INTELLIGENT BRANDS // Software for Business

Kellie Barnes , Asahi Beverages ’ Group Chief Information Officer , said : “ Asahi Beverages is Australia ’ s largest brewer , supplying a leading portfolio to wholesalers and retailers , including some of Australia ’ s most iconic brands .

“ Last year Asahi Beverages acquired Carlton & United Breweries , which is its Australian alcohol business division . To harness the strength of our expanded portfolio , we partner with our customers to run multiple and frequent trade promotions throughout the year , delivering long-term growth for both our business and theirs .

“ Given the inherent complexity in optimizing promotional plans and our continued focus on revenue and growth management , we have selected Complexica as our vendor of choice after a successful Proof-of-Concept of its world-class optimization capabilities .”

Complexica ’ s Promotional Campaign Manager ( PCM ), and Larry , the Digital Analyst – which are both part of the Decision Cloud software platform – will provide Asahi Beverages with advanced capabilities for optimizing the value of future promotions based on volume , margin and net price realization , as well as generating what-if scenarios for different price points , promotional mechanics , frequencies , other variables and KPI objectives .

“ We look forward to working together to help unlock improved marketplace outcomes in the years ahead ,” said Doug Misener , Complexica ’ s Director of FMCG . “ Given the complexity and sheer volume of promotional campaign data , optimizing promotional plans with the right mix of products , discounts and frequencies , is a task well suited for advanced Machine Learning and Artificial Intelligence techniques .”

Asahi Beverages makes and distributes some of Australia ’ s most loved drinks . It employs around 3,200 people in Australia and operates manufacturing sites in every Australian state .

“ We ’ re delighted to add Asahi Beverages and Carlton & United Breweries as a strategic new customer of Complexica ,” said Leonardo Arantes , Complexica ’ s Director of Business Development .

“ We have enabled our Decision Cloud software platform with full end-end TPM and TPO functionality for our customers in the FMCG sector and beyond , with Asahi Beverages ’ successful Proof-of-Concept and subsequent selection of the Decision Cloud software platform being a great testament to its capability and ability to generate commercial outcomes .” p

www . intelligentcio . com INTELLIGENTCIO APAC 71