Route to Market Transformation of a Leading Cooking Oil Brand to Boost Sales and Improve Margins
The cooking or Edible oil market in one of the largest markets in Southeast Asia is estimated to be 13 million tons (mt) and is the largest importer of edible oils. Our client, a leading edible oil brand, views supply chain and secondary sales management as differentiators in the market. The edible oil giant was determined to digitize its national sales operations end-to-end. Venturing into packaged food products, staples, and industrial derivatives added more products to their portfolio, making it tedious to manage distribution effectively across the country. With annual revenue crossing $5 Billion, this company has a 40% growth year on and year, and scalability is another capability they were keenly exploring when looking for a Route-to-Market solution.
Different Trades and Many RTM Roles in One Market
With the country’s regional split and numerous processes involved in managing sales and distribution, the company didn’t have a consolidated performance view and lacked real-time visibility into field activities. A mix of traditional, modern, and rural trade made the situation even more complex, with each RTM role using a different platform for processing sales orders. Manual consolidation of these sales orders was not effective and fast, leading to delayed decisions and reactive strategies.
The company is conscious of its carbon footprint, and moving away from paper bills and receipts as soon as possible was the need of the hour. The edible oil giant was looking for a cloud-based solution to make its business processes digital and provide better business visibility and traceability with required scalability.
Multiple resolutions with a single solution
The Edible Oil Giant started with Ivy Direct Store Delivery/ Sales Force Automation solution, with a Supervisor application to bring all their business processes on one platform. Post integration with their ERP application, we implemented a custom back office and an invoicing model for them. With features like catalog-based ordering, real-time stock view, and trade promotions module, our mobile sales solution for android devices was an instant success across the market and in various forms of trade. Here are some of the highlights of our solution:
Digital Sales Operations for Increased Sales
The Edible Oil giant has been working with us since 2019 on Route-to-Market optimization and has been successful in digital transformation. The stakeholders and decision-makers of the company can track and assess KPIs and retail store metrics to understand how sales performance is in real time. Hierarchy-based dashboards help the assigned stakeholders view the exact information essential to making decisions.
Geo-fencing feature tracks and locates retail stores in rural markets and also helps field force agents visit more retail stores, leading to a 10% increase in orders placed via our solution. Currently, the conglomerate captures over 6 million orders monthly.
Collaboration Highlights
Monthly Orders: 600,000+
No. of Supervisors: 450+
Size of the Field Force: 3000+
Growth: 10% Increase in Order Volume YoY