Coca-Cola culture club: exploring brand execution at point of sale
Jorge Fonseca, Gabriel Neira and Alejandro Torres
View the presentation deck for this paper
Introduction
This paper describes how Coca-Cola's culture of high brand execution performance at the point of sale and a tracking technological solution designed by Dichter & Neira leveraged commercial, trade and sales strategy to the next level; transferring and operating a regional standardized brand execution model to the local level, generating actionable and proactive response on the go, providing full objectivity and visibility to channel administrators and executors, and creating a real link between...