Birra Peroni and XTEL Join Forces for the Effective Management of the Horeca Sector

Bologna, Italy, September 25, 2010 --(PR.com)-- Birra Peroni, an Italian company in the SABMiller group, manufactures and markets well-known beer brands, including Peroni, Nastro Azzurro and Pilsner Urquell throughout the world. It is renewing its partnership with XTEL, an international leader in solutions for automating commercial processes for companies operating in consumer goods across Europe, as Birra Peroni's technological partner for managing Ho.Re.Ca sales points.

After having implemented Sales Agreement and Sales Promo solutions to achieve closer cooperation with large retail distribution, Birra Peroni is adopting the Sales Execution module to enhance its efficiency and competitiveness on the market. The module is a targeted solution for the timely management of what actually happens in bars, restaurants and public establishments in general, regarding both its products and those of the competition.

Birra Peroni has reaffirmed its trust in XTEL, seeking to maximize all synergies from the total implementation of a single, specific platform like the Sales Master One suite.

Sales Execution will be used by several Birra Peroni internal business areas, including IT, Trade Marketing and Routing Planning Area. There are two main objectives: to improve, both in efficiency and effectiveness, the management of sales points, which are very numerous in the Ho.Re.Ca channel, and to give the sales force an application that supports optimal planning of sales rounds, minimizing the time the sales force spends on activities not involving protecting the market.

"Birra Peroni seeks to maintain its standards of excellence both in its processes and the results reached," says Paolo Parlagreco, Information Technology Director of Spa Birra Peroni. "For this reason, we decided to move towards the automation of all processes related to the trade area.”

"We are truly honoured that Birra Peroni has renewed its partnership with us and our solutions to make its commercial processes even faster and more profitable," says Federico Grandi, Project Manager of XTEL.

As has already been done for Sales Promo and Sales Agreement, Sales Execution will also be integrated with the company's ERP, SAP, and with the legacy system currently in use for sales force management.

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