Sharing some chairman views on the Congress Pedro A.García CEO Itaca Alternative Consulting

Madrid 17th-18th February

Canadean Congress: always an opportunity

Anticipate trends

Inspire innovation

Reinforce networking

Benefit from a wider perspective

Canadean Strategy Seminar

From market share

…to share of stomach

…to share of pocket

Canadean Strategy Seminar

Beverage market

Demographic changes

Millennials Vs. Baby boomers

Choice increasingly complex

Social media increasing influence

Canadean Strategy Seminar

Consumers

Premiumisation

Democratization

Revenue management

Consolidation

Soft Drinks Strategies

Premiumisation: small is sexy… how small?

Package innovation

Food engineering

Premium HORECA showcase /Spirits´spirit

Ingredients: in search of the magic formula?

Is the experience, stupid!

Soft Drinks Strategies

Democratization: emerging markets

Born to be affordable

Go to market distribution/Traditional trade

Sugar not the problem but part of the solution

Covering the whole production cycle

Create and expand the market

Put users dreams at the center

Soft Drinks Strategies

Consumer Targets

Revenue management

Implemented by brand (by package, 2nd best) •  mainstream •  affordable •  premium

Requires accurate route to market

Consumer Occasion based

Core strategy, not commercial tactics

Soft Drinks Strategies

Consolidate

Consolidate business

Expand product portafolio

Leverage financial muscle

Buy winners in the right moment

Manage integration challenge

Soft Drinks Strategies

Coca-Cola European Partners

Questionnaire Canadean Soft Drink Strategy Congress

Question 1: Millennials vs Baby Boomers

Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18

In terms of consumer needs the biggest opportunity for beverage innovation in the next 5 years will come from…

80%

Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18

Beverage innovation in the next 5 years will come mainly from…

Question 2: Innovation

Question 3: Growth

Soft drink Big Players (Coke, Pepsi, etc.…) growth will come mainly from….

Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18

Question 4: Mergers

Do you foresee any mergers between Soft Drinks and Beer global players in the next 5 years?

Questionnaire Canadean Soft Drink Strategy Congress Madrid February 17&18

pedro@itacaalterna-veconsul-ng.com  www.itacaalterna-veconsul-ng.com    

Pedro  A.  García  

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