The students got a brief introduction to the company as a whole and a detailed
presentation of one of their products. The presentation included information about how this
product is sold, in which formats and quantities and in comparison to other products on the
market. The group then got divided into three different groups, with the task of imagining a
new launch of this product and creating a pitch which would be held in front of a jury from
Coca-Cola. The main task was to convince the imaginary “retailer” which was composed by
the jury from Coca-Cola to list this product.

The purpose of this exercise was to highlight the challenge of getting listings to products at
Coca-Cola's main customers–retailers, as the number of new products increases on the
market, while store space stays the same. Emphasis was to be made upon why retailers would want to sell this particular product, how sales could be generated and what efforts would be required for this to happen.

Isabelle Moreau, Key Account Manager, Coca-Cola Europacific partner's Retail Club