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KAP : COCA-COLA ICECEK A.S. / CCOLA [] OZEL DURUM ACIKLAMASI (GENEL) 13.01.2015 17:56:53

OZEL DURUM ACIKLAMASI (GENEL)
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ORTAKLIGIN ADRESI : ESENKENT MAH. DENIZ FENERI SOKAK NO:4 34776 UMRANIYE ISTANBUL
TELEFON VE FAKS NUMARASI : 0 216 528 40 00 - 0 216 510 70 08
E-POSTA ADRESI : CCI-IR@CCI.COM.TR
ORTAKLIGIN YATIRIMCI/PAY SAHIPLERI ILE ILISKILER BIRIMININ TELEFON VE FAKS NUMARASI : 0 216 528 33 92 - 0 216 510 70 08
YAPILAN ACIKLAMA ERTELENMIS ACIKLAMA MI? : HAYIR
OZET BILGI : 2014 SATIS HACMI / 2014 VOLUME ANNOUNCEMENT


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2014 SATIS HACMI

SIRKETIMIZIN 2014 YILINA AIT SATIS HACMI RAKAMLARI GECEN YILIN AYNI DONEMIYLE KARSILASTIRMALI SEKILDE ASAGIDA SUNULMUSTUR.

KONSOLIDE SATIS HACMI

KONSOLIDE SATIS HACMI, ULUSLARARASI OPERASYONLARDAKI CIFT HANELI BUYUME SAYESINDE, 2014 YILINDA %6,9 ARTIS GOSTEREREK 1,131 MILYON UNITE KASAYA ULASTI. 2014`UN DORDUNCU CEYREGINDE KONSOLIDE SATIS HACMI %2,7 AZALARAK 204 MILYON UNITE KASADAN 198 MILYON UNITE KASAYA GERILEDI.

2013 YILINDA TOPLAM SATIS HACMINDE %46 OLAN ULUSLARARASI OPERASYONLARIN PAYI, 2014`TE %49`A YUKSELDI. BU ARTISTA ORTA ASYA VE PAKISTAN`DAKI YUKSEK ORGANIK BUYUME ETKILI OLDU.

GAZLI ICECEKLER KATEGORISI, COCA-COLA VE SPRITE MARKALARINDAKI BUYUMENIN ETKISIYLE %4,8 BUYUME KAYDEDERKEN; SU KATEGORISI %11,4 SATIS HACMI ARTISI KAYDETTI. SU HARIC GAZSIZ ICECEKLER KATEGORISI, MEYVE SUYU VE BUZLU CAY SEGMENTLERINDEKI GUCLU ARTIS SAYESINDE %15,9 BUYUME GOSTERDI.

TURKIYE OPERASYONU

TURKIYE OPERASYONUNUN SATIS HACMI, 2014 YILINDA %0,7 ARTIS KAYDEDEREK 578 MILYON UNITE KASAYA ULASTI. SATIS HACMI YILIN ILK YARISINDA ORTALAMANIN UZERINDE SEYREDEN SICAKLIKLAR VE BASARILI KAMPANYALARLA GUCLU BIR ARTIS SERGILERKEN; TUKETICI GUVEN ENDEKSI`NDEKI GERILEME VE YUKSEK SEZONDAKI OLUMSUZ HAVA KOSULLARI YILIN TAMAMINDAKI HACIM ARTISINI SINIRLADI.

2014 BOYUNCA, TOPLAM PORTFOYDE YERINDE TUKETIME YONELIK PAKETLERIN PAYI TUM KATEGORILERDE ARTMAYA DEVAM EDERKEN, SATILAN TOPLAM PAKET SAYISINDAKI ARTIS YENI TUKETICI KAZANIMLARINI DESTEKLEDI. DIGER YANDAN, GAZLI ICECEKLER KATEGORISINDE SATILAN TOPLAM PAKET SAYISI GECEN YILA GORE YATAY BIR SEYIR IZLEMESINE KARSIN, BUYUK HACIMLI PAKETLERDEKI DARALMA, BU KATEGORIDEKI HACIM ARTISINI ETKILEDI.

GAZLI ICECEK KATEGORISI 2014 YILININ TAMAMINDA %4,9 DARALIRKEN, COCA-COLA ZERO %50`NIN UZERINDE SATIS HACMI BUYUMESI KAYDETTI. 200 ML KUTU, 250 ML KUTU VE 200 ML CAM SISE GIBI KUCUK PAKETLERLE BERABER YERINDE TUKETIME YONELIK PAKETLERIN TOPLAM GAZLI ICECEK KATEGORISINDEKI PAYI ARTMAYA DEVAM ETTI.

