Everyone believes that scenario marketing can generate incremental growth, which can be divided into two dimensions: qualitative and quantitative. From a qualitative perspective, scenario marketing can generate incremental growth, and there are many articles discussing this. From a quantitative perspective, there are no articles yet on how to generate incremental growth from the brand owner's perspective. This article uses Coca-Cola's OBPPC to explain how to achieve incremental growth through scenario marketing. OBPPC is an acronym for four English words: O stands for (Occasion, Opportunity), B (Brand), P (Packaging), P (Price), C (Channel). Philip Kotler, in his marketing theory, discussed the laws of consumer behavior and consumption. Consumers have needs, and there is a decision-making process in purchasing. How does Coca-Cola's OBPPC stimulate consumer demand and promote purchase decisions? OBPPC itself is easy to understand. In certain consumption scenarios, choosing the right brand, the right packaging, and the right price in the right channel can stimulate consumer demand and promote purchase decisions. What makes OBPPC powerful is that from the brand owner's perspective, it not only has theory, strategy, and tactical methods, but also coordination between departments. It is a systematic closed-loop methodology. Coca-Cola's Classic Scenario Marketing: Making Soda a Part of Life I. Background: From 'Selling Beverages' to 'Integrating into Life' Twenty years ago, in 2005, Coca-Cola executed a very classic scenario marketing case. This case not only helped Coca-Cola increase sales but also gave us a better understanding of what scenario marketing is—simply put, it's about making the product a 'necessity' in a specific scenario of consumers' lives. II. Understanding Consumers' 'Jobs to Be Done' Coca-Cola first asked itself several key questions:

  • Where do consumers drink beverages?
  • When do consumers drink?
  • What do consumers drink?
  • How much do consumers drink? These questions were aimed at understanding consumers' beverage-related jobs to be done, preparing for the next steps. III. Focusing on the 'Drinking at Home' Scenario To better understand consumer behavior, Coca-Cola conducted detailed research in Guangzhou and Shenzhen. Taking Shenzhen as an example, the findings were very interesting:
  • Drinking while watching TV or movies at home: nearly 50% of consumers choose to drink at this time, and about a quarter of them choose carbonated drinks.
  • Drinking during breaks: less than 30% of consumers drink during breaks, and more than a quarter of them choose carbonated drinks.
  • More critically, 75% of these consumers buy beverages at supermarkets. This means supermarkets are the primary place for consumers to purchase beverages. IV. Insight: Seizing the Two Scenarios of 'Watching TV' and 'Resting' Through research, Coca-Cola found that the two scenarios of 'watching TV at home and resting' accounted for over 70% of the at-home drinking scenarios. In these scenarios, consumers' primary needs are 'relaxation' and 'enjoyment', and beverages are part of that experience. V. Solution: Making Coca-Cola the Standard for 'Relaxation Moments' Based on these insights, Coca-Cola designed the following solutions: Product Strategy: Provide suitable brands (such as Coca-Cola and Sprite), packaging (such as cans and 1.25L large bottles), and prices in the supermarket channel to meet consumer needs in different scenarios. Communication Approach: Use display tools and advertising visuals to show the scene of 'a couple watching TV at home and drinking Coca-Cola', reminding consumers: 'Great shows, can't do without Coca-Cola!' VI. Action: Full Rollout in Shenzhen Coca-Cola simultaneously deployed these display tools and advertising visuals at over 200 points of sale in Shenzhen and ensured 100% shelf availability of relevant products. Through this, Coca-Cola deeply embedded the scenario of 'Great shows, can't do without Coca-Cola!' into consumers' minds. VII. Result: POS Sales Increased by 10% During the test period, sales of these packaged products increased by 10%. This is based on data from the client's POS system, not shipment numbers, but actual consumer consumption data. This not only proved the effectiveness of scenario marketing but also reinforced Coca-Cola's strategy of 'integrating into consumers' lives through scenarios.' What Does This Case Illustrate? I. The Core of Scenario Marketing Is 'Understanding Consumer Jobs to Be Done' and 'Providing Solutions' This Coca-Cola case tells us that the core of scenario marketing lies in 'understanding consumer needs and behaviors' and naturally integrating the product into their life scenarios. Whether it's 'watching TV at home' or 'relaxing during breaks', as long as you can grasp consumers' 'jobs to be done' and provide solutions, you can stimulate demand and promote purchase decisions, making your product an indispensable part of their lives. From the perspective of understanding scenario marketing, this case is simple and easy to understand, yet full of wisdom: Don't