TRANSLATING BRAND VALUE INTO CUSTOMER ... - Psddev.com
TRANSLATING BRAND VALUE INTO CUSTOMER ... - Psddev.com
TRANSLATING BRAND VALUE INTO CUSTOMER ... - Psddev.com
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<strong>TRANSLATING</strong> <strong>BRAND</strong> <strong>VALUE</strong><strong>INTO</strong> <strong>CUSTOMER</strong> <strong>VALUE</strong>Alison LewisSr. Vice President, North America MarketingCoca-Cola North AmericaJulie FrancisChief Commercial Officer,Coca-Cola Refreshments1
We Operate In A Complex MarketplaceConsumerNeedsConsumptionOccasionsInformedShoppersManyPackagesNumerousBrand ChoicesMoreProductOptionsMulticulturalLandscapeDigitallyConnectedConsumersChangingRetailFormatsMoreOutletsDistributionSystems2
Our Role And Challenge Is To Build CapabilitiesTo Segment And ExecuteCONSUMERS ANDSHOPPERSCONTENT ANDCONNECTIONPLATFORMSOCCASION-<strong>BRAND</strong>-PACKAGE-PRICE-CHANNELREVENUE GROWTHMANAGEMENTEXECUTIONEXCELLENCEKwikkedrinkincokeBar chartTO GROW, SUSTAIN AND REPEAT3
We Size And Segment The ConsumerAnd Shopper OpportunityCATEGORY ASSESSMENTCONSUMPTION OCCASIONSREVENUE OPPORTUNITYCONSUMERSSHOPPERS4
Build Connections To Consumer Segments ThroughLeadership And Proprietary Passion Points And OccasionsYouth Multicultural Family ShoppersConsumer Passions and Occasions5
We Segment Occasions To Connect Brands To ShoppersOccasionBrandPackagePriceChannel6
Prior To OBPPC - Assortment And Price Points LimitedBefore OBPPC StrategyLimited AssortmentFew Price PointsLimitedConsumer ValuePRICE PER OUNCEDispersed Messaging7
Now OBPPC Aligns Offerings With Shopper NeedsAfter OBPPC StrategyOptimized AssortmentExpanded Price PointsExpandedConsumer ValuePRICE PER OUNCEOccasion Messaging8
Execution Of Our OBPPC Is Driving Positive ResultsRECRUIT SUSTAIN REFRAMEContour 1.25LContour 2L+30 million55%17%IncrementalOccasionsSource: Nielsen Homescan Panel, Market Summary,Total US All Outlets, Last 43 Weeks, June 2011% of Volume SourcedFrom Our CompetitorsSource:Shopper Card Data from Leading National Retailer% of Dollar SalesIncremental to theCategorySource:Shopper Card Data from Leading National Retailer9
Commercial Leadership Translates Brand StrategiesInto Customer ValueCATEGORY MARKETINGConsumersCOMMERCIAL LEADERSHIPCategoryCommercializationPARTNERSOur CustomersOccasionsConnectionsChannel Strategyand RegionCommercializationCommercialCapabilities Centerof ExcellencePlanning andRevenue GrowthManagementOur RegionsOur Bottling System10
Revenue Growth Management Drives Value$3Maximize Returns2Optimize RevenueGrowth Across Channels1SYSTEM<strong>VALUE</strong>Create LongTerm Value11
Earning Price In The MarketplaceBIG BOTTLEPILOTConsumerOccasion1.25L ContourSnacking/FamilyConnection2L ContourFamilyMealsRESULTSGrew OccasionsExpanded Retailer MarginsIncreased Retail PricingShopperRoleEverydayAffordabilityEveryday FamilyValue MealsPRICEPilotPeriodRetailerRoleDriveIncidenceIncreaseFrequencyPre-PilotPeriodVOLUME12
Segmented Execution Delivers The Perfect Outlet1SetPrioritiesENABLES SUPERIOREXECUTION2TailorMessagingCONNECTS WITHCONSUMERS125 Days of Summer – Look of Success3LeverageFull PortfolioDRIVES TOTAL BEVERAGEGROWTH13
Integration Has Enabled The AccelerationOf Our “Soul To Shelf” InitiativesSHARED VISIONINTEGRATED ORGANIZATIONSpeedENABLING CAPABILITIESEXTERNALLY FOCUSEDInsightsContinuousImprovementKnowledgeTransferCustomers Competition Communities14
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