erik dolnack
Post on 12-May-2015
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innovationimaginedelightseekcreateR&DJohn Smith
ClassicHollywood
1930’s + 1940’s
• Wizard of Oz
• Gone with the Wind
• Citizen Kane
WesternForeignComedyDrama• Stagecoach
• Red River
• Duel in the Sun
• M
• Bicycle Thieves
• Rome: Open City
• The Grand Illusion
• Modern Times
• The Bank Dick
• Duck Soup
• Bringing Up Baby
• Wuthering Heights
• Rebecca
• Treasure of the
Sierra Madre
Supporting Actor• Walter Brennan
• Peter Lorre
• Dana Andrews
• Tim Holt
• Gone with the
Wind
• All About Eve
• The Life of
Emile Zola
• Casablanca
• Victor Flemming
• Fritz Lang
• Jean Renoir
• William Wyler
• Cary Grant
• Clark Gable
• Vivien Leigh
• Gary Cooper
Best FilmDirectorActors
• Mr. Deeds Goes to Town• Lost Horizon• Mr. Smith Goes to Washington
• Arsenic & Old Lace• It’s a Wonderful Life• It Happened One Night
Frank Capra
WORLDFRANCEU.K. GERMANYITALYUSA
• The Women• Philadelphia Story• David Copperfield
George Cukor• Gaslight• Adam’s Rib
All-time Favorites1
2 Noteworthy Filmsby genre
3 Oscar Nominations by category
4 Best New Director Frank Capra
George Cukor
5
This is a weak slide.
Pyramids and stair-steps
are rarely good solutions
to tell a story.
Go to the next slide to see
a critique of this chart…
innovationimaginedelightseekcreateR&DJohn Smith
On slides this busy, it’s perfectly permissible to delete template content, such as this lower quadrant
Pyramid charts such as this one are outdated and also waste valuable screen real estate, and cramp data
Loose individual text boxes such as these soon become misaligned and messy as data is changed or updated
Inconsistent line-spacing such as this
looks sloppy and makes the chart appear
unprofessional and difficult to read
Although there are only
5 steps to this scheme,
the pyramid makes it
appear as if there are
more.
Content cannot fit within the pyramid and is spilling out into the margin. This illustrates the poor quality of pyramids and stair-steps in graphing complex information.
The chunky black base of the pyramid draws focus to itself, and away from other more important data above
Roughly 18% of the total height of the slide is being used on this redundant template visual
The contrasty visuals in this bottom region take away focus from the chart, which is the entire purpose of the slide
The thick border of this pyramid outweighs the small point-size of
the text contained herein
This region of the screen, as well as the lower right, is completely going
to waste in this layout
A far more effective chart that
tells the same story as our
pyramid from the previous slides.
Click to view…
Aside from the fact that this
slide is badly designed and ugly,
what’s really missing is a
comparison between the number of
shark attacks vs. the number of
fatalities. This chart is not
giving us the whole story.
Go to the next slide to see
a critique of this chart…
The color-coding of this legend is non-intuitive and useless.
These numbers aren’t clear. Is this the number
of attacks, or the number of fatal attacks?
This slide would have us assume on the surface that, at a count of 837, the US is the world’s leader of shark fatalities. Is that the accurate story however?
No correlation is made here between the number of
attacks vs. those that ended in death.
Color-coding these nation names is redundant
and quite meaningless.
What exactly is this “unspecified” territory? And if unspecified, how can exact data be accurately produced for it?
Why designate a color in the legend for zero, when no one
would chart a non-value?
+ It isn’t immediately clear whether the color-coding of the legend pertains to Total Attacks or Fatal Attacks.
How much of the height of this map is wasted on Antarctica, where we know no shark attacks on humans occur.
Margin space is necessary, but this much space is wasteful.
More than 23% of the horizontal width of this layout is empty.
This map illustration is busy and contrasty. It’s
difficult to read and ugly. It looks unprofessional.
These nation names are hard to read in all caps and in a serif font.
Last update: Jan 2007
Source: © International Shark Attack File Florida Museum of Natural History — UNIVERSITY OF FLORIDA www.flmnh.ufl.edu/fish
USA — (mainland)
Total attacks Deaths
837 40
Hawaii
Total attacks Deaths
107 15
Mexico
Total attacks Deaths
60 31
Bahamas
Total attacks Deaths
65 19
South America
Total attacks Deaths
100 23
Europe
Total attacks Deaths
39 19
Africa
Total attacks Deaths
276 70
Asia
Total attacks Deaths
116 54
Oceanic / Pacific
Total attacks Deaths
121 50
Australia
Total attacks Deaths
329 136
New Zealand
Total attacks Deaths
46 9
49%
49%
41%
23% 41%23%
14%29%
52%
= Total reported attacks
= Number that resulted in death
= Percentage that resulted in death
= % fatalities
LEGEND
(Reported Attacks Jan. – Dec. 2006)
25%
5%
This chart does illustrate the
ratio of attacks to deaths.
