Finding the Right Outlets to Recruit Teens and Young Adults
July – August 2017
As an intern at The Coca-Cola Company in the Revenue Growth Management department, I collaborated with two other RGM interns, Christina Fleischer and Benedict Wong, to solve this business problem.
Targeting the teen/young adult demographic is essential for the continued growth of a beverage business. Our goal was to identify growth opportunities geographically for this demographic.
We received raw data in the form of population numbers and were able to segment and bucket it. We derived population percentages and used trade areas to further drill down into our data. From here, we built a tool in Excel that would allow a user to paste in raw data and generate a pivot table-ready report. Users could view this report by customer, by package, by bottler, by city, by store, and a number of other useful filters. This report was also ready for use within Tableau.
Our methodology and the tools we developed to execute it will provide insights and influence marketing, financial, and supply chain strategy. It is useful not only for the Revenue Growth Management teams, but also for various customer and bottler teams as well as shopper and brand promotion strategy.
With our system, we can now produce store lists, maps, and product rankings for both bottlers and customers, which will enable them to more efficiently target the critical teen and young adult shopper in their specific stores and geographies.
All first-year students at Georgia Tech, regardless of major, must take an introductory English course that is crafted around a foundation known as WOVEN. Each letter represents a mode of communication emphasized by the curriculum: W for written, O for oral, V for visual, E for electronic, and N for nonverbal. English at Georgia Tech is rather unique because each professor gets to choose something specific that they will center their teaching of WOVEN around; this could be anything from sci-fi video games to Southern Gothic literature. I took a course centered around the evolution of films, directors, and cinematography through the Golden Age of Film to the present day.
This is my end-of-course portfolio - a showcase, in lieu of a typical final exam, displaying smaller projects done throughout the course that each focused on different areas of WOVEN.
In late 2013, my junior year of high school, Elon Musk's revolutionary idea for a transportation system - the Hyperloop - was popping up in the news everywhere. I read through the Hyperloop blueprint and was intrigued by the section explaining how the transport capsule's cooling system would theoretically function. This project was an attempt to identify potential issues with the design in the blueprint and with such systems in frictionless vehicles in general, and to redesign the proposed cooling system with fluids, thermodynamics, efficiency, cost, and feasibility in mind.
Over the period of 2 weeks, I was able to teach myself enough about how to work with CAD and CFD simulation software to experiment with models of systems I had created, and taught myself various fluids and thermodynamics concepts in order to better research the project.
This project was originally completed for my high school's science fair, where it won first place. It was entered into the 2014 Gwinnett County Regional Science and Engineering Fair in the Engineering: Materials and Bioengineering category, and won first place there. Additionally, I received the Yale Science & Engineering Association Science Fair Award for the best overall project, across all categories, completed and presented by a junior.
It went on to compete at the 2014 Georgia Science and Engineering Fair in Athens, Georgia.