How a Global Confectionery Brand Improved its MSL Execution and Beat Discipline with BeatRoute

Sekilas tentang

IndustriFMCG – Confectionery
WilayahGlobal (Implementation focused in India)
Tujuan UtamaStrengthen field discipline and improve must-sell SKU distribution
Tantangan UtamaPoor MSL coverage, weak on-shelf hygiene, ineffective route planning
Solusi yang DigunakanBeatRoute Sales Team App, Route Optimization, Gamification
Hasil UtamaImproved beat compliance, better display tracking, increased MSL/FSL coverage

Tantangan

The company faced performance gaps in its on-ground execution, especially in ensuring strategic SKU placement and retail compliance across diverse regions.

Isu-isu utama:

  • 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

Solusi

To resolve these field-level execution issues, BeatRoute was implemented with a focus on optimized routing and field discipline.

Apa yang berubah:

  • 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

Hasil

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

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