Submitted by:

Prashant Philip Vargis 069

Ramandeep Singh Arora 081
Rishinath 087
Sandeep Raj 092
Shantanu Seth 096
Shriker Parth 100
 Company Overview
 Product Line
 About the Business
 Organizational Structure
 Digital Delivery
 Physical Distribution
 Sales Promotion
 Sales Force Management
 Forecasting and Sales Quotas
 Challenges
 Headquartered at Kolkata, West Bengal
 1901, First Overseas Branch of EMI
 1946, Incorporated as “Gramophone
Company (India) Limited”
 1985, Taken over by RPG Group
 2000, Renamed to Sa Re Ga Ma India
Limited
 Music Labels: Sa Re Ga Ma, RPG Music &
HMV (under license from EMI)
 Film Music (Old and New) – 70% of music ever
recorded in India.
 Devotional (National and Regional)
 Ghazals and Classical (Hindustani and Carnatic)
 Indi pop and World music
 Remixes and POP Bhangra
 Regional – Punjabi, Bengali, Tamil, Malayalam,
Kannada, Telugu, Gujarati, Marathi, Assamese,
Oriya, Chattisgadi.
 Home Video – Bollywood, Warner Bros.,
Universal, New Line Cinema, Paramount, BBC,
MGM
 Content is King
 Physical and Digital Delivery
◦ Physical – Cassettes, CDs serve as medium of
delivery of the content
◦ Digital
 Radio
Mobile
HamaraCD.com
 Actual Distribution is Outsourced
◦ Kühne and Nagel
 Four channels
◦ Wholesalers (25%)
◦ Large Format Outlets – Organized Retail
(MusicWorld, PlanetM, Landmark) (30%)
◦ Pure Retail (25%)
◦ Corporate Clients
 Wholesalers are not exclusive
 Credit Sales to Wholesalers – Recovery in 30
to 90 days
 Selective Distribution strategy followed
 Active conflict resolution
 Title of Goods Transferred at each step of
the chain
 Damaged Goods Recovery and Claims
Settlements carried out by SOs/ Long Arms
 Selling Method – Pull Based, content driven
 New Channel Member Appointment –
Similar to FMCG sector; LFOs appointed
nationally
 Stages of Evolution
◦ Supplementary
◦ Parallel
◦ Replacement
 Distribution Through
◦ Radio
Pay per minute of Air Time
◦ Mobile
Revenue Sharing
◦ HamaraCD.com
Hybrid
 Online order can be placed at
Hamaracd.com
 It is the largest legal site offering
customization of Indian songs globally.
 Choose from over 27000 popular and rare
songs spanning over a period of 100 years
 Now you can Compile a CD upto 76 mins
instead of 60 mins @ Rs. 275
 Sms Music to 56060 available on AIRTEL
 Step 1: Select up to 76 minutes of your
favourite music.
 Step 2: Personalise your CD, Choose a
cover and add a title
 Step 3: Place your order. Pay by Credit
Card, Cheque, Demand Draft (DD),3D
Secure VISA, ItzCash Card
 Step 4:Your CD will be shipped to you
within 10 days
 POS display material provided by company
 End retailers provide space
 Company representatives visit and put up
promotional material
 LFO stores – Promotions through listening
posts and piped music
 Motivation
◦ Sales based incentives for frontline
◦ Annual Bonuses and Appraisals for Tier 2 and 3
◦ Regular training for all sales personnel
 Route Planning
◦ Major retailers and wholesalers visited on daily
basis
◦ SOs based out of Major cities
◦ 15 days of uptown travel
 Content Classes
◦ Catalogue
◦ Supplementary
◦ New Recording
 Quotas in terms of Sales Volume, Sales
Value and Contribution or Profitability
 Forecasting Approaches
◦ Catalogue – Steady Demand
◦ Supplementary – Based on analysis of past
performance of similar offerings and time of year
◦ New Recording – Based on past sales of similar
recordings and Expectations of Management
 Dwindling Industry
 Customer Relationships
 Alienation of Brand Loyal Customers
 Technology Changes
 Piracy
 Say NO to Piracy!