PREMIUM VALUE – TCCC

CHALLENGE
Recently the company shifted a strategic focus from a volume to a value perspective, highlighting the necessity to grow transactions ahead of revenue and ahead of volume. The objective was to identify strategic opportunity spaces for premium propositions.

ACTION STANDARD
The project base was an exhaustive research, especially focused on the semiotic codes of the premium world. BMC’s planning was crucial for landing all the knowledge on territories.

DELIVERY
Strategic guidelines to enter the premium space with TCCC key sub-categories.

BUSINESS IMPACT
The premium codes are currently being implemented in different categories of TCCC CEE portfolio, especially in waters.

INNOVATION LAB – GLASSWARE

CHALLENGE
To evaluate and strengthen the value delivered to consumers of four trend-based innovation concepts through an interactive process with potential users.

ACTION STANDARD
1.Users co-creation: First hand assessment of the prototypes by potential consumers to detect stress points and cues of desirability, functionality and usability.
2.Quantitative evaluation of the refined concepts to understand business potential.

DELIVERY
– Refined prototypes and concepts based on real consumer experience.
– Actionable indicators to build launching business plan.

BUSINESS IMPACT
“Very nice job…Gran trabajo, es evidente el valor que esto trae para el negocio”

TOOLKIT CONCEPT WRITING – TCCC

CHALLENGE
Coca-Cola needed to define its own formula to write successful and relevant product concepts and educate the system on the process.

ACTION STANDARD
We detected successful and non-successful concept cases inside the company, identified patterns, understood the main client needs & challenges and developed the Coca-Cola way to develop concepts

DELIVERY
A user friendly manual on how to write inspiring & differentiating concepts.

BUSINESS IMPACT
Helped to align on Coca-Cola’s formula for creating and evaluating concepts.

INNOVATION LAB – COPPERTONE

CHALLENGE
Coppertone needed to shed some light on new & differentiating innovation opportunities to drive Coppertone Sport growth and relevance.

ACTION STANDARD
We developed hypotheses, co-created with consumers and conducted an inspiring innovation lab workshop with a cross-functional team.

DELIVERY
Innovation concepts ready to be tested and quantified.

BUSINESS IMPACT
We helped to define the 2021 innovation strategy.

RUSTIK – BIMBO

CHALLENGE
Bimbo was about to launch a new, more ambitious, and innovative variety of bread, Rustik. There was a need to validate the launching from the conceptualization of the category and the development of a strategy of the marketing mix that allows to appropriate the consumption occasions that have the best fit.

ACTION STANDARD
We identified the potential consumption scenes, characterized the target and defined the strategic guidelines.

DELIVERY
Platform for the launching of the «Rustic Bread»,  built on the marketing, communication and branding strategy in view of its launch in 2015.

BUSINESS IMPACT
The Rustik Bakery, the final product, has earned 16 best awards.

INNOVATION PATHWAYS – TCCC

CHALLENGE
Develop sizeable innovation opportunities for TCCC total portfolio to ensure resources efficiencies and cross-categories implications.

ACTION STANDARD
– Strategic Recycling of existing knowledge.
– Ethnographic interviews with consumer.
– Planning work.
– Operationalization of opportunities into U&A database.

DELIVERY
Innovation platforms (Innovation Pathways) integrating consumer insights and internal strategic input (live initiatives, functionality, etc.).

BUSINESS IMPACT
– Better use of resources.
– Stronger insights.
– Speed & continuity.

MOTIVATIONAL MAP – BIMBO

CHALLENGE
Organizing the Bimbo South Latin brand portfolio to avoid overlaps between them.

ACTION STANDARD
We detected the main motivations associated to each brand to make sure each one of addresses a unique motivational space.

DELIVERY
A motivational map tool built from a qualitative and quantitative perspective that allowed to detect and size the opportunities.

BUSINESS IMPACT
The motivational map allowed to widen market opportunity by tapping into uncovered spaces, plan innovation for each brand, repositiong some SKUs, and discontinue the less relevant products.

DRINKING MOMENTS + Toolbox

CHALLENGE
Develop a global solution of Drinking Moments*, conduct a landscape mapping and opportunity identification to guide portfolio strategy.

ACTION STANDARD
– Existing database exploration.
– Algorithm development.
– Business analysis.
– Working sessions with client (research + marketing).

DELIVERY
12 global Drinking Moments**, and a set of brand choices to maximize portfolio.

BUSINESS IMPACT
– An easy-to-understand cross market segmentation.
– Aligned sparkling & stills approach.
– Exhaustive and granular brand choices.

KEY ACCOUNT INTELLIGENCE – TCCC

CHALLENGE
Generate a segmentation model of On Premise Key Accounts to develop optimized strategies, based on fact-based diagnosis of the situation, role and fit of each KA regarding Beverages Industry and TCCC Brands.

ACTION STANDARD
1. Diagnosis: Deep understanding of KA landscape and situation from On Premise and Beverages perspective.
2. Business Planning: Articulate of a roles model to define the position of each KA.
3. Working Sessions: To share and implement an strategic decision tool for managing KA portfolio.

DELIVERY
– Identification of opportunities for KA in different development stages.
– An up and running segmentation tool & a protocol of action.

BUSINESS IMPACT
“This is a huge improvement for organization and prioritization of KA strategies”

ASSETS FRAMEWORK – TCCC

CHALLENGE
Coca-Cola needed to define a global way to plan, select and evaluate assets.

ACTION STANDARD
We conducted an extended revision of existing information & had conversations with key stakeholders across the system.

DELIVERY
A step by step framework to plan & select assets that drive business growth and strengthen brands’ essence.

BUSINESS IMPACT
We generated efficiencies by making the assets planning & selection process more globally consistent, strategic & precise.