8/6/2019 RED Coca Cola in Poland
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By striving to achieve a closer partnershipwith our customers we
can drive sustainable
growth o our business.Preferred partner for our customersOne of
our key strengths is our ability to achieve quality in-store
execution by
having over 17,000 highly trained sales representatives
regularly serving
approximately 1.5 million outlets. We believe this direct
interaction with our
customers gives us a competitive advantage in activating points
o purchase
and creating value or both our customers and our business.
We recognise the importance o continually building world-class
capabilities
across our entire value chain and to that eect we have developed
a group-
wide ramework or our commercial unction. Within this ramework,
we have
implemented guidelines based on proven best practices that are
ollowed by
all our country commercial teams. However, rather than adopting
a one size
ts all approach, we maintain sucient fexibility or tailored
strategies that
address market-specic needs.
Our goal is to be the preferred partner of our customers. In
furtherance of this
goal, we have ocused on urther building customer-centric
capabilities that
encompass both the supply chain and commercial unctions. Closer
cross-
unctional alignment has resulted in higher levels o service and
increased
protability for both us and our customers. In 2008, we continued
to invest
in the SAP technology platform and implemented its customer
interfacing
modules in both the Czech Republic and Slovakia. The roll-out of
SAP across
our territories is expected to yield signicant benets by helping
us better
understand our customer, shopper and consumer needs.
For example, better demand orecasting and access to real-time
inventory data
at the stock keeping unit (SKU) level in our outlets and
warehouses, enable us
to reduce stock shortages in the marketplace and decrease
inventory write-
os. Furthermore, we are better able to manage the sales order
and route
planning processes to optimise overall sales eciency and
eectiveness,
while improving our ability to orecast, plan and execute.
Right execution dailyOne o our key strengths is our ability
to directly reach our customers
regularly. Our sales people are
dedicated to building strong
and constructive
relationships with
every one o our
various customers,
including kiosks,
grocery stores,
convenience stores, hotels, restaurants, cas, bars and petrol
stations. With
such a diverse customer base our sales orce has to be highly
specialised to
understand how to best ull our customers needs.
In our pursuit of excellence in marketplace execution, we have
been
implementing a programme we call Right Execution Daily (RED).
This
programme monitors, at the individual outlet level, how well we
implement
and maintain our merchandising standards. Furthermore, it helps
us identiy
opportunities to make immediate improvements that support growth
or our
customers and us. RED is just one part of our efforts to enhance
revenue growth
opportunities by optimising the combination o brand, package and
price or
each consumption occasion.
Working together with our customers as one team translates into
higher
customer satisaction and measurably improved perormance. Our
training
programme or independent grocery stores in Poland is a small but
telling
example o this eort. We conducted an independent market survey
and
provided store owners with data on current shopping trends. An
analysis
o the results helped us identiy key actors that aect shopping
preerences
and habits. Focusing on these actors, we crated a set o
solutions such as
repositioning the products on display or remodelling the entire
store, which
resulted in better business and increased sales or the customers
participating
in the programme.
Improving in-store execution requires the right number of sales
people with
superior capabilities. We support such capabilities by
implementing training
plans and on-the-job coaching or both our sales people and their
managers.
We have also implemented a specialised curriculum ocused on
capability
building or individual areas o our commercial unction.Market
visits, workshops, presentations, conerences
and other communication opportunities enable
our employees rom dierent countries to share
experiences, learnings and best practices. Finally,
training platorms, including our Juice University in
Serbia, take such training eorts a step urther and
ocus on turning our sales people into beverage
category experts.
Avra Herbal won the Silver Award in the Best Enhanced Water
category at Zenith International Publishings WaterInnovation Awards
in Germany among 201 entries from 40 countries
Annual report 2008 15
