Gauge customer reactions to a variety of price points and promotions

Challenge

The Coca-Cola Company approached Bonamy Finch with a brief to measure consumer reactions across a wide range of pack, price and promotion scenarios. Results were required to inform corporate financial planning. The research also needed to examine a number of stretch scenarios, including new pack formats.

Solution

Bonamy Finch designed a complex retail shelf display conjoint, and interviewed over 6,000 respondents about 6 brands, 50 SKUs and 425 price points. The results were placed in the context of a full-year financial plan, with a bespoke simulator that allowed Coca-Cola to evaluate the viability of multiple strategies.

Result

Each SKU was assessed in terms of volume, value and profit, incorporating costs of manufacture and distribution. The resulting strategy afforded Coca-Cola confidence in their portfolio planning decisions, and provided an evidence based, analytically driven plan for retail partners.