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ABSTRACT:

This paper examines how food pairing consumption occasions (FCO) and leisure consumption occasions (LCO) shape sales channel marketing strategies for non-alcoholic ready-to-drink (NARTD) beverages in Vietnam. By analyzing consumption patterns across two primary settings—at-home (AH) and away-from-home (AFH)—the review highlights distinct channel selection and in-store activation strategies tailored to each context. Product availability and visibility at primary main shelf is crucial. For FCO, effective channel marketing prioritizes in-store activations, including ensuring product availability, cross-displays in food sections, bundled promotions with ready-to-eat meals, and offering single-serve packs for immediate consumption (AFH) or multi-serve/multi-pack options for meals AH. Conversely, LCO strategies focus on promoting single-serve packs for convenience and impulse purchases, leveraging cross-displays in snack zones, and implementing attractive bundle promotions for leisure activities. The findings emphasize the critical role of occasion-based marketing in transforming shoppers into buyers at the point of sale. By aligning channel strategies with specific consumption occasions and leveraging targeted sales touchpoints, brands can enhance consumer engagement and drive NARTD beverage sales. This paper provides actionable insights for marketers aiming to optimize their channel strategies through occasion-based approaches.

KEYWORDS:

Non-Alcoholic Ready-to-Drink beverages, occasion-based segmentation, Food pairing occasions, Leisure consumption occasions, retail marketing, channel marketing.

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