Team Name: INFINITY

College: MDI Gurgaon

Sales Case Study

Members:
Ankush Thakur
Ishita Bisht
Tushar Satya
 DISRUPTING WITH COCA COLA’S DIGITAL FIRST APPROACH
To build a penetration strategy for HCCB’s E-B2B app “Coke Buddy” while leading with the digital transformation approach of HCCB through onboarding, adoption
OBJECTIVE
and retention for the app among retailers throughout the distribution network with tailored strategies
CURRENT MARKET MODELS RESEARCH BACKGROUND
• One-on-one interviews with 13 Retailers: (Small
Goal : Onboard grocery store owners, Convenience store &
Visible

Restaurant) (Audio embedded)

Pre-Sell
RSU Pre-Sell • Online Interviews with Industry Experts and
Telle-Sell Sales Team on ground

RESEARCH INSIGHTS - Barriers and Behaviors Existing Coke Buddy App Customers’ Sentiment Analysis
Wholesaler Wholesaler Easy to Use
Invisible

What? Factors affecting Channel Preference of retailers

Other e-B2B Apps Fast Delivery
Goal : Penetrate FINANCIAL Cost/Margin & RELATIONSHIPS Personal Hassle Free
Weak Strong Offers touch Stock Not Available
Distribution Network/Market Share DELIVERY Time, Consistency, Wholesalers : better service, Less Margin
Convenience, damaged products More choice of brands Lack Features, Bad CS
CURRENT ONBOARDING
What? Top Barriers to “Coke Buddy” Adoption Addressing Barriers via our proposed Ideas

1 AWARENESS: About app, Usage and Perceived benefits Coke Buddy Van, Cycle Buddy, Kiosks in Tradeshows, Crates

Current Outlet Number Match Onboarded 2 EDUCATION : Tech Savviness & App Adaptation App in Native Language & “Coke Buddy Bol”
Pre Seller
on ground Retailer on HCCB Database TRUST ISSUES : Loss of Personal Touch, Genuity of margins, Market Insights to Retailers, Click image of damaged / wrong
3
Challenge 1 : May NOT have Outlet Reg. Number with them Order Placement, Returns & Delivery received order & get hassle-free replacement

Challenge 2 : Organising & Reaching out to Retailers who 4 RELATIONSHIPS : Pre Sales Support about order App with a Personal Touch – Customer Service ++
are mostly dependent on Wholesalers & RSU is difficult
5 COMPETITION : from other B2B apps like Udaan Kit, Streak & Gamification in App to get more discounts
Challenge 3 : Last mile penetration in small shops /Kiranas
They tend to buy from visible Some Retailers are Group Ordering for Small Retailers and Credit Discounts
Challenge 4 : Limited Feet on Ground >> Promoting App models as well as Wholesaler unsure about
Usage & Educating Retailers to use app and features on First come basis leading to consistency of visits in New Onboarding options, My Co-Buddy Points, My Goals
Channel Conflict RSU/ Pre Sell models
 OUR DISRUPTING SOLUTIONS – RURAL & UPCOUNTRY TOWNS
IDEA TAILORED STRATEGY Rural & Upcountry: Samiti Groups to empower Women’s Groups, Buddy Ombudsman for Onboarding, Bol App version & AI advertisements

