Notable Work Done
Driven impactful transformations across diverse business environments—from pharma-to-FMCG transitions and e-commerce scale-ups to trade spend optimisation and field force efficiency. Our interventions have enabled business turnarounds, rural expansion, and urban retail optimisation through data-led insights. By introducing gamification for product launches, cold-chain distribution audits, and DMS automation, LBC helps organisations modernise operations, boost profitability, and build agile, performance-driven sales ecosystems
Case Study
Auditing the Distribution Footprint to Identify the Right Store for a Cold-Chain Category
Company
Mid Sized MNC
Sector
FMCG Foods
Project
Getting placement right
The company wanted to ensure the category sold to the right store as it needed a cold chain environment and also make the product available in weighted stores.
COMPANY CHALLENGES
A leading FMCG food company was launching a cold-chain-dependent category, a first of its kind within the organization. Ninety-eight percent of the sales team had no prior experience managing cold-chain products, and only a handful of leaders had worked in the category before. Beyond building infrastructure and training, the biggest challenge was identifying the “right store” — outlets with the necessary infrastructure, brand affinity, and category potential. Incorrect placement could lead to high spoilage, cancellations, and erosion of early consumer trust.
OUR APPROACH
As Sales Head, I led a structured initiative to embed right-store selection and compliance into the sales process.
- Designed and integrated a store-audit form within the SFA, making it a mandatory step in every sales call.
- The audit captured key store parameters — cold storage availability, infrastructure readiness, loyalty program participation, and presence of affinity brands — to classify stores as “right fit” for the launch.
- Reoriented sales reviews to focus on right-store compliance rather than numeric distribution, ensuring long-term placement quality over short-term volume.
- Drove extensive product and process training, reinforcing the science behind store selection and cold-chain handling.
- Established real-time dashboards and compliance scoring, creating visibility across zones and reinforcing accountability at every level.