Accenture worked with the company (with operations in the Asia-Pacific region) to implement the Accenture CAS platform, which helped the company significantly improve how pricing and promotions were communicated to its sales force operations. This resulted in a holistic view of trade spend and customer profitability, and effective retail execution.
The changing retail landscape presented numerous challenges to this alcoholic beverages company, such as the following:
A massive shift in sales volumes from regional trade or independent liquor stores to supermarkets.
A significant change in consumer brand loyalty and preferences in beer and alcohol consumption.
The company’s pricing and promotion system architecture did not provide sufficient flexibility or reporting capability. It lacked daily margin reporting and visibility into the deals and promotions a customer received.
The company wanted to structure its processes and data to stay ahead of the shifting brand loyalties and create the right retail execution. It aimed to maximize the performance of its existing core businesses, optimize value and seek growth opportunities in domestic and international export markets, and turned to Accenture to build a pricing and promotion application.