Efficient product distribution across various markets is crucial for any FMCG/CPG company. If we compare the marketplace to a body, the delivery channels would be like nerves. They are responsible for circulating and replenishing the system with product supplies.
While we can’t control the nervous system in our bodies, in the business world, managing delivery channels is not only possible but essential. It helps in effective market penetration and growth. These delivery channels are referred to as beat plans.
In this article, we provide a comprehensive guide to beat plans, explain their significance, and show how they can be successfully implemented in an organization to enhance beat planning in FMCG and improve overall field operations.
What is a Beat Plan?
A Beat refers to the route a field sales representative (SR), Sales Executive, or Distributor Sales Representative (DSR) follows on any given day. It covers all the retail outlets within their designated sales territory. A beat plan in sales, accordingly, is a pre-designed route plan that companies create for their field sales teams. The goal is to efficiently cover the entire market and reach potential customers.
Also referred to as Permanent Journey Plans (PJP), Beat Plans help businesses ensure their products reach the right outlets. This improves the efficiency of product replenishment cycles.
Historically, beat planning and optimization were done manually by sales managers, but today, many companies are turning to route optimization software to streamline and automate the process.
Today, tech-powered beat plans allow companies to not only cover their existing market but also reach new potential outlets. This helps them expand their overall sales footprint.
How Does a Beat Planning System Work?
A Beat Planning System is a technology-driven tool that enables businesses to create dynamic, data-backed beat plans. These systems ensure the most efficient routes for their field sales representatives to follow. The functionality of such a system depends on three core components: data collection, route optimization, and real-time monitoring.
1. Data Collection & Integration
The foundation of any effective beat plan lies in comprehensive data collection. A Beat Planning System gathers vast amounts of data. This includes outlet locations, sales performance, inventory levels, and market geography. The data is often sourced through GPS-enabled devices used by the field sales team, CRM systems, and ERP software.
By integrating with other business tools, the system ensures that companies have a real-time view of their market landscape. Additionally, these systems can factor in external data like traffic conditions, weather forecasts, and regional festivals. These factors can impact delivery schedules and the overall sales cycle.
This holistic data collection ensures the system can predict the best time and route for visits. This helps avoid delays and improves delivery accuracy.
2. Route Optimization
Once the data is collected, the system uses advanced algorithms to analyze various factors. It generates the most efficient route for the field sales team. Unlike traditional manual methods, which depend on a manager’s intuition or knowledge of the area, a Beat Planning System takes into account numerous variables. These include outlet priority, sales potential, order frequency, and geographical proximity.
Some systems even leverage artificial intelligence (AI) and machine learning (ML). These technologies refine route suggestions based on past performance and continuously learn from new data. As the system collects more information, it becomes better at predicting and adjusting routes. This enhances overall efficiency.
For example, the system might detect a pattern where certain outlets perform better when visited in the morning. This could be due to stock availability or customer behavior. The system would then adjust future routes accordingly to maximize sales potential.
3. Real-Time Monitoring & Adjustments
A key advantage of a technology-powered Beat Planning System is real-time monitoring. Sales managers can track their team’s progress throughout the day. They can ensure that field sales representatives are following the planned route.
This level of visibility allows businesses to address issues as they arise. For instance, if a field sales rep encounters a roadblock or unexpected delay, the system can automatically suggest an alternative route. It can also adjust the sequence of visits to minimize time loss.
Additionally, real-time data helps managers verify whether visits are happening as scheduled. It also ensures that products are delivered to key outlets without disruption.
In addition, real-time monitoring improves communication between field sales reps and managers. If an outlet requests an urgent restock or cancels an order, the system can instantly notify the field sales rep. This allows for immediate route adjustments and ensures smooth operations.
4. Automation & Scalability
Another significant feature of a Beat Planning System is its automation capabilities. With retail distribution networks becoming more complex, manual planning is no longer practical. This is especially true for large FMCG/CPG companies that manage thousands of outlets across different regions. The automation capabilities of route optimization software simplify the planning process and allow for scalable solutions as the company grows.
Automated beat planning handles tasks such as generating route plans, assigning outlets to field sales reps, and tracking their performance. It can automatically adjust plans based on changing circumstances. For example, if new outlets are added to the network or demand fluctuates, the system updates accordingly.
This not only saves time but also ensures consistency and reliability in the distribution process. Furthermore, as businesses grow, a Beat Planning System can easily accommodate new territories, outlets, and field sales teams. This makes it an invaluable tool for scalability.
Why is Beat Planning Important?
An efficient beat planning system offers numerous benefits. Here are some of the most significant advantages:
1. Introduces a Systematic Approach
When routes are managed manually, errors and inconsistencies are inevitable. Sales managers in different areas have varying capabilities, mindsets, and working methods. As a result, their performance can differ, leading to inconsistencies across regions.
A Beat Planning System addresses this issue by standardizing the route planning process. It allows the company to adopt a structured and consistent approach. Unlike manual methods, technology-driven planning relies on real-time data and ensures uniformity across sales territories.
2. Prioritized Product Allocation
A Beat Planning System enables companies to prioritize key outlets. FMCG firms cater to a wide range of outlets. Some of these are “Key Accounts” with high purchase volumes and significant contributions to area revenue. Serving these outlets becomes a top priority.
Then, there are “Regular Accounts,” which typically place average-sized orders. These outlets are serviced after Key Accounts. Lastly, there are “Low Priority Accounts” that contribute minimally to area revenue. These outlets may be served last or skipped if necessary.
3. Operational Efficiency
Retail outlets are the most numerous and diverse points in any distribution chain. While a company may have multiple manufacturing units and thousands of distributors, the number of retail outlets can reach millions. This makes distribution to retailers the most complex aspect of supply chain management.
Proper beat plans help companies streamline this process. They ensure efficient operations with minimal resource wastage.
4. Increased Retailer Confidence
With a fixed beat plan, field sales reps arrive at outlets at consistent intervals. This regularity helps retailers plan their inventory needs confidently. They know when to expect their next product delivery.
This creates a win-win situation. Field Sales reps benefit from predictable sales patterns, while retailers enjoy a steady and reliable supply of goods.
5. Automation
Beat planning plays a crucial role in automating inventory management. It automates tasks like data collection, mapping, and route optimization. This reduces the need for manual work and boosts overall efficiency.
Conclusion
A beat plan represents the route that field sales representatives follow to reach retail outlets in their designated area. A Beat Planning System, powered by route optimization software, assists companies in planning, organizing, and optimizing these routes. This technology simplifies field operations, ensuring efficient market coverage and improving sales outcomes. As businesses grow, scalable beat planning becomes essential to maintaining consistent and efficient distribution across all territories.
By adopting the best practices in beat planning for FMCG and leveraging advanced tools, companies can ensure better market penetration, greater sales efficiency, and enhanced overall performance.