High quality innovation to drive growth in volume / revenue / market share and premiumizationFocus on core to enhance presence for solid baseCapture consumer / social needs with packaging Expansion into white spaceTargeted marketing investments focused on growth channels and categoriesStrengthen consumer-oriented marketing investmentAppropriate level of promotion Price revision and continuous monitoringRevenue recovery by per machine growth and VM placement, supported by high market share baseLeverage our digital platform "Coke ON" and update functions for improved engagement Improve operations further through DXExecutive Officer, Chief Commercial OfficerCostin MandreaStrengthen customer relationships with proposal type salesAccelerate DX across various areas of analysis, planning, operation and executionTransformation continuesCollaboration with Coca-Cola Japan to leverage Coke system networkCommercial engages in finely tuned sales and marketing activities on a daily basis to ensure more customers and consumers choose Coca-Cola products. Since our establishment in 2017, we partnered with our customers to deliver happy moments to our consumers, we have worked to establish a top class sales team, digitalize our sales and marketing activities and enhance our commercial capabilities. We have also worked to innovate operational processes with a focus on achieving simple, low-cost operations while providing high quality services.In 2021, the business environment was as challenging as in 2020, with slow growth in total demand against a backdrop of delayed recovery in the traffic due to the continuing impact of COVID-19. Nevertheless, we managed to increase sales volume and improve market share compared to 2020 by launching new products such as Yakan no Mugicha from Hajime, Ayataka Café Matcha Latte and COSTA Coffee, and executing a commercial strategy adapted to consumption trends, such as growing demand for at-home consumption. We have achieved positive results in the areas we have focused on despite challenging market conditions.For 2022, the pillars of our profitable growth strategies are Expand Portfolio edge, Margin focused Pricing, Growth through Vending Channel and Customer Partnership & Execution Excellence. Each of these initiatives is making steady progress, as we have been able to capture opportunities for increased demand resulting from the recent recovery in consumer traffic as well as benefiting from the commercial transformation efforts from last 2 years.We are launching a number of new products, such as a lemon sparkling beverage Fanta Premier Lemon, Ayataka Café Hojicha Latte in the Ayataka Café series, and non-alcohol Yowanai Lemon-dou, making steady progress with growing sales. We are also working on appropriate pricing and controlling marketing investments to improve our earnings base. As part of this, shipment price revisions started with large PET bottles, implemented in May as planned, with the understanding for the customers, and will continue throughout the year. Furthermore, in the vending channel, we have increased our value market share for 37 consecutive months (as of April 2022), indicating the success of our initiatives to date. We are enhancing our promotions through Coke ON and installation of vending machines with the increase in consumer traffic to achieve steady growth.We always say we have only two types of jobs: Sell or Help Selling. Entire organization is living by this principle, working every day to fulfill our mission of deliver happy moments to everyone while creating value.15Expand Portfolio EdgeMessage fromHead of Commercial Margin Focused PricingGrowth throughVending ChannelCustomer Management &Execution Excellence〈2022 Commercial Strategic Pillars〉Commercial Activities
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