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Presented by:
Date: June 18th 2014
Kieran McMahon : Systems Manager. Western Beverages Ltd.
Wholesale Division of Heineken Ireland.
ProStrategy Colman
Agenda
• Introduction to Heineken and Wholesales Distribution
• Core Departments & Geographical Spread - “Info on the Road &
to Dispersed Functions & Locations”
• Cognos BI: Pre-Planning Stages “Our Structure & What’s important to Us”
• Development & Growth of BI: One Step at a time
• Todays IT Environment and BI Users
• Planning V’s Outcome: Screenshots (Live Demo?)
• Business Benefits
The Brewing Industry: top 10
Heineken / Wholesale Timeline
• 1996 - Joint Venture with R.Nash & Company Ltd: “Nash
Beverages Ltd” –Business Partner:Prostrategy (Colman)
• 1999 – Acquisition “Western Beverages Ltd”
• 2002 – Acquisition “West Cork Bottling Co Ltd”
• 2010 – Full Buy-Out of “Nash Beverages Ltd”
• 2011 – Amalgamated into one Wholesale Company
Western Beverages Ltd.
Heineken Ireland Wholesale
Western Beverages Ltd
• - Letterkenny: Sales Manager/ Depot Manager
• - Galway: Sales Manager / Depot Manager / Cr. Control
• - Limerick: Depot Manager / Finance / AP & I.T.
• - Castleisland: Depot Manager
• - Littleisland(Cork): Sales Manager / Depot Manager
• - Skibbereen: Central Purchasing.
• - Heineken Ireland (Cork): M.D. / Sales Director / Distribution
Manager / IT Helpdesk.
Wholesale (Dispersed & Mobile)
• Wholesale Division of Heineken Ireland Ltd
» Western Beverages Ltd, Nash Beverages, West Cork Bottlers
» Sale & Distribution of Beverage & Bar Supplies to On and Off Trade.
» Western Half of Rep Of Ireland
• Sales Division
» 3 Area Sales Managers
» 20 Sales Reps
» 3,000 Trading Customers - Weekly Sales Call / Weekly Delivery
• Distribution Division
» 1 National Distribution Manager / 5 Depot Managers Heineken Ireland
» Kegs & Wholesale Beverage & Bar Supplies.
» 5 Depots (Letterkenny, Galway, Limerick, Castleisland, LittleIsland)
» 36 Trucks
» 2,900 Listed Products - Minerals, Beer, Cider, RTD's, Wines, Spirits, Bar Supplies.
Pre-Planning: Key BI Drivers
• Provide Sales, Distribution, Finance, Stock Controllers, C/Purchase
and Depot Managers access to relevant and easy to use data
• Provide Self-Service capability so that users could access the
information easily and do own analysis in user-friendly
environment.
• Central Repository & Standardised Reporting
• Remove dependency on spreadsheets for reporting (not dynamic)
• Provide “On-the-Road” Analysis 24/7
• Provide Automated Daily Key Performance Indicators (KPI) such as
Month-To-Date Sales V’s Same Period LY & V’s Target Plan
• Sales Managers & Reps: Proactive rather then re-active.
• Automate KPI Reports: e-mailed Daily @ 8.30am
Pre-Planning: Step 1 “What Do We Do”
Purchase > Storage > Sale > Distribution
of
Alcoholic & Non-Alcoholic Beverages and Bar Supplies
To
On & Off-Licensed Premises
Development & Growth of BI
• 2005 - Cognos7 - Powerplay. Local Sales Cubes Only
• 2008 - Cognos 8 :Explorer. Sales Cubes Only
- Kept & Maintained Powerplay Cubes
• 2009 - Purchase Ledger Cube
• 2010 - Stock Cube
• 2011 - Cognos10 :Explorer
• 2012 - Distribution Cube
• 2014 Q2 - Cognos 10 & Server Upgrade
• 2014 Q3 – Nominal Ledger / Finance Cube
Today’s IT Environment • Business Systems
» ERP runs on AS400 i-series server : Central Repository
» Excel stores budgets & targets.
» Cognos used for Pro-Active Business Intelligence and Performance
Indicators – Management Reporting & Analysis.
» (CIMS used for Sales force automation. Sales Orders feed to Repository)
» Cognos import data nightly from Central Repository and from Excel and
build 4 data cubes: Sales, PL, Dist, Stock.
» Powerplay Sales Cubes for each Regional Manager are built nightly and
available daily to RSM’s to copy directly to their C:\Laptop.
Todays BI Users
• Main User Groups
» Sales Managers - 3 Remote Sales Managers
» Finance Sales Support & Credit Control - Galway
Accounting Functions & IT–Limerick, Purchasing -Skibbereen
» Depot Managers / Logistics- 5 Remote Depot Managers
» Heineken Ireland Senior Wholesale Management (HIL- Cork)
» Central Purchasing Division –Skibbereen
• Remote User Groups
Sales Managers- “On The Road Connectivity”
Finance – “Off-Site Connectivity”
Remote IT Support –In House & ProStrategy
BI: Screenshots (or Live Demo?)
•Pre-Planning: You know your own business best!
• V’s
•Outcome
BI Analysis (Pre-Planning) • Identify Hierarchies (Company Structures)
» Sales Hierarchy: Company/Sales Division/RSM/Rep/Customer
» Product Hierarchy: Company/Group/Supplier/Brand/Product
» Routing Hierarchy: Depot/Town/Day/Truck/Product
» Sales Orders: Entered/Picked/Dispatched/Delivered/Invoiced
• Identify Scope (Dimensions)
» Sales: By Division/By Depot/ By Product Grouping/By Customer Grouping
» PL: Product or Package/By Depot/By Supplier/By Order Status
» Dist: Order or Uplift/By Order Source/By Route/By Location/ OT/ IF
» Stock: By Depot/Packaging/Transaction Type/Reason Code
• Key Metrics (Measures)
» Volume (Cases), V’s Targets
» Gross Sales – Discount –Invoice –FOC – LTA – Net Sales
» Avg Sell Price – Avg Cost Price = Avg Margin Per Case
Portal Page – Entry Point
Sales Cube Dimensions & Measures
Product Dimension
Time and Scenario dimensions
Customer Dimensions
Measures
Example of screen shots
Example of screen shots
Example of screen shots
Business Benefits
• Always available information up to close of business the previous day.
• Up to date Sales & Margin Analysis available by customer, product and supplier.
• Up to date Stock & Supplier analysis enables Central Purchasing.
• Automated flow of data from business systems to Cognos means that people are now
analysing data rather then collecting data
• Employees now working with data that is readily available, consistent, and common
they spend less time (none!) gathering & reconciling data.
• Dimensions & Measures enable rapid analysis via Cognos Drilldown
• Data Analysis across existing network (64K lines) - RDP Server
• Sales, Distribution & Purchasing functions are independent of IT resources.
• Reports available at (before) start-of-day. Auto e-mailed to stakeholders
• Analysis on-the-road via SIM, WiFi or PowerPlay cubes.
• 2014 => Nominal Ledgers / Cost Centre Managers & Cost Control
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