GAZSIZ ICECEKLER KATEGORISI (SU HARIC), 2014`TE BUZLU CAY VE MEYVE SUYU KATEGORILERININ DESTEGIYLE YUKSEK ONLU BUYUME KAYDETTI. CAPPY MARKASI TUM ALT KATEGORILERINDE HACIM ARTISI SERGILERKEN, TOPLAMDA %10`UN UZERINDE BUYUDU. BUZLU CAY KATEGORISI ISE, GUCLU PERFORMANSINA 2014`TE DE DEVAM EDEREK %50`DEN FAZLA SATIS HACMI BUYUMESI KAYDETTI. YERINDE TUKETIME YONELIK PAKETLERIN TOPLAM GAZSIZ ICECEK KATEGORISINDEKI PAYI DA ARTMAYA DEVAM ETTI.

SU KATEGORISININ DAHA KARLI OLAN KUCUK PAKETLERE ODAKLANILARAK OPTIMIZE EDILMESI SURECI DE DEVAM ETTI. SU KATEGORISI (DAMACANA HARIC) ORTA TEK HANELI SATIS HACMI ARTISI GOSTERDI. CAY KATEGORISI ISE DOKME CAY SATISLARINDAKI ARTIS SAYESINDE YAKLASIK %12 BUYUDU.

2014`UN SON CEYREGINDE, TURKIYE SATIS HACMI, BIR ONCEKI YILIN AYNI DONEMINE GORE %12 DARALARAK 98 MILYON UNITE KASA OLARAK GERCEKLESTI. YILIN SON CEYREGINDE TUKETICI GUVEN ENDEKSI`NDEKI SERT DUSUS VE EKIM AYINDA EN YUKSEK HACIM YAPAN URUNLERDEKI FIYAT ARTISLARI SON CEYREKTEKI HACIM RAKAMLARINI OLUMSUZ ETKILEDI.

ULUSLARARASI OPERASYONLAR

2014 YILINDA ULUSLARARASI OPERASYONLARIN SATIS HACMI %14,2 ARTIS KAYDETTI. BASARILI KAMPANYA VE PROMOSYONLAR HACIM ARTISINA KATKI SAGLARKEN, KAZAKISTAN`DAKI DEVALUASYON, PAKISTAN`DAKI SEL FELAKETLERI VE POLITIK GERGINLIKLER ILE IRAK`TAKI GUVENLIK SORUNLARI GIBI ONEMLI OLUMSUZ GELISMELERE RAGMEN CIFT HANELI BUYUME GERCEKLESTI.

PAKISTAN SATIS HACMI, GUCLU YEREL PAZARLAMA KAMPANYALARI VE SOGUTUCU YATIRIMLARININ DA ETKISIYLE 2014`TE %16,5 BUYUDU. GAZLI ICECEK VE SU KATEGORILERI CIFT HANELI BUYUME KAYDEDERKEN, COCA-COLA ICECEK 2014 BOYUNCA ULKEDEKI PAZAR PAYINI YUKSELTMEYE DEVAM ETTI.

ORTA ASYA OPERASYONLARI, 2014`TE %16,0 HACIM ARTISI KAYDETTI. BOLGEDEKI EN BUYUK PAZAR OLAN KAZAKISTAN, GAZLI ICECEK KATEGORISINDEKI %20`NIN UZERINDE BUYUME VE PAZAR PAYI KAZANIMLARIYLA BIRLIKTE %18,8 HACIM ARTISI GOSTERDI.

IRAK SATIS HACMI, 2014`TE %6,4 ARTARKEN, GUNEY IRAK`TAKI GUCLU ORGANIK BUYUME KUZEY IRAK`TAKI HACIM DARALMASINI BUYUK OLCUDE TELAFI ETTI. NEVRUZ VE KUPA COCA-COLA KAMPANYALARI HACIM ARTISINI DESTEKLEDI.

2014`UN SON CEYREGINDE, ULUSLARARASI OPERASYONLARIN SATIS HACMI, OZELLIKLE PAKISTAN VE KAZAKISTAN PAZARLARININ KATKISIYLA BIR ONCEKI YILIN AYNI DONEMINE GORE %8,4 ARTARAK 100 MILYON UNITE KASA OLARAK GERCEKLESTI.


