Capgemini Super Techies Show Season 3 - The Tata Global Beverages Limited Challenge

Enablement of faster and cost-effective secondary sales data Enablement of faster and cost-effective secondary sales data visibilityvisibility

The Tata Global Beverages Limited The Tata Global Beverages Limited ChallengeChallenge

2Copyright © Capgemini 2014. All Rights Reserved

Capgemini Super Techies Show Season 3- TGBL Challenge

The Facts

Tata Global Beverages Limited (TGBL) is an Indian multinational, focused on natural beverages, such as tea, coffee and water. Aims to become the most admired company globally in the natural beverages space

As a consolidated group, it is the second-largest tea-producing company in the world

Some of its well-known brands include Tetley, Tata Tea, Eight O'clock, Tata Coffee, Good Earth and Himalayan

TGBL’s brands and their extensions occupy leadership positions with significant market shares in a number of segments

The company, in recent years, has been in the news for its 50:50 joint venture with Starbucks coffee for its India business



Background on Challenge

TGBL presents a business challenge from a secondary sales data collection and transmission perspective (distributor to retailers)

TGBL has around 2,700 distributors throughout the country, selling around 80 SKUs

Currently, the company has a technology enabled system for secondary sales data sharing at the distributor level; however, the solution is rolled out to only 10% of the distributors covering metros and a few other cities. The other distributors are still following a manual process due to various constraints

The currently used software at the distributors' side has the functionality to synchronize data with the central web-based system, into which distributors upload their daily sales data with details of SKU-wise volume sold per customer

This data provides stock movement per customer and enables the company in almost real time to view secondary sales information. This system is also used for faster claim settlement for the distributors across various promotional schemes



Background on Challenge

TGBL has not been able to implement this IT solution to 90% of its distributors as: The appetite to invest in IT infrastructure is limited among rural and semi-urban

distributors The distributors have in place their own accounting systems, which may not be compliant

to integration with TGBL’s systems The lack of proper and reliable internet connectivity in smaller town locations

For these distributors, TGBL follows a manual process of data collection, wherein the Sales Development Officers (SDOs) collect data from them at the end of the month and prepare reports in excel sheets, which are then consolidated at the center

This data is then collated in the system between the 8th and 12th of the following month. This causes inconsistent roll-out cycles for the new schemes and claim settlement processes

The company seeks a technology solution to have simple and fast secondary sales data collection (Distributor to Retailer) for the remaining 90% distributors across the country



The Problem

The current process of secondary sales data collection is manual for the rural and semi-urban distributors

The entire claims settlement process takes up to two months for these distributors, which leads to distributor dissatisfaction

This also impacts the decision-making process of the company with respect to efficient supply chain and assortment planning, which, in turn, can lead to stock-outs at some distributors or excess inventory at others and delay roll-out of promotional activities at the retail outlets serviced by these distributors



The Challenge Statement

Suggest an IT solution that helps TGBL collect outlet- and bill-wise secondary sales data from rural and semi-urban distributors. The system should also be able to track promotional schemes (quantity and payout) at a retail-outlet level

The solution should be cost-effective, fast, as simple as possible, scalable, relevant over a long period of time (with respect to the technology used) and should have fast deployability



The Challenge Statement - Details

The company should have the data of each bill generated by the distributor

The solution should be such that it is acceptable to the distributors There should be reasons compelling enough for them to move to this new

process Their initial investment or any other additional cost should be offset by the

benefits of the solution The solution should be simple to implement with a requirement for minimal

level of training

The technology solution should be user-friendly



Important Points to Remember

The data collection solution developed should be significantly better than the current manual methods

Traditional methods of acquiring this information have been cost-effective and reasonably accurate

The additional time and effort put in by the distributor for the solution should be minimal

The technology solution is going to be mostly used by people who are not tech-savvy—so keep it simple and user-friendly



General Pointers

• Time allotted for solution presentation: Teams will be given 20 minutes for a detailed presentation to judges (off-camera) and 3 minutes for a high-level pitch (on-camera)

• Mentor consultation: - Call: Teams will have access to a 30-min audio call with a Capgemini expert; the

teams are expected to keep questions ready for the call in advance- Email: Additionally, teams can send one email with questions to the expert anytime

before the final solution submissionTip: Mentors will take at least 48 hours to revert; therefore, the earlier the questions are sent, the better

• CXO interaction: - Call: All teams will get to be part of a 30–45 min audio call with the CXO of TGBL;

during the call, teams can direct questions pertaining to the challenge to the CXO- Date and time of the call: To be confirmed

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About Capgemini

With more than 130,000 people in over 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2013 global revenues of EUR 10.1 billion.Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model.

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Capgemini Super Techies Show Season 3 - The Tata Global Beverages Limited Challenge