Problem: Traditional brand tracking was not getting to the level of detail that Britvic/Pepsi
needed to understand the on and off trade activity as well as more traditional advertising.
Approach: Through continuous Experience Tracking of carbonates, we have seen that the biggest touchpoints in this market are actually Consumption, Off Trade and On Trade with traditional media channels, like TV, press and outdoor having much lower Reach and Experience Share. The inherent power of the consumption experience was being underplayed in communication and retailer mailings were identified as being particularly persuasive.
Action: A series of tests are in place within the on and off trade to optimise Britvic/Pepsi’s presence within these environments. Individual strategies are being worked up by different teams within the business and their agencies.
For more information please click here for Tracking Multichannel, presented jointly at Cranfield School of Management Customer Forum, November 2010.