Coca-Cola HBC (CCH) Status Update summary

Strategic relevance and growth drivers

• Data, Insights, and Analytics (DIA) is a core capability driving personalized execution, revenue growth, and adaptability across all business areas.

• DIA connects and accelerates bespoke capabilities, enabling faster, more precise market actions and uncovering new opportunities.

• Growth ambitions are supported by investment in talent development, customer management, and digital commerce.

• Continuous investment in data and AI has created a 360-degree customer view, integrating internal and external data for granular segmentation.

• DIA has contributed to resilient results and competitive advantage, even in challenging markets.

Application of DIA in commercial execution

• Segmented execution enables personalized offers and marketing for each outlet, maximizing relevance and growth.

• AI-driven microsegments identify the best outlets for affordable and premium products, with successful case studies in Bulgaria and Poland.

• Promotion optimization tools analyze ROI and effectiveness, guiding investment and improving joint value with customers, with proven results in Italy.

• HoReCa channel growth is driven by AI-enabled lead identification, opportunity maximization, and automated outlet universe mapping.

• DIA tools are live in multiple markets, supporting new customer recruitment and deeper penetration in existing outlets.

Data quality, scalability, and collaboration

• Robust data governance ensures high-quality, validated data inputs, with humans in the loop for local relevance.

• Tools are scalable across countries and categories, with ongoing investment in user adoption and capability building.

• Collaboration with the Coca-Cola Company enables holistic consumer and customer data integration, driving targeted recruitment and innovation.

• Data-driven approaches have enabled rapid, localized responses to regulatory changes and market volatility.

• Continuous upskilling and AI literacy initiatives support widespread adoption and effective use of DIA tools.