Hear firsthand how consumer good company Coca Cola FEMSA build, win, and grow its client base by relying on real-time customer insight, personalized interactions, and team collaboration. Learn how refocusing strategy from customer relationship management to customer engagement helped Coca Cola FEMSA to achieve its goals by. Find out how the company provides relevancy throughout the customer journey. https://www.hybris.com/en/

1. SAP HybrisGlobalSummit. October, 2017
KOFmmercial
Digital Platform

2. 2
Coca-Cola Femsa
26B
TRANSACTIONS
9,000
PRESALE ROUTES
800,000
DAILY TRANSACTIONS
COCA-COLA FEMSA
IS THE LARGEST FRANCHISE BOTTLER
OF COCA-COLA TRADEMARK
BEVERAGES IN THE WORLD
WE ARE PRESENT IN 10 COUNTRIES
AND WE SERVE MORE THAN 375
MILLLION PEOPLE
375

3. 3
Our clear Aspiration in this Journey…..
Maximize value creation addressing
our customers’ and shoppers’ needs
Stage1Create and fulfill personalized demand…
…when, where and how the consumer wants it
Develop a close understandingand
engagement with our consumers to
uncoverthe potential demand
Stage2

4. 4
Based on 3 Principles…..
Scalability
Comprehensive
Platform
Target
Groups
•Granular segmentation
•Initiative oriented
• From Analytics to RTM
•End to End processes
• More than 9K pre-seller routes
• More than 800K daily orders
• More than 2.8M customers
Deep
change in…
• Culture
• Processes
• IT
• Organizational
structure
• Incentives
• Business Model

5. The perfect function is working KOFmmercial
Digital Platform
Results forMx andBr Operations, comparedvs Control Group. SOS byNielsen
6Saved hours per
week per Pre-seller
+11%
Revenue
Growth
2x
Turnaround
Sep & Oct = +12% vs PY
Market
Share
Growth

6. KOFmmercial Digital Platform
TTMTHomeOther
Feedback / Evaluation
4
RTM
Current RTM
improvement
Direct Indirect
New RTM
Models
Omnichannel
3
SFA Contact
Center
Digital
Self-service
Customer & Consumer
Dynamic Initiative
Management
Tailored
Customer-oriented
Initiatives
2
Next
Generation
CRM
Initiatives
Management
1
Targeted
Execution, Sales &
Service
Effectiveness
Maximize Value &
Volume creation,
while optimizing
Cost to serve
Accurate
Opportunities
Detection & better
Resource Allocation
0 Enablers:
Advanced Analytics for
Revenue Transformation
Distrib
utors

7. Create insights to capture value from marketTTMTHomeOther
Feedback / Evaluation
4
RTM
Current RTM
improvement
Direct Indirect
New RTM
Models
Omnichannel
3
SFA Contact
Center
Digital
Self-service
Customer & Consumer
Dynamic Initiative
Management
Tailored
Customer-oriented
Initiatives
2
Next
Generation
CRM
Initiatives
Management
Targeted
Execution, Sales &
Service
Effectiveness
Maximize Value &
Volume creation,
while optimizing
Cost to serve
0 Enablers:
Distrib
utors
1
Accurate
Opportunities
Detection & better
Resource Allocation
Advanced Analytics for
Revenue Transformation

8. 8
Advanced Analytics for Revenue Transformation are
delivered through an integrated marketing analytic Model
Data lake
integration
and structure
Segmentation
Output to
Commercial &
SupplyChain
systems
Performance
management
and opportunity
identification
Insightsgeneration
Demand
Planning
Simulations& Capabilities
Collaborationplatform
Pricing &
Assortment
Commercial
Planning
Internal
and
external
data
sources
+7.500
Live platform

9. Core Pillar that help us to build a “Targeted Initiatives
focused” Organization
TTMTHomeOther
Feedback / Evaluation
4
RTM
Current RTM
improvement
Direct Indirect
New RTM
Models
Omnichannel
3
SFA Contact
Center
Digital
Self-service
Customer & Consumer
Targeted
Execution, Sales &
Service
Effectiveness
Maximize Value &
Volume creation,
while optimizing
Cost to serve
0 Enablers:
Distrib
utors
1
Accurate
Opportunities
Detection & better
Resource Allocation
Advanced Analytics for
Revenue Transformation
Dynamic Initiative
Management
Tailored
Customer-oriented
Initiatives
2
Next
Generation
CRM
Initiatives
Management

10. 10
2
Next generation Processes, Tools & Capabilities to
become a Targeted Initiatives Oriented Company…
From Sophistication
(behind the curtain)…
…to Simplicity!
A1
B1
…
Z1Targeted Initiatives
Builder(in System)
Consolidation,
Prioritization &
Scheduling
Omnichannel
Execution By:
-Customer
-Sales Figure
-Visit
SFA
Target Group
Builder(in System)
Analytics
Feedback / Evaluation
Local
Commercial
Opportunities
Detection
Communication
& Execution
Dynamic Initiative ManagementAutomaticW/Hybris
&C4CtoolsOpportunity
Identification and
Initiative Design by
Target Group

