FMCG Industry Group 8

8/20/2019 FMCG Industry Group 8

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INSTITUTE OF MANAGEMENT,

CHRIST UNIVERSITY

HOSUR ROAD, BANGALORE-560029

“Sale !"#$e Re%#"& '#" FMCG I()*&"+

Analyzing and Understanding the Sales Process in the FMCG Industry.

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A a %a"& #' CIA 3 #' Sale Ma(a4e.e(&

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Arkojit 15!"#$

%iral 15!""

Sashank 155

Siddhi 157

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'ushagra 15&11!

Palla(i 15&1$&

)ithin 15&*+

,enish 15&*+#

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1. Industry Analysis.............................................................................................+

1.1 Introduction.......................................................................................................+

1. Industry Sna2shot..............................................................................................+

1.+ Product Categories.+

1.$ Major Players in the FMCG Sector+

1.5 3atest -rends and 4e(elo2ents in the FMCG Industry..$

. Sales Structure..$

.1 6aination o7 the 8oles and 8es2onsi9ilities o7 (ery Me9er.$

. Gaining 7ro the Analysis..5

+. Sales Force :ierarchy...*

+.1 ,o9 4escri2tion...*

$. Peranent ,ourney Plan o7 Sales Force&

$.1 4aily Sales Acti(ity&

$. -ra(el Plan..&

5. Incenti(es Syste 7or Sales 7orce Moti(ation.."

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*. Annual Sales Plan 4eri(ing Methodology..."

*.1 Sales ;9jecti(e..."

!. 8ecords and 8e2orts.1#

&. 8e7erences....11

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Fast Mo(ing Consuer Goods hich 7ul7ill the day to day needs o7 a

custoer. -his includes all ites that are 2urchased 9y 2eo2le at regular or 7re?uent inter(als like

onthly or >eekly. It ainly consists on 2roducts like tooth2aste@ sha2oos@ toilet soa2s@

detergents@ 2ackaged 7ood and other household ites.

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-he Indian FMCG sector is the $ th largest segent in the Indian econoy and has gro>n at an

annual a(erage o7 11 o(er the last decade. -he arket size o7 this sector is e62ected to increase

at an annual rate o7 1$.! to touch u2 to B 11# 9illion 9y ##. -he rural arket is also e62ected

to gro> at an annual gro>th rate o7 1!.! to touch B1## 9illion 9y #5. Food 2roducts segent

accounts 7or $+ o7 the total arket@ 7ollo>ed 9y the 2ersonal care segent >hich accounts 7or

and 7a9ric care segent >hich accounts 7or 1. -he key gro>th dri(ers 7or the FMC:

sector are the changing li7estyles@ increase incoe le(els@ easier access and gro>ing a>areness.

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-he FMCG Industry has se(eral segents such as Food and e(erages@ Personal Care and

:ousehold Care.

1. Food and e(erages segent includes iscuits@ Salty Snacks@ :ealth 4rinks@ Aerated4rinks@ Cereals@ Packaged tea and co77ee@ Chocolates etc.

. Personal Care segent can 9e di(ided into oral care@ hair care@ skin care@ cosetics and

hygiene 2roducts.

+. :ousehold care includes household cleaners@ 7a9ric cleaners and others.

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Ma#" !la+e" /( &e FMCG Se$"

-he to2 5 Indian 2layers in the FMCG segent 9ased on Sales


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8ural arkets are e62ected to 9e the key dri(ers 7or FMCG 2roducts. 8ural arkets ha(e 9een

gro>ing at 1* as against the ur9an arkets >hich ha(e 9een gro>ing at 1. Also go(ernent

initiati(es like )ational 8ural 2loyent Guarantee Act@ increase in iniu su22ort 2rices

ha(e hel2ed 9oost the rural arkets. -here7ore se(eral co2anies are coing u2 >ith lo>

2riced (alue 7or oney 2roducts to ca2ture this arket.

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FMCGs ha(e an all around characterized and entrenched sales syste. It takes a7ter the sae

syste in e(ery one o7 the 9usiness sectors >here it >orks in. -he national sales su2er(isor

heads the >hole sales 2rocess and the 9usiness grou2 in a s2eci7ic national 9usiness sector.

