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General Trade vs. Modern Trade: Choosing the Right Channel for Your Business

General Trade vs. Modern Trade: Choosing the Right Channel for

August 22, 2025 No Comments

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A Simple Guide to Beat Planning & PJP in FMCG (PJP)

Many FMCG companies still rely on traditional route plans—rigid schedules that tell field
teams where to go, but not necessarily why those places matter. These plans focus on
geography, not performance. And that’s a problem.

Because if you’re visiting stores without considering their sales trends, past performance, or
potential? Execution gets lopsided. Some outlets get too much attention and barely move
the needle. Others, the ones pulling in volume, barely see the sales team.

The fallout? Out-of-stock shelves in your busiest stores. Time wasted on low-yield visits. And
over time, a slow—but very real—drain on sales potential.

Take this scenario. A top-selling SKU disappears from a Tier 2 city shelf because that outlet
hasn’t seen a sales rep in weeks. Meanwhile, a small corner shop with low sales gets visited
like clockwork every Friday. That’s not poor planning—it’s missed opportunity, wasted effort,
and a trust gap with retailers.

That’s why forward-thinking FMCG brands are stepping away from these outdated models.
Instead, they’re turning to Beat Plan and Permanent Journey Plans (PJP)—strategic systems
designed to ensure the right outlets get visited at the right time, based on actual sales data,
not habit.

With intelligent routing and real-time insights, brands can:

Keep high-potential stores in regular rotation
Grow average order sizes
Cut down on wasted travel time
Deploy their sales team where it counts

This article explores how beat planning and PJPs sharpen field execution—and how tools like
Botree SFA help convert everyday store visits into real, measurable growth.

What is Beat Planning?

Beat Planning is essentially about organizing your field sales team’s store visits in a smarter,

more purposeful way—usually across a week or a month. It lays out exactly which outlets to

visit, how often, and on which days. Each day’s route—what’s commonly called a “beat”—is

drawn from this larger plan and gives the team a clear, structured list of stops, in a specific

order.

When done right, a beat plan makes every hour in the field count. It clusters important

stores close together to reduce travel, adjusts visit frequency based on actual store

performance, and ensures that even far-off or smaller outlets don’t fall through the cracks.

Core Elements of a Beat Plan

Store Prioritization

Not all stores contribute equally to your bottom line and that’s where store prioritization
comes in. By looking at past sales data like order volume, product mix, growth trends, and
sales velocity, you can figure out which outlets are really moving the needle. These high-
performing stores are ideal for testing new product launches or driving cross-sells, simply
because they already have strong traction.

Frequency of Visits

Once you know which outlets matter most, the next step is getting the timing right. Some stores, especially top performers with fast-moving inventory, might need two or even three visits per week. Others—maybe those with lower turnover or smaller sales volume—can probably get by with a quick check-in once a month. The key is to match visit frequency to the outlet’s actual impact.

Route Optimization

Even a great plan can fall short if it’s inefficient on the ground. That’s where tools like Botree SFA come in. They use real-time GPS data to sequence outlet visits in the smartest way possible cutting down on travel time and increasing face time with retailers. And if traffic patterns or urgent calls come up? The system can adjust on the fly, keeping the day on track

Why Beat Planning is Critical for FMCG Sales Success

In the FMCG world, field execution isn’t just important—it’s everything. It decides whether
your product is consistently available and visible or quietly slipping out of the market. That’s
beat planning, when it’s done right. Isn’t just about drawing routes, It’s a strategic tool for
scaling sales with real impact.

A solid beat plan ensures your sales team is spending time where it counts—at high-
performing stores that drive volume. Importantly, it makes sure you’re not ignoring
untapped areas. This balance helps you uncover new channels, boost market coverage, and
grab opportunities that usually get missed when sales team follow their daily routines.

From a relationship perspective, dependable visit schedules strengthen partnerships with
retailers. When sales team show up regularly, help fix stock issues quickly, support new
promotions, and offer real value, retailers will start seeing them as true partners—not just
order-takers.

For companies managing large or scattered territories, beat planning offers organized
structure. It helps sales leaders see where things are slipping, cut out inefficiencies, and
make sharper decisions using field data.

