Case Study: Hershey’s Brazil boosts profit margins and sales effectiveness with IBM Cognos TM1

Delivering a boost to profit margins with new insight into customers

Hershey’s Brazil, a division of the largest chocolate manufacturer in North America, faced stiff competition from local manufacturers and needed deeper customer insight to boost sales effectiveness. To address this challenge, they partnered with vendor IBM and its Business Partner, CTI Global, to implement an enterprise planning solution using IBM Cognos TM1.

The IBM solution provided Hershey’s Brazil with real-time, detailed profit-and-loss data for over 2,000 customers, enabling more targeted sales strategies and a shift to a monthly budgeting process. This new insight allowed the company to increase its profit margins, create a new performance metric for its sales teams, and sharpen its competitive edge in the market.

Hershey’s

Wilmar Moreira Junior

Head of Planning