Marico’s Distributor Sales Representatives (DSRs), when out on the field, did not have access to information pertaining to stock levels at the distributor point and buying patterns of each outlet. Routine processes such as order booking, collections, and sales were captured manually in books. The DSR would manually enter these details into a distributor software at the end of the day. This was very time-consuming and prone to errors. Over the years Marico’s portfolio got diversified and the company entered new categories. There was an exponential increase in the number of brands and the width and range of stock keeping units. Marico realized that it had to give the DSR focused information on demand, so that he could execute sales plans effectively. The need of the hour was a Decision Support Tool.
Marico decided to go in for a PDA-based Sales Force Automation Solution, which was developed using Microsoft .Net Compact Framework with SQL CE as the backend. This application now gives a DSR focused information during sales calls. The PDA application also provides focused information about each outlet. This has improved the quality of interaction between the retailer and the sales force. It also helps the DSR to drive channel-specific plans. The PDA application makes DSRs productive from day one. Earlier a new DSR would take up to two months before he could effectively perform in his new territory. With the help of the PDA application, all information about the retailers is immediately available. The application has also introduced standardization ;  each DSR has access to the same data points in similar formats. Further, the application has been very effective in new product launches. DSRs can explain the new product features to the retailers through video clips on their PDAs.
 
Highlights

    * PDA has resulted in business growth of more than 15 percent (in cities in which they are used)
    * Outlet level target achievement has increased by over 35 percent