Enablement of faster and cost-effective secondary sales data visibility

1. TThhee TTaattaa GGlloobbaall BBeevveerraaggeess LLiimmiitteedd
CChhaalllleennggee
Enablement of faster and cost-effective sseeccoonnddaarryy ssaalleess ddaattaa
vviissiibbiilliittyy

2. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 2
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

3. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 3
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

4. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 4
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

5. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 5
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

6. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 6
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

7. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 7
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

8. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 8
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

9. Capgemini Super Techies Show Season 3- TGBL Challenge
Copyright © Capgemini 2014. All Rights Reserved 9
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 submission
Tip: 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

10. www.capgemini.com
The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
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.