Operations

Behavior Seg. – Market Review

Behavior - Market Definition and Competitive Review  

Priority :    0

Capability :    0

Statement

The System has defined the complete beverage market segments in which its portfolio of brands competes to help set the scope for determining targeted beverage opportunities across channels including B2B & B2C imbedded in consumer and shopper insights

Score

Low - Basic

Medium - Advanced

High - Expert

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The segmentation work is set to determine the scope of System tailored growth opportunities by key consumer / customer / brands (leader, challenger, explorer) to market segments.

Consumer need state and beverage category definition work by strategic actionable segments are completed. Segmented opportunity corridors include a review of category growth, profitability, competitors and likely market and consumer lifestyle trends.

Consumer insight, the dynamics within each of the categories (such as SSDs, Juice or Water) are evaluated when determining the scope in which the System plans to compete for the next 3 to 5 years and are embedded on ABP.

Issues / Implications

This work is key to determining the scope of system tailored growth opportunities by key consumer / customer segments.

Evidence / Clarification

This work is based on determining segmented consumer needs by beverage category and consumption occasion insight across identified consumer groups. As well as consumer insight, the dynamics within each of the categories (such as SSDs, Juice or Water) need to be evaluated when determining the scope in which the System plans to compete for the next 3 to 5 years. This would include a review of macroeconomics, category growth, profitability, competitors (including profit pool estimate) and likely market and consumer lifestyle trends.

Action It Leads To

Completion of consumer need state and beverage category definition work by strategic actionable segments.

KPI / Directions

Indicator: Competitive Marketing Analysis. Directions: Competitive Advantage vs Market Attractiveness Approach.

Operations

Behavior Seg. – Consumer & Shopper

Behavior Segmentation - Consumer / Shopper Opportunities Evaluation  

Priority :    0

Capability :    0

Statement

Identification of long-term consumer drivers. The market has been further segmented to understand in which regions, channels and customers this consumption will be purchased including shopper insights on shopper segmentations occasion behaviors and point of purchase triggers. System volume and revenue opportunities have been identified by segments.

Score

Low - Basic

Medium - Advanced

High - Expert

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Research linking consumption to purchase behavior are translated across customers clusters - measurable, accessible, substantial and actionable.

Consumption behavior is linked with source of purchase across customers clusters to show where consumers can be accessed to fulfill specific occasion needs. The potential of new channels based on consumer and shopper behavior and needs are continuously evaluated.

Source of purchase at a detailed consumer and occasion level is traced to channel and customer. Opportunities are targeted for the System and tailored to customers segments in line with ABP.

Issues / Implications

Unless source of purchase at a detailed consumer and occasion level is traced, opportunities cannot be targeted for the System and tailored to customers segments. Consumer corridors should also include demographic mapping / changes. Consumer behavior by region.

Evidence / Clarification

This analysis will link consumption behavior with source of purchase across customers clusters to show where consumers can be accessed to fulfill specific occasion needs. The potential of new channels based on consumer and shopper behavior and needs has been evaluated.

Action It Leads To

Research linking consumption to purchase behavior to be translated across consumer and shopper clusters.

KPI / Directions

Indicator: Category and Consumer Growth Corridors. Directions: Causal PITA (Population, Incidence, Times / frequency, amount) Analysis and Non-Causal Forecasting Tools.

Operations

Trips Seg. – Occasion Insights & Corridors

Trip Segmentation - Occasion-Marketing Insights & Strategic Corridors  

Priority :    0

Capability :    0

Statement

Focusing on the consumer, the defined market has been segmented in a relevant way to map the current and future volume and value of consumption. New System opportunities have been identified and quantified on a volume and value basis. including detailed Omnichannel shopper insights and behavioral characteristics & approach linked to consumption occasion. Identification of strategic brand/ pack/ channel corridors to focus & grow the business.

Score

Low - Basic

Medium - Advanced

High - Expert

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Segmented consumer needs and shopper values by beverage category and consumption occasion insights across identified consumer groups are determined.

