Mapping your Customer Flow

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Illustration of a classic customer flow Customer Flow Total population Those that purchase Those with need Product Category 1 Product Category 2 Product Category 3 Product Category 4 Lease duration option packages Product A MS (%) Product B MS (%) Product C MS (%)

Illustration of a classic customer flow Customer Flow Total population Those that purchase Those with need Product Category 1 Product Category 2 Product Category 3 Market OpportunitiesBrand Opportunities Product Category 4 Lease duration option packages Product A MS (%) Product B MS (%) Product C MS (%)

Where in the customer flow will your focus have the greatest impact?

Early entrants focus on market opportunities Customer Flow Total population Product Category 1 Product Category 2 Duration of use, usage amount Product A MS (100%) Brand Opportunities Those with need Those that purchase Market Opportunities

Late entrants focus on brand opportunities Customer Flow Total population Those that purchase Those with need Market OpportunitiesBrand Opportunities Duration of use, Usage amount Product A MS (%) Product B MS (%) Product D MS (%) Product C MS (%) Product Category 1 Product Category 2 Product Category 3 Brand Opportunities

To bring this concept to life, let’s put ourselves in shoes of Coca-Cola N. America

Customer Flow Eligible population Purchase drinks Usage frequency, Avg Serving size Experience thirst Market OpportunitiesBrand Opportunities Coke (MS%) Pepsi (MS%) Others (MS%) Diet Coke MS% Sprite (MS%) Soft drinks Waters Teas Juices Coffees Energy drinks Overview of Coca-Cola’s customer flow Market OpportunitiesBrand Opportunities

Coca-Cola’s growth options 1.Increase soft drink category share relative to other beverage options 2.Increase share within soft drink class 3.Increase usage of Coca-Cola among current users (i.e. increasing usage frequency or average serving size) 10

Customer flow calculator can help quantify impact of focusing on different leverage points 11 Step 1: Calculate the eligible population

Step 2: Calculate the # of beverage customers 12

Step 3: Calculate # soft drink customers 13

Step 4: Calculate the # Coca-Cola customers 14

Step 5: Calculate soft drink share of annual beverage uses 15

Step 6: Determine the relative impact of 1% increase in any one of these variables

Probability of success should be considered before prioritizing leverage point options 17 Growth OptionsSize of Opportunity (H,M,L) Ability to Win (H,M,L) Selection and Prioritization (rank) Increase soft drink category share relative to other beverage options M (2.3%)M2 Increase share within soft drink class M (2.0%)M2 Increase usage of Coca-Cola among current usersH (5.0%)M1 * H,M,L = High, Medium, Low

Summary Customer flows help to identify the leverage points where your efforts will have the greatest impact on sales While early entrants tend to focus on market opportunities, late entrants tend to focus on brand specific opportunities Customer flow calculators can help you quantify the leverage points with the greatest impact Prioritization of different opportunities should consider both the size of these opportunities and your ability to win 18