Non-Alcoholic Beverage: The Coca-Cola Co.

CAROL ANGRISANI

THE COCA-COLA CO. uses shopper marketing to improve in-store relevance and drive purchases across categories.

“Proprietary research and data are applied to create irresistible shopping experiences,” said Diane Wallace, vice president of shopper marketing for Coca-Cola North America.

To influence behavior inside the store, it integrates shopper marketing insights into brand innovations, packaging and merchandising.

The company conducted a Landmark Shopper 360 survey of shopper needs, drivers and attitudes to improve its shopper-marketing capabilities. The study is based on input from more than 73,000 shoppers and 126,000 shopping trips, and 300 retailers.

“The latest version of this research initiative presents even greater details about shopper trip drivers and a glimpse into post-recession attitudes and behaviors,” said Wallace.

Coke customizes the data to maximize shopper loyalty and develop retailer-specific opportunities. In addition, the company leverages this data to support its customers' strategic business initiatives.

Another tool is the Consumer Beverage Landscape study that explores consumption occasions and consumer need states. It combines this data with information gleaned from the Landmark study. To meet consumer needs, Coca-Cola partners with other CPG companies to create a value-driven shopping experience.

It has formed partnerships with Kraft Foods, Hershey's, Campbell's, Procter & Gamble, Snyder's, Kellogg's, Time Warner and others.

Retailers can choose from a full calendar of shopper solutions focusing on meal, snack and home entertainment occasions.

In product development, the company's most successful sparkling beverage in a generation, Coke Zero, turns five.

“Coke Zero is poised to break into the top 10 most popular U.S. sparkling beverages — an unprecedented feat for such a young brand,” said Wallace.

COMPANY TO WATCH

PEPSICO: Armed with its bottling acquisitions earlier in the year, Pepsi has changed the distribution method for its Gatorade products in the convenience and dollar store channels from warehouse delivery to direct store delivery. The change to DSD, slated to become effective Jan. 1, 2011, will help improve store-level customer service.