Integrated Planning for Commercial Excellence in Tobacco Industry

This case study outlines the collaboration between ITC Infotech and a leading tobacco product manufacturing company to enhance its global trade and commercial processes. The company, operating in over 70 countries with a turnover of GBP 25 billion, faced significant challenges due to manual processes that resulted in long cycle times, inefficient allocation of trade funds, and inadequate insights into retailer and consumer behavior. ITC Infotech conducted an assessment of the existing processes and implemented an Integrated Business Planning (IBP) solution. This included the design and development of the IBP platform, establishment of a Center of Excellence, and deployment across various retail outlets. The integrated planning solution enabled improved collaboration across strategic, operational, and execution planning, leading to a 60% reduction in new product launch time, a 1.5% increase in ROI on trade funds, and a 30% increase in sales productivity. The results demonstrate the effectiveness of a data-driven approach to decision-making in the commercial landscape.