SALES AND DISTRIBUTION MANAGEMENT

ASSIGNMENT

CHIEF MARKETING OFFICER OF A

REFRIGERATOR MANUFACTURING
COMPANY

Name : K C Chandan
SRN : PES1PG20MB135
BATCH : A4
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Market Overview

The Indian refrigerator market is projected to grow with a significant

CAGR of 9.3%. Increasing household income, improving living standards,
rapid urbanization, rising number of nuclear families, largely untapped market,
and environmental changes are key growth drivers for the refrigerator industry.
With the increasing per capita income levels, declining prices, and consumer
finance the refrigerator market is expected to grow in future years. The hot and
humid weather conditions have led consumers gradually concerned about food
spoilage and have generated the demand for efficient refrigerators. Consumers
extensively purchase home appliances as they offer convenience, decrease
manual efforts, and save time. Increasing consumer disposable income, high
living standards, and the need for comfort instigate consumers to upgrade their
current appliances to advanced and smarter versions, which is further expected
to drive the market demand.

Company Overview
At XYZ company, we have segmented products that benefit all types of
consumers and hence we are the most trusted refrigerator appliance
manufacturers.
Product Segmentation:
o Bottom Mounted Refrigerators
o Frost free refrigerators
o Direct cool refrigerators
SALES AND DISTRIBUTION MANAGEMENT

Customer Segmentation
Segmentation helps us to the identify the least and most profitable
customers, thus helping us to concentrate marketing activities on those most
likely to buy our products or services. It Helps us build loyal relationships with
customers by developing and offering them the products and services they want.
So we have segmented customers into four:

 Demographics
1.Income:
The income of the consumer depends on how much the consumer can
spend on our product shown to him and how much is his capability to spend up
on the product.

2. Occupation:

The occupation of the consumer tells us how much the consumer earns
and how much is he capable of spending on the product of our company and
what is the capability of the consumer to buy the product or the commodity
shown to him.

 Geographic

1. Tier 1 cities:

The company looks into metro cities in which people are life style
conscious and are having high standard of living.
2. Tier 2 cities:

The company looks into the cites in which people living are middle class
and pay less for the refrigerators but need a refrigerator in their homes like
suburbs.
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 Physiographic

1. Lifestyle:

The company targets people who are life style oriented that is the people
who want to do or want a high end life style in their life and want relax and high
quality and premium quality products in their homes and kitchens.
2. Personality:
The personality of the company product is premium and middle class also
so it targets people ranging from low to middle to high premium end people so
as to look into the all kind of markets and cover the overall market of the
country or the refrigerator market.
 Behavioural

1. Value:

The value of the product depends n the consumer what the consumer
thinks about the product and how much the consumer is interested in the
product.

2. Benefit sought:

The benefit of the product depends on the usage and the selling of the
product in the market and how much the consumer s buying the product from
the market.

XYZ company basically targets the audience that are lower to middle and also
the high end people. Basic target of the company is the high end people and in
the refrigerator market we target middle class people and the lower middle class
people but we also have premium products for high end people who live a good
and a luxurious life style in the personal lives. The company also targets people
who are health conscious and also people who need safety and precautions in
their food from germs and other dust particles .
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Sales Force Organization Structure

The Organizational Structure followed in our company is ‘Line And Staff

Organization’. As an Chief Marketing Officer , I will head the whole
organization and in turn I will have sub-ordinates who are specialized in
Advertising ,Marketing Research, Sales etc.
In this type of organization ,two types of authority relationships co-
exist.They are direct or advisery based.

CHIEF MARKETING OFFICER

Marketing Sales Sales

Advertising General Sales
Research promotion Analysis
Manager Manager
Manager Manager Manager

Sales People
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Specialization Structure within Sales Department

Chief Marketing Officer

Marketig General Sales Sales Sales

Advertising
Research Manager Promotion Analyst
Manager
Manager Manager

East Zone West Zone North Zone South Zone

Regional Sales Regional Sales Regional Sales Regional Sales
Manager Manager Manager Manager

States States States States

Regional Sales Regional Sales Regional Sales Regional Sales
Manager Manager Manager Manager

 Sales force is grouped based on the physical territories

 Sales person is assigned a territory, a group of salespersons are placed
under a territorial executive who reports to general sales manager

SALES AND DISTRIBUTION MANAGEMENT

Job Description Of Sales Person

Job Brief:
We at XYZ are looking for a Sale Person who is good at communication
skill and has basic knowledge of Refrigerators.

