ANALYSIS ON EFFECTIVENSS OF DMS & SFA

SOFTWARE FOR AMULS DISTRIBUTORS

BY:KUNDAN KUMAR
RANDHIR KUMAR

AGENDA( structure of presentation)

INTRODUCTION
RESEARCH PROBLEM
OBJECTIVES
RESEARCH METHODOLOGY
SECONDARY FINDINGS
PRIMARY FINDINGS
MAJOR CONCLUSIONS OF DISTRIBUTORS
MAJOR CONCLUSIONS OF SALESMEN
FINDINGS
SUGGESTIONS

INTRODUCTION

DISTRIBUTORS MANAGEMENT SYSTEM

SALES FORCE AUTOMATION

DISTRIBUTORS MANAGEMENT SYSTEM ( DMS )

This software is used to carry out routine business processes of a
distributor like billing , purchase , collections , claims.

SALES FORCE AUTOMATION (SFA)

A mobile based application used for booking order through mobile / tablet
It helps in accessing information like product wise stock, scheme details ,
MRP and sales price , sales returns and collection.
It helps in replacing manual retailer order booking on paper

BENEFITS TO AMUL BY DMS

DMS

Cloud document access.

Corruption proof data security .
Purchase Order.
Inter Distributor Transfer.

SFA

Set customer credit limits.

Automatic invoicing.
Daily sales report.
Collection.
Location capture .

RESEARCH PROBLEM
What are the barriers in the use of DMS at
distributor level and SFA at salesmen level in
Patna?
What Patna Depot should do to increase the use of
DMS and SFA in Patna region ?

OBJECTIVES
To analyze the present pattern of DMS and SFA use.
To identify the barriers related to DMS and SFA
users.
To suggest ways for improving the usage of DMS
and SFA.

RESEARCH METHODOLOGY
Research Design: Descriptive research and In-depth interview .
Data sources & Type:

SECONDARY
- website
- Amul office
PRIMARY
- Questionnaire semi structured.
Research Tool : The questionnaire (semi structured) consists of both open and
closed ended questions as well as ranking questions where the respondent has
to assign point according to the 5 point Likert scale.

 Sample size:
TYPE

SAMPLE

DISTRIBUTORS

SALESMEN

10

Sample selection
multistage sampling .

-Stage 1 distributors- purposive ( keeping in mind spatial location)

- all salesmen attached to the distributors .

SECONDARY & FIELD OBSERVATION

FINDINGS

PRESENT PATTERN DMS & SFA

BENEFITS

CAPABILITIES

RETAILER

RETAILER

RETAILER

SALES FORCE
AUTOMATION(SFA)

DISTRIBUTOR
MANAGEMENT
SYSTEM(DMS)

AMUL CONSOLE

RETAILER

NEED FOR THE SOFTWARE

Lack of visibility of performing product & outlet at
granular level for achieving right product at the right
time at the right outlet.
Channel management is not strong owing to shelf space
loss at the retailer level.
Cumbersome data entry process.
Schemes introduced by the company not working for the
right outlet.

BENEFITS OF THE SOFTWARE

Higher sales productivity.

Reduced excess inventory at distributors end .
Reduced stock out.
Increased efficiency of distributors by improving their
ROI.

CAPABILITIES OF THE SOFTWARE .

MASTER DATA MANAGEMENT
- Create & maintain master data
-

Maintain Product & Pricing catalogues

Salesman, retailer and route management

INVENTORY MANAGEMENT
- Track every single movement of inventory from/to supply chain partners
- Visibility of the inventory across the network
- Visibility of saleable and damaged stock
- Maintain stock in multiple locations across distribution branches

 CLAIM MANAGEMENT

- Automatic claim generation for key processes like price discounts, promotions
- Manual claim generation for specific expenses like logistics, salesmen on field expenses
- Flexible workflow for company approval (Sales, trade marketing & finance)

SALES FORCE PRODUCTIVITY

- Set targets for distributors.
- Track performance at retailer/route/salesman/distributor/company sales force levels
- Automatic breakdown of targets till retailer level based on past sales
performance.

