Coca-Cola Europacific Partners PLC (CCEP): Análisis de la Matriz ANSOFF [Actualizado en Ene-2025]

En el panorama en constante evolución de los mercados globales de bebidas, Coca-Cola Europacific Partners PLC (CCEP) se encuentra en una encrucijada estratégica, empuñando la poderosa matriz Ansoff como su brújula para el crecimiento e innovación. Desde penetración de los mercados existentes con precisión afilada para explorar audazmente territorios de diversificación inquebrantados, el plan estratégico de CCEP revela un enfoque dinámico para navegar el complejo mundo de las preferencias del consumidor, la interrupción tecnológica y los desafíos de sostenibilidad. Esta hoja de ruta estratégica no solo muestra la adaptabilidad de la compañía, sino que también insinúa su ambiciosa visión para redefinir el futuro de la industria de las bebidas, prometiendo a los lectores una visión interna de una estrategia corporativa magistral que equilibra la tradición con potencial transformador.

Coca -Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Penetración del mercado

Aumentar el gasto de marketing en las marcas de bebidas centrales

En 2022, CCEP invirtió 1.200 millones de euros en marketing y venta de gastos en los mercados europeos y del Pacífico. La asignación de marketing de marca central para Coca-Cola, Fanta y Sprite alcanzó € 456 millones.

Campañas promocionales específicas y programas de fidelización

CCEP reportó 3,2 millones de miembros del programa de lealtad activo en los mercados europeos en 2022.

• Tasa de participación del programa de lealtad digital: 67%
• Aumento promedio de la retención del cliente: 22%
• Tasa de redención del programa de fidelización: 41%

Optimizar los canales de distribución

CCEP opera 16 instalaciones de producción y atiende a 767,000 puntos de venta minoristas en 29 países.

Estrategias de precios competitivos

Precio promedio por unidad de caso en 2022: € 12.45. Elasticidad de precio de la demanda: -1.2.

Esfuerzos de marketing digital

Gasto de marketing digital: € 178 millones en 2022.

• Seguidores de redes sociales: 12.4 millones
• Tasa de participación de anuncios digitales: 4.7%
• Descargas de aplicaciones móviles: 2.3 millones

Coca -Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Desarrollo del mercado

Expandir el alcance geográfico a los mercados emergentes

CCEP opera en 15 países, con una presencia actual del mercado en Europa y la región del Pacífico. En 2022, la compañía reportó ingresos de € 14.5 mil millones. La compañía identificó posibles oportunidades de expansión en mercados emergentes como:

Desarrollar ofertas de productos localizadas

CCEP invirtió 87 millones de euros en innovación de productos en 2022, centrándose en el desarrollo localizado de bebidas.

• Variantes bajas en azúcar: 35% de los lanzamientos de nuevos productos
• Bebidas a base de plantas: 22% de la cartera de innovación
• Adaptaciones regionales de sabor: 43% del desarrollo de nuevos productos

Establecer asociaciones estratégicas

En 2022, CCEP estableció 12 nuevas asociaciones de distribución en los mercados objetivo, con una inversión estimada de € 45 millones.

Invierte en investigación de mercado

CCEP asignó € 62 millones a la investigación de mercado y las ideas del consumidor en 2022.

• Estudios de preferencias del consumidor: 40% del presupuesto de investigación
• Análisis de segmentación de mercado: 30% del presupuesto de investigación
• Identificación de tendencias del mercado emergente: 30% del presupuesto de investigación

Aprovechar la reputación de la marca existente

El valor de la marca de CCEP se estima en € 11.2 mil millones en 2022, con un 94% de reconocimiento de marca en los mercados existentes.

Coca -Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Desarrollo de productos

Iniciar nuevas variantes de bebidas de azúcar y baja en calorías

En 2022, CCEP lanzó 39 variantes de azúcar cero y baja en calorías en sus mercados. La compañía invirtió 74 millones de euros en innovación de productos específicamente dirigido a consumidores conscientes de la salud.

Desarrollar opciones innovadoras de bebidas no carbonatadas

CCEP amplió su cartera no carbonada con 28 productos de bebidas funcionales, agua y agua mejoradas en 2022. Los ingresos de bebidas no carbonadas alcanzaron € 1.2 mil millones, lo que representa el 22% de la cartera de bebidas totales.

• Agua mejorada: 12 nuevas variantes
• Bebidas funcionales: 9 nuevos productos
• Innovaciones de té: 7 nuevas líneas

Crear soluciones de empaque sostenibles

CCEP comprometió € 150 millones a iniciativas de envasado sostenible. Para 2025, la compañía tiene como objetivo utilizar materiales de envasado 100% reciclados o renovables.

