WITH WITHOUT CLICK HERE! Goes to pg 5 CLICK HERE! CLICK HERE!
2006 WORLD CUP ACTIVATION (BOTTLE / CAN ONLY!) Goes to p.6 1. PLAN DEVELOPMENT: Click Here! 2. APPROVAL PROCESS 3.PROGRAM DEVELOPMENT & EXECUTION
WORLD CUP ACTIVATION(Bottle/Can Only) 1. PLAN DEVELOPMENT BEGIN HERE: IMPORTANT : READ FIRST!Click To Read: - 2006 FIFACOCA-COLA WORLD CUP RIGHTS SUMMARY(http://marketing.na.ko.com/2006%20World%20Cup/rights.html) - 2006 WORLD CUP CUSTOMER ACTIVATION GUIDELINES(file on disc) - COCA-COLA FOOTBALL STRATEGIC FRAMEWORK(file on disc) 1-A: 1-B: • REVIEW THE COCA-COLA / 7-ELEVEN 2006 WORLD CUP LOCAL PROGRAM DEVELOPMENT PROCESS • CLICK HERE To Access “The Coca-Cola / 7-Eleven 2006FIFA World Cup™/ Local Football Account Manager’s Toolbox”, featuring: • Coca-Cola & 7-Eleven Strategic Alliance: Objectives & Expectations • Joint Local Business Development Process • Jointly Identified Business Objectives • Coca-Cola & 7-Eleven 2006 FIFA World Cup / Local Football Strategy • Locally Identified Highest Priority Business Opportunities • Third-Party Guidelines • Program Thought-Starters NEXT
WORLD CUP ACTIVATION(Bottle/Can Only) 1. PLAN DEVELOPMENT REVIEW THESE ADDITIONAL RESOURCES TO HELP DEVELOP YOUR LOCAL 2006 WORLD CUP PROGRAM CONCEPTS 1-C: REVIEWTROPHY TOUR, FLAG BEARER AND OTHER “BLUEPRINT” PROGRAM OPPORTUNITIES ON OFFICIAL 2006 WORLD CUP COCA-COLA FIFA SITE:Click Here! REVIEW BEST PRACTICE PROGRAMS FROM 2002 WORLD CUP COCA-COLA BUSINESS PERFORMANCE POST-ANALYSIS Click Here REVIEW 2006 WORLD CUP BEST PRACTICE PROGRAMS FROM COCA-COLA 7-ELEVEN TEAM MEMBERS Click Here REVIEWBLUEPRINT PROGRAM OPPORTUNITIES ON OFFICIAL COCA-COLA 2006 FIFA WORLD CUP SITE:Click Here! ACCESS 2006 WORLD CUP PRESENTATION TOOLSClick Here (to pg. 8) http://marketing.na.ko.com/2006%20World%20Cup/tools.html (file on disc) http://marketing.na.ko.com/2006%20World%20Cup/programs-copa.html CLICK HERE TO CREATE YOUR 2006 WORLD CUP LOCAL MARKET PROGRAM TEMPLATE & POST IT ON THE ACCELERATOR SITE AS A BEST PRACTICE THOUGHT-STARTER FOR OTHER TEAM MEMBERS TO ACCESS (this opens a new Best Practice template) 1-D: 1-E: 2006 WORLD CUP LOCAL PROGRAM DEVELOPMENT PROCESS COMPLETE --- PROCEED TO SECTION 2: APPROVAL PROCESS NEXT
(LINK TO:) • Do you have a post-analysis on a successful 2002 (or 1998) World Cup business-building program? Are you looking for ideas for your 2006 World Cup plan? Once again, we ask you to harness the full power of the 19 country, 70-person strong Coca-Cola 7-Eleven Business Team by using The Accelerator to share your World Cup “best practices” to help each other build your local businesses. • 2006 PROGRAMS:Please use the process described below to submit your best 2006 program ideas in early-development stage and throughout your program commercialization so everyone can use them in a timely manner. • BEST PRACTICES FROM PREVIOUS WORLD CUPS:If you have success stories from the 2002 or 1998 World Cups, please submit these also!