For example, while the US has the
largest number of attacks, it has
the lowest number of those that
ended in death (5%). It starts to
‘paint a different picture’.
Click to view…
1Myears ago
Present
2Myears ago
1.5years ago
500,000years ago
250,0001.75 1.25 750,000100,000
10,000
Last Glacial MaximumHominid Extinction Timeline
ORIGIN1.8M B.C.E.
EXTINCT150,000 B.C.E.
ORIGIN1.75M B.C.E.
EXTINCT1.5M B.C.E.
EXTINCT175,000 B.C.E.
ORIGIN550,000 B.C.E.
ORIGIN170,000 B.C.E.
EXTINCT12,000 B.C.E.
ORIGIN130,000 B.C.E.
EXTINCT28,000 B.C.E.
ORIGIN160,000 B.C.E.
Note: Yearly dates on this timeline are approximations only
CCNA Latin America E.C.U. N. Asia /Middle East E. Asia / Pacific Africa
Accu. Cost
FiscalCost
Q1Costs Project
Global - Worl
d
North
America
Canada
Mexico
Brazil
Latin
Center
South
Latin
Central
Europe
Germany & Nordic
Iberia
Northwe
st Europe
Mediterranean
China
Eurasia
& Middle-
East
Japan
India
Philippin
es
South
Pacific & Kor
ea
Southeast & Wes
t Asia
North &
West
Africa
Nigeria
East &
Central
Africa
South
Africa
TOTAL PROJECT BASE
COCA-COLA TM
DNA
Festive
Visual Identity
Global Campaign
Creative
Football
Olympics
Website
Music
Billboard
Adv. Campaigns
C2
New ideas
Diet & Light + Caf. Free
Diets & Lights
New flavors
Ingredients
Mix
Packaging
Transportation
Other Innovation
SPRITE
Visual Identity
Music
Franchise Graphics Dev.
FFT / Campaigns
Diet
Campaign
Football
LEGEND
Launched
In Development
Discontinued
The Coca-Cola Company® Project Matrix — (by region)
■ ■
■ ■
■
■ ■ ■
■■■
■
■
■ ■
■
■
■■
1
2
3
4
5
6
7
8
9
10
8 mentent-group
1
2
3 5
64
14
69
2
35
7
8
10
10 Cohorts fulfilled acomplete Legion(approx. 4,800 – 6,000 men).
Ideally, 8-10 foot soldiers would outfit a tent-group, or Contubernium as it was called.
10 tent-groups would comprise a full Century (approx. 80 – 100 men).
6 Centuries comprise a Cohort(approx. 480 – 600 men).
Cavalry units consisted of typically 300 horsemen.
Each Century was commanded bya Centurion
A cohort was led by a Cohort Commander
Auxiliaries were enlisted from various parts of the empire. Germans, Gauls and other warlike tribes were called upon when needed. Auxiliary units were permanently incorporated during Augustus' reign.
Gaulish chieftan and warrior, flushing out the ranks of this Roman legion
= 30 horsemen/unit
10 Units
Citizen legionary with iron helmet, shield, armor, scutum and pilum.
-3 -2 -1 1 2 3 4 5 6 7
9
8
7
6
5
4
3
2
1
-1
-2
-3
Sports drinks
Total juiceOrange juiceAll other
Café
Energy
Coca-Cola
AlcoholWater
Tea & chai
Mineral water
Café
Energy
Sports drinks
Tea & chai
Water
Mineral water
Total juice
Alcohol
Orange juice
All other
Coca-Cola
Q1 vs. Q4
source: Coca-Cola Archives – dates Jan. 2001 – Dec. 2002
Teen girls between ages 12 - 16, are attracted
to the prestige they believe brand-name
clothing provides them—exposure to
branding that promises beauty, popularity,
peace-of-mind, self-confidence, great
relationships—transforming young girls into
insatiable consumers.