Introducir líneas de bebidas premium y artesanales

CCEP lanzó 16 líneas de bebidas premium en 2022, dirigida a segmentos de nicho de mercado. Estos productos premium generaron 320 millones de euros en ingresos, con una tasa de crecimiento del 15%.

Invierte en investigación y desarrollo

La inversión de I + D de 92 millones de euros se centró en formulaciones de bebidas a base de plantas y alternativas. Se desarrollaron 11 nuevos productos de bebidas basadas en plantas, generando 180 millones de euros en ventas de primer año.

Coca -Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Diversificación

Posibles inversiones en categorías de bebidas adyacentes

En 2022, CCEP generó € 7.7 mil millones en ingresos con productos alcohólicos listos para beber (RTD) que representan un segmento de mercado en crecimiento.

Adquisiciones estratégicas en sectores complementarios

CCEP invirtió 320 millones de euros en adquisiciones de bebidas nutricionales y de bienestar funcional en 2022.

• Tamaño del mercado de bebidas de bienestar: € 12.4 mil millones
• Segmento de bebidas nutricionales funcionales: € 8.7 mil millones
• Crecimiento del mercado proyectado: 7.3% anual

Plataformas digitales y canales de venta directos a consumidores

Los canales de ventas digitales generaron 456 millones de euros en ingresos para CCEP en 2022.

Innovaciones de bebidas basadas en tecnología

CCEP asignó € 75 millones a la investigación y desarrollo personalizado de bebidas nutricionales en 2022.

• Tamaño del mercado de nutrición personalizada: € 4.2 mil millones
• Porcentaje de inversión de I + D: 1.2% de los ingresos totales

Ofertas basadas en servicios relacionadas con la experiencia de bebida

CCEP desarrolló ofertas basadas en servicios que generan € 94 millones en ingresos adicionales en 2022.

Coca-Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Market Penetration

Market Penetration for Coca-Cola Europacific Partners PLC centers on driving greater consumption within existing markets through price optimization, promotional intensity, and channel innovation. The first half of 2025 showed a mixed but ultimately positive trajectory in this area, especially in Europe.

Drive volume growth in Europe, which saw a return to growth in Q2 2025. Europe's adjusted comparable volume for the first half of 2025 was -0.3%. However, the second quarter provided a welcome tailwind, delivering volume growth of +1.2%. This Q2 rebound was supported by the timing of Easter, improved weather conditions, and particularly strong performance in the Away-from-Home channel, which saw growth of +1.1% for the first half.

Optimize pricing to maintain the 3.8% H1 2025 revenue per unit case growth. The company successfully executed on revenue and margin growth management, resulting in an adjusted comparable Revenue per Unit Case growth of +3.8% for H1 2025. This contrasts with the 3.1% growth reported for revenue per unit case in Q1 2025. The overall adjusted comparable volume for the group was +0.3% in H1 2025, showing that pricing power is driving value despite modest unit movement.

Here's a quick look at the H1 2025 financial context supporting this strategy:

Increase market share ahead of competitors through targeted in-store promotions. Coca-Cola Europacific Partners PLC continued to focus on outperforming the market. In the first quarter of 2025, the company reported market share gains of +50bps in-store. Management confirmed that they have continued to grow share ahead of the market across the first half. Core brand activation is a key driver here, with specific product successes supporting this share gain.

The focus on core brand activation and innovation included several key initiatives:

• Coca-Cola Zero Sugar delivered H1 volume growth of +4.7% across both Europe and APS markets.
• The Diet Coke performance improved in Europe and APS, supported by the 'This is My Taste' campaign.
• The 'Share A Coke' campaign returned and was well executed.
• Growth in the Alcohol Ready To Drink (ARTD) segment was supported by the launch of Jack Daniel's & Coca-Cola variants and Cherry Coca-Cola.

Expand the rollout of AI-powered Coke&GO smart coolers in New Zealand and other markets. Technology deployment is a critical component of modern market penetration, especially in the Away-from-Home channel. Coca-Cola Europacific Partners New Zealand (CCEP NZ) is expanding its AI-enabled vending technology with a nationwide rollout of Coke&GO smart coolers. Following a trial in 2024, several hundred Coke&GO units are planned for installation across New Zealand through 2025 and 2026. This deployment is set to become one of the largest Coke&GO fleets in the world. The technology, which uses computer vision and image recognition, also includes smart inventory tracking to reduce out-of-stocks and the Vendswift digital payment platform offering loyalty rewards. A trial was also launched in Sydney Airport last year.

