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At a glance

The Client
A leading multinational brewer with high profile international brands and a decentralised operating model looked to gain clarity of their pricing and trade terms structures across markets. 
The Objective
To spend more time analysing data and less time crunching numbers to defend their pricing against international retailers.  

Challenges

  1. Further amalgamation of international customers and alliances, exposing our client to cherry picking
  2. Disparate data sources and systems resulting in a lack of clarity around existing pricing and investment structures across markets  
  3. Lack of direction when it came to international customer and alliance engagement strategy 

Solution

Through implementing our Radar pricing tool, our client was able to achieve complete visibility of pricing levels and relationships, see which SKUs were driving exposure, quantify unconditional trade spend that could be reallocated with customers and model future pricing scenarios. 

Client journey

  • Launched Acumen Radar with 5 markets in Europe 
  • Included Central & Eastern European markets 
  • Worked with client on their global trade terms principles 
  • Launched e-learning module to drive efficient usage of Radar 
  • Implemented health check dashboard to monitor trade terms performance year on year 
  • Developed global customer dashboard 
  • Launched Acumen Radar in Asia-Pacific 
  • Continued to expand scope in Asia-Pacific 
  • Supporting revenue management team with Acumen Radar training 
  • Launch of new Radar Analytics 

Project outcomes

 

  • Pricing Governance

    International pricing corridors – governance/control and defined convergence strategy. We also established a 6 monthly pricing audit cycle with outputs presented to sales leadership forums.

  • International Pricing Risk Analysis

    Established an ongoing framework for measurement of risk and mitigated exposure risk on key SKUs through tactical pricing changes – €5.2M pricing exposure on key SKUs across Western Europe.

  • Annual Market Terms Health Check

    Identified opportunities for trade terms optimisation by market – removal of tax from discounts, targeting unconditional discounts, retrospective vs on invoice. 

  • Portfolio Trade Terms Integration

    Integration of 2 sets of terms with acquired brand portfolio at zero cost to the business. 

  • Customer Buying Initiatives

    Defended multi million € pricing alignment demand from Carrefour G4. Informed Lidl pricing and centralised negotiations €/£ opportunistic demands from Tesco.