CocaCoca--Cola Hellenic Cola Hellenic Warsaw Field trip Warsaw Field trip

Closing Remarks and Q&A

DimitrisDimitrisDimitrisDimitris LoisLoisLoisLois

Chief Executive Officer

97

Key highlightsKey highlights

� Our 2020 Play to Win strategic framework provides us with a competitive advantage

� Working together with our partners in growth, TCCC is at the centre of everything we do

� Strong marketing programs, product innovation and OBPPC drive our Consumer Relevance. We focus on customer partnerships and marketplace execution. Community Trust and Cost Leadership will enable us to grow and re-invest.

� Our Polish business is an example of the growth potential in our markets

CocaCoca--Cola Hellenic Cola Hellenic Warsaw Field trip Warsaw Field trip

WIN WITH FOOTBALL FOR THE LONG TERM ....

... AND “GET CRAZY” FOR UEFA EURO 2012™

Mariusz KiepasGeneral Manager UEFA Euro 2012™

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• The 14th European Championship

• Co-hosted by Poland and Ukraine

• 8th June - 1st July 2012 (31 games)

• Opening match in Warsaw, Poland

The biggest event ever in The biggest event ever in easteast--central Europecentral Europe

• Opening match in Warsaw, Poland

• Semi Finals in Warsaw and Donetsk

• Final match in Kiev, Ukraine

• Format: 16 teams (4 groups of 4)

• Slogan “Creating History Together”

• Mascots: Slavek and Slavko

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Warsaw

Gdańsk

Wrocław

Poznań

Kyiv

Donetsk

Kharkiv

Lviv

#1 Sport & Global Event*

From grassroots to culmination of

football

Is a brand and business building

platform

Is a vehicle to step-change our

business

Global passion and broadGlobal passion and broad--scale scale business opportunitybusiness opportunity

101

*265 million players worldwide; FIFA 2010 cummulative audience of 12 billion people, average of 188 million per each match, shown in every single country on Earth; UEFA 2008 cummulative audience of 4.5 billion people, average of 147 million per each match, shown in 231 countries

0-6 Years Out

Since 1988 we are Partner of the UEFASince 1988 we are Partner of the UEFASince 1988 we are Partner of the UEFASince 1988 we are Partner of the UEFA ............

LongLong--lasting relationshiplasting relationship

102

And since 1978 Partner of FIFAAnd since 1978 Partner of FIFAAnd since 1978 Partner of FIFAAnd since 1978 Partner of FIFA ............

Providing CocaProviding CocaProviding CocaProviding Coca----Cola to the first FIFA WorlCola to the first FIFA WorlCola to the first FIFA WorlCola to the first FIFA Worldddd Cup in UruguayCup in UruguayCup in UruguayCup in Uruguay in in in in 1919191930303030

CompetitionCompetitionCompetitionCompetition

Medals & Medals & Medals & Medals & LessonsLessonsLessonsLessons2222----3333 Years OutYears OutYears OutYears Out

1111----2222 Years OutYears OutYears OutYears Out

1111----0 Years Out0 Years Out0 Years Out0 Years Out

0000----6 Months Post6 Months Post6 Months Post6 Months Post

- After Action Review

Joint implementation processJoint implementation process

InspirationInspirationInspirationInspiration

TrainingTrainingTrainingTraining

- Recruitment of execution Team

- Execution of Event-related and BusinessPlan activities

Review

- Host Country Kick-Off

- Recruitment of Key Roles

- Future Host Country Program

- Legacies and Objectives

- Business Plan

- Master Plan

SupportingServices

Venue Operations Marketing Hospitality

Admin

SUPPORTING SYSTEM FUNCTIONSSUPPORTING SYSTEM FUNCTIONSSUPPORTING SYSTEM FUNCTIONSSUPPORTING SYSTEM FUNCTIONS

� Legal Counsels

� HR Business Partners

� CIPAC Managers

� IT Support

Steering Committee

Dedicated system resourcesDedicated system resources

UEFA EURO 2012™ General Manager UEFA EURO 2012™ General Manager UEFA EURO 2012™ General Manager UEFA EURO 2012™ General Manager

104

- Finance- IT - Project Management- IMCR / Command Center- Accreditation- Str. Security

- Venue and City Operation - VIK- Procurement

- Special Signage- Sole and Exclusive - On-site Activation/Fan Zones- System Motivation- Approvals

- Local & Intern. Hospitality- Ticketing - Hotels - Transportation - Entertainment

CITY

MANAGER

PL

CITY

MANAGER

UA

---- UEFA EURO 2012™ HOST COUNTRY LEGACIES UEFA EURO 2012™ HOST COUNTRY LEGACIES UEFA EURO 2012™ HOST COUNTRY LEGACIES UEFA EURO 2012™ HOST COUNTRY LEGACIES ----

OWN FOOTBALL AS COCAOWN FOOTBALL AS COCAOWN FOOTBALL AS COCAOWN FOOTBALL AS COCA----COLA BRAND BUILDING AND CORPORATE REPUTATION COLA BRAND BUILDING AND CORPORATE REPUTATION COLA BRAND BUILDING AND CORPORATE REPUTATION COLA BRAND BUILDING AND CORPORATE REPUTATION PLATFORMPLATFORMPLATFORMPLATFORM

Leverage local pride of staging the event and youth passion for Football to build brand love, recruit new generation of consumers, increase household penetration, strengthen Corporate Reputation and Employee

Engagement.

WIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDA

PEOPLEPEOPLEPEOPLEPEOPLEPORTFOLIOPORTFOLIOPORTFOLIOPORTFOLIO PLANETPLANETPLANETPLANET

Sustainable business impactSustainable business impact

105

WIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDAWIN WITH THE WINNERS AGAINST VALUE CREATION AGENDA

Exploit unique Football assets with top customers and key channels representing future growth potential to create value, differentiation and customer loyalty, being recognized as a preferred and long-term strategic

partner.

ACCELERATE IC BUSINESS LED BY COCAACCELERATE IC BUSINESS LED BY COCAACCELERATE IC BUSINESS LED BY COCAACCELERATE IC BUSINESS LED BY COCA----COLA BY LEVERAGING TRANSFORMATION COLA BY LEVERAGING TRANSFORMATION COLA BY LEVERAGING TRANSFORMATION COLA BY LEVERAGING TRANSFORMATION OF THE COUNTRY INFRASTRUCTUREOF THE COUNTRY INFRASTRUCTUREOF THE COUNTRY INFRASTRUCTUREOF THE COUNTRY INFRASTRUCTURE

Use Football as a catalyst to capture, convert and activate new and existing Travel and Transportation, HoReCa and Sport outlets/venues to drive IC culture and incidence and visible demonstrate the AFB leadership with

focus on Host Cities.

PRODUCTIVITYPRODUCTIVITYPRODUCTIVITYPRODUCTIVITY

PROFITPROFITPROFITPROFIT

PARTNERSPARTNERSPARTNERSPARTNERS

Owning footballOwning football

CONSUMER RELEVANCE

“Let’s Get Crazy” Campaign run in 75 countries

Youth Active LifestyleFrom Coca-Cola Cup to UEFA EURO 2012™

National promotion

COMMUNITY TRUST

• Almost 600 K participants in 14 tournaments to date• The biggest youth football tournament in Poland - 54%

awareness among teens• Winner of the industry award

“Champion of the Year 2011” in a category “Patron of Youth Sports”

Ambassador: R. Lewandowski Pariticpant of the second edition of CC Cup

Visual Identity System

Transformation and The Spirit of EuroTVCs –

Gogol Bordello music thread

Special signage: over 50 % reach in host cities

Digital and 3D Mapping

Sampling –3 M contacts

Happiness Truck

Special packaging

Host city activationand Trophy Tour

National promotionW/ 10 M prizes

SYSTEM MOTIVATION

Only Coke Can Do Experience / Great Place To Work

Sports”

INTERNET PLATFORM

• Almost 1,000 system participants to date

• 234 applications for chaperons

SPECIAL MOMENTS CELEBRATION

OFFICES BRANDING

CAR BRANDING

• Over 400 cars and trucks

Winning with the winnersWinning with the winners0-6 Years

Out

Unique value added assets

For differentiated Programs

MAKRO

ICICICIC ACTIVATIONACTIVATIONACTIVATIONACTIVATION –––– 15,000 OUTLETS 15,000 OUTLETS 15,000 OUTLETS 15,000 OUTLETS TOP 16 KEY ACCOUNTSTOP 16 KEY ACCOUNTSTOP 16 KEY ACCOUNTSTOP 16 KEY ACCOUNTSDisplay value of Display value of Display value of Display value of €€€€2.5 M 2.5 M 2.5 M 2.5 M

CUSTOMER PREFERENCE

Red Zones 21

Shopping malls 29

Railway Stations 17

Airports 6

Top Clubs 25

Picture of success

Focus areas

107

For differentiated Programs

CARREFOUR

REAL

TESCO

Airport activations

Top Restaurants 300

Entertainment 30

Branded outdoor coolers 1,700

Branded and customized outdoor coolers

Can listing at Biedronka Media value of €750 K

Exploiting tournament rightsExploiting tournament rights

VENUE OPERATIONS VENUE OPERATIONS VENUE OPERATIONS VENUE OPERATIONS

176 people of support staff580 concession points 2,000 staff uniforms2,580 coolers

FAN ZONES ACTIVATION FAN ZONES ACTIVATION FAN ZONES ACTIVATION FAN ZONES ACTIVATION

8 host cities: Estimated 1.5 M spectators at the Stadiums and 5 M in the Fan Zones

Coca-Cola Fan Club Branding

Onstage Entertainment

HOSPITALITYHOSPITALITYHOSPITALITYHOSPITALITY

International Program International Program International Program International Program

Guests from over 63 countries 840 Packages5,280 match tickets

LocalLocalLocalLocal System System System System ProgramProgramProgramProgram

2,368 Packages 966 match tickets

Incidence Drive

SOLE & EXCLUSIVESOLE & EXCLUSIVESOLE & EXCLUSIVESOLE & EXCLUSIVE

138 personsInt. Vs. Nat.: 58% vs. 42%

620 personsint. Vs. Nat.: 25% vs. 75%

93 Official match balls

Gaining top of mind awarenessGaining top of mind awareness

WHICH BRANDS ARE THE SPONSORS OF UEFA EURO 2012™?

5%

48%48%48%48%CocaCocaCocaCoca----ColaColaColaCola

Biedronka

UKRAINE POLAND

36%

55%55%55%55%CocaCocaCocaCoca----ColaColaColaCola

Chernigivske

Source: UMG-International, March 2012 Source: B3 results, March 2012

1%

2%

3%Warka

Pepsi Cola

Carlsberg

5%

6%

9%

17%Obolon

Adidas

McDonalds

Epicenter

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