Coca-Cola Beverages Africa
Coca-Cola Beverages Africa collaborates with Flintfox by Enable and Microsoft to streamline pricing, promotions, and rebate management.
The Company
Coca-Cola Beverages Africa (CCBA) is a powerhouse in the global Coca-Cola system. As the 8th largest Coca-Cola bottling partner in the world by revenue—and the largest on the continent—CCBA plays a vital role in serving millions of consumers every day. With operations spanning multiple countries, the company accounts for 40% of all Coca-Cola products sold in Africa by volume.
CCBA employs more than 17,000 people across Africa and operates 36 bottling plants. These plants serve over 800,000 customer outlets, supplying both international and local beverage brands.
The company was formed in July 2016 through the combination of the Southern and East Africa bottling operations of The Coca-Cola Company, SABMiller plc, and Gutsche Family Investments. This merger created an unmatched market presence—but it also introduced redundancies and complexities that needed to be resolved for the business to truly operate as one.
But with scale comes complexity. Following a major merger that brought together different businesses, systems, and processes, CCBA faced a new challenge: how to unify operations across its vast supply chain and deliver consistent pricing, promotions, and rebate management.
The Challenges
The merger left CCBA with overlapping infrastructures, duplicate supply chains, and blurred lines of accountability. To succeed at scale, CCBA needed more than just operational alignment—it required visibility, transparency, and control across its entire pricing and promotions landscape.
Among the biggest obstacles were:
1. Complex Pricing Across Multiple Markets
CCBA manages thousands of products with intricate pricing structures, including promotional allowances, taxes, duties, and fees. Without a centralized system, maintaining accuracy was nearly impossible.
2. Lack of Real-Time Visibility
Sales teams needed the ability to access and deliver accurate pricing on the ground. Yet without real-time data and mobile accessibility, field pricing was inconsistent and inefficient.
3. Rebate Management at Scale
With more than 60,000 customers relying on rebate programs, manual spreadsheets and uploads created delays, errors, and lost revenue opportunities.
4. Lost Revenue from Poor Promotion Execution
The inability to manage promotions and allowances in a timely manner led to missed opportunities and limited visibility into the effectiveness of campaigns.
5. Technology Barriers to Growth
Legacy systems and outdated processes couldn’t keep pace with CCBA’s growth ambitions. Without modernization, scaling further was not an option.
“Because CCBA was born out of a merger of different companies, there are a number of infrastructure redundancies, supply duplications, and lines of accountability that were blurred. We needed to perfect the overall business’ ability to operate as one and improve pricing transparency and visibility”, says Joshua Motsuenyane, Chief Information Officer, Coca-Cola Beverages Africa
The Turning Point
It became clear that CCBA needed a modern pricing and rebate platform to centralize and automate pricing, promotions, and rebate management—while integrating seamlessly with its existing business systems.
The leadership team identified three key requirements:
- A solution capable of delivering real-time pricing visibility across the supply chain.
- Mobile-first functionality to equip sales teams in the field.
- Integration with digital transformation initiatives, including Microsoft Dynamics 365, to retire legacy systems and scale effectively.
The Platform
CCBA partnered with Flintfox by Enable and Microsoft to transform the way pricing and promotions are managed. By combining Flintfox by Enable’s intelligent pricing and rebate management engine with Microsoft Dynamics 365, CCBA was able to build a digital ecosystem designed for speed, accuracy, and scalability.
Key Capabilities Delivered:
- Real-Time Pricing: Flintfox by Enable provides hyper-speed pricing that ensures accuracy across every stage of the supply chain.
- Advanced Rebate Management: The platform supports CCBA in managing complex rebates and promotions across 60,000+ customers.
- Seamless Integration: Direct integration with Microsoft Dynamics 365, e-commerce platforms, and sales force automation tools ensures one source of truth.
- Cost Reduction and Margin Protection: By automating manual processes, CCBA reduced operating costs while improving visibility into margins.
- Retirement of Legacy Systems: Flintfox by Enable’s integration allowed CCBA to fully retire outdated solutions, simplifying its IT landscape.
The Results
Through its collaboration with Flintfox by Enable and Microsoft, CCBA has achieved significant transformation:
- Unified Operations: A single platform now connects pricing, promotions, and rebate management across all regions.
- Improved Speed and Accuracy: Pricing execution that once took days or weeks now happens in real time.
- Enhanced Promotion Visibility: The business can now track, analyze, and optimize promotional campaigns with confidence.
- Scalable Growth: With modern technology, CCBA can expand its operations without being constrained by outdated systems.
- Empowered Field Teams: Sales representatives can deliver accurate pricing and promotions directly from their mobile devices.
“Flintfox by Enable and Microsoft helped us strategize how to better manage advanced pricing, promotion management, and complex supply chain pricing, as well as provide a roadmap for the future. This integration with Flintfox by Enable and Microsoft modernizes the way we use technology across our entire IT landscape and allows us to completely retire legacy systems,” says Joshua.
Looking Ahead
CCBA’s partnership with Flintfox by Enable and Microsoft has laid the foundation for continued digital transformation. With a unified, real-time platform in place, CCBA is now well-positioned to:
- Drive greater efficiency across its 36 bottling plants.
- Unlock new revenue opportunities through smarter pricing and rebate strategies.
- Continue scaling operations while maintaining transparency and control.
For CCBA, this isn’t just a technology upgrade—it’s a fundamental shift in how the business operates, collaborates, and grows.
‘Flintfox by Enable has changed the way we manage pricing and promotions, keeping our data organized and easily accessible while allowing us to execute price changes quickly and efficiently. Flintfox makes it seamless to add new products, regions, distribution channels, and customers.’
Melisse Merrell Business Systems Analyst – New Belgium Brewing Co.
‘With this shift in perspective, we aim to uncover additional functionalities and capabilities that Enable can offer to further enhance our efficiency and drive strategic initiatives. This marks an exciting phase in our engagement with Enable, as we seek to extract maximum value and leverage its features for broader internal and external benefits. The focus on efficiency aligns with the broader objective of providing an optimized and valuable service to our members.’
Katrina Crabtree Head of Commercial and Data
‘“Our aim is to obtain deals from suppliers and seamlessly pass on the benefits to our customers through this platform. To achieve this, we seek to fully automate our rebate agreements and provide customers with unrestricted access to rebate information via Enable’s collaborator feature, rather than relying on manual email communication.”’
Azel Le Roux Financial Director
‘I would highly recommend Enable because it organizes and presents our data in a more meaningful way. It has facilitated better integration between teams by making everything easily viewable for everyone. Enable has allowed us to spend more time analyzing data rather than creating it, providing a one-stop shop for all our needs. Enable consolidates everything into one system, streamlining our data management and enhancing our ability to derive meaningful insights.’
Harleigh Joel Financial Trading Supervisor
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