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

1. Technology In Sales
In Brick & Mortar Business
June 2014
Presentation by Arup Ray, Glaxo at
Great Indian Marketing Weekend
www.gimw.in

2. 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

3. 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

4. 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

5. 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
RECOMMENDATIONS
PREDICTIVE
ANALYTICS
HISTORIC DATA

6. 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%
Incrementa
l
Topline

7. 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%
Incrementa
l
Topline
OUTPUT
 Time in Market
 Selling Time
 Route Compliance

8. 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

9. 3 Key Success Factors which decide the fate of Technology
Investments…
Right
Data
Right
Modeling
Capability
Right
Transformational
Program

10. Technology In Sales
In Brick & Mortar Business
Questions