Abstract:

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.