Promotional event optimization – Molson Coors
Apatinska Pivara, with a tradition dating back to 1756, is the largest brewery in the Balkans. It has been a member of the Molson Coors Group since 2012. Recently, the company asked us to help it increase effectiveness of its promotional sales events.
Discounts under
control
control
help fulfill the strategic objectives.
Our information system connected the most important departments of the company, ensuring that the data necessary for strategic and operative management of promotions was shared across all departments. We defined the most optimal workflow, from planning and timing discounts to carrying them out and evaluating them. After taking into accounting pre- and post-promotion effects and any cannibalization, we calculated the result, an increase in promotion margin of 1.5%.
