Sales and Distribution

Management
Field Work Report on:
“Yewale Amruttulya”

Submitted By: Vaibhav U. Bokde

Div: MKA Roll No.: 46

Contents

Introduction of the company…………………………………………………………….03

Sales and distribution strategy…………………………………………………………..05
Review…………………………………………………………………………………...10
Introduction

Yewale tea franchise / yewale chaha is Pune based startup with brand name Yewale
amruttulya has owned the heart of Pune and expanding their business not only nearby
Maharashtra but also extending the business to all part of India. The humble beginning in
Pune back in 1983 has given Yewale Amruttulya the inspiration and a dream to grow big and
expand to multiple cities with more than 250 franchises. They are noticing 5 lakhs+
customers on daily basis. Operating in 300+ branches and 15+ signature products. Their
headoffice is in Pune itself.

Management Team: Navnath Yewale (Managing Director)

Nilesh Yewale (Director)

Ganesh Yewale (Director)

Mangesh Yewale (Director)

Tejas Yewale (Director)

Address: Office no. 101, First floor, Silver Point Building, Katraj - Kondhwa Rd, near
Vishwa gym, Katraj Pune – 411046

Contact Number: +9181818008

Website: customercare@yewale.com
Product: In case of services, the ‘product’ is intangible, heterogeneous and
perishable. Moreover, its production and consumption are inseparable. Hence, there is
scope for customizing the offering as per customer requirements and the actual
customer encounter therefore assumes particular significance. In Yewale Amruttulya,
they believe in delivering the best quality products that too with affordable prices.
They have variety of products:

1: Tea
2: Coffee
3: Bhakarwadi
4: Cookies
5: Cake
6: Cream Roll
7: Milkshake
8: Lemonade
9: Yewale Water
10: Yewale Milk

Their best-selling product is tea, which comes with different tastes and flavours,
which can be customized as per customers requirement. However, too much
customization would compromise the standard delivery of the service and adversely
affect its quality. Hence particular care must be taken in designing the service
offering.

Bringing the premium taste that too with cheap pricing can be the most difficult part
for any seller out there, that too while maintaining quality of the product. Yewale
managed to keep that hold on to the quality too. Speaking of quality, they ensure that
the tea customers are consuming must be sugar free so that it can be consumed by any
individual out there.
Sales Structure of Yewale Amruttulya

Marketing Manager

Sales Manager

Marketing
Research Manager

Sales Supervisor

Sales Man
 Sales Strategy Planning

Marketing is one of the most important stage which plays a crucial role in increasing the sales
as well as meeting the customer demands. Under marketing the entire Pune district is divided
into 17 different divisions with one distributor each. These distributors are authorized
distributors of Yewale Amruttulya and have Rs. 4.5 lakhs as a deposit with the Yewale
Amruttulya. These distributors have 10 years signed contract with the dairy. These
distributors collect the large quantity of milk from the processing unit after midnight and
further distribute it to the retailers. Every distributor has around 25-50 retailers depending
upon their area of operation. These retailers have Rs. 5000 each as a deposit with the Yewale
Amruttulya which makes them the legal and authorized retailers of Katraj milk products. The
marketing strategies used by the dairy for increasing the sales include newspaper
advertisement, wall paintings, distribution of pamphlets, organizing exhibitions,
advertisements on radio and local TV channels. Due to constant production of value added
products and quality improvements; the dairy business is showing a rising trend since 2004
with some minor fluctuations.

Milk Sales Per Day (In Lakh Litres)

The above table presents the sales of milk per day for the period 2000-01 to 2012-13. Due to
the rising population and demand for milk the sales data is showing a constant rise with more
or less fluctuations and a minor decrease in the year 2002-03. In the year 2012-13 the sale of
the milk is almost doubled as compared to the sale in the year 2000-01. Looking at the sales
data we can conclude that the marketing strategies are effectively planned and efficiently
implemented so that the overall sale of milk increases.
Sales of Milk Products per year (Rs in Lakhs)

The above table depicts the sales of milk products from the year 2000 till 2013. From the
given data we can infer that the sales of milk products are showing a drastic increase from Rs.
206 lakhs in the year 2000 to Rs. 2012 lakhs in the year 2013. The main reason behind this
rise is the rising inflation and the prices of raw material required in the milk products. There
is almost ten times rise in the revenue collected from the sales of milk products in the year
2013 as compared to year 2000.
 Motivation & Compensation of Sales Staff
Motivation is the effort the salesperson makes to complete various activities of the
sales job 10-15 percent salespeople are self-motivated. Majority of salespeople are not
adequately motivated. Importance of motivating salespeople is recognized, because financial
performance of the company depends upon the achievement of sales volume objective

MOTIVATIONAL THEORIES

Motivational theories or behavioral concepts that are relevant to motivation of salespeople

are:

 Maslow's hierarchy of needs

 Hertzberg's dual-factor
 Vroom's expectancy

Motivational Tools used by Yewale Amruttulya

Sales manager should know each salesperson and understand his / her specific needs
For designing a mix of motivational tools, a compromise between differing needs of
customers, salespeople, and the company management becomes necessary. Motivational tools
are divided into financial, and non-financial.
 COMPENSATING THE SALESFORCE

A good compensation plan should consider objectives from the Bank's and salespeople's
viewpoint

Objectives of compensation plan from the Dairy's viewpoint

- To attract, retain, and motivate competent salespeople

- To control salespeople's activities

- To be competitive, yet economical: It is difficult to balance these two objectives

- To be flexible to adapt to new products, changing markets, and differing territory sales
potentials

Objectives of compensation plan from the Sales-person's viewpoint

- To have both regular and incentive income

- Regular income by fixed salary to take care of living expenses

- Incentive income for above average performance

- To have a simple plan, for easy understanding

- This is in conflict with the objective of flexibility

- To have a fair payment plan

- Fair or just payment to all salespeople is ensured by selecting measurable and controllable
factors

DECIDE LEVELS OF PAY / COMPENSATION

- lt means the average pay or money earned per year (or month)

- It is important to decide levels of pay for all sales positions

It is decided based on the following factors:

- Levels of pay for similar positions in the industry

- Levels of pay for comparable jobs in the company

- Education, experience, and skills required to do sales job

- Cost of living in different metros and cities

Evaluation of the employee in dairy is done strictly as per the company rules. Yewale
Amruttulya provides them target to which employees have to complete that and report it to
their Co-ordinator.
 Review:

I had a talk with Mr. Prashant Adhire, in the Yewale Amruttulya. he is the
branch manager of the wakad branch he made me interact full of another employee too. I got
to know from them that how the procedure in the outlets is done when customers arrive how
to handle it, the sales are done on promotional offerings and tell visiting customers to do visit
daily, he said that there are also few franchises he manages that too of Yewale Amruttulya as
he has been sharing some bond with Yewale since past 3 Years.