Coca-cola Hbc Ag · LSE:CCH
Coca-cola Hbc — Investor Presentation (October 2024)
37 slides from Coca-cola Hbc's investor presentation, Oct 8, 2024
Slide 1: Bitesize Investor Series: Data, Insights and Analytics (DIA)
Bitesize Investor series Data, Insights and Analytics (DIA) Translating data into actionable insights Coca-Cola HBC 8 October 2024
Slide 2: Introduction and strategic context
Coca-Cola HBC Bitesize October 2024 Introduction and strategic context NAYA KALOGERAKI CHIEF OPERATING OFFICER 2
Slide 3: Our bespoke capabilities underpin our growth ambitions
Coca-Cola HBC Bitesize October 2024 Our bespoke capabilities underpin our growth ambitions Revenue growth Route to market management We have more customer Industry-leading RGM enables interactions than ever us to drive smart affordability before due to our and premiumisation physical and digital rou
Slide 4: Data, Insights and Analytics
Coca-Cola HBC Bitesize October 2024 Data, Insights and Analytics Translating information into intelligent insights RUCHIKA SACHDEVA HEAD OF DATA, INSIGHTS AND ANALYTICS 4
Slide 5: From just data to actionable business insights
Coca-Cola HBC Bitesize October 2024 What is Data, Insights & Analytics (DIA) in principle ? DATA From just data … SORTED … to actionable business insights ARRANGED Enabled by Statistics ANALYSED Data analysis Machine learning EXPLAINED Artificial intelligence through insights 5
Slide 6: We leverage DIA to enhance RGM and Route to Market
Coca-Cola HBC Bitesize October 2024 We leverage DIA to enhance Revenue Growth Management (RGM) and Route to Market (RTM) ‘WHAT’ to offer ‘HOW’ to serve RGM RTM Consumers Shoppers Customers/Channel Execution Sales Logistics Data, Insights & Analytics: connects and accelerates our bespoke capabilities
Slide 7: What is segmented execution?
Coca-Cola HBC Bitesize October 2024 What is segmented execution? Driving customer-centric actions for 2 million+ customers in 29 markets Personalised execution for every outlet Segmenting our Proposing what Personalising Deciding how to engage Determining how to customers assortment to offer in-stor
Slide 8: Data powers our segmented execution
Coca-Cola HBC Bitesize October 2024 Data powers our segmented execution OUTLET DENSITY CONSUMER LIVING SPENDING DENSITY PURCHASING CUSTOMER POWER MASTER DATA EXTERNAL DATA INTERNAL DATA URBANICITY NPS 360° TRAFFIC AROUND & SALES WITHN THE OUTLET CONSUMER PROFILE VIEW OF THE RED OCCASIONS CUSTOMER CO
Slide 9: Translating insights into action
Coca-Cola HBC Bitesize October 2024 Translating insights into action Supporting three important business objectives Meeting consumer demand for both affordability and premiumisation Leveraging our 24/7 portfolio in HoReCa Seizing growth opportunities while managing challenges in Africa 9
Slide 10: Translating insights into action
Coca-Cola HBC Bitesize October 2024 Translating insights into action Supporting three important business objectives Meeting consumer demand for both affordability and premiumisation Leveraging our 24/7 portfolio in HoReCa Seizing growth opportunities while managing challenges in Africa 10
Slide 11: Meeting consumer demand for both affordability and premiumisation
Coca-Cola HBC Bitesize October 2024 Meeting consumer demand for both affordability and premiumisation • Addressing the increasing importance of affordability, with relevant, insight-driven solutions • Continuing to drive premiumisation • Measuring and managing promotions effectively to inform budget
Slide 12: Microsegments allow personalised execution at scale
Coca-Cola HBC Bitesize October 2024 Using advanced analytics, we segment our customers into microsegments, allowing personalised execution at scale BULGARIA Non-Alcoholic Purchasing Beverage, Urban Traffic Power/ Food Spend / % of total MICROSEGMENT Description Rank Index Capita € Capita € Outlets A
Slide 13: Outlet prioritisation to launch affordable 300ml PET
Coca-Cola HBC Bitesize October 2024 Outlet prioritisation to launch affordable 300ml PET BULGARIA Young, low and middle class Must-have outlets Low to average Minimum of 2 cooler doors Microsegments From 54,000 outlets, segmented Priority channel execution outlet intelligence allowed us to select 1,
