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Coca-Cola Amatil

Competitor insights from Trax allowed Coca-Cola Amatil to successfully increase store-level sales by 5% in 2 weeks.

At a Glance

Headquartered in Australia, Coca-Cola Amatil is one of the largest bottlers and distributors of non-alcoholic and alcoholic ready-to-drink beverages in the Asia-Pacific region.

  • 2 weeks
    Real business impact
  • 5%
    Net sales increase
  • 99%
    Audit accuracy

The Challenge

Coca-Cola Amatil 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.

The Results

Trax analysis discovered that Coca Cola'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, Coca-Cola Amatil 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.

Increased sales

The client’s focus on key regions resulted in a 5% uptick in sales in just 2 weeks.

The Bottom Line

Coca-Cola Amatil 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.

  • Actionable insights

  • Expanded assortment

  • Increased sales

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.

BARRY SIMPSON, CHIEF INFORMATION OFFICER – THE COCA COLA COMPANY

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