Coca-Cola Leverages Quick Commerce to Shape Consumer Choices
Coca-Cola's Vice President of Customer Development for India and Southwest Asia, Abhishek Gupta, says that quick commerce has changed the way consumers buy beverages. Quick commerce is not just a fulfillment channel, but also a means to shape consumer choices and create demand around specific consumption occasions.
Gupta notes that the company uses data from quick-commerce platforms to tailor visibility and activations by day parts and occasions. For example, they use the 6-8 pm time slot for categories like mixers because it's when demand spikes.
Coca-Cola is prioritizing investments in the quick commerce channel, which Gupta says will be one of the biggest contributors to overall growth. The company is also focusing on expanding penetration through affordability and driving premiumization through differentiated products and formats.