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Britannia

1) Britannia follows a rigid sales structure with regional, area, and territory managers overseeing distributors and sales representatives to target various customer segments. 2) Sales quotas and targets are set annually based on past performance and monthly based on market trends, and sales representatives must submit daily reports on calls and sales. 3) Training for all levels is ongoing with initial and recurring sessions to develop leadership skills while ensuring corporate strategy is implemented at each level.

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gargharsh1988
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2K views18 pages

Britannia

1) Britannia follows a rigid sales structure with regional, area, and territory managers overseeing distributors and sales representatives to target various customer segments. 2) Sales quotas and targets are set annually based on past performance and monthly based on market trends, and sales representatives must submit daily reports on calls and sales. 3) Training for all levels is ongoing with initial and recurring sessions to develop leadership skills while ensuring corporate strategy is implemented at each level.

Uploaded by

gargharsh1988
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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FMCG Sales: Britannia

AGENDA
FMCG Overview & Britannia Overview Sales Organization Types of Selling Distribution Channels Quotas & Compensation Sales Routine

Recruitment, Selection & Training


2

Group 1: FMCG

Overview Of FMCG Sector


Also known as Consumer Packaged Goods Industry (CPG)

Products can be classified as: 1. Personal Care 2. Household items 3. Food and Beverages

It is the 4th largest sector contributing to Indian economy (USD 13 billion).


Tipped to touch $33 billion by 2015 and $100 billion by 2025 Fast and evolves constantly: low shelf life, product innovation is fast Big Brands in FMCG: L'Oreal, P&G, ITC, HUL, Colgate-Palmolive, Coca-Cola, General Mills, H. J Heinz, Johnson & Johnson, Nestle
3

Group 1: FMCG

Company Overview
Product Portfolio Bakery
Market Share 30% Revenue Share:75%

(80%)
Dairy (20%)

Good Day, Marie Gold, Tiger, 50:50, Milk Bikis, Treat, Burbone, Little Hearts, Pure Magic, Nutrichoice Butter, Milk, Ghee, Masala Chass, Gourmet, Dairy Whitener, Actimind, Cheese

Market Share 1518% Revenue Share 25%

Source : http://www.microsec.in/Static/Pdf/Britannia%20Industries%20Ltd%20%20Research%20Report%20Jun%2020.pdf
4

Group 1: FMCG

Product Overview
Best Selling Britannia Products: 1. Good Day (95/100 stores)

2. Marie Gold (70/100)


3. Bourbon (65/100) 4. Nutri Choice (60/100)

Group 1: FMCG

Competitor Analysis
Biscuit industry : Rs. 10,000 crore

Parle
Market Share 40%

Cadbury
<6% 11%

ITC

Priya Gold
15%

Source : http://www.redgage.com/blogs/dobus/market-share-data-for-indian-biscuit-industry.html
6

Group 1: FMCG

Sales Support using IT


1. Hand Held Solution: Devised by V V Padmanabhan: Head corporate IT IT apps loaded on mobile devices Include product names and price and quantity details, algorithms to assist sales force to meet daily targets in real time Result: Increased 10% of companies Top line and 20% bottom Line, Time spent in billing reduced from 1hr to 10 min 2. Product Life Cycle Management for R&D
Group 1: FMCG

Sales Organization
Regional Sales Manager Area Sales Manager Area Sales Executive Sales Officer Territorial Sales Incharge Distributors District Sales Force

Level 1

Level 2

Level 3

Level 4

Level 5

Level 6

Example
Mumbai: Central, Western, Goa, Gujarat

Mumbai, Goa, Gujarat

2 per ASM in the region

5-6 per ASE

Churchgate to Dahanu

8 per Territory

Local Sales Force

Level 7

Group 1: FMCG

Types of Selling
Railway Channels Railway owned stores or platform selling Target usually set at 25-30% more than previous year Institutional Sales Company canteens, schools, colleges, movie theatre etc Target set at 40% more than last year; High growth rate Modern Retail Shopping Malls, Supermarkets, Hypermarkets Target set at 30-35% more than previous year General Trade Retail Stores, Unorganized retail Target set at 15-20% more than previous year Key Outlets Shops with >25K Sales of Britannia Products
9

Group 1: FMCG

Functions of Sales Manager


Handles and sets quotas for distributors

Weekly/daily plans
Route mapping Checks DSRs of Sales Reps Training of Sales Force Decides on the margins - outside the scope of Sales Reps Handles channel conflict Surprise/random visits to stores to check the visibility of the product Gives feedback to the marketing team

10

Group 1: FMCG

Distribution Channel
Urban
Factory
Carry & Forward Agent Factory

Rural

Carry & Forward Agent

Super Stockist

Distributors: 5% margin (fixed)

Modern Retail

Distributor
Rural Preferred Dealers

Retailers: 1. 10% margin (fixed) 2. Upto 18% margin for sales over 100,000

Wholesalers/ Retailer

Wholesalers

Retailers

11

Group 1: FMCG

Quotas / Targets
Methodology Yearly Quota: Based on Market Potential, Competition, Previous Years Achieved Quota Monthly Quota: WA of last 4 months Every day DSR prepared and target checked everyday

Daily Sales Report


Mandate Covered Total Calls Probability Calls

Target for Distributor and Salesmen


Productivity

Target given by TSI : 70 L


Distributor

13-15 L per salesman

Number of salesmen : 5
Number of salesmen

Lines sold Secondary sales Primary sales New calls

12

Group 1: FMCG

Sales Routine
Institution Sales
Timings: 9:30AM 5:30PM 10 12 calls per day

General Trade
Timings: 9:30AM 5:30PM 35 40 calls per day 9 10 minutes / call 6 routes per salesman / week Retail shops are lined up in close proximity
13

6 on-field hours
30 minutes / call

High value & volume call

Scattered

Product catalogue Dealer Card


Group 1: FMCG

Sales Cycle
Most of the targets are fulfilled

Highest

Stable
January April July September December

Stable
Lowest

14

Group 1: FMCG

Recruitment, Selection and Training


Recruitment & Selection
Advertisements are published

CVs are invited

Interviews

Training
One-week training - before the quota starts Specialized training department - Capability One training every three months On-the-job mentoring and training is provided by TSI SM has to undergo one training per year
15

Group 1: FMCG

Britannia Universal Leadership Behaviors


Britannians exhibit the following leadership behaviors (BULBs - Britannia Universal Leadership Behaviors). Training programs are conducted aiming to develop these skills/qualities.

Integrity

Team Orientation

Learning Orientation

Customer Orientation

Quality Orientation

Drive for Results

Entrepreneurial Spirit

System and Process Orientation

Communication

16

Group 1: FMCG

Evaluation and Compensation


Compensation (Below TSI) Compensation ( TSI and above)

Fixed Salary (Distributor Paid)

Incentive (Company Paid)

Fixed Salary (Company Paid)

Incentive (Company Paid)

Parameters of Evaluation

Revenue generated

Brand Sold

SKU Sold

Display and Visibility of Products


Group 1: FMCG

17

Summary
Britannia follows a rigid hierarchical structure with a narrow Span of Control Sales Force is divided as per the customer segment it is catering Distribution channel is followed as per the industry standard with volume discounts available

Yearly quota is set on the previous years achieved level


Monthly quota takes market fluctuations into account Route Mapping is defined for one week Training cycles are short but recurrent Companys corporate strategy is drilled down to each Sales Reps KPI Distributor and company compensation model adopted

18

Group 1: FMCG

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