Anadolu Efes is a leading beverage company with a rich heritage and a strong presence in the global market. Established in 1969, the company has grown to become a key player in the brewing and beverage industry, recognized for its innovative approach and commitment to quality. With operations spanning multiple countries, Anadolu Efes produces and markets a diverse portfolio of beer and soft drink brands, catering to a wide range of consumer preferences. The Company is the 5th largest beer company in Europe and the 10th largest in the world in terms of production volume1, serving a population of more than 890 million all over the world with its beer and soft drink brands. 

PROJECT SCOPE

Synery3 was engaged by Anodulu Efes to provide project management consulting services across a number of key markets including the United Kingdom, Türkiye, Moldova, Kazakhstan, Georgie, Belarus, and Iran. 

The scope of work encompassed a comprehensive range of initiatives designed to optimize sales, operations, and market engagement strategies. Key areas included enhancing sales force effectiveness and execution at the point of sale (POS), supported by robust database management and Route-to-Market (RTM) optimization, including the development of a Customer Contact Strategy.  Additional focus areas included order-taking optimization, end-to-end functional integration, and advanced trade marketing strategies, such as segmentation, Integrated Retail Value Packages (IRVP), and organizational design.

Strategic deliverables also addressed channel strategies and planning, cycle planning, and promotional spend effectiveness to maximize ROI. 

DELIVERY

 Synergy3 was responsible for implementing and executing the following key deliverables:

• Sales Force Effectiveness: Implementation of tools and strategies to enhance POS execution and optimize order-taking processes.
   
• Route-to-Market Optimization: Development of a comprehensive customer contact strategy and efficient RTM framework.
   
• Database and Information Management: Establishment of centralized systems for management information tracking and consolidation.
   
• Trade Marketing Enhancements: Strategies for segmentation, IRVP design, and improved trade execution.
   
• Channel and Promotional Strategy: Development of channel-specific plans, cycle planning frameworks, and promotional spend optimization.
   
• Integrated Functional Processes: Streamlined integration across sales, trade marketing, and operations.
   
• Regional and Sales Management Plans: Creation of structured strategies for regional execution and sales force alignment.
   
• Competitor Engagement Strategy: Development of actionable plans to address and outperform competitors.