БрайтКонсалт

Россия
Москва
ул. Фридриха Энгельса 75 стр.5

Т: + 7 495 101 0288

Ф: + 7 495 101 0288

www.brightconsult.ru

CRM-system for FMCG-producing companies

This solution is designed for FMCG-producing companies and helps to meet the
following challenges:

 - distributor interaction management

 - trade network interaction management
 - automation of regional manager and trade representative operation
 - marketing campaign management

The main tasks a FMCG company has to fulfill in view of its product promotion are to
create a partner network (distributors and trade network) and to control retail outlet
sales.

Both of these tasks are extremely important and closely connected with each other:
having efficiently operating product sales channels the company can give its
customers access to its products in a large number of trade outlets and high product
demand will strengthen wholesale and retail sellers’ interest in the promoted products.

Distributor and trade network interaction management

Business-partner (distributor or trade network) relationship aggravation and moreover its
loss is always very painful for the company and leads to sales and profit decrease. If
FMCG-producing companies cannot control this process then a lot depends on the
competence of their junior managers. If a manager quits his job or is promoted the only
information on business-partners that is left in the company is their bank information.

The FMCG companies can simultaneously work with hundreds and thousands trade
networks and distributors. One cannot manage such a large business system without
automation.

The Microsoft Dynamics CRM based Bright FMCG solution features are:

 Customized cards for distributors and trade networks (including for instance,
information on distributor or trade network structure, trade outlets number and
type and regional representation, 1 SKU cost)
 Sales territory management (for instance, market capacity, its demographical
composition, prospects, etc.)
 Business rules indispensable for the FMCG industry
 Operative accounting system integration for distributor sales control (order list,
order status, debtor and creditor indebtedness)
 Various analytical tools for sales analysis with regard to specific territory,
distributor, product type
 A number of FMCG-producing company-specific reports
 БрайтКонсалт
Россия
Москва
ул. Фридриха Энгельса 75 стр.5

Т: + 7 495 101 0288

Ф: + 7 495 101 0288

www.brightconsult.ru

Trade representative operation automation

FMCG-producing companies, operating on the home market, have hundreds and
thousands of trade representatives in different parts of Russia and often even abroad.
One can use the Microsoft Dynamics CRM 3.0 based BrightFMCG solution for
representative operation management and data collection.

BrightFMCG helps to automate trade representative activities and to get activity

reports.

The trade representatives can plan the following operations:

 merchandizing
 order collection
 distributor interaction
 marketing actions

As a rule trade representatives cannot use Internet in their work. For this reason it is very
important to have a tool allowing off-line operation and synchronization with the CRM-
system for report import.

Microsoft Dynamics CRM 3.0 allows trade representatives to work off-line through a
conventional CRM-system PINT interface using Outlook-client. The solution has an
option when the trade representatives only have to fill in the necessary reporting forms
in any convenient format - web-form, Excel-file or any other format (Word, Infopath,
etc.)

These reports consolidated in the CRM database, give all the necessary information for
analytical report compilation:

 Retail outlet sales reports (for shops, trade networks, HoReCa) with regard to:
o territories (for instance, federal districts, regions, cities)
o time (month, year)
 Sales reports on different product types
 Network Sales reports from different cities
 Information on competitor representation on the regional markets

Marketing management
The Microsoft Dynamics CRM based BrightFMCG solution provides effective marketing
budget management, planning process control and marketing campaign organization
and efficiency reporting.
The system introduction gives the company management and the marketing
department the following advantages:
 Marketing campaign planning and organization, action planning and event
budgeting
 Existing organizations database segmentation (trade networks, retail outlets,
distributors); using different marketing channels for goal achievement;
 БрайтКонсалт
Россия
Москва
ул. Фридриха Энгельса 75 стр.5

Т: + 7 495 101 0288

Ф: + 7 495 101 0288

www.brightconsult.ru

 Investment control with regard to territories and organizations (the total amount
of direct investment, and control over marketing product and sample
distribution)
 In case of distributor sales data availability – marketing campaign efficiency
evaluation
 Competitor marketing activity monitoring;

Success story – UNIWAY Managemnt using BrightFMCG

 UNIWAY Management – a trade and production group operating on the
Russian, CIS and European markets since 1996
 The group includes the Stavropol wine and cognac plant, trading houses and
representatives in many large cities of Russian Federation
 The company owns several trademarks (Zolotaya Vyderzhka, Stareishina cognac
brands, «DELASY» Vermouths, «GUSTO» Wines)
 More than 50 CRM users in the central office
o Regional Sales Department
o Network Sales Department
o Marketing Department
 More than 100 trade representatives
Project implementation results
 Sales manager activity control in the central office
 Data collection and analysis from regional trade representatives
o Regional market capacity (demography, income level, trade outlet
number and types)
o Regional network prospects analysis (enter and marketing costs)
o UNIWAY product representation in different networks and regions
o Competitor product representation in different networks and regions
o Individual trade representative activity reports
 Marketing campaign management and efficiency analysis
 Plans for the nearest future:
o ERP system integration
o Distributor sales data import from their operation systems
o Marketing document management in accordance with ISO 9000 quality
system introduced in the company