A world-class selling organisation Since the merger that created Coca-Cola Hellenic (CCHBC) in August 2000, solid foundations have been laid to ensure the group's success. Coca-Cola Hellenic's seamless relationship with The Coca-Cola Company, with the two companies working closely to invest in high-potential growth markets and the creation of point-of-purchase and in-store presentations with powerful communication messages that connect with and touch consumers, enables both companies to focus on what they do best. The importance of our people Aspiring to be world class means inspiring the people who are at the heart of the business to deliver outstanding performance. From Greece to Ireland, from Russia to Nigeria, Coca-Cola Hellenic is a highly diverse organisation in terms of the markets it serves and the people it employs. Efficient capital investment Focusing its capital investment on the higher profitability areas of the beverage business, such as cold drink equipment, lets Coca-Cola Hellenic minimise cash outflows on fixed assets, as well as improve return on existing assets. Significant company infrastructure is in place, including production facilities in over 80 locations throughout the countries where Coca-Cola Hellenic operates. Concern for the environment The environment is a key concern in every community in every part of the world. Coca-Cola Hellenic reflects this concern by making environmental protection a central focus in all its activities across every one of its markets in 26 countries. The Four A's By uniting Availability, Affordability, Acceptability and Activation, essential elements in creating a world-class selling organisation, Coca-Cola Hellenic is well positioned to maintain constant and growing demand in its markets. »  Availability - Coca-Cola Hellenic reaches out to consumers by placing its full range of products not just within an arm's reach of desire, but by providing the right package, in the right location, at the right time. »  Affordability - By offering a wide variety of desirable, quality products, in the package appropriate for each market, for each occasion, and for the right price, Coca-Cola Hellenic gives consumers affordable choice. »  Acceptability - Relentless control, effective customer service, outstanding efficiency, and the best route to market, combined with a detailed knowledge of consumer needs, guarantees that Coca-Cola Hellenic products are acceptable to consumers across every market. »  Activation - Consumer motivation for choosing Coca-Cola Hellenic products comes through providing them at the right price for the right brand, in the right location. By placing them in interesting and enticing point-of-purchase displays, by making them available via precisely placed coolers, or vendors, or racks, or fountains, and by making them relevant to the lives of purchasers, Coca-Cola Hellenic activates consumer demand. A broader product range In order to satisfy the needs of its huge territory, Coca-Cola Hellenic continually introduces new flavours, packaging and promotions that complement the core brands of Coca-Cola, Coca-Cola light, Fanta and Sprite. This involves a combination of adding new brands and reinvigorating and reintroducing the company's portfolio to customers and consumers. The Coca-Cola brand, which accounts for over 50% of the company's sales, remains the central profit driver for Coca-Cola Hellenic. However, each Coca-Cola Hellenic operation has the scope to manage its own businesses, and to sell the right products for its country. In Ukraine and Russia, locally created products such as Fruktime and Sparletta, which are priced to complement Coca-Cola Hellenic's core brands and customised to local flavours that appeal to local consumers, have achieved significant success. The Amita brand of juice has reactivated the juice market in Greece with more exciting package styles including Amita Fun! for younger consumers. Through its focus on identifying and developing opportunities for brand innovation, and further strengthening of its position in juice products, energy and sports drinks, and the rapidly growing bottled water category, Coca-Cola Hellenic is solidifying its position as one of the leading bottlers of non-alcoholic beverages in Europe.