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–Reflects the premium image of Coca-Cola products. – Capitalizes on brand loyalty and perceived quality. – Allows for higher profit margins. Value-based pricing aligns with Coca-Cola’s brand positioning strategy, integrating with psychological pricing to enhance customer perception. It complements...
April Carlisle, VP of Shopper Marketing National Retail Sales, The Coca-Cola Company. In this broad-ranging interview, we discuss Coca-Cola’s digital footprint and strategy, digital shopper marketing, the evolution of e-commerce for consumables and grocery, and the future of shopper marketing. ...