Slide 14: Clear evidence of success in driving affordability in Bulgarian 300 ml launch
Coca-Cola HBC Bitesize October 2024 Clear evidence of success in driving affordability in Bulgarian 300 ml launch BULGARIA Events Digital Outdoor Sampling 97% listing at must-have outlets vs. 50% market avg. 6% Bringing all our bespoke capabilities together enabled a 360 consumer-centric plan cannib
Slide 15: Outlet prioritisation to drive single serve with Kinley
Coca-Cola HBC Bitesize October 2024 Outlet prioritisation to drive single serve with Kinley POLAND Must-have outlets High sales and/or high potential outlets for Kinley From 181,000 outlets, segmented execution outlet intelligence allowed us to select 928 must- have outlets that were the most releva
Slide 16: Tangible results: increased single-serve listings in Kinley
Coca-Cola HBC Bitesize October 2024 Tangible results: increased single-serve listings in Kinley POLAND Leveraging DIA outlet profiling and prioritisation led to 80% an increase in single-serve pack listings listing of 500ml must-have outlets Innovative Personalised Impressive Single serves vs. 45% m
Slide 17: Profitable promotion management
Coca-Cola HBC Bitesize October 2024 Profitable promotion management Disaggregating drivers of weekly volume growth Baseline Price-Off Promos Seasonality Weather Holidays Marketing Campaigns Regular Price Competition Stock Piling Cannibilisation Xmas Xmas Xmas Easter Easter Easter Impact of seasonali
Slide 18: Profitable promotion management in action
Coca-Cola HBC Bitesize October 2024 Profitable promotion management in action CASE STUDY Large modern-trade customer in ITALY Through using the promotion optimisation tool, we identified the best pack and promotion mechanics to use • Increased promotion slots on the 330ml can over the 660ml PET, due
Slide 19: Progressing the rollout of profitable promotion management tools
Coca-Cola HBC Bitesize October 2024 Progressing the rollout of profitable promotion management tools 11 Increasing customer coverage Countries have the tool +9% +11% Austria +163% Czech Greece Hungary Ireland Italy excl. Russia Poland Sparkling 2021 2022 2023 2024 Romania Energy Serbia Coffee % of c
Slide 20: Translating insights into action
Coca-Cola HBC Bitesize October 2024 Translating insights into action Supporting three important business objectives Meeting consumer demand for both affordability and premiumisation Leveraging our 24/7 portfolio in HoReCa Seizing growth opportunities while managing challenges in Africa 20
Slide 21: Full visibility of HoReCa outlets and their opportunities
Coca-Cola HBC Bitesize October 2024 Full visibility of HoReCa outlets in our markets… and their opportunities Recruiting new outlets Maximising existing outlet potential (Leads) (Opportunities) New high-potential outlets for us that New category launches hold high category potential Opportunities fo
Slide 22: Understanding the potential of our 24/7 portfolio in every outlet
Coca-Cola HBC Bitesize October 2024 Understanding the potential of our 24/7 portfolio in every outlet, in every market GREECE VISIBILITY PRIORITISATION of total HoReCa universe of highest potential outlets for our 24/7 portfolio CCH Universe Leads Data-driven prioritisation automatically Ability to
Slide 23: Granular customer insights at our fingertips
Coca-Cola HBC Bitesize October 2024 Granular customer insights at our fingertips GREECE Popularity Consumer sentiment HIGH HIGH Channel Bar Address Athens Offerings Services Spirits Bar Cocktails Dine – in Price Medium ($$) Food Rooftop Coffee Seating Wine Outdoor seating Opening Late morning hours
Slide 24: Prioritisation of new outlet opportunities based on potential
Coca-Cola HBC Bitesize October 2024 Prioritisation of new outlet opportunities based on potential GREECE 1 outlets we do Priority list Incremental not cover today of outlets 3 2 revenue estimation XX,XXX • Sales team can see all outlets not 4 Outlet segmentation by covered today product category pot
Slide 25: Maximising existing outlet revenue
