EMAMI DEBDIP 1

8/8/2019 EMAMI DEBDIP 1

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Presentation on learning objectives during sales training

By- Debdip Ghosh.

Management Trainee

August 23rd, 2010-2011.


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` Understanding the role & responsibilities of a SISS.

` Get a insight of FMCG sales and distribution.

` Meaning of sales call, outlet classification, DRCP, frequency of coverage,

range selling.

` Knowledge of different S.K.Us across all brands.` To get acquainted with market dynamics, market issues and competitions.

` Understanding the role & responsibilities of an ASO.

` Distributor management & appointment of new distributors.

` Analysis of sales data, ROI, coverage objectives.

` Stock ordering & settlement of various claims.


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` Representing the company to the retailers and whole sellers.

` Generating secondary sales.

` Order taking as per beat plan(DRCP) in DSR book.

` Fulfilling beat-wise and brand wise targets.

` Launching new products in the market.

` Delivery follow-up, pending bills collection.` Stock check & co-ordinate primary sales.

` Facilitating merchandising activities.

` Damage stock return and settlement as per procedure.

` Reporting to ASO, filling up DSR, stock control sheet, secondary sales

report.` Handing market issues.


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Territory- South Kolkata, Period working as a SISS: 13/07/10 to 13/10/10

` Merchandising and display- Lack of visibility of Emami products, no hot

spot display, displays are not attractive, outdoor advertsing is very limited.

` Whole-sale relationship program should be introduced, like HULs- Vijeta,

P&Gs- Bandhan, J&Js- Inner circle program.

` Distributors have upper hand in stock ordering which affect the primary

target of the company.

` Damage stock replacements.

` Boroplus sun screen lotion is non moving.

` Lamila- Gradually losing the opportunity.

`

SISS- Training and development workshops should be held.` During new launch free sample should be given to retailers/consumers to

sell ample in future.


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` Achieving sales target both primary and secondary in a particular designated

area.

` Leading & motivating sales team to organizational goals and targets.

` Representing company to the distributors and facilitating primary orders.

` Managing distributors and appointing new distributors in a particular

territory to increase volume and coverage.

` Keeping track of sales data and analysis of data for forecasting, flighting,

supervising etc.

` Giving service to distributors like claims settlements of free gifts, damage

stock, stock transfer, ordering of stock.

` Co- ordinating merchandising activities in the territory.

` Finding new markets in the territory to increase the scope of retailing.

` Facilitating various branding activities in the territory.


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Territory: Burdwan District, Period: 18.10.10 to 20.11.10.

Lack of manpower to cover all the major beats in the whole territory.

Logistics problem- Stock reaches D.B after 10-15 days of order booking.

No merchandiser is sanctioned for any district towns, whereas every

competitor is doing enormous merchandising activities.

Very small amount of POP materials reaches the distributor point( lack of

allocation of POPs for each D.B at depot)

RTGS/NEFT code are not available with many distributors which effect

primary targets and order delivery.

Investment capacity is not sufficient of many distributors.

Distributors like asansols A.K enterprise are not serious about retailing in

small and distant towns.

Non moving stocks like sardi ja, good morning etc are lying idle with many

distributors.

Heavy under-cutting in many border areas of burdwan like asansol and

barakar from jarkhand side.


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` Kolkata depot handles all three division- domestic, international & C.S.D for

both Emami & Zandu.

` Emami and zandu invoicing is done against RTGS, NEFT, D.D and

Cheque.

`

Goods are dispatched after payment is realized in company bank a/cs.` Goods are delivered to north & south 24 parganas by company transport

and for up country town 2 courier service agency are engaged.

` Constant track of payments through MIS and banking efficiency report.

` Receiving of damaged and expired goods from distributors and replacing

them.` Kolkata depot handles all POP delivery and transfers to other depots.

` Warehousing finished goods and packing goods when required.


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Return Claims:

` Damage.

` Statutory Return.

` Normal Return.

` Shortage Claims.

` Intact shortage.

` Transport shortage.

` No pending Claims received quarterly from distributors.

` Secondary claims

` Mentioned in circular.

` Lifting cum display.

` Key account claims for modern trade.

` Rural claims, Van subsidy, special claims like diwali etc.

` Siss/ Edsm stipend and incentive claims.


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Kolkata South.` Distributors only stock and delivers

the products.

` Serious Involvement of 60-70%

Distributor in Emamis business.

` ASO,SISS have better rappo and

control over the distributors.

` Merchandising activities done for

every beat by merchandiser.

` Transport problem is not major.

` All beats are covered and serviced on

a regular basis.

` Demand of emami products are less

in A, B class outlets.

