Data-Driven Triumph: Narrowing the Market Gap between Coke/ Pepsi
Job title: Media Planner
Company: Starcom
Year: 2018
My philosophy centres on the principle that every marketing initiative should serve one of three fundamental purposes: brand education, brand maintenance, or the fulfilment of a specific business need. This strategic approach ensures that the return on investment (ROI) of each campaign is not just measurable, but also directly linked to the extent to which it addresses the identified business need.
The cornerstone of this methodology is a meticulous analysis of various data points encompassing the business landscape, market dynamics, and competitor behaviour. Such an analysis forms the bedrock for crafting campaigns that are not only relevant but also impactful. It steers the marketing strategy away from mere whims and aligns it closely with the current business imperatives and future objectives.
A quintessential example of this approach in action was during a campaign I led for Coca-Cola. The challenge was to bridge the market share gap between Coca-Cola and Pepsi in a specific region. To achieve this, I embarked on an extensive data collection and analysis process, examining several critical metrics:
Sales versus Distribution numbers
Sales compared with Audience profiles
Sales in relation to Demographic profiles
Audience metrics and profiles of competitors
Event and Seasonal market shifts
Patterns of Media consumption
Coherence between Product Accessibility and market demands
The insights gleaned from this analysis were pivotal. They uncovered market trends and consumer behaviours that were essential in tailoring our marketing content to meet local needs effectively.
The culmination of this data-driven strategy was the launch of three major campaigns over an 18-month period. These campaigns were grounded in the proven ‘Share a Coke’ and ‘Coke Studio’ brand templates but were significantly localised in their messaging and execution. The result was a resounding success, culminating in a mere 4% gap in market share between Coca-Cola and Pepsi – the narrowest ever recorded in that market's history.