Tailored occasion and consumer research and value-chain analysis are in place. Segmented market mapping lays the foundations for identifying and targeting consumer driven segment, brand and package opportunities.

Tailored strategies and targeted portfolio management for omnichannel consumer groups and occasion-based marketing strategies with value added promo, price and bundle offers are set.

Issues / Implications

Mapping the market in this way lays the foundations for identifying and targeting consumer driven segment, brand and package opportunities. Channels / Customers should be linked to the shopper mission as well as consumption occasion.

Evidence / Clarification

This segmentation is based on identified consumer needs, consumption occasions and consumer groups. This segmentation is based on identified consumer needs (including Social Economic Levels), consumption occasions, consumer groups and consumer ecosystems (at-work, beach, stadium, recreation, etc.).

Action It Leads To

Specific tailored occasion and consumer research - eg Research International CBL.

KPI / Directions

Indicator: Occasion Opportunity Analysis. Directions: Occasion-Based Marketing Approach.

Operations

Trips Seg. – System & Competition

Trip Segmentation - Evaluating System and Competitor Portfolio  

Priority :    0

Capability :    0

Statement

New Packs Evaluation - Based on segmentation process, the System identifies by channel & cluster gaps in its portfolio, develops options, evaluates and selects based on System cost, supply chain and technological capability. It should take into account strategic focus in each segment to take a decision. Understand & integrate B2C and B2B portfolio that can be developed.

Score

Low - Basic

Medium - Advanced

High - Expert

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Targeted additions, deletions or changes to the System’s portfolio of brands and packages by channel are set to convert segmented opportunities into focused business growth.

Customer needs, customer values, competitive strategies and future market forecasts are taken into consideration, as well as cannibalization of existing System brands and packages across segments.

System identifies gaps by segments in its portfolio, develops options, evaluates and selects based on System cost, supply chain and technological capability. Also takes into account strategic focus in each segment to take a decision.

Issues / Implications

This step is critical to convert segmented opportunities into focused marketing & business growth. Rationalization should be part of assortment management, with consideration of segmentation.

Evidence / Clarification

Customer needs, customer values, competitive strategies and future market forecasts are taken into consideration, as well as cannibalization of existing System brands and packages across segments.

Action It Leads To

Targeted additions, deletions or changes to the System’s portfolio of brands and packages by cluster.

KPI / Directions

Indicator: New Pack Growth Corridors. Directions: Opportunity Map and PvP (Price Volume Profit) / Rules-Of-Engagement Tool.

Operations

Digital Seg – Consumer & Customer

Digital consumer & customer insights (role & occasion)  

Priority :    0

Capability :    0

Statement

Identification of eCommerce partners, quantification of opportunities outlet prospection & creation - Quantified digital system category, brand, package and channel opportunities from the combined consumer, shopper and customer analysis are prioritized for segments evaluation.

Score

Low - Basic

Medium - Advanced

High - Expert

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Consumer & customer led digital insights are established to determine potential growth in the market by category, brand, package and channel. Business cases elaborated and financial insights based on initiatives identification.

Segmented growth opportunities separately focus on ways of increasing the value of immediate and future consumption occasions by digital consumer group, customer clusters, category and brand even extending to sub-region or season. Consider retailer markups and segmented discounts

System alignment of segmented digital opportunities by category, occasion, channel and customer is in place. Digital consumer and customer insights are applied to leverage value chain economics and business growth opportunities.

Issues / Implications

Regardless of current system digital value chain economics, digital consumer & customer insights determine where real growth opportunities exist in the market and should therefore be captured. Enhance tools to make a great strategy and leverage global support to drive opportunities with partners on eCom.

Evidence / Clarification

Digital opportunities will separately focus on ways of increasing the value of immediate and future consumption occasions by consumer group, channel / customer clusters, category and brand., even extending to sub-region or season.

Action It Leads To

Digital segmented opportunities by category, occasion, channel and customer.

KPI / Directions

Indicator: Consumer & Customer Growth Corridors. Directions: Opportunity Map.