-he organizations ha(e (ery uch characterized districts reser(ed that section the 9usiness

sector in (ie> o7 geological di(isions. Such regions are alluded to as zones and the organizations

ha(e soeone else as the zonal head or the zonal chie7 >ho re2orts to the national head. (ery

zone is again su9di(ided into (arious zones >hich are under the control o7 local su2er(isors >ho

re2ort to the indi(idual zonal adinistrators.

-he local adinistrator has (arious su2er(isors >ho care 7or (arious 2arts o7 o77ers in the

district. hile the territorial chie7 2artitions still littler 7ragents o7 the 9usiness sector in light o7

to2ogra2hical areas and are 2ut under the zone sales adinistrators.

-he zone sales su2er(isor is in charge o7 the genuine o77er o7 the ites through a large grou2 o7

di77erent >orkers such as the region res2onsi9le 7or sales@ the 9usiness 2artners and the

iediate sales agents. -hen again@ the local heads like>ise take care o7 di77erent 2arts o7 o77ers

like clients adinistration@ 7rae>orks 9acking and occasion adinistration through another

syste o7 heads.

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-he national head has the o(erall 2art o7 aking the 9usiness sector and sales syste 7or the

>hole nation. -he national head ca2acities in t>o >ays/

hile a 7e> heads ake a solitary syste 7or the >hole nation and takes a7ter the 2rocedure all

through the nation@ di77erent 7igure sales and sho>casing ethodologies as indicated 9y locales

and ree9ering the local needs@ tastes and needs.

-he zonal sales heads hel2 the national su2er(isor in 2ro(iding so as to ake the national sales

techni?ue di77erent in2uts a9out the 9usiness sector and the related 9usiness sector insight to

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sha2e the ethodology. 4ata streas 7ro underneath as the zonal adinistrators are hel2ed

>ith the >ork o7 gathering data and kno>ledge 9y the 2ro(incial sales chie7s.

-he 2arts and o9ligation o7 the territorial sales heads is t>oE7old. -hey 2artici2ate in the

2rocedure de(elo2ent 7or sales in o7 the organization and they are like>ise the ones >ho are

straight7or>ardly in charge o7 e6ecuting the organization sales techni?ue o the ground. -he rangesu2er(isors 2osted under the territorial heads are the genuine hands and legs 7or the organization.

-hey alongside 2roduct head@ sales colla9orators and the iediate sales agents connect >ith the

>holesalers to sur(ey re?uest and guarantee su22ly o7 the ites.

-he local su2er(isor really goes into the 7ield and coEordinate and chat >ith the >holesalers and

di77erent custoers. -hey are the ones >ho 2ush a(aila9le to 9e 2urchased sand e6ecute di77erent

sales ad(anceent techni?ues. -he other assisti(e di(isions o7 the 9usiness o77ice hel2 in

kee2ing u2 client relations.

Sale F#"$e H/e"a"$+

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National Sales

Regional Sales

Zonal Sales

Manager

(South)

Area Sales Adin !erritor" SalesanArea Sales

Zonal Sales

Manager

(#entral)

Zonal Sales

Manager

(North)

Zonal Sales

Manager

($est)

Zonal Sales

Manager

(%ast)


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:# )e$"/%&/#(,o9 Position/ Area Sales Manager8e2orts to/ 8egional Sales Manager 3ocation/ angalore

'ey res2onsi9ilities/

• 8es2onsi9le 7or ensuring a good custoer net>ork >ithin the area.

• Can a22oint and easure distri9utors >hene(er and >here(er needed.

• In charge o7 dri(ing to2 line gro>th

• Monitors channel and category >ise 2er7orance 7or the territory.

•

-ake care o7 ajor 2rootion acti(ities >ithin the area.• Ste2 in and resol(e custoer issues >hene(er the sales 7orce are not a9le to handle it.

• Pre2are the journey 2lan 7or the salesen to 7ollo>

• A22oint@ onitor and oti(ate the sales 7orce >ho directly re2ort to the ASM

• Make sure that the sales 7orce has all the su22ort needed

• nsure e77icient aintenance o7 the su22ly channel and in(entory anageent

,o9 Position/ 8egional Sales Manager

8e2orts to/ Honal Sales Manager

3ocation/ angalore


• -o anage channel sales and achie(ing gro>th in a gi(en territory

• Prooting the co2anys 2roducts in the assigned territory

• 77ecti(e I2leentation o7 the Marketing strategies 7or 9etter sales 2er7orance >ithin

the territory.