PRIMARY FINDINGS

INFORMATION BROAD PROB. AREA OF

DISTRIBUTORS

AWARENESS
USAGE PATTERN
TIME PERIOD
USER-FREINDLINESS
BENEFITS PERCEIVED
SATISFACTION LEVEL

MAJOR CONCLUSIONS OF DISTRIBUTORS

SALES TURNOVER AFTER

IMPLEMENTATION OF DMS
SALES TURNOVER IN LAKHS INR
Before

80

50
40
30
20
10
0

% Increase

70

70
60

After

50
40.00
33.33
20 22
1 0.00

15

32

36
28 30

27

20

32
1 8.52

1 2.50

7 .1 4

MEAN OF RECORD MAINTENANCE BEFORE USE

OF DMS
Before implementation of the
DMS all 6 of them were using
customized software to
manage their inventory.

Before Implementation of DMS

6

DIFFERENCE BETWEEN DMS AND CUSTOMIZED SOFTWARE

Ease in billing process.

Easy in Data sharing.
Awareness of scheme.
Automatic billing.

USING DMS SOFTWARE SINCE

- It was found that people using DMS
(i.e- KHANNA , MAA SHEELA ,
RAJSHREE ) from 20-24 month dont
have proper knowledge of how to use
DMS ,
The same case was with the people
(i.e- A.N ENTERPRISE, RAM
TRADERS, VIKASH ENTERPRISES)
who are using 7-12 month, this was
due lack of proper training .

Since When Using DMS

3.5
3
2.5
2
1.5
1
0.5
0

SALESMEN USING DMS

5 (around 83 %)of the
Do You Have Salesman Using DMS
distributors have salesman for
using DMS.
yes no
While 1 (around 17 %) of the
distributor (RAJSHREE
ENTERPRISES ) owns
17%
manage their record by their
own.
83%

BENEFIT OF SOFTWARE
A.N ENTERPRISES-

Printed bill, stock maintenance

VIKASH ENTERRISES-

Automatic invoicing , data

KHANNA STORE -

Printed bill, report generation

MAA SHEELA-

sharing

Automatic invoicing , time saving

RAM TRADERSmaintenance.

Claim settlement process, stock

RAJSHREE ENTERPRISESinvoicing

Stock maintenance , automatic

USER-FRIENDLINESS OF DMS
2.5
2

1.5
1
0.5
0

A.N ENTERPRISES and MAA

SHEELA ENTERPRISES are
extremely satisfied
VIKAS ENTERPRISES and
RAM TRADERS are very
satisfied
KHANNA STORES and
RAJSHREE ENTERPRISES
are somewhat satisfied

AWARNESS REGARDING THE FEATURES

OF DMS
6
5

5
4
3
2
1
0

YES

NO
- AWARENESS IS VERY LOW

SATISFACTION LEVEL WITH THE

OVERALL FUNCTION OF DMS

RAM TRADERS is extremely satisfied.

VIKASH ENTERPRISES, RAJSHREE ,
ENTERPRISES, A. N ENTERPRISES are very satisfied.
KHANNA STORE is somewhat satisfied.

DO YOU SEE MONTH END ORDER REPORT

BEFORE GETTING ANY NEW ORDER ?
Among 6 distributors 5 ( around
83 % )of them dont go for
checking month end report.

yes

Only 1 (around 17 % ) {i.e.- RAM

TRADERS } go for checking
month end report.

no

17%

83%

MAJOR PROBLEM FACED WHILE USING

DMS SOFTWARE
DMS
Bill of retailer if paid, no modification can be done , 3 day automatic delivery
process, no editing function after delivery process.
When loading sheet is generated, sale price of each product is not shown
individually.
While synchronizing there can be loss of data if there is no internet connection.
SFA
When order is placed the unit is in crates while the distributor requirement
is in pieces.
Lack of awareness of new product leads to decrease in sale.

WHAT BENEFIT YOU PERCEIVED AFTER

USING DMS SOFTWARE.
7
6
5
4
3
2
1
0

TIME SAVING IN WHICH SENSE

Automatic report generation.
Printed invoice.
Claim management.

SUGGESTIONS OF DISTRIBUTORS ON DMS

Retailers should be given unique code which can only be
allowed to be entered in their registered distributors list .

Order quantity should be delivered as per entered in

DMS system by the distributors.

Manufacturing date should be shown along with each

product in the DMS software .

