Coca-cola at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Coca-Cola is a globally recognized soft drink brand, introduced in 1886 by Dr. John Pemberton in Atlanta, Georgia.
It’s already on the shelf here, with 14 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Cola in Cola.
Fairfax Market stocks cola thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
Fairfax Market carries cola in real depth, 41 SKUs against a fleet median of 10, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 20/100.
the categories it plays in are already deep here.
The full runway
Every category Coca-cola plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 14 of 45 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in cola. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Coca-cola (orange) sits in line with the shelf.
What to bring to expand
Coca-cola’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Fairfax Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Fairfax Market profile →
