What actually sold, not what you dispatched.
What the function asks
- Which outlets went dark this month, and in whose territory?
- Did the quarter close on demand or on stock pushed into the channel?
- What did running dry cost us, in rupees?
What we build
- Secondary sales to SKU, pack and salesman, against the comparison period
- Numeric and weighted distribution against billable outlets
- Sales loss quantified from each line's own run rate before the gap
- Days of cover, stock ageing and distributor risk
Reads from Distributor DMS, field SFA, ERP primary sales, outlet master.
Whether you gained share or the category simply grew.
What the function asks
- Where does our MAT diverge from the retail audit, and why?
- Which town classes are we under-indexed in against the category?
- What did a competitor's price change do to our offtake?
What we build
- Retail audit reconciled line by line against internal secondary sales
- Share and category growth decomposed into price, mix and volume
- Town-class penetration and household reach
- Competitor price and promotion tracking by market
Reads from Nielsen or Kantar audits, household panel, census town master.
What a distributor costs you, net of everything you pay them.
What the function asks
- What is our true cost to serve, distributor by distributor?
- Which trade claims have we settled twice?
- Where is working capital sitting, and for how long?
What we build
- Trade spend and claim settlement against scheme entitlement
- Distributor-level P&L and cost to serve
- Receivables ageing with credit exposure by party
- GST returns reconciled against secondary billing
Reads from SAP FI and CO, claim files, GSTN returns, banking.
Which markets earn back what they cost to be in.
What the function asks
- Which markets are profitable after freight, duty and registration?
- Where did an incoterm change quietly eat the margin?
- What is sitting at a port, and whose order is it?
What we build
- Market and distributor profitability net of freight, duty and claims
- Export order to shipment to realisation tracking
- Incoterm and currency exposure by market
- Product registration and label compliance calendar
Reads from Export orders, shipping documents, DGFT filings, FX rates.
What you paid against what you agreed to pay.
What the function asks
- Where are we paying above contract, and on which materials?
- Which input prices actually drive the gross margin on this brand?
- Which critical materials have exactly one approved vendor?
What we build
- Purchase price variance against contract and against index
- Commodity exposure mapped to brand and pack margin
- Vendor scorecards on price, lead time and rejection
- Single-source and concentration risk register
Reads from SAP MM, purchase contracts, commodity indices, vendor master.
Whether the spend moved anything a control territory did not.
What the function asks
- Did this campaign lift offtake, or did the market lift anyway?
- Which SKUs did the consumer promotion actually move?
- What is the return by medium, against secondary and not against reach?
What we build
- Campaign lift measured against a matched control territory
- Promotion ROI by SKU, channel and depth of discount
- A&P spend against secondary offtake at brand and region
- Trade and digital spend in one view, on one definition of return
Reads from Media plans, promotion master, secondary sales, ad platforms.
How long from brief to first dispatch, and what it earned.
What the function asks
- Where does the stage gate actually stall, and for how long?
- Which launches cleared the business case they were approved on?
- Which stability batch is due for a pull this week?
What we build
- Stage-gate pipeline with cycle time at each gate
- Launch performance against the approved business case
- Formulation and specification versioning with change history
- Stability study and shelf-life tracking
Reads from LIMS, stage-gate records, specification master, launch sales.
What lapses, what renews, and what it would cost to lose.
What the function asks
- Which licences and registrations lapse this quarter?
- What is our exposure across open matters, and how has it moved?
- Which contracts auto-renew next month on terms nobody reread?
What we build
- Contract repository with obligations, renewal and notice dates
- Licence calendar across FSSAI, excise, legal metrology and state entry
- Litigation and claim exposure with provision tracking
- Label and claim compliance checked state by state
Reads from Contract files, regulatory portals, matter management, label master.
Why the fill rate is short and what the lane really costs.
What the function asks
- Where is OTIF breaking — the plant, the depot or the transporter?
- What does a case actually cost to move on this lane?
- Which stock is closest to expiry, and who can still sell it?
What we build
- Plant to depot to distributor fill rate and OTIF
- Freight cost per case by lane, transporter and mode
- Near-expiry and ageing stock with liquidation routing
- Demand plan against actual offtake, with forecast error by SKU
Reads from SAP SD and MM, transporter bills, depot stock, demand plan.
Who is selling and who is only logging visits.
What the function asks
- What is the strike rate and lines per call, salesman by salesman?
- What does attrition cost us in a territory that goes vacant?
- Is this incentive paying for performance or for presence?
What we build
- Productivity per salesman: calls, strike rate, lines and bill value
- Incentive computation against scheme and target
- Attrition, vacancy and tenure by territory
- Beat adherence and route coverage
Reads from Field SFA visit logs, HRMS, incentive schemes, target master.