Coca-Cola culture club: exploring brand execution at point of sale

This paper describes how Coca-Cola focused on execution at the point of sale as a fundamental variable for achieving growth in Latin America.

Coca-Cola culture club: exploring brand execution at point of sale

Jorge Fonseca, Gabriel Neira and Alejandro Torres

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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...

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