The beverage manufacturer was the market leader within the iced tea category with a product penetration rate 15% higher than its closest competitor. However, Trax data revealed that the brand’s share-of-shelf was 4% less than its main competitor. The client sought to determine the reasons for lower share-of-shelf.
Trax analysis discovered that the client’s competitor had a larger number of flavor profiles compared to its own brands.
Realigned GTM Strategy
To leverage the propensity of shoppers to try more flavours, the client developed a promotional ‘buy 5, get 1 free’ offer. Trax competitive insights showed the regions and the exact stores that needed most attention. With store-level insights, Coca Cola extended its range in the right stores.
The client’s focus on key regions resulted in a 5% uptick in sales in just 2 weeks.
Trax allows us to get instantaneous reads on the marketplace that has made us lift our game in customer service and provide our customer with a commercial outcome.
Chief Information Officer – Top Beverage Company
The Bottom Line
The manufacturer realigned its go-to-market strategy and grew market share. Trax insights enabled the company to identify upsell opportunities, provide qualified leads to sales representatives and maximize all channel sales.