Burdwan dist.` Distributors stocks, delivers and sells &

merchandises for the company.

` Distributors are not involved in emamis

business.

` ASO, SISS have good relation but not total

control over the distributors.

` Siss is responsible for merchandising

activities.

` Transport from depot to D.B is a big issue.

` All beats are not serviced on regular basis.

` Emami products have a good demand in

rural markets.


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A sales call can be an postman call or a S.M.A.R.T call. A

smart call is more effective and professional.

` S- Salutation.

` M- Merchandising Check.` A- Always start with promotional offer.

` R- Range calling with schemes.

` T- Thank you.


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Company

Factory-B.TRoad.

Depot

(Kolkata)

Distributor

(V.K Traders)

Distributor

(K.KEnterprise)

Retailer

(DhinobondhuStores)

Retailer

(Maa LakmiBhander)

Finalcustomers.

Retailer

(Fancy Stores)

Depot

(siliguri)

Distributor


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Channels

` WS: Wholesale.

` SW: Semi- wholesale.

` MT: Modern Trade.

` KR: Kirana.

` CH: Chemist.

` FS: Fancy Stores.` GS: Grocery Stores.

` PB: Pan Biri.

W/S Classification RETAIL Classification

A+: > 50,000. A+: > 5000.

A: > 25,000. A: > 2000.

B: > 10,000. B: > 1000.

SEMI: >5000. C: > 500.

D: < 500.


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` DRCP: Daily route coverage plan. It is also known as BEAT. It consists of

shops name, address, contact persons & name ph no., category,

classification, frequency of coverage.

`

Frequency of coverage of a BEAT is determined by the sales volume themarket has aggregately. Depending upon the previous months average sales

the BEAT is covered weekly or fortnightly.

` Sales Target: It is derived by taking into account the previous years sales of

the particular month and then adding the subsequent percentage growth rate

desired for the period. Then this monthly sales target is broken down into

weekly beat targets.


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` A sales target for a month is set with accordance with the last years

corresponding month sales figure and the growth rate targeted.

Example- Last year the sale in the month of July, 09 was Rs 2,00,000 for

Superb Marketing , Garia. This year for the month of July,10 the sales target

is 2,50,000. So the %age growth rate is 25%.

Therefore we have to break the target for whole month into weekly targets.

The optimal break-up should be:

1stweek- 30%- 75,000.

2ndweek-30%- 75,000.

3

rd

week-20%- 50,000.4thweek-20%-50,000.


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Then the weekly targets derived has to broken down into BEAT wise targets

which depends upon the average value of the BEAT.

For Superb Marketing:

Day BEAT Value ( Rs.) Growth% New Target.

Monday Kudghat 10000 25%(2500) 12500

Tuesday Basdroni 7000 25%(1750) 8750

Wednesday Rani khuti 10000 25%(2500) 12500

Thursday NetajiNagar 8000 25%(2000) 10000

Friday Tollygunj 12000 25%(3000) 15000Saturday Boral 15000 25%(3750) 18750


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` Advantage.

` Features.

` Benefits.

Action Close.

A Sales Burger..


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For South Kolkata:` Stock out problem during peak season, so adequate production and sales

forecasting should be done properly.

` In kolkata region Siss incentives should be based on after delivery value not

DSR figures.

`

Distributors in kolkata work in cash basis for emami products which is not acommon practice in FMCG industry E.g K.K ent. V. K Traders.

` Siss/Edsm should be enrolled under a third party payroll which with give

them security & motivation, and also bring down attrition rates.

` Out of home advertising like banners and hoardings are very less as

compared to other competitors.


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For District:- Observed Burdwan district & part of birbhum.

` More Siss/Edsm should be sanctioned for a Huge territory like burdwan to cover all

major beats properly( total beat-115, retail universe- 3376, till oct 10) and tappotential value. Presently 6 Siss is working for 19 distributors.

Facts about the territory:

2008-09- No. of siss worked 8. Achieved 291.09 lakhs.

2009-10- no of siss worked 6. Achieved 400.23 lakhs, 37% growth YoY.

2010-11,till sept- 171.10 lakhs, siss worked 4. Target was 157.02 lakhs, achieved 109%,

growth on YoY- 41.87%.

` No merchandiser is sactioned for the territory which affect product visibility & everycompetitor is doing enormous activities.

` Very less amount of pops materials is send to the distributors due to lack of properallocations at depot.

` Delivery from depot after billing , infrastructure and manpower at depot should be

improved.` New small distributors in rural parts should be appointed to serve interior markets

properly and ease off pressure from main town distributors.


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THANKYOU.

@ Emami we make peoples life healthy & beautiful naturally.

Documents

EMAMI DEBDIP 1