Coca-Cola European Partners (CCEP) commissioned Serendipity2, to undertake research into the market opportunity within the UK for Coke Frozen. The objective of the project was to understand the commercial viability of Frozen in specific environments, in order to ensure that more accurate sales targets and budgets can be allocated by CCEP against perceived volume opportunity.
In the absence of a fully developed brand proposition (as Frozen did not currently exist), a key challenge for CCEP is sizing potential opportunity when there are no current customers stocking the brand. For this reason, S2 focused our research on environments where competitor brands are successfully stocked and, using data analysis and desk research, arrived at a list of new environment opportunities.
From extensive desk research underpinned by data analysis, S2 were able to provide a research report outlining new potential environments that would offer an opportunity for Coke Frozen. The final report included the profile of the Frozen customer and competitors in the marketplace. Opportunity and market sizing by environment and a list of potential outlets ranked by priority was also provided.