Customer preference is a core value of our business. For us it means building true partnership that creates sustainable value and profitable growth for both our business and our customers across all key channels.

Our customers include hypermarkets, supermarkets, discounters, kiosks, petrol stations, cinemas, leisure parks, hotels, restaurants and cafés, among others. We aim to be the preferred supplier to all of our customers by finding new ways to win in the marketplace together.

We establish strong customer relationships by focusing on excellent execution of marketing strategies.

Together with The Coca‑Cola Company we are working on better understanding our shoppers' needs and purchase occasions in different trade channels. We conduct market analyses and use this information to develop all our soft drinks categories at every point of sale.

Portfolio and channel segmentation

Coca-Cola HBC Belarus brand portfolio

We are committed to our OBPPC (Occasion, Brand, Package, Price and Channel) strategy to offer consumers broad veriety of products in different packages for any occasion.

Well-executed OBPPC strategies mean that we have an offering to suit every shopper’s need. Being innovative around the occasions when people enjoy our brands allows us to tap into less price-oriented shopping trips, growing our revenue ahead of volume.

Occasion

Coca‑Cola HBC Belarus provides a variety of products to match shopper needs in every channel and for every occasion. We make sure that we link our brands and packs to the most relevant occasions.

Brand

We offer consumers a broad choice of brands in different categories. People can choose from sparkling brands to full range of still drinks. We offer a choice of sugar, ‘low sugar’ and ‘sugar-free’ sparkling soft drinks. For those who prefer non-sparkling soft drinks, we offer juices, iced tea, energy drink and water.

Package

Our products come in an increasingly diverse range of packaging which is designed to reflect our diverse lifestyles. Our packaging is closely linked to the occasions when products are consumed. We offer beverages in small cans and PET bottles for people on the go and multi-packs or big-sized bottles for family evenings and friends’ gatherings. Our consumers will also enjoy the feel of our premium glass packaging.

Price

Affordability considerations are key in our offer. Our ambition is to match our offer to different consumer needs and affordability.

Channel

A hypermarket, a discounter, nice restaurant or a small store next door – we have the right product range for every channel. Our rich knowledge of shopping patterns lets us understand different shoppers’ motivations across different channels. As a result of this and our longstanding cooperation with different customers we’ve designed our portfolio so that our customers are satisfied with the broad product range.