ENGLISH VERSION:

2014 VOLUME ANNOUNCEMENT

CONSOLIDATED SALES VOLUME INCREASED BY 6.9% IN 2014 ON THE BACK OF DOUBLE DIGIT GROWTH IN INTERNATIONAL MARKETS. INTERNATIONAL SALES VOLUME ACCOUNTED FOR 49% OF TOTAL VOLUME IN 2014 COMPARED TO 46% IN 2013. THE SHARE OF INTERNATIONAL OPERATIONS IN TOTAL SALES VOLUME CONTINUED TO INCREASE THROUGHOUT 2014, DRIVEN BY HIGH ORGANIC GROWTH.

THE SPARKLING CATEGORY GREW BY 4.8%, DRIVEN BY COCA-COLA AND SPRITE BRANDS. WATER CATEGORY DELIVERED 11.4% GROWTH. THE STILL CATEGORIES EXCLUDING WATER GREW BY 15.9% IN 2014, SUPPORTED BY THE STRONG GROWTH OF JUICE AND ICE TEA SEGMENTS.

TURKEY VOLUME

TURKEY SALES VOLUME INCREASED BY 0.7% FROM 574 MILLION UNIT CASES IN 2013 TO 578 MILLION UNIT CASES IN 2014. VOLUME GROWTH IN THE FIRST HALF OF THE YEAR WAS STRONG, DRIVEN BY HIGHER THAN AVERAGE TEMPERATURES AND SUCCESSFUL CAMPAIGNS. THIS WAS DAMPENED BY ADVERSE CONSUMER SENTIMENT, PARTICULARLY IN Q3 AND Q4, IN ADDITION TO MORE WET DAYS IN THE PEAK SEASON RESULTING IN LIMITED SALES VOLUME GROWTH FOR THE FULL YEAR.

THE SHIFT OF SALES MIX TOWARDS IMMEDIATE CONSUMPTION (IC) PACKAGES CONTINUED IN ALL CATEGORIES THROUGHOUT THE YEAR, WHILE THE NUMBER OF TRANSACTIONS INCREASED, CREATING RECRUITMENT OPPORTUNITIES. ON THE OTHER HAND, ALTHOUGH THE NUMBER OF TRANSACTIONS FOR SPARKLING WAS FLAT, THE VOLUME CONTRACTION IN FUTURE CONSUMPTION (FC) PACKAGES WITH LARGER VOLUMES IMPACTED SPARKLING CATEGORY AND HENCE WEIGHED ON THE VOLUME GROWTH IN TURKEY.

THE SPARKLING BEVERAGE CATEGORY CONTRACTED BY 4.9% IN 2014, WHILE COCA-COLA ZERO GREW MORE THAN 50%. THE SHARE OF IMMEDIATE CONSUMPTION (IC) PACKAGES IN THE TOTAL SPARKLING MIX CONTINUED TO INCREASE IN 2014 ON THE BACK OF SUCCESSFUL IC PACKAGES SUCH AS CAN 200ML, CAN 250ML AND RGB 200ML.

STILL BEVERAGES, EXCLUDING WATER, GREW AT HIGH TEENS IN 2014 ON THE BACK OF DOUBLE DIGIT GROWTH BOTH IN ICE TEA AND JUICE CATEGORIES. CAPPY BRAND MAINTAINED ITS STRONG VOLUME GROWTH WITH ALL SUBCATEGORIES, POSTING OVER 10% OVERALL GROWTH. ICE TEA SEGMENT CONTINUED ITS SOLID PERFORMANCE IN 2014, DELIVERING OVER 50% VOLUME GROWTH. THE SHARE OF IC PACKAGES IN THE TOTAL STILL MIX ALSO INCREASED.

OPTIMIZATION OF WATER CATEGORY THROUGH INCREASED FOCUS ON MORE PROFITABLE SMALL IC PACKAGES ALSO CONTINUED. THE WATER CATEGORY EXCLUDING HOD (HOME AND OFFICE, DELIVERY) SEGMENT, GREW AT MID-SINGLE DIGITS. THE TEA BUSINESS POSTED ALMOST 12% GROWTH, SUPPORTED BY THE LOOSE TEA SEGMENT.

