Coca-Cola European Enterprises.
Maintaining the lead on Amazon.
Coca-Cola European Partners (CCEP) is a leader in one of the largest FMCG sectors in Europe. They offer consumers some of the world’s leading drinks brands, including Coca-Cola, Monster, Schweppes and Smartwater.
Coca-Cola European Partners sell a broad portfolio of drinks brands on Amazon and are considered retail pioneers. To stay ahead of the game, they wanted to understand the structure and dynamics of the soft drinks category and find out how their brands stacked up against other best in class performers.
We were engaged to fulfil a comprehensive review of their brands, market and competitor activity. The outcome: a Performance Report including recommendations to increase awareness and improve sales.
- Performance Review
We began with a comprehensive study of soft drinks within the grocery category, including market size and structure, category dynamics, key trends and major players. We then analysed and compared our data to competitors and category benchmarks across key performance measures: listing quality, discoverability, advertising, page content, brand building, monitoring and management, customer experience and merchandising.
- Recommend & Focus
With this information, we created a Scorecard of performance against key competitors and best-in-class. The Scorecard graded Coca-Cola’s performance on key measures, so they could see their strengths and weaknesses.We delivered all our findings in an actionable Performance Report, with a prioritised plan to improve sales and raise profiles.
We put together an Amazon marketing strategy with actions prioritised according to their impact on sales and brand awareness.
- Implement & Manage
Our recommendations included:
Creating new page variations to make it easier for customers to shop the range
Improving merchandising activities to drive higher ROI
Revising the product catalogue across Prime Now, Pantry and Core
Terminating unprofitable advertising campaigns
Introducing new formats into the media, for example: sponsored products and product display
Following the Performance Report, we were appointed to run AMS Advertising for CCEP during their busy Q4 period.
Previously, spend had predominantly been used to defend key brands against competition. We took a more aggressive acquisition approach by adding generic and competitor keywords to the mix.
We created over 15 new campaigns across multiple categories to drive sales through the holiday season. Each campaign was optimised twice a week to adjust bids, revise keywords and change bidding.
Our work proved the value of AMS spend to CCEP. Funds from merchandising budgets were reallocated and enabled CCEP to reduce cost of sale by 12%, which was 5% better than the category average.
Tambo undertook a comprehensive performance review of CCEP brands (including Coca-Cola, Monster, Schweppes and Smartwater) on amazon.co.uk, we now have a clear understanding of how our brands are performing in the category and against our competitions. We were pleased that within a short period of time, and with a small budget, Tambo managed to improve our advertising performance, whilst testing out different strategies and tactics. The team were brilliantly agile with our requests and also challenged our thinking to ensure we always had a focused objective to achieve against. This provided us with some great insights from the results.
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