Coca-Cola Beverages Vietnam Limited clinched the Vietnam Technology Excellence Award for Digital - Food & Beverage at the Asian Technology Excellence Awards 2022

The B2B tool is a marketplace which allows other CPG players to succeed on the platform, improving Vietnam’s market performance.

Over the last 2 years, the companies that have managed to actively exercise agility and drive disruptive innovation and have been resilient to external uncertainties have been leaders in driving transformation and continuous innovation. Being one of the largest and oldest brands, Coca-Cola has built an innovation culture into its DNA and continues to innovate through transformation. It recognises that digital transformation is a necessity for it to continue its success into the future.

“At Coca-Cola Beverages Vietnam Limited, digital transformation is a strategic and long-term objective. We are committed to accelerating our digital capability to stay ahead of the curve and provide added value to our partners, consumers and community," said Peeyush Sharma, CEO of Coca-Cola Beverages Vietnam Limited.

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Peeyush Sharma - Chief Executive Officer - Coca-Cola Beverages Vietnam

"Driving growth and productivity across the value chain, supported by automation, smart manufacturing, efficient processes and data-driven insights through analytics to deliver superior experience for external and internal stakeholders, digital is the key enabler to drive business outcomes," said Rahul Shinde, CIO of Coca-Cola Beverages Vietnam Limited.

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Rahul Shinde - Vice President and Chief Information Officer

Through a structured and holistic platform-centric IT strategy, Coca-Cola Beverages Vietnam Limited has digitised the distribution and sales automation platforms and simplified manual processes through automated workflows aided by self-service analytics and production automation, whilst at the same time maintaining modern security standards throughout IT and OT. 

In its endeavour to deliver high growth, the leaders ideated and co-developed a digital strategy to innovate and develop new business models focused on eB2B and RTM visions underpinned by technology to drive a significant transformation in the company’s business models. As part of this initiative, the company set an ambitious target, and to date has successfully enabled retailers and distributors with a B2B tool. 

The company adopted an omnichannel focus and integrated platforms for SFA and eB2B, which are governed by centralised master data governance such as pricing, promotions, and assortments. The B2B tool is further expanded into an “open marketplace” where other consumer packaged goods (CPG) players can participate and succeed on its platform. 

Moreover, adopting the API-enabled automation with use cases such as AI route and territory optimisation for sales representatives - reduced customer onboarding from weeks to a single day and reduced travel time by an hour/day, has delivered productivity benefits, and also enabled the field team to focus on the cross and upselling activities. This, coupled with advanced data warehouse capabilities, brings multiple data sets together by rebuilding data governance into a common data fabric and data models to help drive clarity in decision-making.

The team is focusing further to drive data-driven approach toward sales growth by enabling digital loyalty, AI-enabled micro-segmentation, suggested orders, as well as self-service merchandising, whilst further transcending the digital value chain and rapidly onboarding more customers. 

The Asian Technology Excellence Awards aim to recognise exceptional companies that are riding the digital disruption wave and leading the technological revolution and digital transformation journeys in their respective industries.

The Asian Technology Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Jane Patiag at jane@charltonmediamail.com.