Transforming Retail Presence
Developing Winning Tiered Water Portfolio Strategy for The Coca-Cola Company
Who Are They?
The Coca-Cola Company is a global beverage giant operating in over 200 countries with a diverse product portfolio. Known for its iconic soft drinks, the company had begun diversifying its portfolio, pursuing strategic partnerships, including a joint venture with Nestle, and continuing to innovate. Coca-Cola drove growth through memorable marketing campaigns, international expansion, and adapting to evolving consumer preferences.
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Where Were They Before Working With Us?
The Coca-Cola Company was diversifying its portfolio, having launched its first bottled water brand Dasani, and partnering with Danone for the distribution of Evian. These strategic moves aimed to strengthen the company’s presence in the fast-growing retail water category, offering a diverse range of water products to satisfy consumer needs and enhance the company’s value proposition for bottling partners and retailers.
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What Problems Were They Facing?
The bottled water market experienced rapid growth and heightened competition, becoming a staple in retail channels like grocery and convenience stores. However, securing shelf space for new products proved challenging due to established brands’ dominance and competitive pressures. Retailers based shelf placement decisions on factors such as brand recognition, packaging appeal, and promotional efforts. New entrants faced difficulties differentiating themselves and gaining a foothold in this crowded market.
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What Did We Do To Solve It?
We collaborated with bottlers and retailers to understand their challenges. We conducted market analysis, competitive research, and consumer insight studies. Based on these findings, we developed a tiered water portfolio strategy, positioning our brands in premium (Evian) and mid (Dasani) segments. This strategy was supported by tailored pricing, merchandising, and promotional recommendations. As a result, we secured distribution for both brands, attained category captainship, and increased profitability for both the retailer and The Coca-Cola Company.
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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.
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.
