What "The Godfather" has to do with Coca-Cola: Unveiling the protocol and quality-control consigliere
Introduction
In 2006, Coca-Cola redefined its 2020 vision to become the 'Total Beverage Company'. However, we had a blind spot. The tracking protocol we were using to read consumer behavior may have been good enough for the old 'fizzy drinks' reality; however, it wasn't adequate to measure the increased complexity of the beverage landscape the company needed to understand to lead in the future.
The proliferation of beverage choice and categories were radically different in each market: some...