IN 4Q14, TURKEY SALES VOLUME DECREASED BY 12% TO 98 MILLION UNIT CASES. THE SHARP DECLINE IN THE CONSUMER CONFIDENCE IN THE LAST QUARTER AND PRICE INCREASES ON THE MOST SELLING PACKAGES EFFECTIVE FROM OCTOBER ONWARDS HAD A NEGATIVE IMPACT ON 4Q VOLUME FIGURES.

INTERNATIONAL VOLUME

INTERNATIONAL OPERATIONS DELIVERED 14.2% VOLUME GROWTH IN FY14. SUCCESSFUL CAMPAIGNS AND PROMOTIONS ACROSS THE KEY MARKETS SUPPORTED VOLUME GROWTH IN INTERNATIONAL OPERATIONS. DOUBLE DIGIT VOLUME GROWTH WAS ACHIEVED IN SPITE OF SOME MAJOR NEGATIVES THROUGHOUT 2014, SUCH AS DEVALUATION IN KAZAKHSTAN, FLOODS AND POLITICAL UNREST IN PAKISTAN AND SECURITY PROBLEMS IN NORTH IRAQ.

IN PAKISTAN, SALES VOLUME GROWTH WAS 16.5% IN 2014, DRIVEN BY STRONG LOCAL MARKETING CAMPAIGNS AS WELL AS INCREASING COOLER AVAILABILITY. SPARKLING AND WATER CATEGORIES DELIVERED DOUBLE DIGIT VOLUME GROWTH WHILE CCI MANAGED TO GAIN FURTHER MARKET SHARE IN SPARKLING CATEGORY IN 2014.

CENTRAL ASIA CONTINUED TO DELIVER STRONG VOLUME GROWTH WITH 16.0% IN 2014. KAZAKHSTAN, THE LARGEST MARKET IN THE REGION, DELIVERED 18.8% VOLUME GROWTH IN 2014, BACKED BY MARKET SHARE GAINS AND MORE THAN 20% VOLUME GROWTH IN THE SPARKLING CATEGORY.

IRAQ VOLUME GREW 6.4% IN 2014, WITH STRONG ORGANIC GROWTH IN SOUTH IRAQ COMPENSATING FOR THE CONTRACTION IN THE NORTH. MARKETING CAMPAIGNS AND PROMOTIONS AS NOWRUZ CAMPAIGN AND COPA COCA-COLA SUPPORTED VOLUME GROWTH IN IRAQ.

IN 4Q14, INTERNATIONAL SALES VOLUME INCREASED BY 8.4% TO 100 MILLION UNIT CASES, MAINLY DRIVEN BY PAKISTAN AND KAZAKHSTAN MARKETS.



WE HEREBY DECLARE THAT OUR ABOVE STATEMENTS ARE IN CONFORMITY WITH THE PRINCIPLES INCLUDED IN THE CAPITAL MARKETS BOARD`S COMMUNIQUÉ ON MATERIAL EVENTS, THAT THEY FULLY REFLECT THE INFORMATION WE HAVE ACQUIRED, THAT THE INFORMATION COMPLIES WITH OUR BOOKS, RECORDS AND DOCUMENTS, THAT WE HAVE MADE OUR BEST EFFORT TO FULLY AND ACCURATELY OBTAIN ALL INFORMATION REGARDING THE MATTER AND THAT WE ARE RESPONSIBLE FOR THIS DISCLOSURE MADE HEREBY.

THIS IS AN ENGLISH TRANSLATION OF THE ORIGINAL OFFICIAL PUBLIC DISCLOSURE MADE BY COCA-COLA ICECEK IN TURKISH THROUGH THE PUBLIC DISCLOSURE PLATFORM (WWW.KAP.GOV.TR ), FOR INFORMATION PURPOSES ONLY. IN THE EVENT OF ANY DISCREPANCY BETWEEN THIS TRANSLATION AND THE ORIGINAL TURKISH DISCLOSURE, THE ORIGINAL TURKISH DISCLOSURE SHALL PREVAIL. COCA-COLA ICECEK MAKES NO WARRANTIES OR REPRESENTATIONS ABOUT THE ACCURACY OR COMPLETENESS OF THE ENGLISH TRANSLATION AND ASSUMES NO LIABILITY FOR ANY ERRORS, OMMISSIONS OR INACCURACIES THAT MAY ARISE FROM USE OF THIS TRANSLATION.



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