Occasion-based marketing

Our magazine interviewed Kata Bányi, Coca-Cola Hungary’s new trade marketing director who had been appointed in January. She told that she had done her traineeship at Coca-Cola and has been working for the company ever since, in five different positions. In 2016 Coca-Cola and their brands are using a completely new marketing strategy: instead of a price-based approach consumption occasions (e.g. family meals or hanging out with friends) are communicated, and at the same time such product versions are launched that meet these best.

Last year the company’s 20-year-old carbonated soft drink bottles were redesigned. This year in May five new, medium fruit content Cappy products hit the market, which will cost less than HUF 300. In order to serve consumption occasions as well as possible, Coca-Cola now offers 70 different non-alcoholic drinks in 150 packaging formats and 14 sizes. About 40 percent of the assortment are low-calorie or zero-calorie drinks. In her free time Ms Bányi likes to travel – every year she visits Italy – and to play with her international champion Golden Retrievers. (x)