|Author(s): Jorge Fonseca, Gabriel Neira, Alejandro Torres
Collection: Latin America 2016 - Research Renovation
Keywords: Customer Loyalty, Brand Research, Purchasing Behaviour
ESOMAR Best Paper Award 2015/2016
|PDF version (download)|
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This paper describes how Coca-Cola ́s culture of high brand execution performance in the point of sale and a tracking technological solution designed by Dichter & Neira leveraged commercial, trade and sales strategy to the next level; transferring and operating a regional standardized brand execution model to the local level, generating actionable and proactive response on the go to competence actions and market forces, providing full objectivity and visibility to channel administrators and executors, and creating a real link between execution and impact on sales.