Client
A leading Indonesian distribution company with branches across Sumatera, Java, Bali, Kalimantan, Sulawesi, and Papua, supporting over 500,000 direct-coverage outlets.
Glance
A sales and distribution transformation helped the client strengthen route planning, outlet segmentation, branch-level controls, and field execution across its Indonesian network.
Issue
Facing intense FMCG competition, the client needed to increase sales volumes by improving distribution management, route planning, outlet segmentation, salesforce productivity, and sales call effectiveness.
Approach
YCP supported the client through a 50-week operational transformation focused on improving sales productivity and branch-level management control. The engagement began with an eight-week Focus Process®, using observational studies, process mapping, control mapping, brown paper studies, and stakeholder workshops to design improvement solutions. A Management Action Team and full-time Task Force were established to drive implementation, resolve roadblocks, and roll out changes across branches. YCP introduced outlet segmentation, KPI and visit effectiveness dashboards, standardized meeting agendas and reports, monthly catalogues for upselling and cross-selling, and improved sales supervision routines. Supervisors were trained to conduct regular joint visits, review ineffective routes and visits, integrate segmentation into outlet databases, and use dashboards to monitor sales productivity. The implementation covered 30 branches across Java, Sulawesi, Sumatera, and Bali.
Engagement ROI
The engagement delivered a 4.51% sales volume increase in project branches compared with control branches, equivalent to USD 2.4 million in revenue during the project period. YCP also implemented improved outlet segmentation, branch management controls, sales routes, visit completion, and conversion rates.
