What is Sales and Marketing Strategy of Coca-Cola HBC Company?

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What drives Coca-Cola HBC's sales and marketing success?

Coca-Cola HBC's 2024 performance, with organic revenue up 13.8% and volume up 2.8%, highlights its effective sales and marketing strategy. The company's focus on a '24/7 portfolio' and sustainability has been key to its market gains.

Established in 1969, Coca-Cola HBC has grown from a bottling partner to a diversified consumer goods business serving around 750 million people across Europe, Africa, and Asia. Its broad product range now includes sparkling drinks, juices, waters, sports and energy drinks, and plant-based beverages.

How does Coca-Cola HBC connect with consumers and position its diverse offerings in a competitive market? Its strategy involves leveraging multiple sales channels and employing innovative marketing tactics, as seen in recent successful campaigns that have contributed to its 150 basis point value share gain in the NARTD market. Understanding these elements is crucial for a comprehensive Coca-Cola HBC PESTEL Analysis.

Coca-Cola HBC employs a comprehensive omnichannel sales strategy, reaching consumers across 29 countries through a blend of online and offline touchpoints. This approach ensures broad market penetration and accessibility for its diverse product portfolio.

Physical Retail Presence

The company's sales are heavily reliant on a strong physical retail network. This includes partnerships with major global supermarket chains, numerous independent convenience stores, and the vital HoReCa sector, encompassing hotels, restaurants, and cafes.

Direct Sales Force Engagement

Dedicated 'Business Developers' form a core part of the sales strategy, directly engaging with nearly two million customers daily. These teams focus on building and maintaining strong, long-term relationships with their client base.

Digital Route to Market

Significant investment in digitalizing its sales operations has yielded impressive results. In 2024, the company saw strong double-digit revenue growth in its online channels, coupled with an expansion of its online market share.

Omnichannel Consumption Capture

Strategic collaborations with Food Service Aggregators, e-retailers, and food delivery platforms are key to capturing omnichannel consumption. This has led to an increase in the 'beverage attachment' rate on food delivery platforms to 27% in 2024, up from 26% in 2023.

The company's commitment to enhancing its sales and marketing strategy is evident in its continuous drive for efficiency and personalized customer engagement. These efforts are crucial for maintaining its competitive edge in the dynamic beverage industry.

Operational Efficiency and CRM

Technological advancements are central to optimizing the sales force's effectiveness and customer interactions. These tools are designed to streamline processes and improve the quality of service provided.

• A dynamic routing tool has been implemented in 18 countries, reducing travel time for Business Developers by an estimated 15% and allowing for more customer engagement.
• The deployment of a next-generation CRM system across 23 markets enhances personalized execution for each outlet.
• These initiatives are part of a broader Growth Strategy of Coca-Cola HBC focused on leveraging data and technology.

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Coca-Cola HBC employs a multifaceted marketing strategy that blends digital innovation with traditional outreach to build brand recognition and drive demand. The company's approach is increasingly data-centric, focusing on understanding consumer behavior and optimizing engagement across various touchpoints. This strategic focus aims to solidify its market position and foster sustained growth.

Digital Engagement

The company prioritizes content marketing and digital shelf execution. It utilizes Data, Insights & Analytics (DIA) to pinpoint leads and opportunities, especially within the HoReCa sector.

Online Sales Growth

Coca-Cola HBC reported a significant 25% increase in online sales in 2023. The company has set a target to achieve a 30% rise in digital customer engagement by 2025, showcasing its successful digital transformation.

Traditional Media Integration

Alongside digital efforts, traditional channels like TV, radio, and print advertising remain important. Event sponsorships and in-store promotions also contribute to broad market reach.

Portfolio Strategy Support

The marketing mix is designed to support the '24/7 portfolio' strategy, ensuring a beverage is available for every consumption occasion. This broadens the appeal and accessibility of its offerings.

Increased Marketing Investment

In the first half of 2025, Coca-Cola HBC boosted its marketing expenditures. While this impacted operating profit in some established markets, it highlights a commitment to brand building and market presence.

Internal Innovation

An internal innovation platform engages thousands of employees to develop new recipes, variants, and packaging. This initiative aims to unlock growth opportunities beyond the core sparkling beverage portfolio.

Data-Driven Customer Activation

The company's Coca-Cola HBC business strategy heavily relies on data to understand and activate customers. This approach is crucial for tailoring marketing efforts and maximizing impact across different segments.

• Leveraging DIA tools for lead generation and opportunity identification.
• Focusing on digital shelf optimization for enhanced product visibility.
• Implementing data-driven shopper activation strategies.
• Driving online sales growth through targeted digital initiatives.
• Enhancing digital engagement with customers to build stronger relationships.

The Coca-Cola HBC sales strategy is deeply intertwined with its marketing efforts, aiming to create a seamless customer journey from awareness to purchase. This integrated approach is key to understanding Revenue Streams & Business Model of Coca-Cola HBC and how marketing fuels its overall success. The company's market approach emphasizes reaching consumers through a diverse mix of channels, ensuring its brands are accessible and appealing across various demographics and consumption occasions. This comprehensive strategy underpins its robust Coca-Cola HBC market approach.

