Peak & Peak transforms CCPB’s trade promotion planning and execution with Salesforce TPM, enhancing promo effectiveness, optimizing spend, and driving sustainable measurable growth.
THE CLIENT
Coca-Cola Peninsula Beverages (CCPB) is a leading independent bottling company based in Cape Town, South Africa. Officially opened for business in 1940, CCPB employs over 1,300 people and manages the marketing, production, and distribution of Coca-Cola products and other drinks such as Capri-Sun, Monster and other beverages across nine regions in the Western Cape.
Industry: Beverage
9+ Regions
THE PROJECT
Coca-Cola Peninsula Beverages (CCPB) faced complex challenges stemming from manual, disconnected trade promotion planning. This environment hindered their ability to make data-driven decisions and accurately measure the financial impact of their campaigns.
Peak & Peak partnered with CCPB to provide deep industry knowledge and technical guidance. Our client-centric approach began with strategic consulting and a thorough business process analysis. We then designed and delivered a tailored Salesforce Consumer Goods Cloud TPM solution.
This platform automated planning, pricing, and approvals while seamlessly integrating with CCPB's existing ERP systems to ensure comprehensive end-to-end visibility. Through rigorous change management and targeted training, we empowered the commercial teams to fully adopt a data-driven approach to trade investment.
THE CHALLENGES
Manual and Time-Consuming Processes: Key Account Managers relied heavily on isolated spreadsheets. The lack of a centralized promotional calendar resulted in overlapping campaigns and inefficient planning cycles.
Volume-Chasing Execution: The commercial team frequently fell into the "Black Friday trap" by overspending on discounts to drive pure volume, missing opportunities to achieve the same results with optimized investments.
Limited Performance Visibility: Promotional performance data was scattered across disconnected ERP systems and Excel files. This fragmentation prevented real-time ROI analysis and forced teams to wait weeks for post-event evaluations.
Complex Pricing Management: Maintaining accurate financial conditions required intensive manual effort, raising the risk of accounting discrepancies.
Fragmented System Architecture: To maximize value, the new TPM platform needed flawless integration with the existing Salesforce landscape and backend ERP systems to create a unified 360° customer view.
User Adoption and Change Management: Transitioning multiple departments away from legacy tools required a robust strategy to ensure alignment across commercial, finance, and revenue growth management teams.
THE SOLUTION
The implementation of Salesforce Consumer Goods Cloud for TPM delivered the following key capabilities:
Advanced Account and Scenario Planning: Empowering Key Account Managers to model deals using data-driven volume uplift forecasting.
Unified Trade Calendar: Establishing a dynamic, centralized calendar to visualize and filter all promotions by customer group, product category, and timeframe.
Live Promotion P&L: Enabling real-time financial tracking during the planning phase so teams can evaluate net revenue and profitability before deals go live.
Comprehensive Trade Terms Management: Providing flexible tools to manage diverse discount structures (both on-invoice and off-invoice) in strict alignment with accounting standards.
Seamless Baseline Integrations: Connecting the CRM platform directly with legacy ERP data to establish a single, reliable source of truth.
EFFECTIVITY
SCALABILITY
EXPERIENCE
360° VIEW
THE IMPACT
Accelerated Planning Cycles:
The consolidated platform completely eliminated spreadsheet dependency. Key Account Managers now plan, review, and approve promotions with unprecedented speed.
Streamlined Data Management:
Seamless integration with ERP and pricing systems ensures data consistency and eradicates manual double-entry.
Proactive Investment Strategy:
The centralized system eliminated reactive overspending. Teams now design promotions specifically to optimize volume, revenue, and market share.
Unprecedented Account Visibility:
Commercial teams operate with unified calendar visibility, instantly identifying campaign overlaps and aligning with broader brand initiatives.
Data-Driven Decision Making:
Real-time P&L evaluation allows teams to analyze collective account performance down to the specific SKU level, entirely replacing delayed post-mortem reports.
Unified Salesforce Ecosystem ( 360° customer view)
By integrating TPM into the broader Salesforce environment fortified the 360° customer view across sales, service, and trade investments.
Empowered Commercial & RGM Teams
With access to clean, timely, and reliable data, teams are empowered to make proactive, data-driven decisions.
Sustained Adoption through Change Enablement
A structured onboarding program and continuous support ensured the new technology was rapidly embedded into daily corporate workflows.
INSIGHTS
CG Cloud: Trade Promotion Management
Dynamic Calendar View:
Teams can now visualize and filter all promotions by customer group, category, or timeframe in one centralized calendar, eliminating overlaps and blind spots.
Real-Time P&L Tracking:
Account managers can track live financial performance, such as target volume and gross revenue, directly during the planning phase.
Granular Actionable Insights:
Users can drill down from high-level account performance all the way to specific SKUs, and easily export this data for further analysis.
Data-Driven Forecasting:
The system requires users to input planned volume uplifts, ensuring promotions are strategically designed for incremental growth rather than just discounting.
Flexible Financial Control:
Teams can easily apply diverse discount structures (percentages, fixed sums, or amount per case) and accommodate both on-invoice and off-invoice tactics, all while staying aligned with accounting standards.
Isolated ROI Analysis:
Once a promotion is created, users can access a dedicated dashboard to evaluate the net revenue and profitability of that specific deal in isolation before it goes live.
- Commercial Process Lead @ Coca Cola PenBev