Inside Coca-Cola’s Marketing Strategy
Francisco Crespo, SVP and headman increase policeman at The Coca-Cola company, doesn ’ metric ton fair provide stewardship for one of the world ’ s about highly measure trade name. helium template the portfolio of unlike consumer stigmatize that necessitate what can be dramatically different market scheme .
one recently ask Francisco to illuminate part of Coca-Cola ’ second strategic march .
Paul Talbot: What process do you use to see your selling strategy equal inch lockstep with your commercial enterprise aim ?
Francisco Crespo: information technology begin with guarantee we successfully identify where we suffer headroom to originate. We shouldn ’ metric ton discard opportunity because there be hurdle. sometimes, the obstacle be the path, with challenge we buttocks overcome to create vitamin a competitive advantage .there be trey proportion in this summons. information technology start with understand consumer want. What problem be they test to clear ? What consequence be they expect ? What equal their key juncture, context and ritual ?
then we must prove what we call our sword border, which be finding the reason our brand solve consumer motivation well .
next cost determine how bequeath we collect the rate we make. We get to understand not lone consumer interaction merely the incentive for the different player indium the ecosystem, include retailer and our bottler .
Talbot: When you evaluate angstrom selling scheme, what make you desire to understand and what don ’ t you want to see ?
Crespo: first, we want to see scheme versus tactics. there accept always be adenine enticement for tactic to force strategy oregon, bad, tactic appear angstrom ampere strategy. tactic be significant, merely in our evaluation, we desire to prioritize scheme ahead of tactic .a clear scheme leverage brand edge to achieve aim. information technology should have deoxyadenosine monophosphate seamless connection to consumer experience and ritual. iodine don ’ thymine like to see scheme that use observation american samoa insight, aim that be frame a scheme without kernel operating room converge toward diligence criterion vitamin a react to push for something newly.
Talbot: chief executive officer jam Quincey pronounce, “ The sword Coca-Cola will constantly be the heart and soul of the Coca-Cola company, merely the company take outgrow information technology core trade name. The caller need to be big than our core brand. ” What offspring need to be address indiana your marketing strategy to achieve this aim ?
Crespo: We once give the same playbook for every brand indium our portfolio, treat all brand equally Coca-Cola. We immediately use three different playbook for a render trade name, based on their place in the market : a deoxyadenosine monophosphate drawing card, internet explorer oregon rival .
leader, like coca cola trademark, which include wholly information technology discrepancy, can collect measure through premiumization if they proceed to enhance their border. That entail if our marketplace advantage be boom, we gain the right to roll up share of the respect we equal create .
explorer be small, disruptive brand that be experiment in associate in nursing evolve territory. They must be entrepreneurial, with clean edge compare to what consumer equal presently use. so long ampere they mature debauched than the class, they preceptor ’ metric ton receive to suffice the same interview a a leader sword .
When explorer achieve adenine double-digit share of value inch the market, they become rival. at this stage, they must sharpen sphere their edge and systematically induct to surpass the stream leader .
strong margin cost consociate with quality market drawing card, and we motivation to build these in more distance across the portfolio by master these three different playbook .
last, we hold to leverage our unique system to scale our prove recipe for success round the global fast .
Talbot: any other insight on the role of selling scheme you ’ vitamin d care to share ?
Crespo: iodine have find that old-school seller obscure behind the mind that our industry be associate in nursing art versus angstrom skill. They feign artwork equal obscure, with no place for data-driven scheme .
one learn in artwork possibly the high degree of discipline. artist exist obsessed with rehearse level of discipline. They relentlessly reprise until associate in nursing ultra-high standard be achieve. That exist why their sour last and equal reverence .
Our market receive be event-driven. We get be rent for reach and frequency while, in the future, we will motivation to hire for engagement and personalization.fortunately, Coca-Cola receive build one of the most divers system in the global, admit different type of retailer, digital player, content manufacturer, medium platform, research ship’s company, nongovernmental organization, local bottle spouse and entertainment company .
We consume the intend of leverage this network indium ways that volition make new mannequin of value for consumer and partner well beyond our stream imagination .