MAJOR CONCLUSIONS OF SALESMEN

NO. OF SAMPLES 10

USER OF SFA
USER

NON USER

40%
60%

RETAILERS COVER IN A DAY

SFA
40
35

35

30

25

25
20
15
10
5
0

user

non user

DISTRIBUTOR AGENCY - RAJSHREE

ENTERPRISES
DISTRIBUTOR NAME R.K SAHU
ADDRESS- MITHAPUR
TELEPHONE NUMBERSALESPERSON
NAME-

R.K SAHU

Manish kumar

AGE

45

20

USER OF SFA -

NO

NO

Reason

Dont want to upgrade himself with New in this field

the technology

Suggestions

As he is aware of SFA but find easy As he is new to the market

in taking order in notebook
his duty is only to deliver
the product to the retailer

Problem with SFA No issues

No issues

Training needed

Yes

Yes

DISTRIBUTOR AGENCY - VIKASH ENETERPRISES

DISTRIBUTOR NAME Raj Kishore agarwal
ADDRESS- near by uma cinema , exhibition road
TELEPHONE NUMBER-

SALESPERSON
NAME-

B.S KHANNA

BADRUDIN

AGE

60

56

USER OF SFA -

NO

NO

REASON

distributor dont provide him cell

phone , & they are also Not aware
of technology.

distributor dont provide them

cell phone & they are also Not
aware of technology.

Suggestions

need to provide training. As first

they take order on notebook and in
the evening they enter into SFA .

Need to provide training . As

first they take order on notebook
and in the evening they enter into
SFA.

Problem with SFA

As they were not aware of SFA ,

As they were not aware of SFA ,
they dont know any kind of problem they dont know any kind of
problem

TRAINING
NEEDED

Yes

Yes

DISTRIBUTOR AGENCY - MAA SHEELA

ENTERPRISES
DISTRIBUTOR NAME SANJAY KUMAR
ADDRESS- KANKARBAGH
TELEPHONE NUMBERSALESPERSON
NAMEVijay Prasad

Vikash kumar

Madhukar

AGE

58

22

45

USER OF SFA -

Yes

Yes

Yes

Reasons

N/A

N/A

N/A

Suggestions

Knows properly how As he was new in

to use the SFA
this field , training
was given by their
own staff how to
use the SFA .

Knows properly
how to use SFA.

Problem With
SFA
Training needed

No issues

No issues

No issues

Yes

Yes

Yes

DISTRIBUTOR AGENCY - KHANNA

ENTERPRISES .
DISTRIBUTOR NAME
ADDRESS- GURUDWARE GALI, STATION
ROAD
TELEPHONE NUMBERNAMESALESPERSON Surendra kumar

Ganauria

AGE

41

38

USER OF SFA -

Yes

Yes

Reason

N/A

N/A

Suggestions

As the person was aware of SFA

but not a frequent user

As the person was aware

of SFA functionality

Problem with
SFA

Lack of proper training

N/A

Training needed

YES

NO

DISTRIBUTOR AGENCY - RAM

TRADERS.
DISTRIBUTOR NAME Sri Krishna
Agarwal
ADDRESS- bmp , mithapur
TELEPHONE NUMBERSALESPERSON
NAME-

Valmiki

AGE

28

USER OF SFA -

Yes

REASON

N/A

Suggestions
PROBLEM WITH SFA

He has full knowledge of how to use SFA ,

which we test by cross questioning
No issues

TRAINING NEEDED

NO

CONCLUSIONS ABOUT SALESMEN MODULE

Dont want to adapt with the new technology.
Distributors dont provide them cell-phone .
They refrain from using those software .

FINDINGS AND SUGGESTIONS OF THE

PROJECT

FINDINGS
Techniques and methods used for order booking in
DMS is time-taking.
Distributors dont feel more convenient in using
latest technology within their business structure .
One of the distributors is having less salesmen.
The distributors having sole proprietorship have
greater sale turnover .

Cont..
Lack of awareness among the distributors regarding
usage of DMS .
DMS benefitted the distributors, as there was no
negative feedback on usage of DMS for the business.
Almost 40 % of the respondents are still not able to
use SFA, which also counts for big market share for
business purpose.

SUGGESTIONS
The level of awareness about various function tools is very low in the
case of DMS & SFA.
4 days training is needed for salesman & distributors.
Evaluation of employee is needed.
Software should be made more user friendly.
Bonus pack schemes can be used more effectively than free gifts and
incentive.
RAJSHREE need to add more salesmen, as the distributor himself is
handling salesmen job.
VIKASH ENTERPRISES need to provide cell phone to their salesmen
with the proper training.
A.N. ENTERPRISES need to take order through SFA rather through
phone calls.