Oracle Customer Case Study

Pernod Ricard S.A. Creates Highly Effective Trade

Promotion Strategy By Streamlining Call Centers

“We now immediately understand what’s happening on the

shelves and in the bars and clubs. Oracle’s Siebel Consumer
Goods has created the framework for a highly effective indirect
commercial strategy.” – Vincent Meunier, Chief Information
Pernod Ricard S.A. Officer, Pernod Ricard S.A.
Pairs, France
www.pernod-ricard.com
Selling spirits into supermarkets and licensed premises is a
Industry:
complex process. Companies in this industry must know who
Consumer Products
their trade customers are, understand their buying patterns, keep
Annual Revenue:
them stocked, and develop compelling promotions to stimulate
$6.3 billion
consumer demand. To improve its ability to manage relationships
Employees:
with both on-trade and off-trade outlets, Pernod Ricard S.A.
12,304
deployed Oracle’s Siebel Consumer Goods to 600 sales and
marketing professionals and Siebel Business Analytics to 20 staff
Oracle Partner: members across France. Since deploying the Siebel applications,
Capgemini the company has reduced the time it takes to plan and organize
Paris, France individual trade promotions and has improved customer account
www.capgemini.com
management. Pernod has also enhanced its ability to anticipate
and respond to consumer needs, as well as deploy its new
Oracle Products & Services: commercial strategy in the on-trade business.
Siebel Business Analytics Pernod is one of France’s leading spirits companies, with annual
Siebel Consumer Goods
sales of 54 million liters. The company markets a globally
recognized portfolio of brands, including Pernod, Pastis 51,
Aberlour whisky, Havana Club, Martell, and Zubrowka vodka.
Pernod derives 23% of its revenues from overseas markets, and
the company operates three manufacturing plants across France.

In its home country, Pernod’s products are marketed through two

distribution channels. The “off-trade” channel, which includes up
to 10,000 hypermarkets and supermarkets, contributes 64% of the
company’s total sales volumes. Pernod has the second-largest
sales force in this sector of any French spirits company, with 80
staff members responsible for organizing sales promotions and
providing distributors with specific services such as special in-
store promotional events or the latest information on the spirits
market.

Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006
 Oracle Customer Case Study
Key Benefits:
Reduced the time it takes to
plan and organize individual
trade promotion campaigns
from seven weeks to two
Enabled the company to react
more quickly to market demand
and capitalize on sales
opportunities almost as they
occur
Created the framework for a
highly effective indirect
commercial strategy
Increased sales productivity
and efficiency
Enhanced trade customer
satisfaction and loyalty
Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A.
The “on-trade” sector spans more than 80,000 bars, hotels, and
restaurants, each of which has a dedicated sales contact, a specific
product range, and a unique promotional strategy. Pernod has up
to 300 sales professionals targeting this important sector.
Prior to implementing the Oracle [Siebel] solution, Pernod used
two separate, outmoded, and expensive-to maintain systems to
manage relationships with its on-trade and off-trade customers.
According to Vincent Meunier, Pernod’s Chief Information
Officer, this commercial strategy needed to change.
“We wanted all our customers to experience the same high-quality
service regardless of the channel they used--either direct or
indirect,” he said. “Our two disparate legacy systems made it
difficult to create a clear picture of our customers’ and end
consumers’ needs. We needed to replace these fragmented
systems with one unified sales, marketing, and service platform.”
Rich and Flexible Consumer Goods Functionality
Pernod implemented Siebel Consumer Goods to 600 connected
and remote staff members across France. For the first time, sales,
marketing, finance, and other departments share a single,
comprehensive view of on-trade and off-trade customers across
all channels.
Pernod uses Siebel Consumer Goods to manage every aspect of
the customer relationship--beginning with preplanning sales calls
and scheduling customer appointments. When a salesperson visits
or contacts a customer, the salesperson records all the details of
the meeting into Siebel Consumer Goods, running on a Fujitsu
tablet PC. Siebel provides a consolidated view of the customer,
including the customer’s profile, buying patterns, and pricing.
During each visit, customers can place sales orders directly with
the Pernod representative and inquire about existing orders. Rich
analytics functionality enables the sales teams to evaluate trade
promotions, compare their performance against pre-established
targets, and improve the effectiveness of future campaigns based
on past experience.
Effectively Manage Trade Promotions
By providing a single view of the customer, Siebel Consumer
Goods enables Pernod’s sales and marketing teams to effectively
manage trade promotions, including the use of posters, point-of-
sale materials, branded glassware, and promotional events in bars
and nightclubs. Pernod uses the Siebel application to manage
Published June 2006
 Oracle Customer Case Study

“If you are in the market thousands of product tasting sessions that the company conducts
for a CRM solution, there each year in supermarkets. Pernod also uses Siebel Consumer
is really only one vendor Goods to profile and target individual retail outlets, schedule
that matters, and that’s appointments, book hostesses, arrange the delivery of products
Oracle [Siebel Systems].” and promotional stands, as well as analyze the results of each
Vincent Meunier tasting session. Moreover, the company has reduced the time it
Chief Information Officer takes to plan and organize individual trade promotion campaigns.
Pernod Ricard S.A.
“The marketing functionality in Siebel Consumer Goods is
excellent,” Meunier said. “Last year, we launched a new product
called ‘51 Lemon.’ Siebel was instrumental in helping us to
execute the entire campaign launch. We used it to monitor sales in
real time at the outlets where the product was being sold.”
Soon, end user consumers will also be able to contact the call
center to ask about products and promotions and to make other
general inquiries. Pernod has experienced numerous benefits from
its Siebel customer relationship management (CRM) system.
Most importantly, the company now has a shared, up-to-the-
minute view of its market.
“We now immediately understand what’s happening on the
shelves and in the bars and clubs,” Meunier said. “Oracle’s Siebel
Consumer Goods has created the framework for a highly effective
indirect commercial strategy.”
Oracle’s Siebel Consumer Goods is also making the 400 sales
professionals significantly more efficient.
“They can productively plan their sales calls in Siebel, compile
the data they need from the customer, and then move on to the
next sales call,” Meunier said. “The improved customer
knowledge also means that salespeople are concentrating the
appropriate amount of time on the most important customers. This
strategy is not only improving our efficiency, but also enhancing
customer satisfaction and loyalty.”

Why Oracle?
Once Pernod made the decision to implement a state-of-the-art
CRM application, the company concluded that Oracle [Siebel
Systems] offered the most compelling solution.
“If you are in the market for a CRM solution, there is really only
one vendor that matters, and that’s Oracle [Siebel Systems],”
Meunier said. “Siebel offers rich and flexible consumer goods

Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006
 Oracle Customer Case Study

functionality, a robust architecture, and an easy-to-use interface.

We were also impressed by the company’s market leadership.”

Advice from Pernod Ricard S.A.

Adopt a phased implementation approach.
Select an expert, experienced integration partner.
Ensure a high level of end user adoption.

Pernod Ricard S.A. provides leading spirits brands to customers worldwide.

Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006