Beat planning isn’t just a box to tick—it’s a competitive advantage. It gives FMCG brands the
ability to grow smarter, sell more consistently, and build stronger ground-level presence in
every market they serve.

What is a Permanent Journey Plan (PJP)

A Permanent Journey Plan (PJP) is an organized, long-term strategy that sales agents use to conduct consistent, planned visits to retail locations and client sites in their designated area. It is essentially a planned timetable aimed at enhancing sales and service availability, guaranteeing steady interaction with clients and maximizing sales potential.

Unlike Beat Planning, which is flexible and can shift based on short-term needs or
campaigns, a PJP is about regularity. Think of it as a standing commitment—a promise that
every store in the territory gets attention on a predictable cycle.

For example, a salesperson might follow a PJP that includes 40 outlets over five
workdays—eight stores per day, grouped by geography and sales priority. The plan is
typically reviewed every quarter, so it evolves with business goals and store performance.

What makes PJPs valuable isn’t just the structure—it’s the consistency. Retailers know when
to expect their sales team. Sales teams know where to go, every day. That kind of rhythm
creates trust, smoother operations, and a better shot at hitting long-term sales targets.

How is PJP Different from Beat Planning?

While both tools work toward optimizing field sales execution, they serve slightly different
purposes.

Aspect	Beat Planning	Permanent Journey Plan (PJP)
Scope	Tactical (daily/weekly)	Strategic (monthly/quarterly)
Flexibility	Adaptive	Fixed
Objective	Optimize short-term execution	Ensure long-term coverage consistency
Inputs	Current targets, new launches, seasonal push	Store priority, sales history, route mapping
Benefits	– Maximizes daily productivity – Enables quick reaction to market dynamics – Ideal for campaign or seasonal pushes	– Ensures systematic outlet coverage – Builds long-term retailer relationships – Supports planning and resource allocation
Disadvantages	– Can lack long-term consistency if not aligned with strategy – Requires continuous monitoring	– Less responsive to real-time market changes – May lead to rigid routes and inefficiencies – Difficult to adapt to sudden priorities

Most companies utilize both the PJP as a structure and Beat Planning to operate within that structure.

Why FMCG Companies Need a Well-Defined PJP

Permanent Journey Planning (PJP) is at the heart of day-to-day operations for most retail and
FMCG sales teams. At its core, it’s a structured schedule that lays out which stores a salesperson will visit, how often, and for what specific reasons. The goal isn’t just coverage,
it’s consistent support and smooth service across the entire territory.

When sales teams stick to a well-designed PJP, they manage their time better, stay focused
on high-value accounts, and maintain a visible, reliable presence in the market. But the real
value of a PJP goes beyond just “showing up.” These regular visits offer real insight into how
consumers behave, what’s selling (and what’s not), and how inventory flows within each
store.

They also open the door to valuable conversations—with retailers, about problems, new
SKUs, feedback, and reorders. Over time, that steady rhythm builds trust, improves
collaboration, and strengthens the brand’s standing on the shelf.

Plus, PJPs help sales team stay in tune with the competitive landscape—what rival brands
are doing, pricing shifts, or display changes. That feedback loop becomes a crucial
advantage, especially in massive markets like the U.S. (worth over $7 trillion) or fast-growingones like India (worth more than $60 billion). In both cases, executing PJPs well can have a
real impact on market performance.

But how exactly does a well-executed PJP deliver on-the-ground impact?

In addition to organized territory coverage, PJPs make a significant impact in:

Guaranting ongoing customer interaction by consistently visiting every store.
Minimizing lost sales chances by ensuring steady presence.
Enhancing the precision of demand forecasting by supplying consistent sales
information from each location

Key Benefits of Beat Planning & PJP for FMCG Sales Teams

When done right, Beat Planning and Permanent Journey Plans (PJP) do more than just
organize your sales team’s day—they become strategic assets. These systems help FMCG
brands uncover new growth opportunities, manage territories more effectively, increase
sales productivity, and deliver a more consistent, high-quality experience to retailers.
And the impact builds over time. The compounding effect? Higher sales, stronger brand
visibility, and deeper customer loyalty.

