Daily Trade & Retail Activity Info Log (DTRAIL)

Prepared for EABL

 Contents

• Overview
• Market analysis
• Product features
• Pricing
• Scope of work
 Overview
FMCG Challenges?
Below target on-shelf availability resulting
in brand and store switching by unhappy
consumers unable to find what they need
and consequent low store loyalty.
Non-real time reporting on stocks levels
and sales leading to poor demand
forecasting.
Inconsistent Service levels by the stockists
and retailers making tiny profits and are
not motivated as changing owners and
priorities
Mitgation?
This combination of factors leaves the
FMCG companies with no choice but to
get involved further up the trade chain by
hiring professional sales people whose
goal is to meet Customers’ requirements
in the best possible way at the same time
achieving the operational efficiency and
sales support goals. These professionals
actually do ‘Trade Marketing &
distribution’ execution in their assigned
territories.

The need
This poses a major challenge of keeping control of the distribution operations across an indirect route-to-
market with third party, non-contracted traders/channels that handle the goods before they reach the final
consumers. This implies that there must be complete visibility of actual activities happening in the trade which
can be achieved through real-time reporting systems such as DTRAIL.

All rights reserved © D-mark Company Ltd 2013 www.dmarkmobile.com

 Overview
DTRAIL is designed to capture a sale to a
retailer by a distributor in real-time as well
as the current stock levels at the retailer.
Stock levels and sales are submitted via SMS
or through a customized Java smart phone
application and displayed on a web-based
interface in real-time.
DTRAIL also comes with a unique SMS
based ordering system through which the
final consumer can order for products or be
directed to the nearest retailer or contract
distributor
All rights reserved © D-mark Company Ltd 2013
EFFECIENCY
Real time reporting: Enable real time sales
reporting from distributors via mobile
Demand forecasting: Monitor current stock
levels within the distribution chain for quick
replenishment
DATABASE
Database Creation and refinement: For
streamlined distribution-route management
Databases for Customer satisfaction surveys
via bulk SMS
SALES
Sales tracking: Conduct real-time accounting
of the products available and sold at the
different points of sale in the distribution
chain
Customize mobile based promotions aimed at
increasing loyalty.
www.dmarkmobile.com
 Market Analysis
Challenges Existing Products DTRAIL Solutions

Portability and easy of use in the Use PDAs as a the platform host Smart Mobile phone is the
field platform host

Use on all networks Locked to MTN users Open to all networks

System management and Managed and maintained out of Managed at EABL, maintained by
maintenance Country. All changes can only be DMark. All changes apart from
made in Out of Country. technical changes can be made at
EABL

Level of detail in reports Downstream reporting, used Upstream reporting that also
mainly for data collection by the captures distributor information
Company Sales Reps

Speed Stock data is uploaded once a Real-time data capturing with an

week based on outlet visits SMS backup if the internet is down

Other services Not based on Mobile phone Based on a phone number so other
numbers services like cashless
transactions/MM and blast
communication using blasta

All rights reserved © D-mark Company Ltd 2013 www.dmarkmobile.com

 Product Architecture
DISTRIBUTOR

DTRAIL
mobile App

DMARK gateway
server

NETWORKS DMARK

Web Interface

DTRAIL
server

EABL

Security Authentication Confidentiality

The DTRAIL mobile application
requires PIN to be enabled for
each route and single user
licenses are issued for each
mobile application
Every distributor is assigned a DTRAIL server and Platform are
specific route and each route is hosted at EABL premises
given a unique code

All rights reserved © D-mark Company Ltd 2013 www.dmarkmobile.com

 System Users

Users Roles

Trade Marketers • Monitoring and evaluation

• Run distribution chain efficiency checks

Distributors • Report Sales

• Report Stock levels
• Report empty Shells

Stockists • Whistle blowing

• Orders

Final consumers • Orders

• Promotional campaigns

All rights reserved © D-mark Company Ltd 2013 www.dmarkmobile.com

 Real-time Data Collection
1. Regional
Distributors pick 2 .Distributor delivers stock to
stock from the assigned Stockiest within defined
brewery areas/Territory
Plant Distributor

A: Submit amount of stock picked

B: Submit amount of stock deliver
The Outcome to each Stockiest

o Route Efficiency: Sales by

Distributors
DTRAIL Stockiest
o Stockiest Current stock C: Orders
PLATFORM
levels
3 .Stockiest have
client
D: Order
representative
who distribute
final consumer
Customers

All rights reserved © D-mark Company Ltd 2013 www.dmarkmobile.com

 DTRAIL Welcome Mangeni Kennedy | Logout

SALES STOCK LEVELS ORDERS EMPTIES PROMO REPORTS DIRECTORY

BEER STOCK LEVELS

1400

1200 ALERTS
Schedule alerts to
1000 the trade marketing
on Route Efficiency
800
at 9:00am, 12:00pm
600 and 6:00pm

400

200

0
BELL GUIN TUSK TUSKM TUSKL PIL ALV SBI SRI

NORTH CENTRAL EAST WEST SOUTH

User case

#1
The DTRAIL mobile app will be running on android and will be install with a single user
license mapped to a particular MAC number (unique phone address)

#2
A unique Pin or Route code will be required for Authentication to open the DTRAIL mobile
application

#3
Each route will have already pre-set stockists/retailers along that route. The distributor
will simply search and select which retailer he is making a sale to
#4
For faster navigation the SKUs will be divided into beers, Spirits and Non-alcoholic

#5
The distributor will enter the amounts of sold per product, the amounts found in stock
and the empty shells acquired
 PRICING

Set up costs

Components Quantity Rate (USD) Total cost (USD)

DTRAIL Server 1 7,000 7,000
DTRAIL platform 1 0 0
Android Phones 100 100 10,000

Annual licenses

Components Quantity Rate (USD) Total cost (USD)

DTrail platform (annual) 1 2,000 2,000
DTrail Mobile app (monthly) 100 30 36,000

Training

Components Total cost (USD)

Training(Man per day) 90
 PRICING

Maintenance and Upgrades

Components Total cost (USD)

Maintenance (Man per month) 300
Upgrades (man per day) 90

SMS promotion /Instant Poll messages

Range Cost per SMS (UGX)

0-10000 45
10000-49999 40
50000-99999 35
100000+ 30
 SCOPE OF WORK
DURATION (WEEKS)
Week Number 3 6 9 12 15 18 21 Outcome
Administration

 Agree on implementation
Needs analysis meeting and
plan
Field visits  Schema for prototype
DTRAIL CUSTOMIZATION

 Purchase of Server
Development of Prototype  Negotiation with phone
Suppliers
 Development of prototype

Prototype testing with selected

distributors  Pilot scale demonstrations

Customization of prototype  Presentation of final

debugged platform

 Installation at EABL premises

Purchase of servers and phones
 Training of distributors
 AUTs

Signing of UATs
 Launch

Roll out
Thank You