Abstract:
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.
Research Papers
The last frontier of Asia
Catalogue: Asia Pacific 2013: Asia On The Move
Author: Ron Gailey
Company: KANTAR TNS Malaysia
April 7, 2013
Research Papers
Coca-Cola's agile research adventure
Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Ron Gailey, Stephen Phillips, Pete Cape
Companies: ZappiStore, Research Now SSI, The Coca-Cola Company
June 15, 2015
Research Papers
Ode to the unsung hero - Navigating the turbulent waters of research
Catalogue: Congress 2012: Accelerating Excellence
Authors: Javier Quinones, Veronica Moreno, Patricio Pagani
Companies: Infotools, The Coca-Cola Company
September 13, 2012
