Shelf savvy thinking vol xv building our brands in-store
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Transcript of Shelf savvy thinking vol xv building our brands in-store
CONFIDENTIAL
Building Our Brands
In-StoreA review of Coca-Cola in-store brand messages
that have helped develop our brands over time
1
CONFIDENTIAL
Our retail marketing strategies change focus
as the category evolves
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Transaction
Frequency
Incidence
Establish
Refreshment
Fundamentals
Build
Anchor
Occasions
Expand
Daily
Habits
Per Capita
Consumption
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Category Evolution Map
Category
Development
Strategic
Focus
CONFIDENTIAL
Retail activation builds upon core
fundamentals
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Establish Refreshment Fundamentals
Channel: Independent
Occasions: Away from Home (On-the-Go; Work / School)
Packs: Affordable Single Serve Contour Bottle
Messaging: Intrinsic (e.g., ice cold refreshment)
Build Anchor Occasions
Channel: Horeca, Independent
Occasions: Away from Home Meals and Leisure
Packs: Frequency; Single Serve Contour
Messaging: Intrinsic and occasion-based
Expand Daily Habits
Channel: Supers / Hypers, Discounters
Occasions: At Home Meals and Leisure
Packs: Multi-Serve Contour Bottles / Cans
Messaging: Occasion-based, Extrinsic
Lo
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Mid
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Category Evolution Map
Transaction
Frequency
Incidence
CONFIDENTIAL
• Summer
• On-the-Go
• Leisure
• Holidays
• With Food
• Family Meals
Two core message themes have helped
establish our brand over time
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• Ice Cold Refreshment
• Invitation
• Taste Experience
Whyshould you drink a Coke?
Whenshould you drink a Coke?
Incidence
Transaction
Frequency
Incidence
Transaction
Frequency
CONFIDENTIAL 17
when?Historical
Summer