Promotion Optimization

MOTIVATION

The tradition of Apatinska Pivara, the biggest brewery in the Balkans, dates back to 1756. Since 2012, Apatinska Pivara has been a part of the Molson Coors group. The company turned to us with a request to help them with increasing the efficiency of promotion management.

strategic and operative promotion management

SOLUTION

Our VERITICO PRICE system interconnected all the crucial departments of the company and ensured a central data sharing to allow strategic and operative promotion management. We defined a workflow from promotion planning through realization to the final evaluation. When evaluating, we took pre- and post promotional effects and cannibalization into account.

CONCLUSION

We were happy to help our customers’ increase their promotions profitability and set up promotionsconsistent with the company’s goals and plans. The promotional margin was increased by 1,5%.