DISRUPTION 1 via “Samiti Groups” ONBOARDING STRATEGY LONG-TERM ENGAGEMEMT

What are Samiti Groups ? Dedicated “Buddy Ombudsman” for Onboarding EDUCATION :Go Local with Targeting & APP Usage
Small Retailer’s Group
App in Coke Buddy Bol App-
(Kirana, Pan Shops, Mom &
native/local Local Voice command
Pop Stores ) grouped for
1 3 language interface for non tech savvy
Bulk ordering with special 2 Educate & Earns money
Focus on Women’s Group Meet the RELATIONSHIP & ENGAGEMENT
Train about on onboarding
“From 5by20 to 6by25” Retailers Surprise Appreciation Gestures:
the app and each retailer
door to door
its uses Occasionally surprise retailers with
Target one and
Rationale : Trained Buddies incentivized for onboarding tokens of appreciation, such as
Onboard six
nearby retailers & spread awareness about App usage branded merchandise or personalized
Impact:Jobs creation in Rural & Upcountry: Cycle Buddy thank-you notes
What is the Rationale?
Small Retailer Orders
AWARENESS : Local Targeting & Awareness At Mela/Fairs ASSOCIATED COSTS
contribute to ~ 65% of rural
and upcountry demand Kiosks & Camps would be
setup in trade fairs which 180,000: Outlets Onboarded among Rural & upcountry in one year
which can be clustered and
served together. would educate retailers
about the changes it can 1.5 to 2.5% : Annual App Penetration among 12Mn target profile
Inspiration : HUL Shakti
bring to their lives &
135,000 : Expected Monthly transacting users (MTU)
Trainer to help installation
Value Added Services
AWARENESS : AI Created Ads for Regional Targeting Rs. 325: Cost Per Onboarded customer from Rural (as Variable Cost)
Financial Aids: To small shop owner with credit Using Big data and AI to help target small business owners
and Capital help for managing the business by creating customized ads of nearby Rs. 1.45 Lakhs : Expected Average Revenue Per User (ARPU-Rural)
users in regional messaging Samiti Groups Buddy Ombudsman Targeting & engagement
Multi user Account : Allow Different users to Shop Picture, Custom Ad Aired
select products, review and create carts Name & on YouTube,
10.6 Cr 7.5 Cr 10.5 Cr
Other Details Facebook & TV *Excel Attached *For 1500 Buddies *Excel Attached
Selling Support : Online and Offline Assistance
from platform Employees Total Cost For Onboarding 180,000 Rural & Upcountry = 28.6Cr
Use Case : Mondelez India used data and AI to
*Source : McKinsey & Co: create customized ads featuring Shahrukh Khan
 OUR DISRUPTING SOLUTIONS – INVISIBLE MARKETS
IDEA TAILORED STRATEGY for INVISIBLE MARKETS: Market Insights to Retailers, Remodelling stores, New Onboarding Options, Targeted Digital Marketing & Leveraging AI

Disruption 2 via Analytics Rich App ONBOARDING STRATEGY LONG-TERM ENGAGEMEMT

Market Insights to Retailers New Onboarding Options “Aadhar Onboarding” for Retailers Leveraging AI for SKU Simplification Insights
Access insights on Local Uses AI and data-driven technology to
Product Performance, implement “SKU simplification Process” and
Trends and Relevant News LLM for sentiment analysis and generate
Retailer with Enter Aadhar Enter Store Onboarded automated responses for customer feedback
Rationale ? NO Outlet Reg Details or Shop Location and On Database
Sharing Regional Market No. GST no. Name Sales Assistance :
Insights to Retailers is very Rationale : Invisible Retailers are not/may NOT be Present on Support if Selling Less & Incentives
uncommon and Unique HCCB’s Distributor Management System which challenges on selling more
way to Build Differentiation current Onboarding Method so Aadhar Onboarding address this
from wholesalers *
AWARENESS : Feet on Ground, Targeted Digital Marketing ASSOCIATED COSTS
What’s HOT right now?
SEO and SEM optimised targeting of target Profiles on 120,000: Outlets Onboarded From Invisible Market
Upcoming Trends
YouTube & Social Media
More 6% : App Penetration among 1.8Mn Invisible Outlets
Variety Feet On Ground : Team for Onboarding
Rs. 510 : Cost Per Customer from Invisible Market
Trained Team Specially For Invisible Market
Onboarding in Tier-1 Followed by Tier-2 Markets
Rs.2.7 Lakhs : Expected Average Revenue Per User
Value Added Services
Referral Program Encourage existing users to refer friends, Feet On Ground Cost Digital Marketing &
Merchandising Services : Remodel Store with Coke Buddy Branding family, and fellow retailers by offering discounts or rewards for Community Outreach
Commit In-Store successful referrals
13.4 Cr 7.2 Cr
Execution of Store
Remodelling & Community Outreach Organize awareness campaigns and
Total Rebranding cost Discount to retailer
Modernization for events to introduce the Buddy app to the community
enhanced loyalty, 6.3 Cr 10.1 Cr
POSITIONING : To Establish Trust
data & analytics
“Your Buddy : All Time, Anytime; Anywhere” Total Cost For Onboarding 120K retailer = 37 Cr

