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Sharing some chairman views on the Congress Pedro A.García CEO Itaca Alternative Consulting
Madrid 17th-18th February
Canadean Congress: always an opportunity
Anticipate trends
Inspire innovation
Reinforce networking
Benefit from a wider perspective
Canadean Strategy Seminar
From market share
…to share of stomach
…to share of pocket
Canadean Strategy Seminar
Beverage market
Demographic changes
Millennials Vs. Baby boomers
Choice increasingly complex
Social media increasing influence
Canadean Strategy Seminar
Consumers
Premiumisation
Democratization
Revenue management
Consolidation
Soft Drinks Strategies
Premiumisation: small is sexy… how small?
Package innovation
Food engineering
Premium HORECA showcase /Spirits´spirit
Ingredients: in search of the magic formula?
Is the experience, stupid!
Soft Drinks Strategies
Democratization: emerging markets
Born to be affordable
Go to market distribution/Traditional trade
Sugar not the problem but part of the solution
Covering the whole production cycle
Create and expand the market
Put users dreams at the center
Soft Drinks Strategies
Consumer Targets
Revenue management
Implemented by brand (by package, 2nd best) • mainstream • affordable • premium
Requires accurate route to market
Consumer Occasion based
Core strategy, not commercial tactics
Soft Drinks Strategies
Consolidate
Consolidate business
Expand product portafolio
Leverage financial muscle
Buy winners in the right moment
Manage integration challenge
Soft Drinks Strategies
Coca-Cola European Partners
Questionnaire Canadean Soft Drink Strategy Congress
Question 1: Millennials vs Baby Boomers
Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18
In terms of consumer needs the biggest opportunity for beverage innovation in the next 5 years will come from…
80%
Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18
Beverage innovation in the next 5 years will come mainly from…
Question 2: Innovation
Question 3: Growth
Soft drink Big Players (Coke, Pepsi, etc.…) growth will come mainly from….
Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18
Question 4: Mergers
Do you foresee any mergers between Soft Drinks and Beer global players in the next 5 years?
Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18
pedro@itacaalterna-veconsul-ng.com www.itacaalterna-veconsul-ng.com
Pedro A. García
Thanks for your contribu-on and a@en-on
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