Beer brewery AB-InBev

The project

Beer brewer AB InBev is a multinational drink and brewing company based in Leuven (Belgium). AB InBev is the world’s largest brewer and known for brands such as Budweiser, Corona, Stella Artois and Hoegaarden.

The Challenge

To ensure that the client’s Field Sales Team is optimally equipped and professionally supported around and during sales calls.

The Solution

COOKS developed a 360-degree approach to support the AB InBev Field Sales Team. With strong content and an integrated approach on multiple touch points.

Field Sales Tool
Our Field Sales Tool is an interactive tool, client-specific and data-driven.
The Tool can be used to provide tailor-made assortment advice using independent GfK-research during sales calls. This includes specific brand- and product information, the client’s current sales figures and a comparison with previous periods. The integrated margin calculator allowed the customer to calculate the gross profit margin per unit of beer.

Online platform Horecasupport.nl
The online platform Horecasupport.nl gives on-trade clients in the Netherlands all (practical) information 24/7 about their products, services and other support.

#BIER Magazine
To enhance visibility and image, AB InBev on-trade clients receive the #BIER magazine twice a year. Among other things, attention is paid to AB InBev, the brands, category insights and the added value of AB InBev for the client.

The Result

With proper training of the Field Sales Team we’ve ensured that all supporting tools and resources were used and became a standard sales technique in their daily routine. Especially the integration of GfK market data made each call more effective and efficient.