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Direct Distribution SalesProductivity strategiesDelhi NCR
Citation preview
Expanding and Improving direct sales, distribution and
marketing in NCR region Shobit Mahajan (48A)MBA 2014-16 batch
IIFT Delhi
Agenda
Project Overview
Methodology
Markets covered
Analysis
Bizom – CRM tool
Results and Recommendations
Way forward
Project Overview
To determine the factors which persuade retailers for sale
To increase distribution by dividing proper areas for each sales executive
Opening new outlets and increase sales
Analyze data, making sales plans and making promotional activities
Material & Cash Flow – FMCG Industry
HECTOR BEVERAGES PLANT
Company Owned Depot
CFA Partner Depot Super Stockiest
Distributors
Retailers Retailers
Distributors
Retailers Retailers
Distributors
Retailers
Direct OperationsIndirect Operations
Flow of material Flow of money
Methodology
Exploration
Expansion
Geographical Contiguity
Visit Market Gather Feedback View Data Use Google Maps
Hire new sales executive
New relations with retailers
Activate new stores and enter new areas
Break existing routes into multiple routes to increase distribution
Assign new routes to each sales executive according to geography
Trade schemes, Promotional
Offers & Motivation
Merchandizing Training of new SE Schemes &
Promotions designing
Sales plan for general trade as well as high volume outlets
Markets Covered
South Delhi
Mahipalpur Vasant Kunj HauzKhas Malviya Nagar Lodhi Road Jamia Nagar Lajpat Nagar Greater Kailash South EX NFC Dhaula Kuan Nizamuddin Saket
Bizom – CRM tool (1/4)
Bizom: CRM tool integrated with ERP to track sales order of sales executives
Bizom – CRM tool (2/4)
Bizom – CRM tool (3/4)
Bizom – CRM tool (4/4)
Analysis: South Delhi
Number of Stores : 110+
Prob
lem
s fr
om R
etai
lers
Problems from
Sales Team• Retailers are skeptical
about new product• They want credit/Bill to Bill
payment terms• They are not interested in
keeping paper based packing
• They have excuses like space constraint in store
• Taking retailers for granted• Aggressive behavior with
Retailers• Irregular Service: Not visiting
Retailers on weekly basis• Less credit limit; Not willing to
take risk
Key Insights
Transfer of Sales Executive from one route to other results into huge loss
Jamia Nagar is potential market for us. It has 15-20 SAMTs
Sales Executive know about majority of Stores but they are not able of crack because :
I. Retailers compare price with Modern Trades
II. It takes approximately 30 minutes to crack one SAMTs
III. Retailers seek Bill to Bill Payments after bitter response in ‘Tzinga’
IV. To increase sales, SEs pitch Tzinga & Paperboat together
Results (1/2)
No of SAMTs 265
No of SAMTs Cracked: 130
South Delhi Route SAMTs: 90
South Delhi Route (Current)
SAMTs visit/ Day 17
Sales/Day 54.995
SAMTs visit/ week 102
Sales/Week 329.97
Sales/Month 1319.88
Sales/Day/SAMTs 3.235
Expected Sales(Current)
Sales/Day/SAMTs 3.235
Number of SAMTs 265
Total Visits/Month 1060
Sales/Month 3429.1
Sales/year 41149.2
Revenue/Year(Rs.23/pc) 11357179
Results (2/2)
South Delhi Route (Future)SAMTs visit/ Day 20Sales/Day 120SAMTs visit/ week 120Sales/Week 720Sales/Month 2880Sales/Day/SAMTs 6
Expected Sales (Future)Sales/Day/SAMTs 6Number of SAMTs 265Total Visits/Month 1060Sales/Month 6360Sales/year 76320Revenue/ Year (Rs 23/Pc) 21064320
Sales Revenue : 21064320 is Optimistic figure
REASON• Sales/Day/SAMTs is west Delhi would be 3• Sales will dip drastically in winter season• Distributor Model will also reduce the
Revenue
Average Revenue
Sales/Month 3000
Sales/year 36000
Revenue/ Per Year 10368000
Way Forward
• Same task needs to be done in East Delhi, Noida , Greater Noida, Gaziabad , Faridabad
• Incentive Model will push Sales Executive to search new SAMTs
• One Sales Manager to look after the working of SAMTs
• Chota Paperboat in dense market where customer are not willing to spend on Paperboat
• Distributor Model in dense market is more suitable
• Phone Number of Sales Executive on Poster
Ph: 9717063153
Project Timeline
0-6 Months 6-12 Months 1-3 Years
• Run “Incentive Plan Scheme” to open new counters
• Devote One Sales Manager in opening new SAMTs
• e-Arrangement of Direct Routes for Sales Executive
• Distributor Model in dense market like Najafgarh, Palam
• Launch of “Chota PaperBoat”
• Analysis of increase in Sales
• Stabilising SAMTs Model in Delhi/NCR
Thank You