Coca-Cola
Product and price strategy to mitigate sugar tax levy introduction
Understanding needs
Investment in new pack production is huge, so we had to predict number of packs, volume and value for effective profit and loss decision-making.
We simulated profit for different annual pack, price and promotion strategies and made our recommendation.
Connecting data
Retail shelf display via primary research to gather consumer reaction to a variety of new scenarios – 6 brands, 50 SKUs and 425 price points.
We calibrated a conjoint model against sales and distribution data to provide accurate 12-month sales predictions.
Driving change
Our recommendation was actioned, new pack and bottle sizes produced, and prices and promotions optimised.
2-years on, our forecast was accurate and our client was happy with the huge financial decision made.
Please pass on my thanks to the whole team – is was a great piece of work…..we have started to use it already in our range and experience workstreams with lots of positive feedback
Jo Hyder
– Consumer Insight Director