Coca-Cola EUROPEAN PARTNERS Hotel Research
Coca-Cola European Partners (CCEP) wanted to identify and size the potential opportunity for soft drinks within the UK Hotel Environment. Current understanding of this environment was limited and the true potential, particularly within managed hotels, had not been fully measured or understood. CCEP appointed S2 to undertake market research in the form of fieldwork audits across 3 chosen cities. This audit would then provide results which would be extrapolated to size the true opportunity across the UK.
S2 worked on a hotel data list, de-duping against CCEP managed hotels and excluding hotels that met certain criteria. Hotels were mapped and 3 final cities chosen that represented a good call volume within a tight catchment radius. Data was captured by brand, format and SKU for CCEP brands and competitors across each city and as a total. The raw data was analysed, and results presented with key findings.
The fieldwork results delivered great insight for CCEP. The fieldwork audit has provided visibility of soft drink coverage, the gaps in the market and identified where CCEP can drive uplift and penetration. The results have been used to steer future business strategy and growth for this environment.