Web and Mobile Trade Marketing Apps for an FMCG Company with 82K Employees
About the Client
The Client is one of the world's largest marketing agency networks, with 100 offices in more than 80 countries and 10,000 employees. Among the company's customers are leading global brands across consumer goods, technology, food and beverage, and automotive.
Tailored Trade Marketing Planning for 180+ Markets
One of the company's customers is a leading international FMCG corporation with 82,000 employees and products sold in over 180 markets. To boost its worldwide sales, the customer needed complex trade promotion management software that would serve as a trade marketing planning system and could be customized to operate in a particular market (world region or country). INNERLUXES was chosen to take over the development process and coordinate the third-party teams working on the project.
Two Interconnected Apps: Field Planning and Market Execution
Within a week of the request, INNERLUXES's team of consultants — including one certified Scrum Master and two business analysts — visited the Client's headquarters for a short training session before the project started. Over the following month, the custom software development team was ramped up with 10 experienced .NET developers, who developed two interconnected applications:
- Field planning tool: an intuitive application that helps regional headquarters create trade marketing plans while achieving almost real-time visibility into progress. A plan contains a set of tasks to be performed by territory executives to improve revenue for a certain geographical area (for example, a city or a group of states). The HQ can allocate budgets and resources for particular activities.
- Market integrated platform: makes performing marketing activities easier for territory executives. Armed with iPads and following a sequence of well-defined tasks, they can schedule visits to target outlets and initiate brand promotion. A separate app was developed for each activity. The apps are integrated with the system back end, which allows the HQ to monitor performance.
INNERLUXES efficiently implemented Agile practices to coordinate three international development groups. The team was responsible for the full development cycle — from requirements analysis and planning through implementation to support.
One Trade Marketing Solution Used in 60+ Countries
The end customer received handy automation software that is now applied in more than 60 countries. By increasing alignment between regional planning and territorial execution, the company has improved efficiency in many areas — from national portfolio and channel strategies down to the execution level.
Technologies and Tools
Back end: ASP.NET MVC 5, ASP.NET Web API, WCF, Entity Framework, Windows Services, Microsoft SQL Server.
Front end: HTML, CSS3, jQuery, Backbone.js, Underscore.js, RequireJS, iOS.
Continuous integration: Windows PowerShell, TeamCity.