In 2007, US teens spent $155 billion
The teen population will expand to
33.5 million in 2010
Teen girls are the primary creators of web
content, far outpacing their male peers in the
areas of blogging, website building, and
creating social networking profiles
95% of female teens prefer shopping in malls
rather than buying online (65% checked out
the products online first)
87% of teenage girls get their spending
money from their parents vs. 77% of boys
Source: The ICR TeenEXCEL Study conducted by telephone from March 16 to July 20, 2005, among a nationally representative sample of 1,366 teenagers ages 12 to 17 www.icrsurvey.com
PyrrhoPlato
Philosophy
Lucretius
The SophistsThe concept of the “unmoved mover”
LeucippusSocrates
Porphyry
Schools of philosophical thought
established
Theophrastus
Xenocrates
Antisthenes
Crates of Thebes
Plotinus
Protagoras
Diogenes the Cynic
Cicero
Rome
The Academyat Athens The Lyceum
Epicurus
Zeno the Stoic
Seneca
Marcus Aurelius
Democritus
Hermarchus
Cleanthes
Epictetus
the Pre-Socratics
1 2
Aristotle The SophistsAristippus
Athens
Alexandria
Pergamum
Antioch
LEAD SCHOOL
LEAD SCHOOL
LEAD SCHOOL
Neoplatonism
3
EasternMystery
Cults
Heraclides Ponticus
Apply loose powder to set the skin with a circular sponge. Don’t over-apply.
2Moisturize face and apply concealer to upper eyelid and beneath eye. Use
fingertip to blend.
1STA
RT
Using a black eyeliner pencil, line upper and lower lids with a solid stroke, tapering out at ends. Use
generously.
3
Blend the lines upward with a smudge-stick. Repeat several
times until lines are softened.
4Line the top lid along the lash-line with black liquid eyeliner in steady strokes.
5
Using a fan brush, feather eyeshadow outward until it blends smoothly.
7
Curl lashes upward and apply true black
mascara. Use several coats if necessary.
9= Makeup usage
= Powder & blend
= Finalize look
Legend
Are eyes dark enough?YES
NO
Using a small brush, apply matte black shadow near lashes and blend.
8Use makeup remover and begin again at step 1.
Brush on a coat of dark gray eyeshadow on upper lid and slightly underneath eye.
6
Satisfied with your look?
YES
NO
Lightly dust loose translucent powder on eyelids and under eyes.
10
FINISH
Ind
ian
Film
Ind
ust
ry G
row
ing
in P
op
ula
rity
Bollywood Captures Almost 45% of the Market
Note: Figures are based upon cinema receipts and polls in fiscal year 2006
India Leads in GrowthIndian vs. US Films
International DVD Sales Actor Popularity
Indian film industry catching up on US domestic film markets
$3.9B
$2B
$4B$3.6B
Hollywood Bollywood
Indian film industry current growth rate leader in foreign film industry worldwide
62%
9% 11%21%
65%
91%
11% 10% 10%
59%
India Spain U.K. France US
Bollywood films second in worldwide DVD sales
India closing the gap
21%
35%
22%
61%
18% 20%
28%
96%
20%30% 27%
62%
26%19%
34%
99%
France Spain Germany India Canada Mexico U.K. USA
Indian actors polled Internationally for popularity among non-Indians
22%
6%9% 10%
24%
13%
39%
8%
14%12%
14%
4%
Shah Rukh Khan
Amitabh Bachchan
Emraan Hashmi
Ameesha Patel
Rani Mukherjee
Abhishek Bachchan
2007
2008
LEGEND
Source: Internet Movie Database www.imdb.com
22
StrategicGoals
Vision &Platform
PeopleConsumers
Insights Drive Sustainable Innovation
“The company cannot
grow without support of
our customer base. We
need to build lovers of the
brand in all markets
worldwide.”
“Consumers are our greatest
asset in assessing the quality of
our products and brands.”
“Customer feedback
can be crucial in
establishing
developmental
growth in markets.”
“We don’t yet have
the level of
insurance for future
goals under our
current model. What
is needed is more
communication and
processes. The
market is ripe!”
