Asahi Beverages has partnered with AI software company Complexica to strengthen Asahi’s operations through data sets and optimising the value of future promotions through volume, margin, and net price realisation.
Complexica’s Promotional Campaign Manager and Larry the Digital Analyst tool will also create ‘what-if’ scenarios for various price points, promotional mechanics, frequencies along with other variables and KPI objectives.
Asahi Beverages group chief information officer Kellie Barnes said the company has selected Complexica after a successful proof-of-concept of its high-end optimisation abilities.
“Last year Asahi Beverages acquired Carlton & United Breweries (CUB), 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,” said Barnes.
The beverage manufacturer had finalised its acquisition of CUB in June and bought the company for $16 billion, with Asahi Oceania Group CEO Robert Iervasi saying the combination will create a leading portfolio that will streamline business for suppliers and partners.
Complexica director of business development Leonardo Arantes said they are proud to be partnering with Asahi and CUB.
“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.
“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,” said Arantes.
Complexica has a strong presence in the food and beverage sector with Costa Group, Pernod Ricard, and Arnott’s partnership.
You can listen to the Food & Drink Business podcast episode with Complexica CEO and founder Matt Michalewicz here.
