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A distributor network that speaks as one.

A scattered and large distribution network makes the task of managing distributors and outlets arduous for Consumer Packaged Goods (CPG) enterprises. They need collaboration platforms for field sales force to manage partners, gain visibility on the sales data and remain connected on the move.

CPG enterprises need innovative solutions to connect with their distributors and retailers for better planning, replenishment and promotional activities.

Here’s how Mindtree partnered with a Fortune 500 CPG enterprise to improve sales force productivity, through a distribution management solution.

The challenge

India’s largest fast-moving CPG enterprise faced distributor connectivity issues. The problem was in the distribution channel that covered 6.3 million outlets across India. Territory Sales Officers (TSOs), in charge of primary sales, were spread out and disconnected. The use of spreadsheet-based data further aggravated the situation. Missed targets, incorrect reporting, lack of visibility of key sales data, led to unrealistic forecasts.

The solution

Mindtree collaborated with the customer to provide a strategic solution that transformed their business. An Android-based next generation solution (called IQPAD based on the Samsung Galaxy tablet), was rolled out and provided to the sales force. This was a first-of-its kind approach that signficantly improved penetration in a developing market. The intuitive interface with user-friendly graphs and interactive charts, enabled TSOs to view important KPIs, which enabled quicker information processing and faster decision making from the moment they arrived at an outlet. It gave them real-time visibility into distributor and outlet information on the move.

Mindtree delivered business insights on a device that would work in a no-connectivity zone, through its rich offline functionality. It was equipped with periodic automated synchs with the central database (a remote-wipe facility), that ensured the security of valuable data.

Business impact

  • Improved product sales, sales force performance, promotion effectiveness and collection, by empowering 700 TSOs
  • Reduced productivity costs significantly with Google Maps’ easy location of outlets in remote areas