個案資料

Aditya Goel, co-founder of Love In Store Technologies Pvt. Ltd. (Love In Store), had had a great run despite the COVID-19 pandemic, which started in 2019. Goel and his technology partner had created Love In Store as an entrepreneurial venture that offered a one-stop solution to fast-moving consumer goods (FMCG) companies in India, the majority of which handled the bulk of their supplies through distributors and wholesalers. Love In Store provided both people and technology (tech) to supervise distribution activities for FMCG companies. After the initial success with FMCG companies, Goel also added a tech solution related to payments made to distributors, which would be based on actual proof of promotions. Love In Store’s application (app)-based technology solution streamlined the previously complex and tedious process of supervising distribution and managing sales territories—which had required distributors’ salespeople to write orders, check inventory of stock-keeping units in various categories, and benchmark competitive campaigns, as well as manage sales promotions and merchandising displays and inform retailers about company schemes and policies. Love In Store’s app enabled its appointed people to take care of this supervision, generate reports, pass on orders to the distributors, and support the distributors. After the company’s initial success, and once its turnover reached ₹10 million, Goel and his co-founder decided to expand their operations. The aftermath of the pandemic dominated Goel’s thinking, and he wondered whether it was a good strategy to keep the business restricted to one domain only. While he needed to manage running the business, he was also contemplating the challenge of expanding into other business areas.

The case is ideally suited for classroom discussions for students of management in sales management and distribution management courses in postgraduate, undergraduate, or MBA programs. It can also be used in the sales management module of a marketing management course. This case outlines the challenges involved in formulating an expansion plan for an organization. It highlights various complexities of managing sales and distribution for FMCG companies that sell to retailers, from small, mom-and-pop kirana stores to big-box stores; raises critical issues regarding sales and distribution management; and explains how the subject company’s people, technology, and payment modules solution facilitates efficient and effective distributor management. It also addresses concerns about the impact of modifying an app solution for other companies and customizing it for related industry domains. It provides opportunities for students to formulate product-market expansion strategies. After discussing the case and assignment questions, students will be able to do the following:<br><br><ul><li>Describe the role of a sales manager in an FMCG company.</li><li>Outline the complexities of using people, technology, and payment solutions for smooth and efficient functioning of a distribution channel.</li><li>Explain distribution-related issues like beat plans, inventory checking, order taking, merchandising, and management of sales promotion schemes.</li><li>Assess the suitability of applying a technology-based, distribution-focused business model to product categories beyond the FMCG sector.</li><li>Devise a plan to deploy an appropriate strategy for achieving growth through a product-market expansion route.</li></ul>

• Sales, Distribution, FMCG