Business Operations Audit

Client: Coca-Cola Consolidated

Goal of project: Audit the marketing business operations to optimize the pass-through rights for marketing partners.

Methodologies employed:

• Identified regional channel partners and distributors
• Quantified the rights values
• Recommended strategies to drive sales and marketing value

Quantifiable results: Improved incremental return via strategies customized to each market by the following approximate values:

• Charlotte Bobcats – $500,000 via retail Sprite promotions
• Clemson Tigers – $100,000 via B2B programs with key distributors
• Tennessee Titans – $300,000 via product launch tie-ins (Coke Zero, Coke Plus)

Key takeaway: Regional sponsorship assets were effective once supported by targeted activation programs. ROI improved at least 50% in each case.