Schweppes Zimbabwe partners with MacMobile for optimised sales

Schweppes Zimbabwe Limited (SZL) has partnered with mobile technology specialist company, MACmobile since 2016 to optimise its sales force and customer relationship requirements.

Developing customer relations through excellent service delivery is a key perquisite in the highly competitive Fast-Moving Consumer Goods (FMCG) industry. Assessing whether sales and marketing activities are hitting the mark forms an integral part of short-and long-term customer retention strategies.

Technology provides an important tool in the food and beverage industry’s efforts to manage, mobilise and ultimately automate its sales force, obtaining accurate and valuable data that will strengthen sales teams’ service delivery and turnaround times.

SZL is a leading manufacturer and distributor of non-carbonated still beverages under license from The Coca-Cola Company. The company’s product portfolio currently includes well-known brands in categories such as cordials, fruit juices and bottled water.

It has two manufacturing plants in Harare and Bulawayo in Zimbabwe and ten distribution centres countrywide. Its route to market is predominantly B2B and was recently extended to include B2C through e-commerce and tele-sales platforms.

Most of SZL’s orders are delivered through in-house logistics and third-party partners with a smaller portion handled through customer collection at the distribution centres.

Andrew Dawson MacMobile
Andrew Dawson MD of MACmobile

Optimising sales efficiency

MACmobile’s FIELDForce solution has in the last four years provided SZL with the ability to:

· Develop customer relations through the capture of key market data;

· Generate customer orders; and

· Track sales activities and marketing assets.

“Before partnering with MACmobile, our sales teams would manually track or reference customer history and cold drink equipment (CDE) which was highly ineffective. As a result, this led to suboptimal order fulfilment of customer orders and CDE asset utilisation.” explains Diana Mubayiwa, corporate affairs executive at SZL.

Adds Andrew Dawson, MD of MACmobile: “Our FIELDForce offering delivers an end-to-end solution to SZL that covers their full spectrum of Route-to-Market sales and distribution, ultimately catering for the specific needs and nuances of FMCG call cycles within Zimbabwe’s retail, rural and main markets.”

Evolved needs

Due to Zimbabwe’s telecoms challenges, MACmobile also added an offline capability to FIELDForce which enables SZL to utilise the solution without network connectivity.

Additionally, FIELDForce’s recently added Forms functionality allows SZL to develop surveys that enable it to conduct self-reads for Coca-Cola’s (Right-Execution Daily) RED. In the past, SZL had to outsource surveys to third-party providers at a significant cost to the company.

FIELDForce Forms for example offers integrated GPS functionality which means SZL can validate whether surveys where indeed conducted in-store. Additionally, Forms has enabled SZL to customise specific survey such as:

· RED self-assessment;

· Competitor activity tracking;

· Price dipstick; and

· Outlet classification.

Benefits abound

SZL and MACmobile’s partnership have undoubtedly led to an improved sales force and customer relations, driven by accurate data that can be mined to improve go-to-market and retention strategies.

MACmobile allows SZL to stay one step ahead of the requirements of both its sales team and its clients. Today the company benefits from:

· An effective and efficient sales team route that leads to optimised operations and execution in the market;

· Effective sales representative activity tracking resulting in increased productivity and sales;

· The ability to create and run surveys;

· Improved and accurate customer and CDE assets databases; and

· Real-time salesforce metrics dashboards that allow for RTM (route-to-market) remodelling by the SZL commercial team.

“Thanks to our partnership with MACmobile we can rest assured that our sales and marketing strategies are on point and we can readily meet the ever-changing requirements of the markets we serve,” says Mubayiwa.

“Ultimately, our partnership with SZL has provided MACmobile a deeper penetration within the independent distributors that trade under the Coca-Cola Company license. It has also strengthened our footprint and user-base within the SADC region,” concludes Dawson.



Latest


15 Jan 2021
How to use factory automation to plan for the ‘New Normal’ in food manufacturing

Food and beverage companies can now set a course for a post- pandemic world using automation to boost competitiveness and…

How to use factory automation to plan for the ‘New Normal’ in food manufacturing

Food and beverage companies can now set a course for a post- pandemic world using automation to boost competitiveness and productivity. Manufacturers should focus their resources on four market driven perspectives: workforce, product quality, flexibility and sustainability.  Opportunities and possibilities with automation The current crisis the world is facing offers…

14 Jan 2021
Prove you’re the big cheese by entering the 2021 South African Dairy Championships

All dairy producers are invited to enter the 2021 South African Dairy Championships, the biggest, oldest and most prestigious dairy…

Prove you’re the big cheese by entering the 2021 South African Dairy Championships

All dairy producers are invited to enter the 2021 South African Dairy Championships, the biggest, oldest and most prestigious dairy event in the country. The championships, hosted by Agri-Expo since 1834, annually attracts around 900 entries from large, medium and small manufacturers. These dairy products compete for the esteemed titles…

14 Jan 2021
Danfoss ushers in the digital sensor age

With the adoption of an ever-growing digital world, Danfoss Industrial Automation has repositioned itself as Danfoss Sensing Solutions, representing the…

Danfoss ushers in the digital sensor age

With the adoption of an ever-growing digital world, Danfoss Industrial Automation has repositioned itself as Danfoss Sensing Solutions, representing the union of application-driven sensor technologies and unparalleled commitment to helping customers navigate their journey into the digital frontier. Danfoss has engineered solutions that allow the world to use resources in…

13 Jan 2021
Township businesses thrive with reliable logistics and supply chain management

The informal retail sector is a vital part of the economy of township communities throughout South Africa. From spaza shops,…

Township businesses thrive with reliable logistics and supply chain management

The informal retail sector is a vital part of the economy of township communities throughout South Africa. From spaza shops, fast food sellers on the roadsides to sell-all kiosks providing essential goods and services, these businesses are here to stay and are integral to the lives of township dwellers, largely…


Top stories


07 Feb 2020
Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South…

Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South Africa, has launched a range of plant-based sandwich slices under the brand name Gudness. It is the first range of its kind produced in SA.

18 Mar 2020
Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and…

Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and much-needed jobs created.

31 Mar 2020
Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire…

Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire for a good night’s rest through natural methods.

18 Mar 2020
Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out…

Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out traditional ingredients from some of the oldest civilizations this year, particularly Central and South America.


Visit the official COVID-19 government website to stay informed: sacoronavirus.co.za