AB InBev partners Accenture to boost sales and distribution in Africa

AFRICA – The world’s largest brewer, AB InBev has entered into an agreement with a leading global professional services company, Accenture to boost its sales and distribution operations on the continent, reports MarketWatch.

The three-year contract will see the implementation of the Accenture NewsPage Distributor Management System (DMS), a distributor management and sales force automation system that covers the entire supply chain.

It also provides consumer goods companies with accurate, reliable data on secondary sales to help them control promotions; improve productivity; and streamline inventory and sales processes and distributor claims.

AB InBev plans to roll-out the DMS system in Mozambique, Zambia, Ghana and Nigeria and upgrade the system in Tanzania and Uganda where it was rolled three years ago.

The partnership will enable AB InBev track its distributor network and increase visibility into its product stock and sales in Africa.

The software will be made available to more than 100 of AB InBev’s distributors while giving sales team the data needed in building distributor and customer relations through product promotions and performance.

“Accenture’s DMS solution has enabled us to enhance our sales and distribution operations in Tanzania and Uganda over the past three years, and we’re excited to upgrade to the latest version and expand its use to other countries in Africa,” said Lee Dawson, Vice President, AB InBev.

“With DMS, we’re better positioned to achieve our goal of becoming the number one brewer across the continent.”

Speaking on the partnership, Marlize Claasen, managing director at Accenture, said: “AB InBev understands that expanding sales, enhancing efficiency and improving profitability requires full visibility into its sales and distribution operations.

We’re excited to be able to continue our successful collaboration with them as they seek to expand their market share in Africa, while developing a more connected and modern relationship with consumers.”

After the implementation, Accenture will continue to support the solution, providing continued hosting, maintenance and application support for the duration of the contract.

Through higher prices and rigorous cost control measures, AB InBev aims to get a bigger pie of the African beer market after successfully buying its rival SABMiller in 2016 for more than US$100 billion.

Africa is seen attractive for both volume and profit growth with the beer market reaching US$10.8 billion in 2016, 7% of the global total revenue.

AB InBev projected that beer sales in Africa would grow by nearly three times the global rate between 2014 and 2025, something we can link to its enormous expansion on the continent including new breweries in Mozambique, Nigeria and Tanzania.

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