Driving Rapid Integration Across 5 African Markets in 12 Months
Following Heineken’s acquisition of Distell Africa, Intrade enabled the rapid integration of operations across five African markets under the newly formed Heineken Beverages International (HBI).
The Solution: Our DEEP Methodology
Our proprietary DEEP methodology accelerated the transformation and route-to-market development for HBI.
- Discover (Market Census): Intrade Operations Teams conducted a countrywide market census in 5 countries to map the retail landscape and identify high-potential outlets.
- Execute (Operational Excellence):
- Redesigned sales routes and call schedules using Intrade algorithms.
- Unified sales planning across Heineken and Distell portfolios
- Implemented Net Promoter Score (NPS) tracking, trade marketing audits, and real-time mobile reporting for field insights.
- Expand (Integration & Visibility):
- Integrated data from asset maintenance, merchandisers, promoters, and distributors into a single app for full-field visibility.
- Implemented the Intrade Merchant Commerce Model to provide real-time transactional insights.
- Progress (Data Intelligence): Embedded a dedicated Intrade Analytics Team within HBI to build dashboards and harvest insights across operations.
The Results
- 5 countries integrated in 12 months.
- Shared sales infrastructure across all integrated markets.
- Unified partner network established.
- Always-on market intelligence for data-driven decision making.