How a Global Confectionery Brand Improved its MSL Execution and Beat Discipline with BeatRoute
Surya Panicker
Table of Content
At a Glance
| Industry | FMCG – Confectionery |
| Region | Global (Implementation focused in India) |
| Primary Goal | Strengthen field discipline and improve must-sell SKU distribution |
| Key Challenges | Poor MSL coverage, weak on-shelf hygiene, ineffective route planning |
| Solution Deployed | BeatRoute Sales Team App, Route Optimization, Gamification |
| Key Results | Improved beat compliance, better display tracking, increased MSL/FSL coverage |
The Challenge
The company faced performance gaps in its on-ground execution, especially in ensuring strategic SKU placement and retail compliance across diverse regions.
Key issues:
- Poor must-sell SKU distribution, affecting product availability across key retail outlets
- Low beat discipline and poor sequencing, leading to inconsistent outlet coverage
- On-shelf hygiene issues, due to lack of structured display tracking
- Ineffective routing and geo-fencing, resulting in missed coverage and time inefficiencies
The Solution
To resolve these field-level execution issues, BeatRoute was implemented with a focus on optimized routing and field discipline.
What changed:
- Enabled Route Optimization, supporting route planning, beat sequencing, and geo-fencing
- Deployed BeatRoute Sales App to digitize order collection with MSL/FSL prompts and real-time trade scheme visibility
- Introduced image-based product display tracking, improving visual compliance
- Gamified execution performance, fostering healthy competition and accountability across field teams
The Outcome
With BeatRoute in place, the brand established greater control over field execution and strategic SKU presence, including:
- Stronger beat planning and adherence, improving outlet coverage consistency
- Increased MSL/FSL compliance, enabling better inventory movement
- Enhanced retail presence, supported by photo-based merchandising validation
- Engaged and competitive field teams, driven by gamified scorecards and performance tracking