Coca-Cola HBC Bitesize October 2024 Maximising existing outlet revenue GREECE outlets we have Incremental in our system 2 revenue estimation 1 XX,XXX • Currently we work with 70,441 3 Outlet segmentation by HoReCa customers in Greece product category potential • Algorithms estimate potential increme
Slide 26: Translating insights into action
Coca-Cola HBC Bitesize October 2024 Translating insights into action Supporting three important business objectives Meeting consumer demand for both affordability and premiumisation Leveraging our 24/7 portfolio in HoReCa Seizing growth opportunities while managing challenges in Africa 26
Slide 27: Seizing growth opportunities and managing challenges in Africa
Coca-Cola HBC Bitesize October 2024 Creating actionable insights Seizing growth opportunities and managing challenges in Africa 03 • Africa offers huge opportunities • Managing challenges, volatility and the unexpected is essential • DIA helps us understand growth and profit potential, and stay agil
Slide 28: Accelerating consumer recruitment with DIA
Coca-Cola HBC Bitesize October 2024 Accelerating consumer recruitment with DIA NIGERIA Who ? Where ? • Detailed consumer insights study from • Linked profiles to outlets on sociodemographic The Coca-Cola Company characteristics from segmented execution • Created consumer profiles, focusing on • Iden
Slide 29: Encouraging customer recruitment results from pilot
Coca-Cola HBC Bitesize October 2024 Encouraging customer recruitment results from pilot ’Dinner-at-Home Devotee’ pilot has potential to scale Test outlets outperform control during and after pilot +40% 5.3 +10% 4.4 4.9 40% higher sales 3.8 3.7 4.1 per outlet 3.5 in test vs. control during pilot 2.7
Slide 30: Unlocking Egypt's potential with our bespoke capabilities
Coca-Cola HBC Bitesize October 2024 Unlocking Egypt’s potential with our bespoke capabilities EGYPT OPPORTUNITIES PROGRESS to DATE Manual outlet segmentation on regional basis only Advanced Analytics driven outlet micro segmentation Algorithms scanning cooler data on a weekly basis to Limited visibi
Slide 31: Prioritising activation with data-driven insights
Coca-Cola HBC Bitesize October 2024 Prioritising activation with data-driven insights EGYPT Before Results 11,000 Activated outlets +17pp Execution index +33% SALES Growth in activated outlets driven by After single-serve mix 31
Slide 32: Translating insights into action
Coca-Cola HBC Bitesize October 2024 Translating insights into action Supporting three important business objectives Meeting consumer demand for both affordability and premiumisation Leveraging our 24/7 portfolio in HoReCa Seizing growth opportunities while managing challenges in Africa 32
Slide 33: Building a best-in-class DIA team at CCH
Coca-Cola HBC Bitesize October 2024 Building a best-in-class DIA team at CCH 50+ people in the team Upskilling our people across CCH in DIA gives us an edge Head of DIA • Head of Business Analytics • Head of Data Strategy • Head of Data Science & AI • Country Data & AI Managers • Data Quality Scient
Slide 34: What's next for DIA at CCH?
Coca-Cola HBC Bitesize October 2024 What’s next for DIA at CCH? GenAI personalised email using DIA insights Geo-targeted push notification to relevant consumers… 1. From micro to nano segmentation 2. Expand the HoReCa tool to the full Out-of- Home channel - adding Vending, At Work 3. Enhancing execu
Slide 35: Our bespoke capabilities underpin our growth ambitions
Coca-Cola HBC Bitesize October 2024 Our bespoke capabilities underpin our growth ambitions Revenue growth Route to market management We have more customer Industry-leading RGM enables interactions than ever us to drive smart affordability before due to our and premiumisation physical and digital rou
Slide 36: Bitesize Q & A
Bitesize Investor series Q& A
Slide 37: Forward-looking statement
Coca-Cola HBC Bitesize October 2024 Forward-looking statement This document contains forward-looking statements that involve risks and uncertainties. These statements may generally, but not always, be identified by the use of words such as ‘believe’, ‘outlook’, ‘guidance’, ‘intend’, ‘expect’, ‘antic