Market Study

The Indian snacks industry is experiencing a dynamic transformation driven by rising urbanization and evolving consumer preferences. As the domestic market expands, opportunities for diverse snack products are flourishing. This rapid growth has intensified competition among snack companies, compelling them to innovate continuously. Firms are now focusing on developing unique products, enhancing their distribution networks, and leveraging aggressive price promotions to maintain a competitive edge. Consequently, the market has become highly competitive, with companies striving to capture consumer attention and loyalty in an increasingly crowded space. This competitive landscape underscores the importance of strategic differentiation and robust marketing efforts for success in the burgeoning Indian snacks market.

Gokul Snacks, based out of Rajkot, Gujarat, is a super emerging brand in the snacks industry. The company became well known in a very short time span because of its aggressive approach to capturing market share in a highly competitive snacks industry. Visionary leaders Mr. Praful Bhai Hadwani, Mr. Pravesh Mittal & management team led Gokul to new heights today. This team knows very well about their scaling challenges and was well aware that without technology & robust SFA – DMS solution it’s impossible to achieve desired market penetration. 

Let's see the interesting story behind Gokul snack success..

In the year of 2023-24, Gokul’s management team was willing to create buzz in the market by increasing production capacity to 3500 MT per month & building a robust distribution network across 5 major states. To hit these milestones there were some key hurdles –  

  1. Order Dropout Ratio: A significant number of orders placed by retailers or distributors are not fulfilled or canceled due to various issues like lack of stock, miscommunication, or delays in order processing.
  2. Inconsistent Order Fulfillment: Delayed or incorrect order fulfillment due to lack of synchronization between sales and distribution teams.
  3. Employee Target Setting & Productivity Tracking: Inability to effectively monitor and measure the productivity of sales and distribution teams due to the absence of accurate performance data. This can lead to inefficiencies, unoptimized workforce deployment, and missed sales opportunities.
  4. Lack of Distribution Network Tracking: Rather than scaling distribution networks, keeping track of the same network on a day to day basis is a crucial activity, with a small ordering app only it is highly impossible to track scaled networks.
  5. Lack of Consumer Insights: The company needs deep consumer insights for product development and collecting this data from very end user is also a hurdle, which is expected to resolve.
  6. Lack of Real time data visibility: Inability to track real-time sales, inventory, and distribution performance due to disconnected systems.
  7.  Increasing sales staff expenses & their tracking: Expenses based on movement on field, Kms travelled etc, tracking and fulfilling them is becoming difficult on a day to day basis. 
  8. Supply Chain Optimization: Reducing costs and improving efficiency in the supply chain and logistics is vital.

Previous DMS System Gokul Snacks initially used a tailor-made system from a local vendor, which had several limitations:

  • Limited functionality of standard ordering systems.
  • Product-based approach with limited customization and integration capabilities.
  • Frequent issues in service and support.
  • Very limited business insights.

Expectations from BETs System – Gokul Snacks required a system with the following features:

  • A team with domain knowledge.
  • Ready products with standard features.
  • Customizable functionalities.
  • Additional features beyond the ordering system, including employee activity tracking, multilingual options, offline functionality, real-time distributor stock display, WhatsApp integration, day-end reports, etc.
  • A robust DMS with primary/secondary order management, invoicing, and reporting capabilities.
  • An admin panel for order processing, dispatch planning, and performance tracking.

BET's Solutions Implemented at Gokul Snacks

1. SFA (Sales Force Automation):

  • A mobile app for field sales executives with modules for secondary ordering, attendance management, geo-tagging, geo-fencing, auto target allocation, real-time activity tracking, retailer shop summary, multilingual facility, offline ordering, real-time distributor stock display, WhatsApp integration, day-end reports, new outlet addition, timeline, tour plan PJP, audit survey feedback, distributor orders to the factory, merchandising, etc.
Gokul snacks

2. DMS (Distribution Management System):

  • Available in both web-based and mobile app-based versions, with features such as purchase ordering, secondary order processing, manual ordering, lost order tracking, beat configuration, billwise-vehiclewise payments, secondary order processing, invoicing, fill rate reports, GST reports, and audits.
Gokul snacks

3. BET's DMS Admin:

  • Master Configuration: Includes beat configuration, product configuration, rate configuration, offers and discount configuration, and go-to-market strategy PJP.
  • Order Processing System: Handles primary order consolidation, FGS stock variations, dispatch management, primary invoicing, goods return/variation management, and credit note generation and tracking.
  • Business Insights: Provides sales team performance metrics, region, zone, area, distributor, and shop-specific performance, product performance, contributions, fill rate, target vs. achieved, etc.
Gokul snacks

Integration with SAP

  • Invoices are generated in SAP and data is pulled into BET’s Admin.
  • Purchase orders are received by BET’s Admin and pushed to SAP.

Scale Manage by Team BETs

Outcomes of BET's Solutions

Expanding Geographical Reach and Optimizing Manpower Utilization

 Initially operating in just one state, the company successfully expanded its geographical coverage to five states. Despite this significant growth, the number of dealers and retailers increased, and the company seamlessly served the extended network with the same team size, demonstrating remarkable manpower utilization and efficiency.

Overcoming Stock Management Challenges

Previously, managing stock was a challenging task. With the new system, stock management has become streamlined and efficient, ensuring that inventory levels are maintained optimally.

Enhancing Order Fulfillment and Minimizing Order Drops

The fill rate has significantly increased while the order drop rate has been minimized. This improvement is particularly noteworthy in rural areas where network consistency issues previously led to frequent order drops. The new system has effectively addressed these challenges, ensuring smoother order placements.

Optimizing Inventory Management

Inventory management has been critically optimized, enabling the company to maintain better control over stock levels and reduce wastage. The system ensures that inventory in hand is managed effectively, reducing overstock and stockouts

Streamlining Order Processing

Order processing times have been minimized to a great extent, leading to faster and more efficient order fulfillment. This enhancement has directly contributed to improved customer satisfaction and operational efficiency.

Empowering Data-Driven Decisions with Customized Dashboards and Reports

The implementation of customized dashboards and reports has enabled more accurate forecasting and data-driven decision-making. These tools provide valuable insights, allowing the company to make informed decisions and plan strategically for future growth.

Improving Service Quality and Productivity

Initially, the company’s focus was more on day-to-day tasks than on sales, leading to various issues related to supply chain management, service quality, timely delivery, and order fulfillment. With the new system in place and stabilized, the quality of service has increased, and overall productivity has seen a significant boost.

Enabling Expansion and Confidence in Demand Fulfillment

The new system has instilled confidence in the team, allowing them to focus on expansion efforts. With improved service quality and the ability to meet demand efficiently, the team is now better positioned to explore new markets and drive growth.By implementing BET’s Sales & Distribution System, Gokul Snacks has significantly improved its operational efficiency, market responsiveness, and overall business performance, positioning itself as a fast mover in the competitive snacks market.

Gokul Snacks’ remarkable transformation is proof that the right technology can overcome any challenge and unlock immense growth potential. By leveraging BET’s SFA-DMS solutions, they streamlined operations, expanded their reach, and achieved unmatched efficiency in a competitive market.

Your business can achieve similar success! Whether you’re facing challenges in order management, distribution tracking, or scaling operations, BET’s solutions are tailored to empower your growth journey.

Ready to write your success story? Book a demo today and take the first step toward transforming your business.