An implementation by Asseco Business Solutions in East-Central Europe

The Maspex Wadowice Group is one of the largest FMCG players in East-Central Europe. It is an indisputable leader in the market of juices, nectars and other beverages in Poland, the Czech Republic and Slovakia, as well as one of the top manufacturers in Hungary, Lithuania, Romania and Bulgaria. It is also the largest manufacturer of instant products in East-Central Europe (cappuccino, cocoa, creamers, teas), a leader in the pasta market in Poland and a key producer in Romania. Currently, the Maspex Wadowice Group comprises ten Polish and twelve foreign companies. Foreign sales account for 39% of the Group turnover. In the Czech Republic, Romania, Russia, Bulgaria, Slovakia and Hungary, the company owns manufacturing facilities and is involved in marketing, logistics and trade. Products by Maspex are sold to customers in the European Union and outside, in the USA, Canada and Arab countries. The Group owns such brands as: Tymbark, Kubuś, Lubella, Puchatek, Ekland, DecoMorreno, Cremona, La Festa and Plusssz.

The need to expand into new markets

The Mobile Preselling solution from Asseco Business Solutions has been implemented in the Maspex Wadowice Group in Poland, and proved successful in the management of the mobile workforce closing businesses in retail outlets. Following the acquisition of new companies abroad, the Maspex Wadowice Group was after a well-tested tool that would enable reporting and customer analysis in the local markets - the Czech Republic, Slovakia and Hungary.

Each country required a separate system configuration, so as to cover the areas specific to that market; still, of key importance was to ensure the synergy of ideas originating in all foreign branches of the Group. One of the main objectives was to enable the uniform source code of the system to support immediate transfer of modifications between countries. Only the solutions from Asseco Business Solutions were thought capable of delivering that. The Maspex Wadowice Group opted for a system by Asseco BS also due to the positive feedback on the utilisation of Asseco's mobile application in Poland.

Implementation in three countries

The implementation of Mobile Preselling was carried out in Hungary, the Czech Republic and Slovakia. The implementation process spanned eight months (for all three countries). It was preceded by an in-depth examination of local markets so as to take into account any unique requirements and features that typify each country. The implementation was entrusted to the same team of specialists from Asseco Business Solutions; this helped build on best practices that having been worked out in one market were now ready to be used to support another. This, in turn, influenced the unification of processes and curtailed the development expenses.

Streamlining the ordering process

Mobile Preselling was integrated with SAP, which optimized the delivery of orders to direct customers by automating the operation of order transfer directly to the SAP application. The program also facilitated the monitoring of the competition by allowing the daily reporting of other players' activities in the market.

Support for promotional actions

Mobile Preselling implemented at the Maspex Wadowice Group streamlined and automated the support for promotional campaigns and display standards. It allowed daily supervision and checks of whether display standards conform to the created scenarios. It supported the reporting of promotional give-outs. The programme brought a visible boost of investment efficiency in promotional campaigns.

Better control over mobile workforce

The system from Asseco BS is used by the sales representatives to report their daily activities in the field, monitor and rationalize visit planning and circulate the key efficiency indicators and sales targets. In addition, the managers were equipped with a tool supplying up-to-the-minute data on the inventories of promotional materials allocated to each sales representative and the cost of their distribution per each representative and customer; prospectively, it enables the assessment and reporting of the ROI for each individual point of sale.

Post-implementation support

Maintenance services in Hungary are provided by the local partner of Asseco Business Solutions, while in Slovakia and Hungary the maintenance model involves direct support. The same project manager who implemented the application oversees the proper software handling. This enables a better understanding of in-house business processes, shorter response times, and better relationships with the client's implementation team.

Post-implementation business benefits

"We have decided to implement a single system in our offices across East-Central Europe; consequently, we have significantly reduced the costs of purchase and maintenance of the application. We have opted for a well-tested solution of Mobile Preselling by Asseco Business Solutions; we are satisfied indeed of its tremendous value. Now, we can transfer new functionalities between countries, share experiences, and standardize reports and indicators - all these to have a better grasp of the market" - says Mariusz Zubała, Commercial Director, Maspex Wadowice Group.