Kraft Heinz Continues Complex Digital Transformation with TPM in Asia

Alarice Rajagopal
Senior Editor
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The Kraft Heinz Company operates in over 40 countries producing brands like Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Plasmon, Quero, Smart Ones and Velveeta. What’s more, the Indonesian retail environment is characterized by a mix of highly fragmented distribution networks and consolidated modern trade retail channels.

Thus, the No. 23 consumer goods company recognized this complexity in Indonesia and understood that by its current approach, it was operating under significant process and system constraints, with fragmented micro solutions and spreadsheet-based workflows; approaches were highly manual and reduced visibility on Discounts and Allowances (D&A) and Advertising and Promotional (A&P) investments.  

Kraft Heinz Indonesia needed a tool that would enable more efficient promotion management, ROI-driven commercial plans, dispute-proof claim reconciliation, and insight analytic capabilities to optimize trade investments.

[See also: Coca-Cola Europacific Partners Enhances Mobile Experience for B2B Customers in Indonesia]

The CG brand has selected UpClear’s BluePlanner Revenue Management solution, which is expected to offer Kraft Heinz Indonesia with end-to-end trade promotion optimization capabilities, from demand planning and funds management through to the terms and promotion management with post-event analysis and analytical insight reporting.

The platform’s versatility aims to address the specific needs of a traditional trade market contexts, through advanced capabilities in order to allow Kraft Heinz to flexibly manage complex distribution-push, traditional trade routes-to-market, drive trade incentives to achieve higher ROI, replace the claim settlement with a paperless process, and gain deeper analytical insights to drive revenue growth.

The project was executed completely remotely in close collaboration with the sales and finance teams. According to KHC Indonesia’s Head of IT, the solution has “improved our trade promotion capabilities and enabled us to manage pricing, deductions, and allowances across all routes-to-market and channels, ensuring that Indonesia’s much-loved products are always within reach.”