2006 WORLD CUP ACTIVATION (BOTTLE / CAN ONLY!) 1. PLAN DEVELOPMENT: 2. APPROVAL PROCESSClick Here! 3.PROGRAM DEVELOPMENT & EXECUTION
WORLD CUP ACTIVATION(Bottle/Can Only) 2. APPROVAL PROCESS BEGIN HERE: Return to 1-E:PLAN DEVELOPMENT 2-A: KEY ACCOUNT MANAGERREVIEWS CONCEPTUAL PLAN WITH 7-ELEVEN CUSTOMER Conceptual Approval YES NO 2-B: KEY ACCOUNT MANAGER SUBMITS FORMAL PLAN TO: 1.THE BRAND MANAGER 2. DIVISION LEGAL 3. YOUR DIVISIONAL WORLD CUP APPROVAL COORDINATOR (click here to find the name of your Coordinator) 4. COPIES COCA-COLA 7-ELEVEN ACCOUNT TEAM MEMBER YES Approvals NO NEXT
WORLD CUP ACTIVATION(Bottle/Can Only) 2. APPROVAL PROCESS Return to 1-E:PLAN DEVELOPMENT 2-C: APPROVAL COORDINATOR SUBMITS PLAN TO FIFA VIA ONLINE APPROVAL PROCESS YES NO Obtain Approval 2-D: FIFA SENDS RESPONSE BACK TO APPROVAL COORDINATOR & COPIES WWSE YES FIFA Approval NO NEXT
WORLD CUP ACTIVATION(Bottle/Can Only) 2. APPROVAL PROCESS Return to 1-E:PLAN DEVELOPMENT 2-E: APPROVAL COORDINATOR FORWARDS FIFA-APPROVED PLAN BACL TO LEGAL AND KEY ACCOUNT MANAGER KEY ACCOUNT MANAGER MAKES FINAL 7-ELEVEN CUSTOMER PRESENTATION 2-F: YES NO APPROVAL 2-G: 2-F: PROCEED TO PROGRAM DEVELOPMENT & EXECUTION: Click Here!
2006 WORLD CUP ACTIVATION (BOTTLE / CAN ONLY!) 1. PLAN DEVELOPMENT: 2. APPROVAL PROCESS 3.PROGRAM DEVELOPMENT & EXECUTIONClick Here!
WORLD CUP ACTIVATION(Bottle/Can Only) 3. PROGRAM DEVELOPMENT & EXECUTION To Access Official MERCHANDISE / PREMIUM Availability, Ordering Guidelines & Approval Process, Click Here! To Access Official GRAPHICS Guidelines & Resources, Click Here! To Access Official ADVERTISING / AMBUSH Guidelines, Click Here! To Access PUBLIC RELATIONS Guidelines, Click Here! http://marketing.na.ko.com/2006%20World%20Cup/pr.html http://marketing.na.ko.com/2006%20World%20Cup/graphics.html http://marketing.na.ko.com/2006%20World%20Cup/advertising.html http://marketing.na.ko.com/2006%20World%20Cup/merchandise.html To Access TICKETS & HOSPITALITY Resources, Click Here! To Access MEASUREMENT Resources, Click Here! To Access 2006 World Cup Coca-Cola ContactsClick Here! http://marketing.na.ko.com/2006%20World%20Cup/contacts.html http://marketing.na.ko.com/2006%20World%20Cup/measurements.html http://marketing.na.ko.com/2006%20World%20Cup/tickets.html
Snacks with Gulp & Slurpee COCA-COLA 7-ELEVEN 2006 WORLD CUP PLANNING PROCESS Try to make it look like the others: another packaged snack graphic OK) BOTTLE / CAN “FOOTBALL”Activation goes to pg. 17 WORLD CUP ACTIVATION WITH WITHOUT CLICK HERE! CLICK HERE! CLICK HERE! goes to pg. 16
“SCORE!” / GOOAL!” Local Football Activation For Big Gulp, Slurpee & Snacks • 1. RIGHTS OVERVIEW: Proprietary Score and Gooal TM / Property: • Bottle/Can with Snacks YES • Fountain and Frozen with Snacks YES • Fresh Food NO! • 2. “SCORE!” / GOOAL!”APPROVAL PROCESS (now through June, 2006): • All football-themed marketing programs not utilizing the 2006 FIFA • World Cup property must be sent directly to Doug Christoph • (email@example.com)for approval prior to customer presentation. • 3. “SCORE!” / GOOAL!” Materials:
Local Football Activation For Big Gulp, Slurpee & Snacks Without “SCORE!” / GOOAL!” • Due to the unique brand-building and competitive differentiation value that the “SCORE / GOOAL” properties offer, local football activationof Big Gulp, Slurpee & Snacks without the proprietary “SCORE” or GOOAL” properties during the 2006 World Cup promotional period is permitted, but not recommended. • From now through June, 2006, all football-themed marketing programs not utilizing the 2006 FIFA World Cup or “SCORE / GOOAL”propertiesmust be sent directly to Doug Christoph (firstname.lastname@example.org)for approval prior to customer presentation.
Snacks with Gulp & Slurpee “FOOTBALL” Activation For BOTTLE / CAN WITH WITHOUT CLICK HERE! CLICK HERE!