FMCG Go-To-Market (GTM) Distribution Process
It is common practice for FMCG distributors to work on ERP-like platforms such as the Distributor Management Systems (DMS). Soon, DMSs will move from stand-alone to online platforms, much like ERP operations in organizations. This will result in benefits in productivity, ensure seamless operations and supply chain optimization, and bring in agility in responding to market demands. For the FMCG sales force to be effective in a large and diverse geography like India, they will have to operate like a military force. Clear protocols, an armory of product knowledge, predefined output expectations and clear communications throughout the chain are pertinent. Customers (retailers/outlets) are also slowly, but gradually, moving up the digital grid as the overall comfort level with technology is improving. Payment interfaces such as mobile wallets, UPI and Card POS terminals will continue to gain momentum. The startup ecosystem is experimenting with products and services...