Title of the Job:

Regional Sales Executive

Nature of Product or Services:

Refrigerator Sales and Services

Duties and responsibilities:

 Showing the customer the features and benefits that support customer needs
establishing during the qualifying process.

 Explaining the various features as the customer uses the merchandise while
continuing to qualify and eliminate objections.

 Consistently asking for the sale with every customer in the proper amount of
time.

 Helping the customers make an informed decision based on their needs and
want with the best product knowledge.

 Accurately inputting all sales orders and track them through the delivery or
pickup process.

 Creating, managing and executing plans to increase sales and conversion

percentages.

 Setting the specific goals for store performance, customer satisfaction, and

coworker development.

SALES AND DISTRIBUTION MANAGEMENT

 Qualifications and Requirements:

 Bachelor’s in BE with any specialization, or Masters degree in

Sales and Marketing.
 Work Experience is an added advantage
 Excellent Knowledge of MS Office

SALES AND DISTRIBUTION MANAGEMENT

Training Program

o Product Sales Training :

Product sales training is your sales team’s knowledge of the product they
sell and how it fits into the lives of your customers. Any sales rep can benefit
from greater product knowledge.

o Sales Skill Training :

Sales skills can be thought of as how well your team is carrying out their
sales methodology. Sales skill training focuses on the nitty-gritty of sales.
Communication skills and selling techniques are personally taught and usually
supported by live practice

o Sales Skill Training Programs

Sales skill training programs are in-depth, usually multi-day, sessions on

sales skills. There are a variety of training programs catered toward different
industries, products, and styles. Investing in a program that suits your business
is one of the best decisions you can make, Here the most popular sales programs
and what they cover.

SALES AND DISTRIBUTION MANAGEMENT

Designing the sales territory

At XYZ Company,the territory is divided based on the regions.The

regions of the country is divided into East,West,North and South.Further the
each regions are divided into states and Each state will have a regional Sales
Manager .

Geographical:

India being a vast country with different demographic across regions. So

distributing the work force along the line of geographical area will be seamless.

1) North: Delhi, Punjab, Haryana, HP, UP

2) South: Kerala, Tamil Nadu, Karnataka, Kerala, Andhra Pradesh

3) East: Seven Sister states of North-East, Bihar, Chhattisgarh

4) West: Maharashtra, Goa, MP, Rajasthan, Gujarat Territory must be small so

easy to cover.
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Criteria for dividing sales territories:

 Sales Potential = Number of possible accounts and buying power of

consumers
 Workload = current consumers and average time to service an active
consumer
 Coverage: This is the size of territory. The amount of time needed to
reach customers and potential customers.
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Sales Forecast

The Indian market for refrigerators is expected at 14.2 Mn units in the

year 2020-21, valued at Rs 22,000 crore, with a 12.5 % rise by value, & a 15.4
% development by volume over 2019-18. LG & Samsung stay to dominate the
sector. Whirlpool, Godrej, & Haier are the other 3 hostile players. Panasonic &
Hitachi provide to the premium sector. Empire Home Appliances is mainly an
OEM supplier with Onida, Voltas Beko, & Bajaj as its big clients. Bosch,
Liebherr, Mitashi, BPL, Intex, TCL, Siemens, Midea, Electrolux, Kelvinator, &
other regional companies endure having a presence. The online brands contain
Samsung, LG, Whirlpool, Haier, Godrej, Panasonic, Blue Star, Mitashi, Bosch,
Gem, Aisen, and MarQ by Flipkart, AmazonBasics, Croma, & Koryo. Robust
brand equity, an extensive product range from basic feature appliances is what
splits the top brands from the others.