This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and operating a regional standardised brand execution model to the local level, generating actionable and proactive response to competence and the market on the go, provides full objectivity and visibility to channel administrators and executors, and creates a real link between execution and impact on sales.
This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the promise of agile research in the spirit of fail fast and learn quickly as brands get results in hours or days, not weeks. The implication for marketers is the ability to use consumer insights more often in the decision-making process, for the research industry this new technology provides the ability to deliver insights at the speed necessary to align with the hectic pace of business today. Forming collaborative partnerships with ZappiStore and SSI, Coca-Cola explored real-world applications of agile and cost-effective research, shifting the purpose of insights from validation to continual learning.
This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the promise of agile research in the spirit of fail fast and learn quickly as brands get results in hours or days, not weeks. The implication for marketers is the ability to use consumer insights more often in the decision-making process, for the research industry this new technology provides the ability to deliver insights at the speed necessary to align with the hectic pace of business today. Forming collaborative partnerships with ZappiStore and SSI, Coca-Cola explored real-world applications of agile and cost-effective research, shifting the purpose of insights from validation to continual learning.
This paper describes Coca-Cola's Real-Time Intelligence platform, built together with the System 1 Market Research agency BrainJuicer and brand consultants Talk Inc. Through this initiative, Coca-Cola gained access to real-time insights into its consumers' engagement with the brand, to anticipate and quickly act on opportunities, positively impacting Coca-Cola equity. The platform, initially developed for the World Cup 2014, is now a reality within Coke and perhaps the richest legacy left by the event. This case proposes an important question to all marketers: How ready are we to face the new reality of empowered consumers wielding the power of technology and media to produce unprecedented velocity of brand interactions? Real-time intelligence is essential for this new reality.
Keynote speaker: Galya Frayman Molinas, President Turkey, Caucasus & Central Asia, The Coca-Cola Company, Turkey.
This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca- Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave naturally in traditional research environments - it is necessary to meet them in their natural habitat, when we need the youth to be Creative, connected, engaged, available 24 / 7. youth are known to become bored easily, have short attention spans, and easily dismiss the un-cool (research!). So we decided to meet them in their playing field - Facebook. By developing an ongoing relationship with the consumer, we were able to achieve low attrition rates. Brand teams can access the community in real time - and are using it for multiple tactical and strategic research.
This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world's most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how to survive in an increasingly complex reality with a tool that is relevant to local teams, while leveraging global knowledge. The presentation highlights how a centralized knowledge repository solution enables Coca-Cola strategists to manage an ever-growing portfolio of brands and categories, and provides examples of the synthesising analysis that is possible.
The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal was to create a set of brand communication campaigns that speak to the people in a way that touches their hearts and transmits a positive message to the world. Understanding consumers as humans, with tensions and desires, was a big enabler in achieving this.
The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static understanding of consumers) into a series of frames (future brand performance over time). Early applications and benefits include the identification of high return marketing initiatives scalable across regions, as well as the creation of a company-wide language able to connect business goals to marketing actions.
Project Shopper 360° shows how brands can respond to the challenges of the post recession shopper landscape through continual dialogue with consumers. This paper will show how cutting edge community research combined with on the go mobile and video research can get under the skin of how shoppers make decisions across a range of retail environments.
Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption. An innovative project process enabled consumers to create a new relevant and market proven product (mixer). As a result Coca-Cola has encouraged consumer creativity sessions and expert validations in our product development process.
This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show how approaching a classic insight question with a collaborative, open source mentality has allowed us to enter completely new spaces: find out answers to questions that we didn't even know we wanted to ask. Although the project in question was aimed at older teens, the method - online communities and co-creation - has been followed across other key audiences for Coca-Cola both in GB, and increasingly across the globe. The paper will also show how the project has evolved over time, bringing in new tools and techniques and adapting to the needs of the business to keep Coca-Cola completely in touch with their key audiences in the real world, and in real time.