• Good an anageent and de(elo2ing the to enhance the sales.

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• nsuring the sales achie(eent on a 2ositi(e track >ith correcti(e actions 7or 9etter

results.

• 8ecruiting@ training and de(elo2ing the su9ordinates at all le(els.

• I2leenting the co2any guidelines and onitoring the sae 7or 9etter gro>th in the

arket.

• Coordinating >ith the (arious Area Sales anagers 7or 9etter results and 2er7orance on

a regular 9asis.

,o9 Position/ Honal Sales Manager

8e2orts to/ )ational Sales Manager

3ocation/ angaloreDChennai


• In charge o7 sales in the entire South India

•

ill 9e gi(en co2lete res2onsi9ility 7or 9uilding a distri9ution channel@ tea and sales 2rogra 7or the zone under control

• Selecting 8egional Sales anager

• Set and Monitor the target achie(eent o7 each region

• Create Annual Plans@ 9udgets J 7orecasts to achie(e 9usiness goal

• U2date the anageent >ith 2rogress@ achie(eents@ de(iations and targets.

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Da/l+ Sale A$&/8/&+

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Sale Re%"ee(&a&/8e Na.e ;;;;;;;;;;;;;;;

Date

Name

of

Distribu

tor

Name

of

Retai

ler

Stoc

k

Area/Reg

ion

Orders Booked

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P1 P2 P3 P4 !otal

T"a8el !la(

Date: ______________

Sales Representative Name __________________

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Creating sales o9jecti(e is to set a target in ters o7 the sales that is to 9e achie(ed in the coing

year. -he target is set 9ased on/

1. Sales o7 the 2re(ious years. Forecast 9y the sales 7orce in their res2ecti(e regions

+. Forecast 9y the channel 2artners 9ased on their e62ectations o7 the arket trends$. -rends and arket research re2orts

8e(ie> -arget Market

-he sales o9jecti(e created are then 2resented to the heads o7 (arious de2artents and territories.

-he teas discuss regarding the 7easi9ility o7 the o9jecti(es and >hat are the e6tra e77orts@ 2olicy

and 2rocedure changes that are needed 7or achie(ing the targets.

4eterine Sales strategies

-he heads o7 the territories discuss and coe u2 >ith strategies that can 9e utilized 7or i2ro(ing

the sales o7 each territory@ the coonly used strategies in FMCG segent include incenti(es to

retailers and >holesalers@ >holesaler eet.

3ist 8esources

8e(ie> your co2anys arketing 2lan to deterine >hat ty2es o7 resources you or your sales

tea can rely on to hel2 the reach their sales goals. Include 9oth digital and traditional

arketing tools@ such as 9rochures@ sales 7liers@ a >e9site@ and using social edia net>orking to

7ind and con(ince 2eo2le to 9uy. 4escri9e any internal 2rootions@ such as sales contests your

co2any 2lans to o77er to get your sales sta77 on 9oard >ith your 2lan

Set tracking schedule

-he sales o9jecti(es o7 the co2any leads to 7orulation o7 region >ise targets@ >hich 7urther

hel2s in 7oration o7 territorial and indi(idual o9jecti(es. -he indi(idual targets ha(e to 9e

tracked and onitored in order to achie(e the o(erall o9jecti(e o7 the co2any.

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• 4istri9utor retailer should ha(e retailer card@ daily sales re2ort >ith o2ening stock and

stock 2osition in unit.

• -rade loads and 2rootional acti(ities letter >ith sla9s and discount 2ercentages.

• Price list o7 all S'Us@ M.8.P.S@ retailer 2rices and argins.

• 4ays target o7 each S'Us 7or the day.

• 8ange selling target.

• %olue and (alue target.

• 8unning dis2lay incenti(e contest details.

• 8etailer agreeent 7ors 7or the a9o(e.

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Re'e"e($e

• Chha9ra@ S. and harga(a@ ,. ).

FMCG Industry Group 8

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