Let's analyze the advantages across five key business results:

1. Better Market Penetration

For FMCG brands trying to grow across new regions, a consistent retail presence is everything. Beat Planning and PJPs work together to make sure no part of the map—urban or rural—is left out

Strategic Penetration = Wider Reach + Greater Visibility + Competitive Edge

For Example:

Consider a dairy brand operating in Haryana. By implementing Botree AI Route Optimization
system, they could restructure beats across low-priority rural outlets. With improved
coverage and consistent visits, such brands often see a 20–25% increase in outlet activation

— converting previously underperforming kiranas into high-contributing accounts.

Explore Botree AI Route Optimization

2. Higher Sales Team Productivity

When sales team spend less time driving and more time selling, everyone wins. A strong
beat plan eliminates guesswork and lets salespeople focus on what they’re best at—building
relationships and closing deals.

It also balances the workload. With GPS tracking and dashboards, managers can spot under-
served areas, shuffle territories, and make sure every team member is being used to their
full potential.

Botree Insight

Botree SFA live dashboards help managers view sales team adherence, time at outlet, and visit frequency — making it easier to track effort and reward performance.

3. Smarter Inventory Management

Striking the right balance in inventory is tricky—you want to avoid both stockouts and
overloading distributors. Regular store visits help sales team place smarter, more accurate
orders based on real demand.

Timely, data-informed visits mean:

No more last-minute emergency orders
Less chaos for distributors
Fewer lost sales due to empty shelves

Beat Planning + PJP = Supply Chain Stability.

Did You Know?

Botree AI Product Recommender with Suggested Order Quantity (SOQ) integrates directly
with beat plans. It analyzes order history and recommends quantities during the visit —
making it easier for sales team to upsell and avoid understocking.

Explore Botree AI Product Recommender with SOQ

4. Stronger Retailer Relationships

For retailers, it’s not just about placing an order. It’s about partnership. And that partnership
grows when sales team show up consistently, keep them in the loop, recommend new
products, and help manage things like credit or stock issues.
Over time, these regular touchpoints build trust—and when retailers trust your team,
they’re far more open to collaboration.

What does that look like in practice?

Better shelf space, thanks to stronger relationships
Faster rollout of new products, driven by engaged reps
Real-time feedback on promotions, packaging, or pricing
Fewer disputes, because communication stays clear and consistent

Your sales team isn’t just selling—they’re strengthening the brand every time they walk through the door.

5. Data-Driven Decision Making

When Beat Planning and PJPs are managed digitally, they turn every field visit into usable
data – visit frequency, order sizes, sales trends, even how efficiently each rep is working.

This gives sales leaders a clear window into what’s working and what needs fixing.

With the right data at hand, brands can:

Pinpoint high-performing outlets and apply those strategies elsewhere
Spot weak beats early and course-correct with training or route tweaks
Adjust visit frequency in real time based on seasonal or behavioral trends
Decide exactly where and when to launch a new SKU or campaign

Over time, this steady flow of insights fuels smarter decisions, sharper execution, and a sales operation that’s always evolving—not stuck on autopilot.

Did You Know?

Smarter beat planning and better retail reach come from clear insights!

👉 See 4 Proven Ways to Improve Sales beat Planning and Retail Reach

Common Challenges in Traditional Beat Planning & PJP Implementation

Most FMCG companies understand the value of better Beat Planning and PJPs. They know
these systems can improve sales coverage, drive productivity, and strengthen retail
relationships. But knowing it and making it happen? That’s where things get stuck.

Even after investing in field teams and ERP systems, many brands still face familiar
roadblocks:

Store visits get missed
Travel plans aren’t followed
Coverage data is incomplete or unreliable
Sales reps operate with limited oversight

So, what’s holding them back?
Let’s break down the most common challenges and how brands can start solving them.

1. Manual Scheduling Errors

The most prevalent obstacle remains unexpectedly analog: route maps on paper and Excel
spreadsheets.
These tools are:

Hard to update across large teams
Easily lost, misused, or outdated
Dependent on the sales team memory and initiative

And here’s the real problem—they can’t adapt to live conditions. If a new store opens, traffic
patterns change, or distributor inventory shifts, your plan falls apart.

The Fix: Use a cloud-based beat planning tool like Botree SFA. It centralizes all routing,
integrates automatically across the team, and adjusts in real time based on actual market
data.

