Coca-Cola Europacific Partners: How to Revitalize the Soft Drinks Category in Hypermarkets Through Merchandising Strategies?

Coca-Cola is an iconic beverage brand with enviable global performance. In France, it largely dominates the market by capturing more than 90% of sales in the cola segment. However, despite this market leader status, the brand has been facing growing challenges over the past few years, particularly in the hypermarket channel. More broadly, the soft drinks category, which includes colas, is experiencing a continuous erosion in sales. Consumers express a lack of enjoyment during their shopping experience and deplore insufficient product visibility on shelves. In this context, shelf organization and offer development are essential levers to capture shoppers' attention and drive sales. Brands must imperatively be seen in order to be bought. The recent merchandising reorganization of the soft drinks category has led to a reduction of nearly 10 percentage points in the shelf space allocated to colas, causing a multiplication of stock shortages, thus severely penalizing the cola segment and the brand in the hypermarket channel.

To raise students' awareness of the challenges faced by brands in the food and beverage industry, particularly non-alcoholic drinks;
To raise students' awareness of the challenges of category management, especially the concrete importance of the merchandising lever;
To understand how to better identify the key success factors within a category;
To implement a strategic vision by proposing a pedagogical articulation between analysis and action plan:
o      Master the key indicators used in retailer and consumer panel analysis;
o      Carry out a rigorous panel analysis approach to understand the state of the category;
o      Implement the merchandising lever, from both a qualitative and quantitative perspective;
o      Organize action recommendations in a justified and coherent manner with the context;
o      Demonstrate creativity by proposing original ideas and actions.

Marketing, category management, consumer panels, merchandising

Business schools, universities, executive education

Production of soft drinks

Duration: 3 to 6 hours depending on the chosen scenario, debriefing to be presented, distributor and consumer data in Excel format

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 21