Source: TCCC Operations, R&D, Marketing
0
5
10
15
20
25
30
35
40
45
50
Q'1 Q'2 Q'3 Q'4
0
5
10
15
20
25
30
35
40
45
50
Q'1 Q'2 Q'3 Q'4
CAMPAIGN SCORE CARD
UC in 000’s
Brand Equity Metric Q3 2008 Q3 2007 PT CHG YTD 2008 YTD 2007 PT CHG
% Weekly +
% Daily +
Favorite Brand (Top 1)
Purchase Intent (Top 2)
Advertising Awareness
Image Statements (% Top 2)
Refreshing
Great Tasting
For Some One Like Me
Is a Brand I Love
BUSINESS PERFORMANCE TRACKING
Quarterly % Chg YTD % Chg YTD % Chg vs. Plan
CCT & OPTIMIX TRACKING
Quarterly % Chg YTD % Chg
Q3 – 2008France
Volume Share of CSD’s
Contact Point Q3 2008 Q3 2007 % Change
1. Packaging
2. TV Advertising
3. Website
4. In Store Material
5. Vending Machine
0
5
10
15
20
25
30
35
Q'1 Q'2 Q'3 Q'4
Quarterly % Pt Chg YTD % Chg YTD % Chg vs. Plan
2008 Volume Plan (UC)
% Chg vs. 2005 Actual
- -
2008BC Plan
% Chg vs. 2005 Actual
- -
Comments Bullet 01 Bullet 02 Bullet 03
CCT
OPTIMIX
Contact Point Q3 2008 Q3 2007 % Change
6. OOH
7. -
8. -
9. -
10. -
Top 10 Consumer Connection Points
2006
2007
2008
2009
2007
2008
Sprite ZeroYes or No? Q1 vs. Q4 KO + or -
South Africa +7
Nigeria +62
India +2
Russia +7
Turkey +9
France -4
Germany +5.1
U.K. 1.3
Italy 0
Spain 0
Canada -22
12
45
7.3
x
x
x
77
29.8
95
37
91
1.6
Afr
ica
Eu
rasi
aE
uro
pe
Sprite ZeroYes or No? Q1 vs. Q4 KO + or -
Argentina +2.3
Brazil +6.8
Chile +6
Colombia +12
Mexico +3
Australia -0.9
China +45
Japan -32
Philippines -12
Thailand +10.2
USA -12.2
12
36
77.2
x
x
36
56
36.3
35
12.3
Lat
in A
mer
ica
Pac
ific
NANA
x
x
-19-56
-78 -12
-18
Sprite Global Market Growth in ‘08
Lemon Lime Segment Showing Growth
28602905 2900
30723032
3108
3185
14.8%
14.0%
15.0% 15.0% 15.0%
14.0%14.0%
13.4%
13.6%
13.8%
14.0%
14.2%
14.4%
14.6%
14.8%
15.0%
15.2%
2000 2004 2005 2006 2007 2008 2009
2,600
2,700
2,800
2,900
3,000
3,100
3,200
3,300
Volume (MMUC) Share of CSD
4.7
2.1
0.6
3.2
1.4
4.9
2.1
0.5
3.0
1.4
5.0
2.1
0.5
3.0
1.3
0.0
1.0
2.0
3.0
4.0
5.0
Sprite 7-Up Sierra Mist Mt. Dew Lemon Lime
YTD NOV 2004 YTD NOV 2005 YTD NOV 2006
Brand Volume Share Trend Total World* (AC Nielsen Measured Channels)
Volume Share
Value Share
SpriteMarket Shares
YTD Nov 2007
+0.1
4.0
+0.2
4.4
+0.0
1.7
+0.1
1.8
-0.0
2.6
-0.0
2.2
Volume Share
Diet Sprite Core
DietMtn. Dew Reg.7-UP Diet Core
Value Share
SpriteMarket Shares
YTD Nov 2007
+0.1
+0.2
+0.0
1.7
+0.1
1.8
-0.0
2.6
-0.0
2.2
4.0
4.4
Brand Market Share Trend
Q4 2008
Q1 – Q3 2008
2008 Sprite Market Research
Local Projects
TBCTBCQ2 ‘08Q2 ‘08Q1 ‘08Q1 ‘08Q2 ‘07Q2 ‘07Q1 ‘08Q1 ‘08Q2 ‘08Q2 ‘08Q4 ‘08Q4 ‘08Q2 ‘08Q2 ‘080808TBDTBDPipeline
TBCTBCTBCTBCQ1 ‘08Q1 ‘08Q1Q1InInInInQ3Q3BolBolAsia Campaign
Q2 ‘08Q2 ‘08Q1 ‘08Q1 ‘08Q4 ‘07Q4 ‘07TBDTBD0808Q3Q3OneOneOthers
Q4 -08Q4 -08Q4 ’07TBC
Q4 ’07TBCTBDTBDQ1 ‘08Q1 ‘08080808080707Q1 ‘08Q1 ‘08TBDTBD10100808Kiwi
TBCTBCTBCTBCTBDTBDQ2 ‘08Q2 ‘08TBDTBD0808TBCTBC0909Q1Q1Strawberry
Q3 ‘08Q3 ‘08Q1 ‘08Q1 ‘08Q3 ‘08Q3 ‘08Q1 ‘08Q1 ‘08TBDTBD0707TBDTBDQ1 ‘08Q1 ‘08TBDTBD0808BonBonLime
TBCTBCQ1 ‘08Q1 ‘08TBCTBCQ2 ‘08Q2 ‘08Q3 ‘08Q3 ‘08TBDTBDTBDTBDTBDTBDQ3 ‘08Q3 ‘0808/0908/09Q2 ‘08Q2 ‘08Q2Q2New Flavors
Q4 ‘08Q4 ‘08Q4 ‘07Q4 ‘07Q2 ‘07Q2 ‘07TBCTBCQ1 08Q1 08Q3 ‘07Q3 ‘07TBCTBCQ2 ‘08Q2 ‘08Q1 ‘08Q1 ‘08Q2 ‘08Q2 ‘08TBDTBDTBCTBCQ2 ‘08Q2 ‘08TBDTBD08/0908/09TBCTBCOneOneCorporate Initiatives
