At Coca-Cola HBC, customers are at the heart of everything we do. Customer preference is a core value of our business. This means building true partnerships that create sustainable value and profitable growth for our business and our customers across all key channels. By finding new ways to win together in the marketplace, we aim to be the preferred supplier to all of our customers. To achieve this, we have adopted a comprehensive set of initiatives designed to build collaborative customer relationships and ensure excellent execution.
Excellence in marketplace execution
Our blueprint for ensuring ongoing consumer relevance and excellence in the marketplace focuses in five core principles:
Availability means placing our range of products within easy reach of consumers in the "right" package, in the "right" location, at the "right" time.
Affordability means offering a wide variety of desirable, premium quality products, in packages appropriate for the occasion, at the "right" price.
Acceptability means supplying an extensive and growing range of products that meet the highest quality standards in each country, enhancing their acceptability to consumers. Our experience in quality control, customer service and efficient distribution, combined with a detailed understanding of consumer needs and access to the most effective communications channels, allows us to reach out to customers and consumers in each of our markets and meet their demands.
Activation means motivating consumers to choose our products by improving product availability and attractiveness at the point of purchase and by building brand strength in our local markets.
Attitude is about the way our sales representatives and our people behave every day in their interactions with our customers ensuring that we meet their needs with an objective to become the preferred supplier of choice. We have also introduced the joint value creation concept with key customers, which is built on the...