11. 11
2
Next generation Processes, Tools & Capabilities to
become a Targeted Initiatives Oriented Company…
A1
B1
…
Z1Targeted Initiatives
Builder(in System)
Consolidation,
Prioritization &
Scheduling
Omnichannel
Execution By:
-Customer
-Sales Figure
-Visit
SFA
Analytics
Feedback / Evaluation
Local
Commercial
Opportunities
Detection
Communication
& Execution
AutomaticW/Hybris
&C4Ctools
Opportunity
Identification and
Initiative Design by
Target Group
Target Group
Builder (in System)
Dynamic Initiative Management

12. Cloud-Based Solution
Target Groups creation and
administration
Integration of internal / external
variables and indicators
Cluster
Creation
Target Group Builder

13. Cluster
Creation
Target Group Builder Video

14. 14
2
Next generation Processes, Tools & Capabilities to
become a Targeted Initiatives Oriented Company…
A1
B1
…
Z1
Consolidation,
Prioritization &
Scheduling
Omnichannel
Execution By:
-Customer
-Sales Figure
-Visit
SFA
Analytics
Feedback / Evaluation
Local
Commercial
Opportunities
Detection
Communication
& Execution
AutomaticW/Hybris
&C4Ctools
Opportunity
Identification and
Initiative Design by
Target Group
Target Group
Builder (inSystem)
Targeted
Initiatives
Builder (in System)
Dynamic Initiative Management

15. Targeted initiatives
creation
Initiative management by
client
Targeted Initiatives Builder
Cloud-Based Solution
Initiativ
es
Design

16. Cluster
Creation
Targeted Initiative Video

17. 17
2
Next generation Processes, Tools & Capabilities to
become a Targeted Initiatives Oriented Company…
A1
B1
…
Z1
Omnichannel
Execution By:
-Customer
-Sales Figure
-Visit
SFA
Analytics
Feedback / Evaluation
Local
Commercial
Opportunities
Detection
Communication
& Execution
AutomaticW/Hybris
&C4Ctools
Opportunity
Identification and
Initiative Design by
Target Group
Target Group
Builder (inSystem)
Targeted Initiatives
Builder (in System)
Consolidation,
Prioritization &
Scheduling
Dynamic Initiative Management
DIM
implementation:
• Organization
• Processes
• Roles
• Enablers

18. With DIM´s Next generation Processes, Tools & Capabilities, we are
becoming a Targeted Initiative Oriented Company…
Benefits:
Two-way, Dynamic
Initiative Management,
agile feedback
From 1 month to 3 days
to address opportunity
New Powerful CRM for
Granular Segmentation
Focused & more efficient
sales force with Targeted
Initiatives
➔+2K Target Groups
➔+ 800 Different Initiatives
➔+ 4.8MM Targeted
Initiatives/client per Week
Numbers & Scalability:

19. Pillar where we integrate all channels to engage with
Customers
TTMTHomeOther
Feedback / Evaluation
4
RTM
Current RTM
improvement
Direct Indirect
New RTM
Models
Dynamic Initiative
Management
Tailored
Customer-oriented
Initiatives
2
Next
Generation
CRM
Initiatives
Management
Maximize Value &
Volume creation,
while optimizing
Cost to serve
0 Enablers:
Distrib
utors
1
Accurate
Opportunities
Detection & better
Resource Allocation
Advanced Analytics for
Revenue Transformation
Omnichannel
3
SFA Contact
Center
Digital
Self-service
Customer & Consumer
Targeted
Execution, Sales &
Service
Effectiveness

20. Targeted Initiatives in
the HHT

21. APP/Web
Page
• Execution
• Training
• e-Commerce
• Suggested Order
• Service orders status
• Delivery digital track
• Customer Journey
• IoTconnection
Omnichannel: Next Wave
Stage 1:
We already Automated our Pre
Seller & Supervisor, however we
still have functionalities to develop:
Stage 2:
Customer engagement, we are just at the
beginning , but we have a clear roadmap:
We are just at the beginning of this Journey…
Contact
Center
• Chat & Digital
Assistant
• Visual IVR
• Agent
Empowerment
• On Demand Field
Services
• ProfitStory
• Suggested Order
• PICOS interactiverender
• Surveys management
• Alerts and notifications
SFA
ü
ü
Omnichannel

22. 22
The KDP platform is ….
• Maximization of value capturing at the POS through the right definition of
Picture of Success and Value Proposition
• Speed & agility (Time to Value) to capture opportunities from more than 1
month to 3 days
• Granular target group creation to develop Customized plans & better resource
allocation
• Targeted Initiatives to achieve Flawless Execution
• Agile & effective feedback from the market for initiatives design
• Better service levels to engage with our customers
• Hybrid End to End Platform
• Fully Integrated / connected with the transactional system and is scalable

23. THANK