Coca-Cola Africa has partnered with Disrupt Africa to launch the Tracking Revolution Challenge. All of this came about because Coca-Cola Africa can’t track its product beyond conventional retailers. Supermarkets and wholesalers can easily provide them with statistics on how they products are doing.
The majority of their non-alcoholic beverages are sold through informal channels. There are no sales or competitor comparisons figures on Coca-Cola products in these informal channels.
“The majority of our products move through informal trade channels, and due to the nature of retail tracking – non-scanning and the use of manual auditing – coverage of this channel is not particularly as robust as we would need it to be. On-Premise traders such as restaurants, bars and cafés also move a sizeable amount of our products, also making it a key channel of interest for us”
Njabu Hlanze, Business Insights Manager at Coca-Cola Africa (Proprietary) Limited.
In light of this Coca- Cola is looking for a solution to this problem. They are looking to test end-to-end solutions that give them a deeper look into how their products are doing on the wider market. In collaboration with Disrupt Africa they have launched the Tracking Revolution Challenge.
“Our tracking methods currently are captured at the channel phase of the product journey. However, our beverages are also heavily consumed away from home. Thus, the most holistic way of tracking which would be ideal to us would be to also capture the next part of the product journey – from the consumer and ideally as soon as possible from the purchasing moment as this would eliminate “claimed” volumes to actual volumes,”
Njabu Hlanze, Business Insights Manager at Coca-Cola Africa (Proprietary) Limited.
The key metreics that Coca-Cola are looking for are:
- Price
- Volume sales
- Value sales
- Distribution
- Pack type
- Geography
- Channel type
Selected startups will get the opportunity to present their idea to Coca-Cola Africa. The winning startup will be the one that is able to best track sell-out sales of total basket of goods and key metrics in these informal or on-premise channels, track “away from home” consumption of beverages in real-time, or both.
Applications for this opportunity are open till July 21st and the application form can be found here.
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