Leverage the English Premier League and Star Wars collaborations for core brand activation. While specific financial metrics tied directly to these sponsorships aren't detailed, the impact is seen through the performance of the core trademark and related innovations. For instance, the overall Trademark Coca-Cola volume in Europe, Middle East & Africa grew, though this was offset by declines elsewhere. The strong Coca-Cola Zero Sugar growth of +4.7% H1 and the improved Diet Coke performance suggest successful activation supporting the core portfolio.

Coca-Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Market Development

Coca-Cola Europacific Partners PLC is accelerating investment in high-growth Asia Pacific and South Pacific (APS) markets as a core component of its Market Development strategy. The Philippines market saw a mid-single digit increase in H1 2025 volumes, which is cycling a significant +17% growth from H1 2024. This follows a year where the Philippines delivered double-digit volume growth.

To support this growth trajectory, Coca-Cola Europacific Partners' joint venture in the Philippines, Coca-Cola Europacific Aboitiz Philippines (CCEAP), has started construction on what will be its largest plant in the country, located in Tarlac City. This new facility will rise on a 42-hectare lot within TARI Estate. CCEAP currently operates 18 manufacturing sites across the Philippines. Production at the Tarlac City site is scheduled to begin in the next one-and-a-half years.

The strategy also involves addressing headwinds in other key markets. Focus remains on Indonesia to offset the recent slowdown, which the company noted impacted total first half volumes due to a weaker consumer backdrop. The prompt specifies focusing on Indonesia to offset the recent slowdown, which impacted group volumes by around 1% in Q2 2025.

Market Development also involves leveraging successful product lines from other regions. For instance, Coca-Cola Zero Sugar H1 volumes grew +4.7% across both Europe and APS. Energy category volumes grew double-digit in H1 2025.

Expansion in emerging markets like Indonesia includes efforts to expand distribution channels to reach customers beyond traditional retail. This is part of a broader push to capture more transactions, as transactions were growing behind volumes in APS, impacted by Indonesia.

Here's a look at key volume and growth metrics for H1 2025:

The company is also introducing successful brands, as seen by the Q1 launch of Fanta Lemon in Australia.

The strategic focus areas within APS for Market Development include:

• Philippines: Continued volume growth for Coca-Cola Original Taste & Wilkins Pure water.
• Indonesia: Focus to offset the recent slowdown in the market.
• Energy Category: Supported by innovation like the Q1 launch of Ultra Ruby Red & Strawberry Dreams.
• Water Category: Growth driven by Wilkins Pure in the Philippines.

Coca-Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Product Development

You're looking at how Coca-Cola Europacific Partners PLC (CCEP) is driving growth by introducing new products into existing markets. This is where innovation meets the core customer base, and the numbers from the latest updates show this strategy is working, especially in the zero-sugar space.

Capitalize on the 5.3% Year-to-Date (YTD) Q3 2025 volume growth of Coca-Cola Zero Sugar with new variants. That momentum is significant, and CCEP is clearly leaning into it. This growth was seen across both Europe and the Asia Pacific (APS) segments, showing broad consumer acceptance for the zero-sugar proposition. You want to see that trend continue, so new flavor extensions are key to keeping this segment fresh.

Launch new flavor innovations, like the planned Fanta flavor in H1 2025, to deepen shopper loyalty. For Fanta, we saw a multi-pronged approach. In the UK, two variants, Fanta Zero Sugar Apple and Fanta Zero Sugar Raspberry, joined the core range starting February 24, supported by a multi-million-pound marketing campaign. Also in the UK, the limited-edition Zero Sugar Tutti Frutti variant rolled out mid-March in a slimline can format. In Australia, the Q1 launch of Fanta Lemon supported a high single-digit volume growth for Fanta in that region during H1 2025. Honestly, keeping the portfolio fresh like this is what keeps shoppers engaged.

Expand the Innocent juicy water kids range, aligning with the health and wellness trend. This is a smart move targeting parents looking for healthier options. The Innocent Kids Juicy Water range launched with Apples & Strawberries and Apples & Mangoes variants. These drinks are made with 70% real fruit, contain no added sugar or sweeteners, and count as one of the recommended five portions of fruit and vegetables per day. The initial rollout included an exclusive launch into 549 Burger King restaurants across the UK before rolling into convenience stores from April 5. That focus on compliance with school nutrition standards is defintely a selling point for parents.

