This case asks how a first purchase during a major Indian occasion could be turned into a measurable second purchase after the event.
Large events can create reach, availability and trial at the same time. They do not automatically create repeat. The practical question is what reason a buyer has to return when the event is over.
- Reviewed Coca-Cola's public reporting and research on names, self-reference and sharing.
- Kept company facts separate from my own interpretation.
- Designed a three-cell outlet test instead of assuming a national campaign would work.
- Chose transactions, repeat and gross margin as the main measures.
Run a small outlet test around one locally relevant consumption moment:
- Control: current assortment, display and communication.
- Personal cue: a locally reviewed name, role or relationship cue on the pack.
- Sharing cue: the same pack treatment plus a group-sharing prompt and a reason to return.
The main result should be incremental transactions per eligible outlet. I would also check 30-day repeat, gross margin after activation cost, availability and retailer execution.
Public research, evidence review, consumer-behaviour framing, experiment design and PowerPoint.
- PDF presentation: full case and test design
- Editable PowerPoint: presentation source
- Case notes: question, reasoning, test cells and measures
- Evidence ledger: facts, research, interpretation and limits
- Sources: links used in the case
Public information does not include outlet baselines, pack margins, bottler constraints or the customer identifiers needed to measure repeat. Those inputs would set the final sample and financial hurdle.