As General Manager of Commercial Intelligence at Coca-Cola, Renata Soares, along with Whitelaw & Co., developed a market simulation model based on Sawtooth Software’s CBC with HB analysis of utilities. The model guided Coke’s new package introductions in the US, market share expansion in Brazil, response to sugar tax increases in Mexico, and many other initiatives. Renata will describe how they developed the simulator and implemented it in a variety of applications within Coke.
