Winning Organisations Of The Future

Sanjay Guha, President, Coca‑Cola Great Britain speaks on 'Winning Organisations Of The Future' as part of Google's Survival of the Fastest series.

Click here  to watch the video. 

Winning organisations of the future will, in many respects, be different to those that are winning today. Organisations that have the capability to understand and respond to changing consumer values, in ways that are smarter, better and more effective than their competitors, will be the winners of tomorrow. 

What is interesting is that the economic downturn is having an impact on and influencing the values of our consumers. This recession is not a normal cycle; it is a major reset. And when we come out of this economic downturn  we would expect to see a major reset, not just in industries such as automobiles, finance or banking, but in fundamental consumer behaviour in the context of the FMCG market. The trends are already very clear. Seven out of ten consumers tell us that the recession has impacted their shopping habits. The trend would suggest that frugality will replace conspicuous consumption as the operating consumer mantra in the marketplace. Consumers are becoming much more savvy shoppers. 

At one level, what this means for us is that in the future we must not just continue to grow our consumer base but, indeed, deepen the loyalty our brands have with consumers. This is why we are continuing to expand our consumer-facing loyalty platform. Today, CokeZone is one of the larger FMCG websites, providing our consumers with the opportunity to redeem points  earnt by drinking Coca‑Cola for dream prizes across their many passion points.

But that is just one example of the changing consumer values and the ability of corporations to understand and react to them. Depending on the industry, different corporations would look at different ways to be smarter, better and quicker in understanding the values of consumers and responding to them more efficiently and effectively than their competitors. I believe this above other factors will differentiate the winners from the losers in the future.

To watch other videos in the series, click here or on the image below.

 

ENDS