In an attempt to synchronise promotional schemes at the trade level with supply chain processes, Dabur India is developing a software titled "MFG /PRO". Billed "Project Synergy", the company plans to nationally implement the initiative for trade by July 2002. According to the company, tile initiative arrives at creating a converging action plan to Integrate marketing strategies with e-Enterprise Resource Planning Solutions.

Says Mr Gopal Shukla, Chief Information Officer (CIO), Dabur "This system arrives to create a deliverable processes in our outbound logistics and seamlessly integrate It With strategic Inventory management, credit control and sales generation".

Significantly, according to Mr Shukla, the system helps to track primary sales through an analysis of stock movements online and accordingly enable an effective forecasting.

Adds Mr Shukla: "Traditionally FMCG corporates would utilise back-end systems to monitor secondary and tertiary sales. However, this can be effectively initiated only when primary sales are monitored. Therefore, the technological domain would be a transactional indicator that would aid efficient forecasting along with evaluating secondary and tertiary sales".

Further, the company believes that this aids effective brand building through assessing regional performance of bands. Mr Shukla informs that there are indicators of mobility of brands and SKU's with in specific divisions, areas and zones. Hence, areas where there Is low brand penetration, the company can accordingly activate the marketing function to gear up on the brand communication exercise.

Further, at the trade level the company has, been implementing schemes like out of every 50 SKU's sold 1 SKU is free. In such cases, the synchronisation between the technology and information on stock transactions would help In devising customised promotions to attain the desired promotional objective.

Says Mr Pradeep Erinjery, Director, Thirdware Solution Ltd., which has conceptualised the project for Dabur: "There are seven warehouses, multi- manufacturing locations and complex distribution systems. The goal of such projects would be to reduce the inventory level, ensure the right product mix for promotional scheme's and enhance visibility at every level of the supply chain. This finally consolidates into effective brand leveraging".

According to Mr Erinjery "The system is primarily targeted at optimising the strategies that incorporate product movement, distribution and promotions."

A consultant from Deloitte Touche Tohmatsu (DTT) says: "The systems can create the right synergies only when they also have the potential to suggest actionable targets that can help in product planning at every level of the company's supply chain process".