Retail Merchandiser - September/October 2013 - (Page 14)

Upfront THE COCA-COLA CO. CocaGlobal The iconic logos, slogans and characters created by Coca-Cola are licensing gold that is being promoted worldwide in innovative products. Licensing for Europe is significantly different from licensing in other areas of the world. “What’s really different about Europe is it’s a much more complex market in the way that it consists of a large number of unique countries,” the Coca-Cola Co.’s Global Licensing Manager Marsha Schroeder points out. “Each country has their own language, as well as their own government and different terms for importing and exporting products. There are very specific retailers by country, and also there are some specific trends by country. For example, something that may work really well in the United Kingdom may not work well in France, and vice-versa.” One thing that is true the world over is that Coca-Cola becomes popular wherever it is introduced. It is that popularity that makes licensing products with its logos and slogans so successful. “We continue to place a lot of emphasis on design as a way for us to differentiate our products in the market and also different tiers of retail,” Schroeder remarks. “We also continue to focus on innovation across the licensing business.” A concept that is proving successful is bundling Coca-Cola with products bearing its logo and slogans. Brand Packaging Solutions, a company based in the United Kingdom, is creating gift sets that feature bottles filled with Coca-Cola combined with Coca-Cola-branded accessories and homeware items, such as glasses or bottle openers with the Coca-Cola logo. The company then sells these to retailers in the United Kingdom. 14 September/October 2013 Marsha Schroeder, global licensing manager Atlanta

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2013

Retail Merchandiser - September/October 2013
BLE 2013
Cyber Defense
Looney Tunes
The Biggest Loser
SeaWorld Parks & Entertainment
LeBlanc’s Food Stores
Clark Appliance
16 Handles
Cycle Gear
Wedge Community Co-op
All-Rite Construction Inc.
Radio Shack
Terraco Inc.
New & Notable
Focus on Convenience Stores
Bagels or Bookcases
Healthy Food
NACS 2013
Casey’s General Store
Monarch Custom Beverages
Craig Distributing
Nouria Energy
Maritime Farms
Speedy Q Markets
Parker Cos.
Orton Oil
The Linn Cos.
Tiger Fuel Co.
Architec Housewares
State Oil Co.
La Vie en Rose
New & Notable

Retail Merchandiser - September/October 2013