CCEP – A Global Business with a Local Footprint

Recommendation: adopt a three-step sourcing model that prioritizes regional materials while preserving scale, reducing risk and cost through disciplined management. Align suppliers, optimize deliveries, and ensure accurate distribution data to drive faster responses than before and less waste.

Embed passion for quality into every link of the chain; this mindset boosts deliveries and accuracy while trimming custo and waste. We work from regional networks to shape supplier performance and keep something for everyone, avoiding unnecessary risk.

To become leading in this space, build a playbook that clarifies roles, metrics, and escalation paths. Emphasize risk management with suppliers, quarterly reviews, and alignment with capacity to scale and respond to shifts in demand.

Consider a practical note from andorra: Three months of data improved accuracy and reliability in deliveries. This example shows how even smaller markets can contribute meaningful improvements when backed by disciplined planning.

Focus on distribution and deliveries planning to minimize custo, reduce risk, and improve service levels. Use a simple playbook to align materials, delivery steps, and supplier performance, aiming for less waste and higher quality.

CCEP: Global Strategy and Local Footprint

Establish an international presence anchored by a world-class brand in europe and zealand. Implement a scalable supply framework that prioritizes syrup beverages and a disciplined distributor network, including cross-border logistics and local manufacturing where available.

Plan five regional hubs and twelve distribution centers to improve scale and reliability; set a target to reduce lead times by 20%. Strengthen safety and quality controls through standardized SOPs, audits, and third-party verification to boost trust across markets.

Go-to-market actions focus on market-specific formats and channel mix, offering multiple SKUs across bottles, cans, and syrup concentrates. Build a distributor network to extend reach, including partnerships with local retailers and on-premise operators. Infuse passion into brand storytelling while keeping taste and packaging consistent.

Localized product and pricing: adapt to situation in each country; price tiers align to consumer income and competitive context. Size and mix optimization: streamline portfolio by region, reinforcing core items while testing limited-time offers. Each companys unit should implement a quarterly review to capture learnings, including data from papua and monaco markets. This drives size efficiency across markets.

Performance outlook: expect more efficiency in supply and improved margins as scale grows. Key metrics include order cycle time, on-time delivery, and distributor retention. A phased rollout starts in europe and zealand, then expands to papua and monaco; milestones are tied to safety audits and regulatory alignment.

Localized SKU Strategy: Align Coca-Cola Bottles and Flavors to Regional Preferences

Adopt a regional SKU matrix that maps bottle sizes, sweetness levels, and flavor variants to each market’s tastes within the first year.

Implementation pillars

1. Market clusters and alignment: european cluster includes belgium, netherlands, monaco; african cluster covers key markets on the continent; far-reaching plan addresses there tastes while maintaining coca-colas identity and safety standards.
2. SKU formats by region: belgium: 250ml, 330ml, 1L; netherlands: 330ml, 500ml; monaco: premium 200ml glass and 330ml can; african cluster: 300ml PET and 500ml; include seasonal 250ml options.
3. Flavor palettes and differentiation: core coca-colas profile remains consistent; european tastes favor lighter sweetness; african markets benefit from stronger fruit-forward notes; include 3-4 region-specific variants per cluster; test in limited runs to validate preferences.
4. Packaging and label safety: align packaging to regulatory requirements; ensure translations and safety labeling; monitor water usage implications and environmental claims; address safety audits and compliance at every pack type.
5. Supply chain and execution: engage suppliers and manufacturer partners early; build a playbook that standardizes processes across markets; set lead times, packaging specs, and quality checks; track progress there at the level of each SKU; maintain buffer stock to prevent stockouts.
6. Rollout and time-to-market: implement a phased execution with pilots in 4 markets; target time-to-market of 8-12 weeks for new SKUs; then scale to additional countries; include review cycles to adjust the plan.
7. Metrics and governance: establish dashboards measuring share by SKU, sell-through, and margin; monitor safety incidents and quality defects; use level-based KPIs to keep accountability; address any underperforming SKUs quickly by adjusting flavors or formats; ensure the company learns from each cycle for a consistent, continuous improvement approach.

