Observatory
Brand Intelligence

This dashboard provides a strategic overview of Coca-Cola's footprint across the HORECA channel in Portugal. It helps identify where Coca-Cola products are listed, how they are described, and how the brand is positioned versus competitors. More than tracking availability, the platform highlights where the brand is clearly visible and where it may lack prominence.

Visibility drives choice. If the brand isn't seen, it won't be selected.

1. What the Data Shows

  • —Percentage and number of venues that list Coca-Cola products on menus, including venue names, location and category.
  • —Whether Coca-Cola is mentioned explicitly as a brand in the product description.
  • —Competitor mentions by venue, enabling brand comparison at menu level.
  • —Opportunities where Coca-Cola is present but the brand is not clearly reinforced.

2. Strategic Relevance

  • —Identifying high-potential venues that already list Coca-Cola products.
  • —Understanding brand presence and naming practices across menus.
  • —Benchmarking against competitor mentions by region or segment.
  • —Prioritising visibility-enhancing actions based on real data.

3. Use Case Example

This dashboard lists all venues that explicitly mention Coca-Cola products on their menus. It allows filtering by location, segment or brand, and comparing with competitor mentions. By analysing this visibility, teams can identify areas where Coca-Cola is listed clearly and where visibility may need to be reinforced through activation, updated materials or local support.

Key Takeaway: Being listed is not enough. This dashboard reveals where Coca-Cola is present and where visibility can be strengthened to influence consumer choice.

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