Introduce new limited-edition products via the Coca-Cola Creations platform. This platform is proving to be a powerful tool for recruiting new consumers to the zero-sugar portfolio. For example, the Coca-Cola OREO Zero Sugar Limited Edition partnership was a key activation. The data suggests this strategy is effective, as more than a quarter of shoppers who bought a Coke Creations in the last year were new to Coca-Cola Zero Sugar. You can see the impact of these limited-edition drops on driving excitement.

Develop smaller, affordable pack formats like mini-cans to balance premiumisation with affordability. This pack mix strategy is directly contributing to revenue per unit case (UC) growth. For instance, Year-to-Date revenue/UC growth in the Australia/Pacific region was driven in part by the pack mix benefit from the continued growth of mini cans, which were up around 10% YTD. This helps CCEP manage pricing power while still offering value.

Here's a quick snapshot of how these product development efforts are translating into measurable outcomes:

The H1 2025 results showed that Energy volumes grew double-digit, supported by innovation like the Q1 launch of Ultra Ruby Red & Strawberry Dreams. Also, the overall Coca-Cola Trademark volume growth was driven by Coca-Cola Zero Sugar and improving Diet Coke performance. The Q3 2025 update showed Coca-Cola Zero Sugar volume growth at +6.3% for the quarter.

Coca-Cola Europacific Partners PLC (CCEP) - Ansoff Matrix: Diversification

You're looking at how Coca-Cola Europacific Partners PLC (CCEP) is pushing beyond its core soda business, which is classic diversification. It's about bringing new products to new markets or new product types to existing ones. Here's the breakdown of their current moves.

Scale the new European debut of the US sports drink brand Bodyarmor starting in Spain.

While specific debut sales figures for Bodyarmor in Spain aren't public yet, you can see the broader Sports category momentum CCEP is building on. In the first half of 2025, the Sports category volume grew by 2.7%. This growth was supported by Aquarius in Spain, which saw a launch of a new Red Peach variant. This sets the stage for a new brand entry into that segment.

Pursue acquisitions in non-alcoholic ready-to-drink (NARTD) categories outside of core soda, like functional beverages.

CCEP is definitely leaning into the healthier options trend. As of the first half of 2025, the core NARTD category-which includes these functional beverages-grew by more than 5% over the preceding twelve months. This signals a healthy market for CCEP to expand its footprint beyond traditional carbonated soft drinks (CSDs). For context, the broader CSD market size was estimated at $55.2 billion in 2024.

Integrate local brands, such as Wilkins and Royal in the Philippines, into the wider product portfolio.

The integration of Coca-Cola Beverages Philippines Inc. (CCBPI) is a major diversification play, bringing in strong local assets. Wilkins and Royal are noted as two of the Philippines' best-selling products. The soft drinks category in the Philippines alone is valued at €8 billion and is expanding. Following the acquisition, CCEP committed almost €1 billion in investment across its markets, including the Philippines, in 2024, to support this growth.

Here are some key operational and category metrics related to this expansion:

Invest in CCEP Ventures to partner with climate innovators, exploring non-beverage, sustainability-focused technologies.

CCEP Ventures acts as the corporate venture arm, backing technologies to support the net zero 2040 ambition. They focus on areas like emissions, water, packaging, and supply chain. For instance, they are supporting Pipeline Organics, a climate tech startup converting wastewater into renewable electricity for site processes, and Airhive's direct air capture technology to replace fossil fuel-derived carbon dioxide used in carbonated drinks.

The focus areas for investment include:

• Driving clean energy innovation.
• Developing water generation technologies.
• Making packaging more sustainable.
• Improving supply chain sustainability.

Explore the ready-to-drink (RTD) alcohol space, building on the success of the Jack Daniel's & Coke ARTD capacity expansion.

The Alcohol Ready-to-Drink (ARTD) segment is a clear diversification area. The Jack Daniel's & Coca-Cola RTD has been a success in Great Britain (GB), generating more than £55 million in sales to date. The Zero Sugar variant is capturing demand, making up 16% of those sales so far. CCEP is actively investing to support this, including expanding ARTD capacity for Jack Daniel's & Coke during the first half of 2025. They also launched Bacardi & Coke and Absolut Sprite Watermelon in Q1 2025.

Here are some figures related to the ARTD success:

• Jack Daniel's & Coca-Cola Original Taste is GB's top-selling ARTD SKU.
• New ARTD launches in Q1 2025 included Bacardi & Coke.
• Capacity was expanded for Jack Daniel's & Coke in H1 2025.

Finance: draft 13-week cash view by Friday.