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What do Gartner, Forrester, and IDC have in common? They all named Anaplan a planning leader.
We’re leveraging Anaplan to do ‘what-if’ analysis and scenario planning to help us fine-tune our drivers to make it more sustainable growth across our product line.— Swaroop Khekale, Planning and Insights Leader, Lion Pty
reduction in claim-processing errors in the first year delivered rapid time to value
value from improvements to promotional processes and activites benefits the bottom line
per year saved through improved data access frees up time for more important work
With a history dating back to the mid-1800s, Lion Australia is a leading provider of beers, spirits, and other beverages in Australia, New Zealand, and beyond. Strong customer relationships drive success in the beverage industry, so Lion invests millions annually on trade promotions through which retailers earn discounts and bonuses for promoting Lion products.
Each Lion customer is offered a unique, constantly changing portfolio of promotions, and each promotion is expected to deliver value, so trade promotions management (TPM) at Lion is a complex task. In 2016 it became clear that spreadsheets weren’t able to handle the complexity; Lion needed a more robust, scalable TPM solution. Anaplan was deployed as an interim fix, but when the permanent solution Lion had chosen proved more expensive and less flexible than promised — and TPM claim-processing errors immediately dropped by 1.5% with Anaplan — the company endorsed Anaplan as its strategic TPM solution.
In the years since, Lion has continuously improved its TPM solutions in Anaplan. Discount management processes and an approval workflow were added, and forecasting accuracy and execution visibility were improved. By 2022 these improvements, along with a growing product portfolio, led Lion leaders to embark on a ground-up rebuild of the TPM solutions and establishment of an Anaplan Center of Excellence (CoE) with full responsibility for managing the program.
“We wanted to further streamline the way senior staff obtains TPM activity reports,” explains Swaroop Khekale, Planning and Insights Leader at Lion. “This was important to ensure that promotions were effective and delivered consistent value to us and our customers. The new TPM solution the CoE created is very intuitive to use, so staff are more comfortable with querying it.”
Lion’s TPM team estimates that the company has seen substantial financial benefits thanks to improvements in several areas:
Overall improvements in trade promotions have also positively impacted Lion Australia’s customer base. Sharply focused campaigns have delivered measurable uplift in sales volumes, issues related to competing promotions with multiple wholesalers have been mitigated, and more customers are trying new brands in Lion’s product portfolio. “This gives consumers more drink options, and also boosts retailer revenues and our own financial performance,” Khekale says. “Everyone wins.”
And more improvements are in store: “We’re leveraging Anaplan to do ‘what-if’ analysis and scenario planning to help us fine-tune our drivers to make it more sustainable growth across our product line,” Khekale says. “The Anaplan platform enhances the way we plan and manage our promotional campaigns, and adds value to our operations and those of our growing customer base.”
Swaroop Khekale, Planning and Insights Leader, Lion Pty: We are an adult beverages company. So those who love beer will love Lion.
Market in general has been declining for our beer business. So we are trying to kind of grow our segmentation wider across the product line.
We're leveraging Anaplan to do "what-if" analysis and scenario planning to help us fine-tune our drivers to make it more sustainable growth across our product line.
Every part of our business requires absolute critical driver-based bottom-up to top down planning, and we need Connected Planning processes and a Connected Planning ecosystem.
We found out that already there was a bit of a pattern to our promo cycle. By implementing a quick validation rules in Anaplan, we were able to see what was humanly probably not clearly showing us, and that we could save, on our revenue leakage, hundreds of thousands of dollars.
All the processes and our functions needs to talk to each other. And that's where we are leveraging Anaplan: To bring in the data that's already built for various use cases and connect that together to achieve the outcome that a model builder has done in a spreadsheet can replicate that easily with Anaplan. It's kind of acting as a perfect remedy for spreadsheets.
I'm Swaroop Khekale, Planning and Insights Leader at Lion. And we plan with Anaplan.