2. Inconsistent Store Coverage

Not all sales team are working with the same load. One might be juggling 50 spread-out outlets, while another has 20 within a few blocks. The result? Unbalanced effort and missed opportunities.

This often leads to:

Reps prioritizing convenience over sales potential
Skipped visits or rushed appointments
Burnout on one end, idle time on the other

The Fix: Classify outlets by sales volume and order frequency—A, B, or C tiers. Then assign reps accordingly. With Botree, managers can visualize coverage gaps, rebalance workloads, and ensure fairness across the team.

3. Lack of Real-Time Data

Some of the best opportunities are the ones no one sees—until it’s too late.

That might include:

New outlets in growing neighborhoods
Stores that expanded shelf space
Retailers eager for more SKUs but rarely visited

When these go unnoticed, brands lose ground to more agile competitors.

The Fix: A dynamic beat plan powered by tools like Botree SFA tracks real-time sales data and retailer feedback. It flags rising stores and lets your team pivot quickly to seize those windows of opportunity.

4. Missed Growth Opportunities

Some of the best opportunities are the ones no one sees—until it’s too late.

That might include:

New outlets in growing neighborhoods
Stores that expanded shelf space
Retailers eager for more SKUs but rarely visited

When these go unnoticed, brands lose ground to more agile competitors.

How to Build an Effective Beat Plan & PJP Strategy

Building a solid beat plan or PJP strategy isn’t just about mapping store visits on a calendar. It’s about aligning your field execution with broader business goals—while making sure your sales team has the tools, structure, and support to make it work in the real world.

In other words, it’s planning and execution working hand in hand.

Here’s a simple, five-step approach to help you create a scalable, data-driven beat planning and journey strategy tailored for your FMCG business:

Step 1: Define Sales Goals

Before you start drawing routes or assigning outlets, take a step back and define what you’re trying to achieve.

Ask yourself:

Are we aiming for full outlet coverage across a region?
Do we want to increase the average order value per visit?
Is improving shelf presence for certain SKUs a priority?
Are we trying to launch new products more efficiently?
Do we need to reduce stockouts at key accounts?

Whatever your goals are, they’ll shape everything—from how you prioritize stores to how often you visit them and which reps handle which areas. Clear goals set the direction for a smart, effective plan.

Bonus Tip

Align beat plans with your overall go-to-market (GTM) strategy, especially if you’re using differentiated channels like general trade, modern trade, or van sales.

Step 2: Segment Retailers & Prioritize Outlet

Not every outlet brings the same value to your business. And treating them all the same? That’s a fast track to wasted time and missed opportunities.

Instead, use market data to segment your stores based on factors like:

Past order volume
Product mix
Location (urban, semi-urban, or rural)
Payment history
Openness to stocking new SKUs

Once you’ve done that, group them into tiers:

Tier A:High-value, fast-moving outlets — visit weekly
Tier B:Mid-tier performers — visit every two weeks
Tier C:Lower-volume stores — a monthly check-in is enough

This way, your sales team spend their time where it counts, while still maintaining coverage across the board.

Step 3: Optimize Sales team Workloads

Once you’ve segmented your outlets, the next step is to match them with the right reps. But it’s not as simple as just drawing geographic zones.

You also need to consider:

Travel feasibility– Are the outlets close together or spread out?
Sales volume– How much business does each area generate?
Rep capacity– How many quality visits can each team member realistically make per day?

This is where a tool like Botree AI Route Optimization becomes invaluable. It analyzes outlet clusters, sales goals, and travel constraints to recommend balanced, efficient assignments. The result? Smarter routing, reduced burnout, and more consistent coverage.

Step 4: Track & Analyze Performance

Once your plan goes live, it’s crucial to stay on top of it—daily. Without regular tracking, old habits can creep back in and throw off your strategy.

Keep an eye on key metrics like:

Visit completion rates by each rep
Route deviations (planned vs. actual stops)
Order conversion per outlet
Time spent at each store
Missed visits and how quickly they’re rescheduled

Botree SFA makes this easy with real-time dashboards. Managers can instantly see how the team is performing, reassign outlets when someone’s unavailable, and tweak routes based on what’s happening on the ground. It keeps the plan flexible without losing structure.

