“Case Studies of Keventer Agro Limited”

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Business Profile :
Keventer Agro is the franchisee for the Parle Group of mineral water, beverages and candies. The main brands handled are Bailey, Frooti and Minto among others. The company sells the products across the state of West Bengal through over 500 distributors and 50000 retailers. The Distributors are directly handled by the company’s field force of around 45. Retailers are the responsibility of the former. The field agents are also responsible for enlisting new retailers. They have to submit a daily report covering detailing the work done each date. The Head Office uses the data for MIS and control. Scenario prior to Field Force Online :

The field agents were sending a paper report in printed format to the HO. The managers at the HO had a brief look at a sample of the reports which were then archived for future reference, if any. Actual MIS and control was achieved through periodical meetings with the field agents. During such meeting, the volume of sales was used as a barometer of performance while the intricacies and critical elements responsible for the sales were largely ignored. In the absence of efficient software, no attempt was made to process the paper reports. Areas of Concern :

The main area of concern was the inadequate usage of the data submitted by the field agents both for the purpose of monitoring and control and also for analytical MIS. This was resulting in the following problems: Lack of effective control on daily movement of field agents Skewed marketing effort

Inadequate market feedback
No information on stock positions of distributors and product movement Delayed payment collection
Difficulty in fixing responsibilities owing to absence of systematic communication mechanism between HO and field agents. Solution Implemented :
Web based field force management system; Fieldforce Online was deployed at Keventer. Each field agent fills the daily report in a specific format by logging on to the website with a unique...
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