Expanding and Improving

direct sales, distribution and

Shobit Mahajan (48A)
marketing
in NCR
region
MBA 2014-16
batch
IIFT Delhi

Agenda
Project Overview
Methodology
Markets covered
Analysis
Bizom CRM tool
Results and Recommendations
Way forward

roject 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

ial & Cash Flow FMCG Industry

HECTOR BEVERAGES
PLANT

Company
Owned Depot
Distributo
rs
Retailers

CFA Partner
Depot

Super
Stockiest

Distributo
rs
Retailers

Indirect
Operations

Retailers

Distributo
rs
Retailers

Retailers

Direct
Operations
Flow of

Flow of

Methodology
Geographical Contiguity
Expansion
Exploration

Visit Market
Gather Feedback
View Data
Use Google Maps

Trade schemes,
Promotional
Offers &
Motivation

Hire new sales

executive
New relations
with retailers
Activate new
stores and
enter new
areas

Merchandizing
Training of new
SE
Schemes &
Promotions

Break existing
routes into
multiple routes to
increase
distribution
Assign new
routes to each
sales executive
according to
geography

Sales plan for

general trade as
well as high
volume outlets

arkets Covered
South Delhi

Mahipalpur
Vasant Kunj
HauzKhas
Malviya
Nagar
Lodhi Road
Jamia Nagar
Lajpat Nagar
Greater
Kailash
South EX
NFC
Dhaula Kuan
Nizamuddin
Saket

om CRM tool (1/4)

Bizom: CRM tool integrated with ERP to track sales
order of sales executives

zom CRM tool (2/4)

zom CRM tool (3/4)

zom CRM tool (4/4)

Problems from Sales Team

alysis: South Delhi

Number of Stores : 110+

Problems from Retailers

Taking retailers for

granted
Aggressive behavior with
Retailers
Irregular Service: Not
visiting Retailers on
weekly basis
Less credit limit; Not
willing to take risk

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

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

Results (1/2)
No of
SAMTs
265

No of
SAMTs
Cracked:
130

South Delhi Route

(Current)
SAMTs visit/ Day 17
Sales/Day
54.995
SAMTs visit/
102
week
Sales/Week
329.97
1319.
Sales/Month
88
Sales/Day/SAMT
3.235
s

South Delhi
Route SAMTs:
90

Expected Sales
(Current)
Sales/Day/SAMT 3.235
s
Number of
265
SAMTs
Total
1060
Visits/Month
Sales/Month
3429.1

Results (2/2)
South Delhi Route
(Future)
SAMTs visit/ Day
Sales/Day
SAMTs visit/ week
Sales/Week
Sales/Month
Sales/Day/SAMTs

20
120
120
720
2880
6

Expected Sales (Future)

Sales/Day/SAMTs
Number of SAMTs
Total Visits/Month
Sales/Month
Sales/year
Revenue/ Year (Rs
23/Pc)

6
265
1060
6360
76320
21064320

Sales Revenue : 21064320 is

Optimistic figure

Average Revenue

REASON
Sales/Day/SAMTs is west Delhi
would be 3
Sales will dip drastically in winter
season
Distributor Model will also reduce

Sales/Month
Sales/year
Revenue/ Per
Year

3000
36000
103680
00

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
Project Timeline
on Poster

0-6 Months

Run Incentive
Plan Scheme to
open new
counters
Devote One Sales
Manager in

6-12 Months

e-Arrangement of

Direct Routes for Sales

Executive

Distributor Model in
dense market like
Najafgarh, Palam

Ph:
9717063153

1-3 Years
Analysis of
increase in Sales
Stabilising
SAMTs Model in
Delhi/NCR

Thank You