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Urban PDA: A Digital Assistant for Sales Operations enhancement

This case study delves into the transformative journey of Marico, a leading FMCG company in India, leveraging the power of the Urban PDA (Personal Digital Assistant) solution. Discover how Marico streamlined its sales processes, enhanced operational efficiency, and empowered its field force with advanced digital tools.

About Customer

Industry
-FMCG
System Users
2000+
Location/Country
India

01 Challenges Faced by Marico:

Marico, a prominent player in the FMCG sector, encountered several challenges in managing its vast sales operations efficiently. Some of the key hurdles included:
  • Cumbersome manual sales processes leading to inefficiencies and delays.
  • Lack of real-time visibility into sales data, hindering decision-making.
  • Difficulty in managing a large workforce spread across diverse regions.
  • Limited accessibility to critical sales tools and resources in remote areas.

02 Proposed Solution:

Marico partnered with Atrina to implement the Urban PDA solution, aimed at revolutionizing its sales operations. The proposed solution comprised the following key modules:
  • User Management
  • Dashboard for real-time insights
  • Start of the Day (SOD) checklist
  • Transaction recording capabilities
  • Order Management System (OMS) encompassing SKU catalog, discounts, sales return, collections, and merchandising functionalities
  • End of the Day (EOD) checklist
  • Add Outlet feature for on-the-go expansion
  • Robust Reports & Analytics for informed decision-making
  • Geo-Fencing to monitor field activities
  • Seamless Online/Offline Access for uninterrupted functionality in diverse environments.

03 Implementation Process:

The implementation process of the Urban PDA solution at Marico involved meticulous planning and execution. The key steps included:
  • Code Migration to ensure compatibility with the new platform.
  • Creation of Git repositories for version control and collaboration.
  • Server Setup across Development, User Acceptance Testing (UAT), and Production environments.
  • Migration from native applications to Flutter framework for enhanced cross-platform performance.
  • Successful Go Live with comprehensive testing and deployment strategies.

Product Screens

Phone base image

04 Technologies Used:

Frontend:

Flutter for a seamless cross-platform experience

Backend:

C# and .Net for robust server-side functionalities.

Database:

SQL Server for secure and efficient data management.

05Business Advantages:

The implementation of the Urban PDA solution brought forth a multitude of benefits for Marico, including:
  • Streamlined Sales Processes:  Automation and digitization led to significant improvements in operational efficiency.
  • Real-time Insights: Dashboards and analytics empowered decision-makers with actionable insights.
  • Enhanced Field Force Productivity: Equipped field teams with intuitive tools for better performance.
  • Scalability and Flexibility: The solution seamlessly adapted to Marico's evolving business needs and growth.
  • Improved Customer Experience: Faster order processing and enhanced service levels boosted customer satisfaction.
  • Cost Savings: Operational efficiencies resulted in cost savings across various aspects of sales operations.

Testimonials

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