FRANCE: COCA-COLA'S NEW MERCHANDISING

Article Abstract:

Coca-Cola has gained market shares on the sluggish cola market, with 46.6% of soft drink sales in 1998. This is due to major advertising investments, including FFr 250 for the Coca-Cola brand alone. Coca-Cola has offered retailers an unusual display case, based on qualitative and quantitative surveys it carried out. These surveys show that although the assortments increase rise by an average of 10% per year, the shelf space has held steady at an average of 74 metres, causing a lack of legibility in the department. Soft drink buyers are not the final consumer. Buyers recognise only four clearly identifiable categories: cola, tea, fruit drinks and colourless products. Each of the four categories is identified by a colour (red for colas). Coca-Cola has suggested a department installation offering a clear and easily identifiable product, such as colas, at the head, and at the end of the section, such as Orangina or Oasis. The test carried out in eight hypermarkets generated a 6% rise in turnover in the soft drink section.

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Soft drinks, Coca-Cola Co. (Atlanta, Georgia)

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FRANCE: SAINT-AMAND ON THE WATER SECTION

Article Abstract:

The Societe des Eaux de Source de Saint-Amand recommends organising the water department according to the typology of consumers. This revolves around seven economic segments: babies, families, special events, women, athletes and senior citizens. Each category of product is characterised by a colour code and special sign indicating the principal benefits of the products for the consumer.

Bottled Water, Bottled Water Manufacturing, Bottled drinking water

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