Decision required
Do we buy energy share with spend, or build Pulse where productivity is already high?
Energy is a growing category where NOVA is losing share to Alpha Beverages.
Question
Do we buy energy share with spend, or build Pulse where productivity is already high?
The category is not the problem. Coverage and mix are.
Evidence
Fact
Energy category: Growing faster than NOVA
Options
Choose deliberately. Accepting the recommendation is a decision, not a default.
Recommended direction
Build Pulse in high-ROS urban channels
Fund coverage and cans in MT, QC and HoReCa before a national energy scheme.
Expected impact
Energy investment follows proven velocity, not a blanked-out scheme.
Risk of inaction
- Share continues to leak while coverage is being built.
Confidence
high
How do the options trade off?
Option comparison
Trade-offs, not a score. Read across before choosing.
| Option | Expected impact | Risk | Trade-off |
|---|---|---|---|
Build Pulse in high-ROS urban channels Recommended Recorded | Share recovery without wrecking realization. | Slower visible share print. | Does not match Alpha's spend pound for pound. |
Selected: Build Pulse in high-ROS urban channels Back to signal