At Coca‑Cola HBC, customers are central to the way we do business. Every day we make sure that we’re easy to do business with, offering best in class execution in the marketplace.

Customer preference is a core value of our business. For us, it means building true partnerships that create sustainable value and profitable growth for both our business and our customers, across all key channels.

Our customers include hypermarkets, supermarkets, discounters, kiosks, petrol stations, cinemas, leisure parks, hotels, restaurants and cafés, among others. By finding new ways to win together in the marketplace, we aim to be the preferred supplier to all of our customers.

We are open to feedback and always ready to help, with our Customer Care Centre available 24/7. 

Marketing and merchandising

We develop strong customer relationships by focusing on excellent execution of marketing promotions and merchandising at the point of sale.

To better understand unique shoppers and purchase occasions in different trade channels, we conduct market analyses. We then use this information to develop all our soft drinks categories at every point of sale.

Together with The Coca‑Cola Company we develop annual sales, promotions and marketing plans for consumers and customers.

Sponsorship

We sponsor significant sporting, cultural and community activities across all of our countries in partnership with The Coca‑Cola Company, a major supporter of important international events and programmes. We seek to integrate consumer marketing and sponsorship activities with our retail promotions.

In conjunction with The Coca‑Cola Company's global sponsorship of the Olympic Games, which dates back to 1928 and of the FIFA World Championship, since 1978, we engage in a range of promotions. In Russia, we were honoured to support the Sochi Winter Olympic Games in 2014 and will now fulfil our long-term commitment to the FIFA World Football Championship that will take place in eleven Russian cities in 2018.

Portfolio and channel segmentation

We’ve established clear category and brand priorities, offering consumers the right product, in the right pack, at the right price to suit the occasion: we call this our OBPPC (Occasion, Brand, Package, Price and Channel) strategy.

Well-executed OBPPC strategies mean that we have an offering to suit every shopper’s need. This, in turn, helps us to capture people’s disposable income faster than our competitors. Being innovative around the occasions when people enjoy our brands allows us to tap into less price-oriented shopping trips, so growing our revenue ahead of volume.

Occasion

Coca‑Cola HBC Russia provides a variety of products to match shopper needs in every channel and for every occasion. We make sure that we link our brands and packs to the most relevant occasions to drive incremental transactions. For instance, for sparkling soft drinks our major focus is on the 'with food' occasion for both our single-serve and multi-serve packs.

Brand

We offer consumers a broad choice of brands in different categories. People can choose from sparkling brands, such as the legendary Coca‑Cola and other popular brands like Sprite and Fanta. We also offer a choice between sugared, ‘low sugar’ and ‘sugar-free’ sparkling soft drinks. For those who prefer non-sparkling soft drinks, we offer a full range of still drinks such as juices, iced tea, energy and sports drinks, water and coffee.

Package

Our products come in an increasingly diverse range of packaging which is designed to reflect today’s diverse lifestyles. Our packaging is closely linked with the occasions when products are consumed. We offer beverages in small cans and PET bottles for people on the go, while family multi-packs help people celebrate special occasions at home. Premium consumers will enjoy the feel of our glass packaging at hotels, restaurants and cafes.

Price

Affordability considerations are key in our offer. We operate in a territory with a population of over 590 million people across emerging, developing and established markets. Each market is different, with varying income per capita and lifestyles. Our ambition is to match our offer to different consumer needs and opportunities.

Channel

Huge hypermarket, discounter, restaurant or the small convenience store next door - we have the right product range for every channel. Our rich knowledge of shopping patterns lets us understand different shoppers’ motivations across different channels. As a result of this, and our longstanding cooperation with different customers, we’ve designed our portfolio so that our customers are satisfied by having the right product range people are looking for in their outlets.