{COFFEE | B2B & B2C | UK, GERMANY, USA, BRAZIL}
BUSINESS OBJECTIVE
In a collaboration between Global Marketing and the Technical Consumer Research team, The Coca-Cola Company sought to identify key growth opportunities within the broader coffee market primarily, and secondarily within coffee pod systems. This initiative aimed to both support the company’s strategic partnership with Keurig and to explore new avenues for expansion in the competitive coffee landscape.
A comprehensive Strategic Insights study in key markets...
Designed and delivered a multi-layered research program in the UK, Germany, USA and Brazil, combining market analysis and consumer understanding with stakeholder engagement, to uncover growth potential:
Category Immersion: Conducted an in-depth exploration of the coffee category to understand current trends and consumer behaviours.
Big Data Reviews: Analysed large datasets to identify emerging opportunities and shifts in consumer preferences.
Technology Reviews: Evaluated advancements in coffee pod systems and brewing technologies.
Competitor Analysis: Mapped out the competitive landscape to uncover gaps and areas for differentiation.
Consumer Journey: Applied ethnographic methods to study how consumers engage with coffee products, particularly in pod systems.
Expert Opinions: Gathered insights through one-on-one interviews with industry experts, coffee shop owners and coffee roasters.
Stakeholder Interviews: Engaged key internal business stakeholders through telephone interviews to gain diverse perspectives on market opportunities.
Stakeholder Workshop: Facilitated multidisciplinary workshops with the client teams to align internal and external perspectives and shape the strategic direction.
Platform Development: Created a strategic platform to guide Coca-Cola’s long-term growth in the coffee category.
Opportunity Definition: Delivered clear, actionable opportunities for growth and innovation within the coffee market.
Acquisitions and new launches...
This strategic insights work influenced two major outcomes for The Coca-Cola Company:
#1 Acquisition of Costa Coffee: A pivotal move that expanded Coca-Cola’s presence in the global coffee market.
#2 Launch of Coca-Cola Plus Coffee: A new product line that capitalised on the growing trend of coffee-flavoured beverages, enhancing Coca-Cola’s portfolio and consumer appeal.
Connect With Your Customers Deliver Exquisite Experiences
Fuel your brands and accelerate innovation with 100% proven methodologies!