S2 has worked on numerous data and insights projects for Coca-Cola (Coke) in recent years. We also currently host and manage their UK outlet database of over 500,000 outlets; ranging from major grocers like Tesco to the local fish & chip shop and everything in between.
We’ve segmented the database into 16 ‘consumer driven’ shopper environments and it’s now the ‘engine’ which drives all of Coke’s sales, marketing, planning and implementation. Projects have ranged from outlet prioritisation, territory planning, route to market and promotional strategy to new product launches, area profiling & analysis, event planning and local activation. We recently built a bespoke version of Segmentz® for Coke to aid in the launch of their highly successful Glacéau VitaminWater product. S2′s analysis work and Segmentz® tool empowered Coke’s central marketing team to visualise, cross-analyse and create reports on various data elements and pinpoint exactly the right outlets to target for the launch, down to a localised level. Even though none of the end users were analysts, they were able to independently produce their own analysis and reports.
Our expertise has delivered strong ROI across many campaigns before for CCE, and this project was no exception, resulting in sustained growth as well as a strong sales uplift. We are proud that small companies with specialist skills, who deliver on expectations, really can win and sustain major accounts. “We needed a software tool which had real intuitive appeal and was ready to use as none of the team was an experienced GIS user and timelines were such that we didn’t have time to invest in intensive training or setting up a system ourselves. Having a version of Segmentz built specifically for our purposes meant that we were able to devise and execute our launch strategy in record time” – Market Execution Controller at Coca-Cola GB, Stewart Beale.
Other Coke
S2 has worked on numerous ‘data driven’ marketing projects for Coca-Cola including:
- Segmentation of Coke’s business database into 16 consumer focused environments
- Outlet predictive modeling using Coke’s transactional data & consumer, workplace & retail geodemographics
- Territory & outlet planning for Coca-Cola Zero launch into independents’ sector
- Vending equipment profiling & analysis of existing customers to identify best prospects
- Promotional planning & implementation across all regions
- Regional & sales territory planning based upon potential in key focus areas
- Strategic planning for pubs, clubs, restaurants and the licensed channel
- Re-launch of Powerade to independents’ sector
- Cooler equipment installation across the UK
- Food To Go strategy in Scotland
- London Independents’ audit & outlet classification system
- Segmentz® data mapping, reporting & analytical software development