*Source : McKinsey & Co: “जहाँ %द'कत - वहां आपका बडी, आपके साथ”
 OUR DISRUPTING SOLUTIONS – RSU MODEL MARKETS
IDEA TAILORED STRATEGY for RSU Model Market: Co-Buddy Points for Loyalty, Awareness & Onboarding via special Van & Goals achievement support for Retailers

Disruption 3 via “Co-Buddy POINTS" ONBOARDING STRATEGY LONG-TERM ENGAGEMEMT via MY GOALS

My Co-Buddy Points Coke Crates: Advertisement & Personalized Content: AI on your profile
Retailers earn Co-Buddy App usage tips on crates for
points on every retailers & customers in Local
purchase which they language Progress
can redeem on the App
via Purchases of their Market Targeted Testimonial Ads: Tracking :
Personal
preferred items Testimonials billboards on how
Sales goals
Coke Buddy has benefitted other
Rationale ? Retailers, Customized as per tracked &
Streaks & Gamification personaliz
market location & profile
à Engagement; ed Tips to
Discounts à Price Coke Buddy Van achieve
Motivation them
Customize the 'Coke Buddy' Van with
1 engaging Coca-Cola branding and
Targeted Features Offered ASSOCIATED COSTS
informative displays
Recruit and train knowledgeable 25 % : App Penetration among 500K retailer
In-App Customer Service Messaging à With 2 trainers to effectively educate retailers
features like click image of damaged / wrong about the Coke Buddy App 100,000 : Outlets from RSU Onboarded in one year
received order & get hassle free replacement
Create mobile workstations inside the 75,000 : Expected Monthly transacting users (MTU)
3 van for live app demonstrations and
Easy Reordering à Simplify the reordering simulations Rs. 355: Cost Per Onboarded customer for RSU (CPI)
process within the app. Allow retailers to quickly
reorder their most frequently purchased products Plan market visits during peak retailer Training &
4 Redemption Promotion
with just a few clicks hours, inform retailers in advance and of Rewards Development
Cost
prioritize target areas
Order Tracking Featuresà Monitor delivery progress
12.4 Cr 5.2 Cr 8.3 Cr
Personalize onboarding, distribute user
in real-time, enhancing convenience and order 5 guides, assist with app installation, and Total Cost For Onboarding 100,000 retailer = 26 Cr
management efficiency collect feedback for improvement.
 CHANGE MANAGEMENT
SHARED VALUES Empowerment, Innovation & Customer Service: New & innovative way for HCCB to serve its customers & makingit easier for retailers to order Coca-Cola products
Communication & Support, Sharing & Resistance
RETAILERS EMOTION Curve Reinforcement Motivation Feedback Management
Awareness – Desire – What’s Knowledge – Ability – For Smooth For Confidence / For Preserving
What is the App? in it for them? Training of Habitual Ordering Adoption Trust in HCCB Relationships
Emotional Response

How to install & Engage & features that are Commitment

log-in? Participate beneficial for STRATEGY
How to use it? encouragement them Faith Open Communication
Information Foster an open and
Information Sharing Sharing with Pre-
Experiencing transparent
that will benefit Pre- Sellers regarding
Rejection SYSTEM STYLE communication style
benefits & Sellers non - onboarded Keep retailers & pre-
getting retailers that need
comfortable sellers informed about
Training & Local to be covered by app updates, benefits,
Habitual inertia to old with system Support them
existing systems of ordering SHARED and success stories.
Time VALUES
PRE - SELLERS Emotion Curve (same timelines) Reinforcement -
Recognition Comprehensive
Awareness – Desire – Open Knowledge –
Ability – Job opportunities STAFF SKILLS training workshops for
‘Why is the app Communication Information retailers to build their
offerings in the
needed?’ Sharing, What to Show both can
Emotional Response

in Every Market existing Network skills in using the app

Reasoning work
continue doing? first: Van Drivers, effectively
Take
What can be Trainers, Buddy
Shock / Feedbacks KPIs:
changed? Stimulate / Ombudsman, etc. STRUCTURE
Deception - Adoption Rate
Concern Support
Threat of getting Provide local Centralize - Daily Active Users
replaced data and - Customer
Understand / support teams
who can address feedback to Satisfaction (CSAT)
Instances of loss in Doubt / Anger Sympathise
retailer concerns improve app - Inventory Turnover
orders to ‘Coke- features and Rate
Buddy’ promptly
overall support - Revenue from App
Time Orders
 Team INFINITY