PHTHINDOCHIJPUSLCDSLDBRAMEXPKTURINDRUSNORIREGERGBFRNIGSA
NALATAMEURASIAEUROPEAFRICA
Not funded yet
Funded in 08 BP
No response
No
Africa Foundation
Lybia project
EU World Cup sponsorship
Italy tour of Tuscany
Venice tournament
Alps skiing – winter sports
Tour of India – Taj Mahal
Turkish travels in Ephesus
Istanbul meeting
Moscow campaign
Mexico television campaign ads
Central America/Panama tv
Cinco de Mayo
Argentine Buenos Aires
—
Australian swim & surf competition
Tokyo campaign – film tie in
Thailand travelosity
Hong Kong communications edu.
PACIFIC
Brand Vision & Architecture
VISIONDeep knowledge of the Sprite Drinker
Sprite currently enjoys a loyalty among devoted consumers second only to Mountain Dew
MARKETTarget Audience
• Sprite enjoys a 55% advantage in all minority markets in greater US today. This audience is loyal and devoted.
• Sustain all markets to be no less than what
consumers have come to expect and
desire in the product. Push the envelope,
but never to the extent of alienation.
• Most consumers of the Sprite brand are
seeking the taste above all other attributes
of carbonated soft drink audiences.
Audience Statistics
• Do something for me—and make it a
meaningful surprise
BRANDBrand loyalty to the end
Consumers and Brand
• Most Sprite drinkers will not switch brands. They love the “limon” flavor.
Traditional Brand vs. Innovation
• Cutting edge advertising in most markets.
• Sprite is uplifting and energizes with a
crisp clean taste. Consumers want the
tangy limon flavor everytime. “When I
reach for a Sprite, I want to be taken to a
delicious citrus treat - joy and sunshine.
Sprite holds a strong psychological
connection with its audience, who remain
loyal throughout their lives.
PEOPLEPersonal tastes of customers
“Lemon-lime taste is perfect!”
Demographics of the Consumer
• Consumers of Sprite tend to start their preference for the product at a much earlier age than most Coca-Cola products and brands, and likewise, they typically remain loyal throughout their entire lifetime.
• Although the Sprite brand scores high
with African-American consumers, the
brand is also very popular with Hispanics
and Asiatic audiences, particularly in Latin
American countries and Mexico.
BRAND AMBITION: “To update progressively without alienating the audience”
BUSINESS AMBITION: Brand-expansion in all markets by 2010
Brand Target AudienceUnderstanding the true lover of the Sprite brand.
Meeting their expectations, yet always keeping them
slightly surprised at the evolution of the brand.
Brand Identity System
Egypt Leading Agricultural Growth in Africa
Morocco Libya Algeria Egypt Kenya Niger South Africa
153
257 251247 239
201
175
START
Post-op
recovery
healthy new
lifestyle
YES
NO
Did the leadattend the seminar?
Attendance
taken at the
seminar
The ad reaches
the lead audience
The lead calls either the practice or MDNetcall-center
The lead isentered in the
LeadTracker™
Lead scheduled
for seminar
Consultation with physician
The lead undergoes surgery
Practiceconducts seminar
Attendance
entered into the
LeadTracker™
Lead scheduled for
consultation...
The practice advertises through various media
... go back to step 4
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