Case Study: Massimo Zanetti Beverage USA improves trade promotion and forecasting with Oracle Demantra

Massimo Zanetti Beverage USA - Customer Case Study

Massimo Zanetti Beverage USA (MZB) faced a significant challenge in managing the immense volume of its coffee sales driven by promotions, which account for 70-75% of its business. Using a homegrown system with no disciplined forecasting process led to inaccurate trade spend accruals, creating major swings in profitability. To gain control and visibility over this critical area, MZB worked with vendor Consumer Goods Technology to implement Oracle's Demantra Predictive Trade Planning and Deduction Settlement Management modules.

The solution from Consumer Goods Technology integrated trade promotion management with a predictive forecasting engine, consolidating three critical functions into one system. This provided MZB with the actionable data needed to improve forecast accuracy, measure promotion performance, and reform its S&OP process. The results included a quickly improved forecast accuracy for key items, minimized trade accrual inaccuracies, and a transformation from a "deduction-clearing house" to an analytical, data-driven organization.

Massimo Zanetti Beverage USA

Ron Tieskoetter

Vice President Sales Operations Planning & Analysis