Point-of-Sale Displays: Designing In-Store Signage for Local Audiences

Recommendation: Implement a three-prong end-to-end POS display package that targets brand recognition, category guidance, and promo messaging in three key zones: shelf-edge labels, gondola end-caps, and checkout-adjacent boards. Use durable materials and high-contrast typography to ensure legibility at 2–3 meters; tailor copy to drink categories, including alcohol, without clutter.

Design language should reflect area shopper norms; in Bulgaria, planogram-driven visits and quick decisions favor concise visuals and color cues tied to regional preferences. Use a bold headline, a single offer, and a QR code for deeper details to maintain focus for everyone in line.

Provide a playbook with three templates: shelf-edge label (8×11 in), end-cap banner (24×36 in), and counter card (6×8 in). Formats match limited shelf space and ensure end-to-end content flow from production to store. Each unit pulls data from the inventory system to keep messages relevant across distribution.

Content should be data-driven: include product name, price, and a clear call-to-action; rotating promotions keep visibility high and help resilience during slow periods. Tie messaging to production calendars and capacity constraints to avoid over- or under-stocking.

Leverage technology to track performance: integrate data from POS, signage, and field teams; end-to-end systems provide visibility on rotation, shrink, and revenue. Use dashboards to measure growth and to compare alcohol vs. non-alcohol drink categories; ensure signage respects climate conditions (sunlight, humidity) in stores.

Coordinate alongside a Bulgaria-based distributor and a local manufacturer to ensure capacity and production schedule alignment; plan for reverse logistics to replace damaged units and rework displays quickly when campaigns rotate. Maintain a three-month refresh cadence to keep content current.

Train employees to install and rotate displays using the playbook; ensure a single standard for production quality across stores; keep checklists concise and visuals easy to follow; support teams with end-to-end guidance so every location can execute consistently.

Measure impact: track category growth, uplift in drive-time visits, and conversion rates near checkout; monitor inventory changes and distribution effectiveness to optimize future cycles. A strong, data-driven approach yields a stronger resilience across markets, boosting growth without overtaxing capacity.

Next step: Visit the playbook to start deploying, monitor results, and adjust based on data.

Packaging and Label Compliance: Regulations, Sustainability, and Local Messaging

Adopt a centralized labeling policy linked to a single data hub to cut duplication and cost. That move aligns standards across cola packaging for multiple regions, reducing pressure on site teams and between wholesalers, retailers, and distributors. Leverage technology to automate label creation, reduce human error, and move data across the warehouse and site network. The goal is to make labels trusted by regulators and consumers alike, and to improve overall efficiency. These measures should be piloted on a far-reaching set of SKUs across the regions first, and a plan to scale. Recommended baseline: 6 SKUs in 3 regions.

Integrate sustainability into packaging labels: disclose recycled content, ink types, and recyclability icons in regional languages; apply to multiple product categories for growing markets. Adhere to GS1 standards for barcodes, product identifiers, and data fields to ensure that the information flows between site, warehouse, wholesalers, and retailers. Distribute templates to site teams and partner networks. Use eco-friendly inks and recyclable coatings; track material disclosures in a shared data store. Quantify environmental claims: target a 20% reduction in virgin material use per year across cola lines.

Region-specific messaging strategy: align product stories to cultural cues while preserving regulatory clarity. Create a region-facing label library that travels alongside packaging–from warehouse to retailer–ensuring that the consumer sees a trusted, compliant message. Engage marketing, regulatory, and store operations to minimize rework and keep everyone aligned.

Implementation plan: 1) Inventory audit of packaging lines; 2) Standard label templates; 3) Build API feeds to ERP and WMS; 4) Train teams; 5) Establish KPIs: cycle time, error rate, and label-read success. KPIs: cycle-time reduction of 25%, label-read accuracy near 99%, and waste down by 15%. Timeline: pilot in Q3, scale nationwide by year-end.

Vending and Micro-Markets: Offering Local Payment Options and Product Mix

Recommendation: starts with a 90-day pilot across five sites in dense footfall zones to validate region-specific payments stack and a tight, relevance-driven product mix.

Implement payments stack that includes cash, contactless card, mobile wallets, and QR payments, delivering options in Europe and other markets. Track uptake by site, noting that rapid adaptation typically drives a 15–25% lift in average transaction value during the first summer peak.

