Understanding the Importance of Beverage Distribution through HCCBs Approach
From production to consumption HCCB’s distributor relationship management ensures that our beverages reach customers in every corner of India.
Whether you’re in a bustling city like Mumbai or a quaint hill station like Ooty, there is one thing you are certain to find—an HCCB product. You are guaranteed to spot a can of Coca-Cola or a bottle of Maaza, with just one pit stop to the nearest kirana store.
However, maximising reach and refreshing a nation of over 1.42 billion people is no easy task. It demands a remarkable and well-coordinated supply chain, right from our manufacturing plants to our customers. Ultimately, it is our relationship with the distributors that makes a world of difference.
Why distribution matters
What good is having a recognisable brand name if your products aren't readily available on retail shelves? The last words any consumer wants to hear while they make a purchase decision is “The product is not available”. Brand awareness and brand visibility need to go hand in hand. This is precisely why distribution plays a pivotal role.
Our aim is to ensure that our customers can quench their thirst whenever and wherever they choose. Be it a PET bottle to have on the go, a glass bottle for a quick drink on a hot day, or a 2-litre bottle for a house party with friends, our products need to be accessible.
How do we do it?
Over the last 25 years, we've worked towards perfecting our distribution network to reach as many people as possible. We understand the dynamics of beverage distribution and how pivotal it is to our operations.
Our primary endeavour is to deliver a broad range of beverages to retailers throughout our country. To achieve this, we cultivate an extensive distribution network, featuring distributors, and retailers, along with modern trade and e-commerce partnerships.
Spread over urban, semi-urban, and rural areas, our products reach over 25 million retail partners throughout India. Our strategy concentrates on the effective route-to-market (RTM) approaches that ensure every customer segment, whether it's supermarkets or small kirana stores, is catered with the right product quantity and mix, at the right time.
Embracing the value of a robust distributor management system (DMS)
With the goal of ensuring consistent, high-quality product experiences for customers, we also adopted a game-changing Distributor Management System (DMS). The DMS is a fundamental component of the company's sales and distribution strategy. It connects our manufacturing locations across 22 states to the network of 3500 distributors and sub-distributors. This centralised system provides real-time visibility into day-to-day supply and buying patterns from retailer outlets.
With its real-time insights into supply and buying patterns from retailer outlets, DMS plays a pivotal role in our day-to-day operations. It also empowers our sales team to monitor order fulfilment seamlessly, adjusting and responding to changes as necessary. This means we can keep a pulse on 95% of our business at the outlet level, equipping us with the information we need for strategic decision-making.
More than just providing visibility, the distribution management system enables us to be agile, keeping us committed to delivering the refreshment our customers love, whenever they need it.
What is the importance of on-time deliveries?
One of the keystones of our customer satisfaction commitment lies in the timely delivery of our products. This is something we achieve through our distribution management system.
But why is timely delivery valuable? A delay in delivery or stock-out situations can result in missed opportunities and decreased customer satisfaction. Therefore, having a reliable system to manage, monitor, and analyse delivery schedules and stock levels becomes essential in avoiding such pitfalls.
Furthermore, timely delivery not only ensures optimal product availability but also contributes to competing in the beverage market, which is a critical facet in today's competitive landscape.
How do we build enduring distributor relationships?
To maintain the strength and efficiency of our distribution network, nurturing lasting relationships with our distributors is of paramount importance. We focus on several key aspects to ensure a strong and sustainable bond:
Communication:
Putting clear and consistent communication at the core of our interactions, we build trust and mutual understanding with our distributors, creating an open and transparent relationship.
Training:
Our commitment to the growth and development of our distributors is evident through our investment in comprehensive training programs. These programs inform them about our products, goals, and overall vision, ensuring that we're moving forward as a cohesive team.
Collaboration:
Valuing the input of our distributors, we make sure their valuable feedback is incorporated into our business plans and strategies. Building a partnership strategy through this collaborative approach not only enhances our operations but also strengthens the bond between us and our valued distribution partners.
Incentives:
Recognising the dedication and hard work of our distributors, we have established various incentive schemes to reward and motivate them. These incentives are vital to fostering loyalty and driving mutual growth in the long run.
Sustainability in beverage distribution
At HCCB we aren't just committed to delivering refreshing beverages, but we're equally dedicated to doing so while upholding our pledge to sustainability. Understanding a greener approach should be at the core of our operations, we've incorporated several strategies to support this commitment:
Efficient route and load optimisation:
By smartly planning our transportation routes and leveraging optimal load arrangements, we not only streamline our distribution management process but also contribute to reducing carbon emissions, hence minimising our carbon footprint.
Green packaging initiatives:
At HCCB, we’re highly conscious of the materials used to package our products. As part of our ongoing commitment to environmental sustainability, we ensure our packaging includes recyclable materials such as glass and PET bottles, contributing to waste reduction and resource conservation, and supporting a waste-to-wealth ecosystem.
Effective waste management:
From repurposing waste to recycling materials whenever possible, sustainability is at the forefront of our waste management policies. Moreover, our waste-to-wealth initiatives turn post-consumer waste into valuable secondary resources, leading to the adoption of a circular economy.
It's not just about having the right product but having it there right when you need it. Our success in the beverage industry stems from an amalgamation of understanding the complex dynamics of beverage distribution, nurturing enduring relationships with our distributors, and leveraging technology like distribution management systems to ensure on-time deliveries. As we continue our journey, we're committed to continually innovate, adapt, and enhance our strategies. In doing so, we aim to create refreshing experiences for millions of consumers every day.
Comments