Headquartered in Australia, Coca-Cola Amatil is one of the largest bottlers and distributors of non-alcoholic and alcoholic ready-to-drink beverages in the Asia-Pacific region.
Coca-Cola Amatil was the market leader within the iced tea category with a product penetration rate 15% higher than its closest competitor. However, Trax data revealed that the brand’s share-of-shelf was 4% less than its main competitor. The client sought to determine the reasons for lower share-of-shelf.
Trax analysis discovered that Coca Cola's competitor had a larger number of flavor profiles compared to its own brands.
To leverage the propensity of shoppers to try more flavours, Coca-Cola Amatil developed a promotional ‘buy 5, get 1 free’ offer. Trax competitive insights showed the regions and the exact stores that needed most attention. With store-level insights, Coca Cola extended its range in the right stores.
The client’s focus on key regions resulted in a 5% uptick in sales in just 2 weeks.
Coca-Cola Amatil realigned its go-to-market strategy and grew market share. Trax insights enabled the company to identify upsell opportunities, provide qualified leads to sales representatives and maximize all channel sales.
Trax allows us to get instantaneous reads on the marketplace that has made us lift our game in customer service and provide our customer with a commercial outcome.BARRY SIMPSON, CHIEF INFORMATION OFFICER – THE COCA COLA COMPANY