Step 5: Continuously Improve Using Data

No matter how solid your plan is, it’s not set in stone. The best strategies evolve—and they do so by listening to both the data and the people using them.

Use field insights to refine your approach:

Reclassify outlets—maybe a low-tier store has started showing strong growth
Adjust visit frequency—top-performing stores might need more face time
Reassign clusters—if a rep is underperforming in a region, reshuffle
Fine-tune routes—to reduce travel fatigue and improve efficiency

And don’t forget your most valuable resource: your sales team. They’re out there every day. Encourage them to share what they see—new outlets popping up, inactive stores, competitor moves. The more input you gather, the sharper and more responsive your strategy becomes.

Pro Tip

Revisit and refresh beat plans every 90 days, aligning with business reviews, seasonality, and distribution shifts.

Final Thoughts

Beat Planning and Permanent Journey Plans (PJP) provide more than just structure; they deliver precision. They enable sales leaders to transition from speculation to data, from routine to rhythm, and from coverage to conversion. In a sector where margins are slim and chances are rare, that accuracy transforms into a strategic benefit.

Let’s summarize the benefits you obtain with an effectively implemented journey strategy:

Wider retail reach with no outlet left behind
Smarter sales operation with sales team capacity fully utilized
Predictable order cycles that stabilize your supply chain
Deeper trust with retailers who value consistency
Real-time visibility into what’s working — and what’s no

But here’s the twist: you can’t arrive using spreadsheets and guesses.

You require a system which can convert insights into actions, growing your business, and adapting to your market. You require a system that links your field team, distributor, and supply chain in a single smart cycle. You require something like Botree Software.

Frequently Asked Questions

1.What’s the difference between Beat Planning and Permanent Journey Planning (PJP)?
Beat Planning focuses on short-term tactical execution—daily or weekly outlet visits—while PJP is a long-term strategy designed for consistent, structured coverage across months or quarters.

2.How often should I revisit or revise my Beat Plan or PJP?
Ideally, beat plans should be reviewed monthly or quarterly to align with sales trends, outlet performance, and seasonal shifts. PJPs, while more stable, benefit from a quarterly review to stay relevant.

3.How can I segment outlets for smarter beat planning?
Segment outlets based on historical order volume, product mix, location, payment behavior, and openness to new SKUs. This allows you to prioritize visits based on impact.

4.What tools can help automate and optimize my beat planning process?
Platforms like Botree SFAoffer AI-powered route optimization, real-time dashboards, and outlet segmentation to automate beat planning and improve field efficiency.

5.How do Beat Planning and PJP improve retailer relationships?
Regular, consistent visits foster trust. Retailers value timely support, consistent service, and proactive engagement—which structured beat plans and PJPs deliver effectively.

Will Agentic AI Disrupt Your RTM Strategy—or Supercharge It ? → Register Now

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A Simple Guide to Beat Planning & PJP in FMCG (PJP)

What is Beat Planning?

Core Elements of a Beat Plan

Store Prioritization

Frequency of Visits

Route Optimization

Why Beat Planning is Critical for FMCG Sales Success

What is a Permanent Journey Plan (PJP)

How is PJP Different from Beat Planning?

Why FMCG Companies Need a Well-Defined PJP

But how exactly does a well-executed PJP deliver on-the-ground impact?

Key Benefits of Beat Planning & PJP for FMCG Sales Teams

Let's analyze the advantages across five key business results:

1. Better Market Penetration

For Example:

2. Higher Sales Team Productivity

Botree Insight​

3. Smarter Inventory Management

Did You Know?

4. Stronger Retailer Relationships

5. Data-Driven Decision Making

Did You Know?

Common Challenges in Traditional Beat Planning & PJP Implementation

1. Manual Scheduling Errors

2. Inconsistent Store Coverage

3. Lack of Real-Time Data

4. Missed Growth Opportunities

How to Build an Effective Beat Plan & PJP Strategy

Step 1: Define Sales Goals

Bonus Tip

Step 2: Segment Retailers & Prioritize Outlet

Step 3: Optimize Sales team Workloads

Step 4: Track & Analyze Performance

Step 5: Continuously Improve Using Data

Pro Tip

Final Thoughts

Frequently Asked Questions

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