Coca-Cola Europe and the Philosopher’s Stone
Crafting a rare win-win-win situation

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Author(s): Patricio Pagani, Richard Raubik, James May
Collection: Congress 2010 - The changing face of market research
Keywords: Brand Research

ESOMAR Congress 2010 Award Nominee - Best Case History
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Members: EUR 12.00

On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher’s Stone. The journey will take the us through the difficulties of negotiating a positive business case for each market, managing the trend break challenges and ultimately defining a consistent, harmonized tracking study that is relevant for local markets as well as regional and global units. The Philosopher’s Stone paper will prove that getting the right parties involved, it is possible to not only find the right balance between global and local (the famous sweet spot) but also achieve significant savings at the same time.



Date of publication: 15.09.2010
ISBN: 92-831-0244-4
Order Code: 53343_38
Number of pages: 24

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