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Coca-Cola HBC positions itself as a dynamic, growth-oriented Consumer Packaged Goods business, acting as a premier 24/7 beverage partner. Its brand identity is built on a diversified product range, strategic pricing, and a significant emphasis on sustainability, encapsulated by the message; 'Open up moments that refresh us all'. This approach consistently conveys vibrancy and accessibility to its target demographic.

Diversified Portfolio and Value Proposition

The company appeals to consumers by offering a wide array of beverages, blending innovation with consistent value. This broad appeal is a cornerstone of its market approach.

Commitment to Sustainability as a Differentiator

A key element of Coca-Cola HBC's brand positioning is its recognized leadership in sustainability. This commitment resonates strongly with environmentally conscious consumers.

Sustainability Leadership Recognition

Coca-Cola HBC has been acknowledged as the world's most sustainable beverage company for the seventh or eighth time in the S&P Global Sustainability Yearbook 2024 rankings. This places it within the top 1% of companies globally across various industries.

Tangible Sustainability Progress

The company demonstrates its sustainability focus through concrete actions, including a 58% reduction in Scope 1 and 2 emissions from 2010 levels by 2024 and a €26 million investment in energy efficiency programs.

The company's dedication to circular packaging is further highlighted by its objective to achieve over 60% recycled PET (rPET) usage in EU markets by 2025. By December 2024, it had already reached 46% rPET usage, a significant increase from 24% in 2024. This consistent progress in sustainability not only bolsters brand perception but also cultivates customer loyalty, aligning with the growing consumer preference for environmentally responsible brands. Understanding this journey is key to grasping the Brief History of Coca-Cola HBC and its strategic evolution.

Environmental Impact Reduction

Significant emission reductions and energy efficiency investments underscore the company's environmental stewardship.

Circular Economy Initiatives

Ambitious targets for rPET usage demonstrate a commitment to a circular economy model for packaging.

Brand Reputation Enhancement

Strong sustainability credentials enhance brand image and attract consumers who prioritize ethical and environmental considerations.

Consumer Alignment

The focus on sustainability aligns with evolving consumer values, fostering deeper connections and loyalty.

Competitive Advantage

Leadership in sustainability provides a distinct competitive advantage in the beverage industry.

Investor Appeal

Strong ESG (Environmental, Social, and Governance) performance attracts socially responsible investors and enhances financial standing.

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Coca-Cola HBC consistently executes campaigns that reinforce its brand and drive growth, adapting its Coca-Cola HBC sales strategy to evolving consumer preferences and market dynamics. These initiatives are central to its overall Coca-Cola HBC business strategy.

'Share a Coke' Campaign Longevity

The enduring 'Share a Coke' campaign remained a successful element of their marketing efforts in the first half of 2025. This initiative contributed to increased marketing investments, underscoring its effectiveness in driving consumer engagement.

New Product Launch Success in 2024

In 2024, the company achieved significant success with new product introductions, such as Monster Energy Green Zero Sugar, launched across 16 markets. Early indicators for this product showed encouraging performance, reflecting a robust Coca-Cola HBC market approach.

Emerging Market Growth with Predator Energy

The Predator energy drink also played a key role in driving strong double-digit growth within emerging markets. This success highlights effective market-specific strategies and contributes to the company's overall Coca-Cola HBC growth strategy.

Sustainability as Brand Building

Beyond product-specific promotions, Coca-Cola HBC's sustainability initiatives serve as impactful brand-building efforts. These actions enhance Coca-Cola HBC brand positioning by demonstrating tangible environmental leadership.

These sustainability-focused campaigns not only align with environmental objectives but also enhance brand visibility and credibility. They showcase a commitment to a circular economy, which is a key aspect of their Coca-Cola HBC business strategy.

Circular Packaging Campus in Italy

In 2024, a collaboration with a leading Italian university launched the first circular packaging campus. This initiative aims to minimize packaging waste while providing products to students, demonstrating innovation in their Coca-Cola HBC marketing strategy.

Nigerian Packaging Collection Hub

Furthering its circular economy commitment, Coca-Cola HBC established its first Coca-Cola System-owned packaging collection hub in Nigeria in 2024. This facility, operational since January 2025, is expected to collect and process up to 13,000 metric tonnes of PET bottles annually once fully operational.

Environmental Leadership Showcase

These sustainability efforts are integral to the company's broader Coca-Cola HBC business strategy. They effectively bolster brand perception by highlighting tangible environmental leadership and responsible practices.

Market-Specific Product Launches

The successful introduction of products like Monster Energy Green Zero Sugar across multiple markets in 2024 exemplifies a key aspect of the Coca-Cola HBC sales strategy. This approach ensures tailored product offerings that resonate with diverse consumer bases.

Emerging Market Penetration

The strong performance of Predator energy drink in emerging markets underscores the effectiveness of localized marketing and distribution. This aligns with the company's objective to expand its reach and market share in these dynamic regions, a core component of the Marketing Strategy of Coca-Cola HBC.

Integrated Marketing and Sustainability

Coca-Cola HBC effectively integrates its marketing and sustainability efforts, using environmental initiatives to enhance brand image. This dual approach strengthens consumer loyalty and brand equity, a testament to their sophisticated Coca-Cola HBC marketing strategy.

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