The KOFmmercial Digital Platform as a driver for improved sales and retail execution
Coca-Cola FEMSA, S.A.B. de C.V. is the largest franchise bottler in the world by sales volume. The company produces and distributes trademark beverages of The Coca-Cola Company, offering a wide portfolio of 154 brands to more than 375 million consumers daily. With over 100 thousand employees, the company markets and sells approximately 4 billion unit cases through 2.8 million points of sale a year. Operating 66 manufacturing plants and 328 distribution centers, Coca-Cola FEMSA is committed to generating economic, social, and environmental value for all of its stakeholders across the value chain. The company is a member of the Dow Jones Sustainability Emerging Markets Index, FTSE4Good Emerging Index, and the Mexican Stock Exchange’s IPC and Social Responsibility and Sustainability Indices, among other indexes. Its operations encompass franchise territories in Mexico, Brazil, Colombia, Argentina, and Guatemala and, nationwide, in the Philippines, Venezuela, Nicaragua, Costa Rica, and Panama. For more information, please visit www.coca-colafemsa.com.
Coca-Cola FEMSA’s objectives for their solution span across Sales, Service, and Marketing scenarios with an emphasis on mobility and offline access for their mobile workforce. From a sales perspective, Coca-Cola FEMSA was looking to increase their field operation’s efficiency and automation, increase distribution at all retail locations, and facilitate faster Time-to-Value for their Pre-sellers. For service, Coca-Cola FEMSA was looking to provide visibility into service tickets reported by customers, support master data and prospection processes by an integrated service request practice, and to fully integrate their sales process during retail execution. And finally, Coca-Cola FEMSA was looking for a marketing solution that would provide a powerful and flexible platform to perform complex segmentation processes, including strategic and tactical segmentation for determining pricing and portfolio labels and granular segmentation for their promotions and targeted initiatives.
With its out-of-box integration to SAP ERP backend, support for online/offline mobility support across sales and service processes, and a robust and modern architecture built in the cloud, SAP’s Hybris portfolio of solutions (Sales, Service, Marketing) was an optimal fit for Coca-Cola FEMSA’s vision for their new digital commerce initiative “KOFmmercial Digital Platform / KDP”.
Strategic segmentation is executed in SAP Hybris Marketing leveraging its powerful HANA data base to generate target groups which would be assigned an activity plan in SAP Hybris Sales Cloud. This activity plan is part of the concept of ‘targeted initiatives’ – specific tasks and activities that a pre-seller would need to execute and complete as part of a customer visit. Feedback and answers are collected in surveys which can be used for further analysis and evaluation so that Coca-Cola FEMSA can address any needs adhoc and adjust its marketing strategy accordingly.
SAP Mexico has chosen ECENTA as an extension of its project team to support the overall implementation and integration process due to our unique expertise of handling complex integration tasks. ECENTA closely collaborated with SAP and Coca-Cola FEMSA to determine the right process and created custom integrations inside and outside the SAP Hybris solution suite that could handle high-volume transactions of multi-million activities per week.