Suntory moved from external ads management to internal ads management; and, therefore, was required to setup all of its CRM, email automation, and customer segmentation technologies. When we engaged with the brand none of its technology or ad platforms spoke to each other, creating overspending, and lack of visibility into its customer experience and conversion funnel across the world.

Fragmented Marketing and Customer Management Systems

Issue: Suntory's marketing and customer management processes were siloed across different brands, making it difficult to achieve a unified strategy.
Impact: Inefficiencies in data sharing, inconsistent customer experiences, and a lack of cohesive brand messaging.
Lack of Data Integration and Insights

Issue: Data from various marketing campaigns, customer interactions, and brand performance were not fully integrated, limiting the ability to leverage data-driven decision-making.
Impact: Inability to extract actionable insights for targeted marketing, personalized customer engagement, or measuring campaign effectiveness.
Inconsistent Customer Engagement Across Brands

Issue: Suntory’s diverse brand portfolio lacked a unified approach to customer engagement, leading to fragmented experiences across different consumer touchpoints.
Impact: Reduced customer loyalty and satisfaction due to inconsistent interactions and messaging across brands.
Operational Inefficiencies

Issue: Disparate systems and processes hindered the efficiency of marketing and customer management teams.
Impact: Increased time and resources spent on managing multiple platforms, with limited ability to scale or respond quickly to market demands.
Scaling Challenges for Brand Growth

Issue: As Suntory’s portfolio grew, it became increasingly difficult to maintain effective brand management and customer relationships across a wide range of products.
Impact: Potential for missed growth opportunities and lack of alignment between brand strategies and customer expectations.
Limited Personalization Capabilities

Issue: Without an integrated system, Suntory struggled to deliver personalized experiences at scale, hindering the ability to meet evolving consumer demands.
Impact: Decreased customer satisfaction and engagement, as consumers expect more tailored interactions from brands.
Inability to Track and Measure Effectiveness

Issue: Without a centralized system, it was challenging to monitor and measure the success of marketing campaigns, customer retention efforts, and overall brand performance.
Impact: Lack of real-time insights and a clear understanding of ROI, making it difficult to optimize strategies and justify investments.

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By addressing these challenges through an integrated marketing and customer management system, Suntory aimed to enhance operational efficiency, improve customer satisfaction, and drive sustainable growth across its diverse brand portfolio.

Suntory faced the challenge of efficiently managing and enhancing customer engagement across its diverse brand portfolio while ensuring streamlined marketing and customer management processes. The company needed a solution that would integrate various aspects of marketing, data management, and customer relations to optimize both operational efficiency and effectiveness. The lack of a unified system hindered Suntory’s ability to leverage data-driven insights, deliver personalized customer experiences, and drive sustained growth across its brands. Creating an integrated marketing and customer management system was crucial to address these challenges and support long-term success.

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The solution to Suntory's challenges was the creation of an integrated marketing and customer management system that streamlined brand operations across its diverse portfolio. By unifying marketing, data management, and customer relations, the system enabled Suntory to leverage real-time insights and create more efficient workflows. This integration allowed for a more personalized customer experience, driving deeper engagement and loyalty across all brands. The system also provided a centralized platform for tracking the effectiveness of marketing campaigns and brand performance, enabling data-driven decision-making. Ultimately, this holistic approach empowered Suntory to optimize its marketing efforts, align brand strategies, and support sustainable growth across its portfolio.

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