just sell products; sell scenarios, experiences, and lifestyles. II. OBPPC: A Complete Methodology This case clearly demonstrates the power of the methodology. It is a complete closed loop that starts from consumer needs, is driven by data, precise execution, and result verification. Here is how the OBPPC methodology is specifically reflected: 1. Starting from Consumer Jobs to Be Done Task Orientation: Coca-Cola first clarified consumers' jobs to be done in the 'home' scenario—when to drink, what to drink, and how much to drink. Through research, it found that consumers' demand for beverages is most concentrated when watching TV, movies, or resting at home. Data-Driven Insights: By observing consumer behavior, Coca-Cola obtained real data support. For example, the scenarios of watching TV and resting at home accounted for over 70% of at-home drinking, and most beverages were purchased from supermarkets. 2. Consumer Research Primarily Led by the Marketing Department The marketing department and consumer research team identified the core scenarios and purchase channels for at-home beverage consumption through data analysis and research. This step provided a solid foundation for subsequent solution design. 3. Providing Solutions for Consumers Channel Selection and Product Portfolio Design: Selected the channel where consumers shop most frequently—supermarkets—and provided brands suitable for family scenarios (such as Coca-Cola and Sprite), packaging (such as cans and 1.25L large bottles), and prices. At the same time, through display tools and advertising visuals, reminded consumers to 'drink Coke while watching TV at home'. 4. Consumer Experience and Purchase Decision Scenario Cues and Purchase Convenience: When consumers enter the supermarket, they see displays and ads related to the 'watching TV at home' scenario, reminding them to buy beverages to complete the 'home leisure' task. Consumers can choose the appropriate packaging based on family size, for example, a two-person household might choose cans, while a three-person household might choose a large shareable pack. 5. Channel Department Develops Executable Action Plans After the marketing department designed the consumer solution, the channel department further developed executable implementation plans. This step is very important. The channel department acts as a bridge between marketing and sales. It must not only understand the consumer solution but also 'translate' it for the sales department so that sales knows how to execute it specifically. 6. Sales Department Executes on the Ground Consumers being able to find and purchase products smoothly is backed by the careful planning and execution of the channel and sales departments. They ensure that display tools, advertising visuals, and product shelving are 100% in place, creating a seamless shopping experience. 7. Sales Growth and Result Verification Data Comparison and Effect Evaluation: By comparing sales data before and after the campaign, Coca-Cola found that POS sales of relevant products increased by 10%. This growth was not achieved through low-price promotions or channel stuffing, but through precise scenario marketing and optimized consumer experience. III. A Good Methodology Triggers Multi-Department Division of Labor and Collaboration The OBPPC methodology is a perfect logical closed loop, covering all key elements of scenario marketing—from consumer insights to solution design, execution, and result verification. It not only helps brands achieve sales growth but also provides a clear framework for internal collaboration mechanisms. 1. Division of Responsibilities Among Departments Marketing Department: Responsible for researching consumer jobs to be done, providing data support and insights, and providing consumer solutions. Channel Department: Develops executable implementation plans based on consumer solutions. Sales Department: Responsible for specific execution, ensuring the plan is implemented at terminal points of sale. 2. Value of Departmental Collaboration Reasonable Division of Labor and Efficient Operation: The OBPPC methodology provides clear division of labor and collaboration mechanisms for each department, avoiding resource waste and goal deviation. Achievement of Performance Goals: Through close cooperation among departments, companies can achieve performance goals more efficiently while enhancing brand market competitiveness. Final Thoughts For brand owners, the OBPPC methodology not only provides a set of scientific marketing tools but also offers a clear path for internal collaboration mechanisms and the achievement of performance goals. Whether you are an outsider or an insider, you can learn the core logic and practical methods of scenario marketing from this case. Today, scenario marketing has moved from offline to online. Due to the limitations of the times, OBPPC also needs to be improved and updated. For more content on scenario marketing, please follow my subsequent articles. 【New Order · Symbiosis】 The 10th China FMCG Innovation Conference Date: March 17-19, 2025 Location: Chengdu, China