Distributor Management System
A peek into HCCB’s Distributor Management System (DMS) – the fulcrum of our business
HCCB, one of India’s largest FMCG companies, manages an average of 5,500 shipments per day. This makes HCCB a case study in managing logistics and complex supply chains. The end goal for every shipment is singular. Each of the 477 servings that a consumer somewhere in India picks up every second, brings the same product, sensorial and consumer experience at the moment of truth. Helping our cause is the DMS or Distribution Management System - a transformational set-up at HCCB, which links the company’s sales and distribution setup - encompassing primary distribution from its 25+ manufacturing locations - to its 3900+ distributors and sub distributors. DMS also brings visibility of the day-to-day supplies and buying patterns on a real time basis from the retailer outlets to the company’s central servers.
DMS also helps the sales team monitor the order target fulfilment status online and take mid-course corrective steps, if required. Besides, the company gets time visibility of 95% of its business at an outlet level.
Apart from these, DMS also has the capability to plan and execute, flexible and targeted real time pricing and promotions, and hence manage the end-to-end pricing process. The real-time visibility of distributor operations, inventory, sales patterns, results of promotional schemes and ageing stocks at the distributor’s premise; are leveraged to provide real time actionable insights to the sales, and supply chain teams at HCCB. DMS is the fulcrum on which such a large sales and manufacturing operation, performs optimally.