Alinhar o stock com os gostos locais para reduzir o desperdício e otimizar a margem. Priorizar uma linha base de cola e água, juntamente com snacks mais saudáveis, embalagens sustentáveis e refeições rápidas regionais. Agendar rotações para refletir a sazonalidade e os calendários do campus. Utilizar a precisão para evitar excesso ou falta de stock, procurando uma variação máxima de 4% face à previsão nas entregas mensais.

Adote um modelo de colaboração entre retalhista, operador e conselho local. As análises diretas ocorrem trimestralmente; as campanhas de verão promovem bebidas frias e petiscos regionais; essas ações mantêm a variedade relevante e as entregas atempadas. Não confie em palpites—selecione fornecedores de confiança e mantenha rotas de abastecimento claras para evitar interrupções.

Os planos de dimensionamento centram-se numa abordagem limitada e disciplinada: começar pequeno, estabelecer um modelo repetível em vários locais e aproveitar uma cadeia de abastecimento de origem vegetal para encurtar os ciclos. As demonstrações sediadas na Europa devem estar alinhadas com as diretrizes aprovadas pelo conselho para garantir a conformidade, precisão e controlo de custos sustentável nas entregas e nos níveis de stock. Essas bases permitem um fornecimento fiável que pode ser replicado noutros mercados, reduzindo o risco e impulsionando o crescimento.

Engajamento Digital: Códigos QR, Apps e Programas de Fidelização Locais

Recomendação: implementar uma abordagem de envolvimento baseada em QR code em retalhistas chave em África, ligando uma app wallet leve a marcas incluindo a Coca-Cola; visar a inscrição de 100.000 participantes num prazo de seis meses, e sustentar a atividade a longo prazo através de educação e incentivos contínuos.

Cada retalhista desempenha um papel na adoção; adapte o conteúdo e a formação às necessidades do retalhista.

Cada fase baseia-se na anterior; faça o lançamento inicial começar em algumas lojas antes de expandir para mais mercados.

A execução está organizada em torno de três fases, cada uma focada em vitórias rápidas e padrões escaláveis:

• Fase 1 – lançamento direto em sites de elevado tráfego: colocar códigos QR nas embalagens e sinalização nas lojas; direcionar os clientes para uma única aplicação que serve como carteira de fidelização; inscrever participantes através de campos mínimos; garantir que as normas de TI dos retalhistas são respeitadas; alinhar incentivos para os funcionários promoverem a digitalização.
• Fase 2 – expandir o alcance a mais retalhistas e locais de fábricas na cadeia de abastecimento: adaptar as ofertas por marca, incluindo Coca-Colas, sob a mesma estrutura de recompensas; implementar a integração de dados de ponto de venda e de inventário para ajustar as promoções; estabelecer um caminho alternativo de cupões para clientes offline que dependem de códigos impressos quando a conectividade é limitada.
• Fase 3 – governação a longo prazo e abrangência: normalizar formatos para códigos QR, interfaces de aplicações e catálogos de recompensas; fomentar parcerias com intervenientes do setor para programas sustentáveis; cumprir os regulamentos de privacidade; expandir para novos setores e mercados em toda a África, incluindo parceiros ligados à agricultura, como fornecedores de fertilizantes, para diversificar a proposta de valor.

O que medir e como agir: concentre-se no alcance, na resposta e na retenção. Os principais indicadores incluem a taxa de inscrição, a taxa de ativação, as contagens de interação digitalizáveis, a frequência de resgate e o aumento médio de encomendas por campanha. Use a mesma estrutura de KPIs em todas as ofertas de marca para comparar o desempenho por retalhista, país e estação. Se a resposta ficar aquém numa determinada situação, ajuste rapidamente o conjunto de ofertas, alterne as marcas e atualize os recursos criativos para manter o impulso.

Notas operacionais: o sucesso depende de um plano direto e claro que alinhe funcionários, retalhistas e fábricas. Os módulos de formação disponibilizados aos funcionários devem abranger o manuseamento de QR codes, a navegação na aplicação e as normas de privacidade; os gerentes ao nível da loja devem monitorizar o tempo de atividade dos scanners e a visibilidade dos códigos. Um protocolo padronizado de partilha de dados reduz o atrito nos canais de abastecimento e permite a tomada de decisões em tempo real, ajudando a manter as campanhas com preocupações climáticas relevantes e oportunas.

Essa abordagem funciona em diversos setores e mercados.