Every brand wants to grow, but how do we make that happen?
To discover and size growth opportunities for Coca-Cola brands, we wanted to more deeply understand what motivates people to purchase and consume beverages when they are away from home. We partnered with the Halverson Group to identify the ‘jobs’ that beverages fulfill in people’s daily lives by finding a way to quantify how universal life situations and core human moods interact to influence how people think, feel and act.
We used multiple analytic lenses to identify the ‘jobs to be won’ for each brand in our portfolio. By replicating the work over time and across 11 markets, we created a global strategic framework for identifying growth opportunities and for tracking progress.
The result is a foundational marketplace landscape that has fueled a portfolio growth strategy. This work informs sales strategies that resonate with key customer partners and individual brand strategies that resonate with consumers.
I saw Coca-Cola’s innovative way to identify growth opportunities at CRC:
- Broadening the aperture to life situations instead of ‘last purchase’ occasions reveals that the true size of markets can be 2-3X larger than what we report today.
- Linking motivations to life situations helps circumvent the bias people have to over-articulate functional motivations for their decisions
- Lexicons that capture the full range of human moods and motives allow for a quantitative way to size opportunities that cut across cultural boundaries
- ‘Jobs to be Won’ reveal strategies for protecting and growing our core while strengthening our appeal to the ‘moveable middle’ consumers whose business we have a right to win.
Learn how Coca-Cola re-sized the global away-from-home beverage marketplace and defined the ‘jobs to be won’ for their portfolio of powerful brands.