ANKUSH THAKUR ISHITA BISHT TUSHAR SATYA

 Graphics

Primary Research - Background

Reviews of Existing App Users

Detailed Financials

Secondary Research & References

 Annexure 1: Graphics
SAMITI Groups AI Generated Local Ads Local Language Messaging on Crates

APP

Coke Buddy BOL Logo

Use Case : Mondelez India used data and AI to

create customized ads featuring Shahrukh Khan
 Annexure 1: Graphics
MARKET INSIGHTS TO RETAILERS Co-Buddy Points

MY GOALS – Long term Engagement

 Annexure 2: Primary Research - Background
Primary Research Background

v One on one interviews with 13 Retailers:

(Small grocery store owners, Convenience
store & Restaurant).
v Online Interviews with Industry Experts
and Sales Team who interact with retailers.
Insights

v 62%: Wholesalers most preferred due to

convenience of getting all beverages
supply from 1 place & personal touch
relationship / service
v 31%: Trust issues with App type system for
timely delivery, services, etc. (No personal
touch à No trust)
v 54%: Retailers buying model is not fixed &
changes as per delivery time, cost & one's
wish / convenience
v 54%: Open for trying App if additional
benefits
v 23%: Tech education level is a hindrance
for App usage ß Interviews Embedded à
 Annexure 2: Primary Research - Background
Primary Research Background

v One on one interviews with 13 Retailers:

(Small grocery store owners, Convenience
store & Restaurant).
v Online Interviews with Industry Experts
and Sales Team who interact with retailers.
Insights

v 15%: Have tried Apps for B2B ordering like

Udaan

v Major Key Factors considered by retailers

while selecting buying model:
1. Availability
2. Accessibility
3. Cost
v Current Onboarding process of Coke
Buddy App: Pre Seller on ground onboards
retailer using their unique ID in Coca Cola
database
Annexure 3 – Reviews of Existing App Users

50%
Easy to Use
40% Fast Delivery
Hassle Free
30%

20% Stock Not Available

Less Margin
10% Lack Features
Bad Customer
0% Service
POSITIVE NEUTRAL NEGATIVE
 Annexure 4 – Secondary Research
INSIGHTS

v Research shows a high number of fragmented

outlets are either underserved (for example,
with limited direct coverage from sales reps or
low access to promotions) or overserved (with
the largest outlets receiving 80 visits from CPGs
per week).
v Retailers are still struggling to get made-for-
channel packs, a reliable delivery schedule, and
advice from consumer-packaged-goods (CPG)
companies on services and strategies that could
help their businesses grow
v CPG companies can extract significant value by
digitally enabling the existing route to market.
v CPG companies could find ways to work
efficiently with eB2B platforms to improve
coverage, quality execution, and data access
v B2B companies will need to develop virtual sales
teams, online customer service departments and
use data to optimize their sales funnel.
 Annexure 4 – Secondary Research
INSIGHTS

