Building a Portfolio Strategy to Drive Growth & Category Leadership
The Company
The Coca-Cola Company is one of the world's largest beverage companies, with a global portfolio of brands spanning multiple beverage categories. Within its water portfolio, the company was focused on building a stronger competitive position and creating sustainable growth across brands, channels, and retail customers.
The Challenge
As Coca-Cola expanded its water portfolio with Dasani and Evian, the company needed to strengthen its position in the fast-growing retail water category. The goal was to build a portfolio that satisfied consumer demand, created value for bottling partners, and secured strong retail placement in highly competitive channels.
At the same time, the bottled water market was experiencing explosive growth and intense competition. Established brands dominated retail channels, making shelf space difficult to secure. Retailers prioritized brands based on recognition, packaging appeal, and promotional support, creating a significant challenge for newer entrants competing for visibility and distribution.
The Approach
We partnered directly with bottlers and retailers to understand their challenges, identify opportunities, and develop a water portfolio strategy that addressed both customer and consumer needs.
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Conducted market analysis, competitive research, and consumer insights to identify opportunities within the category
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Developed a tiered portfolio strategy positioning Evian in the premium segment and Dasani in the mid-tier segment
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Defined tailored pricing strategies across the portfolio
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Developed merchandisng and promotional strategies by channel
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Aligned the portfolio strategy with retailer, bottler, and consumer needs
The Results
The portfolio strategy strengthened Coca-Cola's position in the water category while creating value for both the company and its retail partners:
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Secured distribution and retail presence for both Evian and Dasani.
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Achieved category captainship, strengthening Coca-Cola's influence in the water aisle and creating opportunities to drive category innovation.
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Increased profitability for Coca-Cola and its retail partners through a scalable, portfolio strategy.
Need marketing strategy and leadership to unlock your next stage of growth?
Eva Davis
Group Director
Regional Sales & Marketing
The Coca-Cola Company
"Lisa's ability to develop and execute integrated marketing campaigns across our diverse portfolio was truly impressive. She has a unique ability to identify market opportunities and translate them into actionable strategies that drive growth. Whether it was expanding into new channels, optimizing product strategies, or leading fan engagement experiences, Lisa always brought creativity and strategic thinking to the table. Lisa's work in developing targeted initiatives for diverse market segments showcased her adaptability and deep understanding of consumer needs."
What Colleagues Say
Michael Cruz
Brand Marketing
The Coca-Cola Company
"Lisa is an exceptional business leader, driving the hydration business at The Coca-Cola Company. She has the ability to drive the national brand strategy and then transfer that into manageable and actionable business plans effectively understanding the consumer behavior and market dynamics for executional success at the marketplace level."
Wade Philbrick
Sales, Distribution & Franchise Leadership
The Coca-Cola Company
"What truly sets Lisa apart is her remarkable ability to orchestrate complex, integrated marketing campaigns that require alignment across multiple stakeholders/departments, drives brand loyalty and achieves measurable results. Her ability to: turn complex marketing challenges into actionable strategies, connect vision with execution, and bring colleagues together, creates an environment where innovation thrives. She consistently delivers measurable impact through market opportunities. Lisa is also very likable. People enjoy their engagement with her. And as we all know, people want to do business with people they like."