appointments that neither restrict us in setting the prices at which we sell fountain syrups to the wholesalers nor restrict the territories in which the wholesalers may resell in the United States. 

The Nonalcoholic Beverage Segment of the Commercial Beverage Industry 

We operate in the highly competitive nonalcoholic beverage segment of the commercial beverage industry. We face strong competition from numerous other general and specialty beverage companies. We, along with other beverage companies, are affected by a number of factors, including, but not limited to, cost to manufacture and distribute products, consumer spending, economic conditions, availability and quality of water, consumer preferences, inflation, political climate, local and national laws and regulations, foreign currency exchange fluctuations, fuel prices and weather patterns. 

Our Objective 

Our objective is to use our formidable assets — our brands, financial strength, unrivaled distribution system, global reach, and the talent and strong commitment of our management and associates — to achieve long-term sustainable growth. Our vision for sustainable growth includes the following: 

People:Beingagreatplacetoworkwherepeopleareinspiredtobethebesttheycan be. 

Portfolio:Bringingtotheworldaportfolioofbeveragebrandsthatanticipatesandsatisfiespeople'sdesiresand needs. 

Partners:Nurturingawinningnetworkofpartnersandbuildingmutual loyalty. 

Planet:Beingaresponsibleglobalcitizenthatmakesa difference. 

Profit:Maximizingreturntoshareownerswhilebeingmindfulofouroverall responsibilities. 

• Productivity:Managingourpeople,timeandmoneyforgreatest effectiveness. 



Strategic Priorities 

We have the following five strategic priorities designed to create long-term sustainable growth for our Company and the Coca-Cola system and value for our shareowners: 

Accelerate sparkling growth, led by brand Coca- Cola 

Strategically expand our profitable still portfolio 

Increase media investments by maximizing productivity 

Win at the point of sale by unlocking the power of the Coca-Cola system 

Invest in our next generation of leaders 

To enable the entire Coca-Cola system so that we can deliver on these strategic priorities, we must further enhance our core capabilities of consumer marketing; commercial leadership; franchise leadership; and bottling and distribution operations. 

Core Capabilities 

Consumer Marketing 

Marketing investments are designed to enhance consumer awareness of, and increase consumer preference for, our brands. Successful marketing investments produce long-term growth in unit case volume, per capita consumption and our share of worldwide nonalcoholic beverage sales. Through our relationships with our bottling partners and those who sell our products in the marketplace, we create and implement integrated marketing programs, both globally and locally, that are designed to heighten consumer awareness of and product appeal for our brands. In developing a strategy for a Company brand, we conduct product and packaging research, establish brand positioning, develop precise consumer communications and solicit consumer feedback. Our integrated marketing