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Arup Ray, Head Sales Strategy and Distribution at Glaxo conducted a workshop for entrepreneurs at Great Indian Marketing Weekend. Here are the reference slides. #GIMW
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Technology In SalesIn Brick & Mortar Business
June 2014Presentation by Arup Ray, Glaxo atGreat Indian Marketing Weekend
www.gimw.in
India..An Emerging Market, is dominated by Unorganized Brick & Mortar Stores, unlike the Matured Ones….
… and is highly fragmented
Unorganized retail forms a large percent of total retail ...
Source: BAIN Analysis, 2012
Modern Trade Penetration Rate : 2012
SOURCE: Technopak Analysis; Euromonitor
Since early 2000’s, the CPG companies started to adopt Technology to build ‘Process’ Efficiencies in Sales
Access to Personal Computers
Advent of Internet
Telecom Uprising
Process Acceleration
Process Simplification
– Same process in lesser time
– Reducing Process Steps
With rapid evolution in technology in the last decade, the focus has shifted from ‘Process’ to ‘Performance’ …
Companies that inject big data and analytics into their operations outperform their peers by 5% in Top-line and 6% in Bottom-line
- McKinsey & MIT Research, 2012*
Source: “Applying advanced analytics in consumer companies”, McKinsey
Retailing Productivity Enhancement
Optimizing Investment of Resources
Leveraging Digital Merchandising
1 2 3
3 KEY DRIVERS
IN-STORE: Growing Assortment and Order Value
IN-MARKET : Field Force Productivity
Consumer and Trade Spends
Field Force Market Coverage
Visibility Effectiveness
IN-STORE: Growing Assortment and Order Value
Hand Held Device is becoming the intelligent interface with Field Sales Reps, guiding them with suggested product assortment at every outlet and tracking action
Suggested Order Quantity
Cross Sell Lines
Out-of-Stock Lines
Ageing Lines
RECOMMENDATIONSPREDICTIVE ANALYTICS
HISTORIC DATA
IN-STORE : Growing Assortment and Order Value
Focus Outlets highlighted Must sell SKUs
highlighted
Warning Message in case of non
billing
Sales rep needs to revisit focus SKU billing before
closing sales call
1 2 3 4
5
14
10
5
2-3% Incremen
talTopline
IN-MARKET: Field Force Productivity Enhancements
Leveraging ‘Time-Stamping’ Technology to provide Executive Dashboards on Field Force Daily performance … leading to
on-time Action
1-2% Incremen
talTopline
OUTPUT
Time in Market
Selling Time
Route Compliance
Some challenges faced by CPG companies in realizing these benefits…
1. The Helicopter View : “Every thing looks the same”… Senior Management might overlook specific application benefits
2. Getting Organizational Priorities Right: Prioritize areas for Technology Investments for accelerating business value
3. Talent Crunch: Team that is knowledgeable in all 3 areas -
–Business Process–IT–Modelling/Analytics
3 Key Success Factors which decide the fate of Technology Investments…
Right Data
Right Modeling Capability
Right Transformational
Program
Technology In SalesIn Brick & Mortar Business
Questions