Objective and Scope:

The client, a leading CPG firm, wanted to understand the operations of a manufacturer of personal and baby care products. It wanted to assess its best practices across sales and distribution operations, and sought Benori’s support to: 

• Analyze the player’s key sales and distribution channels and revenue in India
• Identify top consumption hubs, sales fulfilment models deployed, and promotion strategies
• Assess margin structures, turnaround time with channel partners, and associated costs

Approach:

Our approach was to break down and study every sales channel and order fulfillment model for both online and offline sales. We conducted secondary research to identify key nodes in the supply chain and analyze the partners involved and associated costs. We also identified the sales organization structures for each channel, including sales personnel, customer listing processes, and key metrics of onboarding channel partners.

Impact:

The research helped the client in:

• Identifying optimal sales channels and partners in the industry
• Revamping the overall sales and distribution strategy for their premium personal care products and distribution models, guided by cost considerations