What "The Godfather" has to do with the Coca-Cola
Abstract:
A consigliere is an advisor who works very closely with the boss, with the unique capability of challenging the boss when needed to ensure plans are foolproof. The Infotools' consiglieres have ensured highest data quality and protocol compliance in Coca-Cola's Global tracker across 90+ markets, since 2006. Coca-Cola tracks consumers' relationships and consumption of their brands and categories with local partners. However, managing multiple local partners while ensuring that they are following global protocol in questionnaire design and field implementation is not without difficulties. Many of the issues and problems that we traditionally help to solve are behind the scenes and hardly ever get talked about.
This could also be of interest:
Research Papers
The Coca-Cola ritual
Catalogue: Innovate 2010: Innovation Detonation
Authors: Victor Huertas, Begonia Fafian
Company: The Coca-Cola Company
November 16, 2010
Research Papers
Coca-Cola Europe and the Philosopher's Stone
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Patricio Pagani, Richard Raubik, James May
Companies: Infotools, KANTAR TNS Malaysia, The Coca-Cola Company
September 15, 2010
Research Papers
Coca-Cola project shopper 360°
Catalogue: Insights 2011: A New World Order In Shopper Marketing
Authors: Philip McNaughton, Beth Corte-Real
Companies: Face, The Coca-Cola Company
March 1, 2011
