BAM - On & Off Trade Marketing
A key aspect of Jägermeister's marketing strategy is to enhance brand visibility across various channels while ensuring customer satisfaction. This has historically been a challenging endeavor due to distribution in over one hundred countries, encompassing both retail and on-premise sales contexts. One of the primary obstacles has been consolidating information from platforms in different countries, involving nearly a hundred users and lacking systematization. This challenge has been addressed with the technological support of Wundertec. Additionally, there is a need for oversight and control of commercial operations from the German headquarters, which is responsible for establishing the core strategies for brand positioning. In light of the intense competition within the beverage sector and the slow pace of digital transformation, it was deemed essential to create a solution. This solution, available in both mobile and desktop formats, centralizes all information generated from direct consumption channels such as bars and nightclubs, as well as venues not directly related to liquor sales, like events and supermarkets. The development fulfills various customer management needs, including agenda automation, geolocation, evaluation of the sales team, inventory management, supply and demand analysis, merchandising, and planning brand events and activations in different consumption venues. It aids users based in Germany, Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, Panama, Peru, and Uruguay. In 2020, users from Namibia, Dubai, South Africa, China, and other countries in the Middle East and Africa will also become involved.