Coca-cola at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
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 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Coke de Mexico in Cola.
Target stocks cola thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
The more differentiated opening is cola: Target stocks only 7 there, so Coca-Cola Coke de Mexico stands out rather than blending in.
Target merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 20/100.
enters a thin cola shelf as a point of difference.
The full runway · across 6 stores
Every category Coca-cola plays in across the Bay Area grocers we track, and where it stands at Target. 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 3 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 well above the shelf.
What to bring to expand
Coca-cola’s SKUs Target 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 Target’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. Target profile →