v Research shows it usually takes

around five years to break
even, (such as those focused
on cold chain)
v While the eB2B space is
expected to keep growing,
existing distribution channels
will still dominate in the
medium term. That is why it is
critical to align expectations,
clarify roles, complement
reach, and avoid promotional
distortions to amplify the
impact of eB2B and minimize
cannibalization
v CPG manufacturers will need
people who can manage large
amounts of data, convert data
into insights and actions at
trade and consumer levels, and
orchestrate channels while
operating with more agility and
financial acumen.
 Annexure 4 – Detailed Financials
ASSUMPTIONS AND DATA DISRUPTION 1 via “Samiti Groups”
Amount Figure
SAMITI GROUP
Estimted Number of Small Retailers 12 Mn
Replenishment Rate 9 days Particulars Value (in Rs. Lakh)
Cost Per Install (CPI) (rural) Value (in Rs.)
App feature Development and
Average Daily Value Sold* 300 Rs Total-(One time Cost)/Number of
Maintenance Costs 24.9
Credit Discount 10% Onboarded Customers 325.2777778
Annual Operations Cost 120
App Penetration in Rural 1.5 to 2.5% Per Year Discounted Cost 108 Total 325.2777778
Expected MTU for Coke Buddy 135,000 Credit Offereed 1050
Targeting & LT Engagement
Expected ATU for eB2B app 1,620,000 Credit Recovered -892.5
Estimated People Onboarded with Samiti Value (in Rs.
One time Financial Aids Offered 450 Lakh)
Groups 180,000 Outlets Particulars
Selling Support Cost 200 Marketing Costs 24.9
Value Ordered via app 54,000,000 Rs
Total 1060.4 AI Advertising Cost 1001
Dicounted Value 54 Lakh Rs
BUDDY Ombudsman App Feature Development 25
Credits Offred 5,000 Rs
Particulars Value (in Rs. Lakh) Total 1050.9
Availed 70% Annually
Buddy Ombudsman Cost 1 Year 750
Annual Incentive for Buddy Ombudsman 50,000 Rs Total 750
Hired Buddy Ombudsman 1,500
HR costs(annual) 750 Lakh
Expected Average Revenue Per User (ARPU) Value (in Rs.)
Expected Revenue from Onboarded Customers 405 Lakh
Factor Adjustment for Channel Shifting=0.8 81 Lakh
Total (additional from APP) 21600 Lakh
ARPU 145800 Lakh
TOTAL SALES FROM ALL CHANNELS 291.6 Cr
 Annexure 4 – Detailed Financials

Disruption 2 via Analytics Rich App Disruption 3 via “Co-Buddy POINTS"

Particulars Value (in Rs. Lakh)

Particulars Value (in Rs. Lakh) App feature Development and Maintenance Costs 25
Analytics and Data App Feature 75 Annual Operations Cost 75
Digital Marketing 720 Total Training Cost 830
Feet on Ground 1340 Expected Redemption thorugh Rewards 1240
Total Rebranding cost 630 Promotion cost 320
Discount to retailer for rebranding 1010 Selling Support Cost 200

Total 3775
Total 2690

v Detailed Financial Calculations

v Excel Embedded.
 Annexure 5 – References
v https://www.onsightapp.com/ordering-app-for-food-distributors-beverage-distributors

v https://datamyte.com/best-apps-for-distributors/

v https://medium.com/slanglabs/voice-assistant-in-apps-udaan-b2b-marketplace-app-ec9ccaf0cafa

v https://www.instagram.com/p/CnyiodXsLys/

v https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/partnering-with-chinas-retailers-a-guide-for-
consumer-goods-companies

v https://medium.com/agileinsider/technical-business-case-study-understanding-ondc-and-integrating-the-seller-apps-eccdc720e9f5

v https://economictimes.indiatimes.com/small-biz/sme-sector/shiprocket-seller-app-to-facilitate-ondc-onboarding-integration-for-
bharats-merchants/articleshow/101214521.cms?from=mdr

v https://www.adjust.com/blog/how-to-build-a-successful-app-onboarding/

v HUL Report : Responsible Digitization of Small Entrepreneurs in Rural India Lessons from digitizing the Hindustan Unilever Shakti
channel : September, 2022

v https://www.linkedin.com/feed/update/urn:li:activity:7101793729690107904/
 Annexure 5 – References
v https://www.mckinsey.com/industries/retail/our-insights/digital-disruption-the-rise-of-eb2b-in-fragmented-retail

v https://www.ft.com/content/ceeab677-f702-40d0-bf20-96e1ed9c630a

v https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-eb2b-opportunity-for-consumer-packaged-goods-
manufacturers

v https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/enduring-ideas-the-7-s-framework#

v https://www.rendertribe.com/b2b-go-to-market-change-management-guide/

v https://www.consultancy.uk/news/amp/12317/7-important-change-management-principles-for-transformations