About Kapa Oil Refineries
Kapa Oil Refineries is a leading FMCG manufacturer in Kenya. Its brands, including Kasuku, Toss and Prestige, are household names, found in kitchens and homes across the country. From major supermarkets to the dukas on almost every street, Kapa is on the shelf. With more than 55 years in the market, this is a brand Kenyan shoppers grow up with.
A business of that scale cannot leave execution to chance. Kapa set out to strengthen its route-to-market, sharpen sales execution and make better use of technology. BeatRoute SFA plays a key role in driving that transformation.
At a glance
- Company
- Kapa Oil Refineries Ltd
- Founded
- 1968, Nairobi
- Industry
- FMCG
- Region
- Kenya, East Africa
- Sales Models
- Pre-sales and van sales
- People Featured
- Adarsh Shah, Manager of Commercial Strategy and Distribution; Enock Koskei, MIS Admin
- Primary Goal
- Strengthen route-to-market and make every field visit productive
- Solution Deployed
- BeatRoute SFA for pre-sales, extended to van sales
- 74%increase in productive visits in two years
- 40%of MIS reporting time saved every week
What challenges was Kapa Oil Refineries facing?
Kapa had a clear sales strategy, but putting it into action on the ground was a challenge. The team lacked a clear view of what was happening at each outlet every day. This made it difficult to know which sales reps were truly productive, which outlets were being served well, and where sales opportunities were being missed.
This lack of visibility also created a reporting burden. Kapa’s MIS admin spent a significant part of every week consolidating data and preparing reports manually. At the same time, Kapa needed a technology platform that could adapt to its existing business processes rather than forcing the business to operate in an entirely different way.
For us, the important thing is having a solution that adapts to our business processes, rather than forcing the business to operate in a completely different way.
What changed for Kapa Oil Refineries?
Kapa judges success by the quality of each visit, not the count. Here is what changed after BeatRoute.
| Before BeatRoute | With BeatRoute | |
|---|---|---|
| Sales execution | A need for a system to manage visits, coverage, orders and performance from one place | Entire sales execution managed from one unified system |
| MIS reporting | Data gathered and reports built by hand | Customers, visits and sales data in one place |
| Rep adoption | The worry every rollout has: how quickly will reps adopt it? | New reps trained quickly and visiting outlets almost right away |
- 74% increase in productive visits over the last two years
- 40% of the MIS admin’s week freed up
- Better-informed conversations between managers and their sales teams
Our productive visits increased 74% in the last two years. Having this information available helps us have more informed conversations with our sales teams and make better operational decisions.
When we brought on new reps, they were trained quickly and out visiting almost straight away, because the app is simple to use. And if I need anything, BeatRoute’s customer success team is there. It doesn’t feel like I’m on my own with a tool.
What Kapa Oil Refineries’ story shows about BeatRoute SFA
- BeatRoute tells reps what to do next. Most tools only report on yesterday’s visits. BeatRoute’s Goal-Driven AI tells each rep which outlet to visit and what to sell there.
- BeatRoute grows with you. Kapa started with pre-sales and later added van sales on the same platform, without buying a second system.
- BeatRoute fits how you already work. It was set up around Kapa’s process, so the teams didn’t have to change how they sell.
- BeatRoute’s team picks up the phone. Its customer success and product teams work closely with Kapa, from training new reps to fixing what needs fixing.
Running pre-sales or van sales in Kenya or anywhere else in Africa? Book a demo to see how BeatRoute SFA fits the way your teams sell.
About BeatRoute
BeatRoute is the only SFA-DMS built to execute your sales goals. Unlike traditional SFAs that only provide data, BeatRoute’s Goal-Driven AI ensures your business goals get executed by your sales teams and channel partners. Brands using BeatRoute see an average sales uplift of 12.6% in their first year. Its results are proven across 200+ enterprise brands in 20+ countries, with 100K+ users, 6K+ channel partners and 2M+ retailers on the platform. In Africa, leading brands such as Kapa Oil Refineries, AAVA Brands, BUA Foods and Dangote Cement run on BeatRoute. Globally, they are joined by Perfetti Van Melle, Valvoline, Unilab, JSW Paints and San Miguel Foods.
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