Case Study: Molson Coors Canada standardizes sales and trade promotion processes with Consumer Goods Technology

Molson Coors Canada Makes Complexity Look Simple

Molson Coors Canada, a major brewer operating in a highly complex and provincially-regulated market, faced challenges with non-standardized sales processes and escalating trade spend investments. They partnered with the vendor Consumer Goods Technology to design and implement a multi-year CRM transformation program called Caddie, utilizing the CPWerx 6.0 platform to address these issues.

Consumer Goods Technology's solution involved implementing a fully integrated sales force automation and trade promotion management system, supported by a robust change management strategy. While quantitative results were not shared, the program achieved 100% user adoption and significant qualitative benefits for Molson Coors Canada, including improved financial integrity, clearer accountability, and more accurate business information.

Molson Coors Canada

Justine Gagnon

National Director