‘Our new TV is making an impact’ – Wine Markets

This is what he pointed out Manuel Arroyoexecutive vice president and global chief marketing officer of The Coca-Cola Company, in his speech at the AECOC Congresswhich closed on October 17 in Madrid.

In his presentation ‘The most radical marketing transformation in Coca-Cola history’, Manuel Arroyo has presented the new model of customer experiences that the company has developed, through the use of artificial intelligence throughout the value chain.

“After an initial phase of analysis, we found three main challenges. The first corresponded to our customer base, reinforced by a stable number of users, but which had not grown in the last 20 years. So, we realized that the average age of our average users was getting older. Secondly, we see that digital disruption has accelerated a change in media consumption and that, through social networks, we can achieve a similar or even greater reach compared to other models that have been used previously to publicize the brand, especially television. Finally, we noticed a clear division in our activity, since every year we launched more than 2,000 marketing programs, more than 3,000 product innovations and collaborated with more than 6,000 organizations,” said Manuel Arroyo.

This analysis exercise and the sharing of the identified challenges represented a 180º turn in the marketing strategy of The Coca-Cola Company. “As a result, our secret formula in marketing is based on creating customer experiences in products, in the digital channel, at the point of sale and even in live shows. On the other hand, our new television is impressive. Last year, we collaborated with 11,000 of them. This year, however, we will reach 20,000,” explained Manuel Arroyo.