Like many large FMCG organisations, Coca-Cola GB did not suffer from a lack of data but from the intelligent use of this data to aid company development.
The launch of any new Coca-Cola soft drink is a major sales, marketing and logistics exercise. The key to a robust programme is in maximising the chances of success in an increasingly competitive environment.
Vitamin Water’s strategy had to be right from the outset. S2 worked initially with Coke GB on developing an accurate consumer brand profile and then marrying this profile with the right people and outlets in the right consumer, workplace and retail locations.
Coke already had a few trial stockists but Coke GB and its partner Coca-Cola European Partners wanted to ensure that the UK rollout continued in a highly targeted way. Coke also wanted to undertake their own data analysis, rather than having to outsource, because they needed the ability to respond quickly to adhoc business requirements.
The project objective was the successful UK launch of VitaminWater by gaining distribution in key retail sectors. Key to VitaminWater’s success was the use of Coke’s database of over 500,000 store locations which S2 had previously segmented into 16 ‘shopper driven’ environments.
S2 developed detailed Pen persona profiles of the target audience which was defined as young, urban professionals who are open to new ideas, seek simple ways to stay healthy and find tap water boring!
Coke wanted to prioritise outlets located by S2 in pre-defined ‘hot spot’ areas of high potential, high traffic outlets in both day and night time environments.
We set out to identify the best store locations to create rankings which illustrate the quality of the outlet’s location in terms of local consumer geodemographics, employment and proximity drivers such as underground stations or local attractions driving large visitor numbers.
S2 built a customised version of our data mapping tool, Segmentz®, pre-loaded with locations of existing stockists and prospect outlets, both coloured according to the demographic suitability of the towns they were in, and pre-loaded with the locations of Coke’s distribution depots, coloured to indicate fixed and mobile locations. We also provided the functionality for demographic suitability scores to be assigned to any imported outlets.
In addition, we were also tasked to give Coke the ability to understand the inter-relationships between existing stockists, prospect outlets, distribution points and demographic hotspots. We used data from a number of sources, namely Acxiom’s Personicx Consumer Classification and our own workplace data plus Coke’s transactional data such as EPOS sales.
Coke was able to export maps, ranking and catchment reports by any variable including drivetime or radius parameters.
A list of existing and prospect outlets ranked by a priority score was then produced for Coca-Cola European Partners to telephone and for sales people to visit.
S2’s data and insights capabilities helped secure a robust launch programme. The simple mantra of getting the product into the hands of the right people, via the right outlets, in the right locations was also deemed a major strength.
Accurate measurement of this rollout would strengthen the rationale for building and maintaining their database whilst further developing a blueprint for other new product and promotional initiatives in the UK.