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Introduction to
Shelf-Savvy
Marketing
Book Cover, Spine and Back
Introduction to
Shelf-Savvy
Shelf-Savvy Marketing
Marketing
FOR INTERNAL USE ONLY.
Copyright© 2010 The Coca-Cola Company.
DNA: The Coca-Cola Way of Marketing,
Brand Value | Brand Love and the Dynamic Ribbon
are all trademarks of the Coca-Cola Company.
Introduction to
Shelf-Savvy
Marketing
Differentiating
Picture of Activating for
Brand / Pack
Success Retail Impact
Strategy
Prioritizing Shopper
Opportunities
Metrics
Shelf-Savvy Marketing 9
1
What does
it mean to be
shelf-savvy?
What Shelf-Savvy Marketing 13
Our mission:
To inspire moments
of optimism...
and happiness.
To create value.
To make a difference.
What Shelf-Savvy Marketing 15
SHOPPERS
Converting
Shoppers
Into Buyers
Our objective:
BRANDS Creating value
Collaborating
for Value
Creating
Brands
People Love for all the
CON
stakeholders
S
ER
UM S
M
TO
in our System.
RS
S
CU
SHOPPERS
Our vision:
Design with
the end in mind—
creating holistic
BRANDS
brand and channel
experiences that
not only inspire
CO
N
RS
SU
E
M
OM
S
US
C
love
Fusing inspiring
brand ideas
BRANDS
with commercial
discipline
value to create value.
What Shelf-Savvy Marketing 21
Our Shopper
Marketing Manifesto:
We believe shelf-savvy
marketing converts
shoppers into
buyers, transforming
insights into value at
the shelf.
Shelf-Savvy Marketing 23
2 Why should
we evolve?
WhY Shelf-Savvy Marketing 25
80%
We need to be more
relevant in a world of
more options.
Source: KO
WhY Shelf-Savvy Marketing 27
beverage choices
Imminent Consumption Missions
Source: Nielsen/B3
WhY Shelf-Savvy Marketing 33
60%
lovers
40%
opportunists
Source: Nielsen/B3
WhY Shelf-Savvy Marketing 35
DRUGCO Sale
While most grocery buyers have a rough
list of their planned purchases, 60%
of food and beverage purchase decisions
are made in store. Beverage buyers nothing beats
32%
Free
Store circular
tend to have more preferred brands,
but package, size and quantity decisions
tend to be made at the shelf. We must make it easy
for shoppers to buy our
brands.
28%
Brand display
Buy 1 Get 1
26%
Source: Booz & Co.
In-store coupons
28%
Package
Shelf-Savvy Marketing 39
3
How do
we become
shelf-savvy
marketers?
HOW Shelf-Savvy Marketing 43
Execution is core to
our DNA.
The goal of marketing at The Coca-Cola
Company is to combine art and science at
every touchpoint to build Brand Love and
Brand Value.
HOW Shelf-Savvy Marketing 45
Leveraging
commercial
discipline to
create value at Commercializing with
stakeholders
Differentiating
Picture of Activating for
Brand / Pack
Success Retail Impact
Strategy
Prioritizing Shopper
Opportunities
Metrics
HOW Shelf-Savvy Marketing 47
Defining the
profit pools
Metrics
HOW Shelf-Savvy Marketing 49
Creating a
differentiated offer
Portfolio strategy can help
us determine:
Which occasions?
Metrics
HOW Shelf-Savvy Marketing 51
Creating a retail
experience
Metrics
HOW Shelf-Savvy Marketing 53
Making it happen
in the market
Commercializing with
Collaborative Customer Plans
Customers
Scalable Activation Platforms
Common development process
Differentiating
Picture of Activating for
Brand / Pack
Strategy
Success Retail Impact Transferring best practices
The outcome: Effective and
efficient plans that are commercialized
Prioritizing Shopper
Opportunities
with speed and scale.
Metrics
HOW Shelf-Savvy Marketing 55
Simple metrics to
measure our progress
Accessible metrics will help us measure:
Value growth vs. volume growth
Are we creating leverage with a segmented
portfolio?
Volume share vs. preference
Commercializing with
Customers Are we monetizing the value of our brands?
Incidence
Transaction frequency
Differentiating
Brand / Pack
Picture of Activating for Amount of transaction
Strategy
Success Retail Impact
Are we impacting consumption and
purchase habits?
The outcome: A scorecard to
Prioritizing Shopper
Opportunities measure the impact of our retail
activation.
Metrics
HOW Shelf-Savvy Marketing 57
A suite of tools to
bring Shelf-Savvy
Marketing to life
Commercializing with
_DNA 3.0: Marketplace Execution Customers
(Process & Best Practice)
_Shopper Strategy
_Point of Purchase Principles
_Merchandising Principles Differentiating
Picture of Activating for
_Packaging Principles Brand / Pack
Success Retail Impact
_Promotions Strategy
_OBBPC Architecture
_Shopper Driven Category Management
Prioritizing Shopper
_Shopper Insights Opportunities
_Shopper Segmentation
Metrics
HOW Shelf-Savvy Marketing 59
7
Habits
to Win
at Retail
HOW Shelf-Savvy Marketing 61
1. Balance
Balance Brand Love
and Brand Value in all
$$$ we do
$
HOW Shelf-Savvy Marketing 63
$
2. Prioritization
Prioritize growth
and investment
opportunities
HOW Shelf-Savvy Marketing 65
3. Portfolio
Make disciplined
Portfolio choices
HOW Shelf-Savvy Marketing 67
4.
Segmentation
Build segmentation
capability for strategy
and execution
HOW Shelf-Savvy Marketing 69
5.
Differentiation
Create pack /
price differentiation
and innovation
HOW Shelf-Savvy Marketing 71
6. Occasions
Provide a compelling
reason when and why
our brands should
be consumed
HOW Shelf-Savvy Marketing 73
7. Interruption
Create retail brand
experiences…in
and beyond the
beverage aisle
Shelf-Savvy
Marketing
Capturing the
value of our
brands by
converting
shoppers into
buyers.
Global Customer &
Shopper Marketing
Converting Shoppers
to Buyers