Presentation on learning objectives during sales training

By- Debdip Ghosh.

“Management Trainee”
August 23rd, 2010-2011.
 Understanding the role & responsibilities of a SISS.
 Get a insight of FMCG sales and distribution.
 Meaning of sales call, outlet classification, DRCP, frequency of coverage,
range selling.
 Knowledge of different S.K.U’s across all brands.
 To get acquainted with market dynamics, market issues and competitions.
 Understanding the role & responsibilities of an ASO.
 Distributor management & appointment of new distributors.
 Analysis of sales data, ROI, coverage objectives.
 Stock ordering & settlement of various claims.
 Representing the company to the retailers and whole sellers.
 Generating secondary sales.
 Order taking as per beat plan(DRCP) in DSR book.
 Fulfilling beat-wise and brand wise targets.
 Launching new products in the market.
 Delivery follow-up, pending bills collection.
 Stock check & co-ordinate primary sales.
 Facilitating merchandising activities.
 Damage stock return and settlement as per procedure.
 Reporting to ASO, filling up DSR, stock control sheet, secondary sales
report.
 Handing market issues.
Territory- South Kolkata, Period working as a SISS: 13/07/10 to 13/10/10
 Merchandising and display- Lack of visibility of Emami products, no hot

spot display, displays are not attractive, outdoor advertsing is very limited.
 Whole-sale relationship program should be introduced, like HUL’s- Vijeta,

P&G’s- Bandhan, J&J’s- Inner circle program.

 Distributors have upper hand in stock ordering which affect the primary

target of the company.

 Damage stock replacements.

 Boroplus sun screen lotion is non moving.

 Lamila- Gradually losing the opportunity.

 SISS- Training and development workshops should be held.

 During new launch free sample should be given to retailers/consumers to

sell ample in future.

 Achieving sales target both primary and secondary in a particular
designated area.
 Leading & motivating sales team to organizational goals and targets.
 Representing company to the distributors and facilitating primary orders.
 Managing distributors and appointing new distributors in a particular
territory to increase volume and coverage.
 Keeping track of sales data and analysis of data for forecasting, flighting,
supervising etc.
 Giving service to distributors like claims settlements of free gifts, damage
stock, stock transfer, ordering of stock.
 Co- ordinating merchandising activities in the territory.
 Finding new markets in the territory to increase the scope of retailing.
 Facilitating various branding activities in the territory.
Territory: Burdwan District, Period: 18.10.10 to 20.11.10.
 Lack of manpower to cover all the major beats in the whole territory.

 Logistics problem- Stock reaches D.B after 10-15 days of order booking.

 No merchandiser is sanctioned for any district towns, whereas every competitor is doing

enormous merchandising activities.

 Very small amount of POP materials reaches the distributor point( lack of allocation of

POP’s for each D.B at depot)

 RTGS/NEFT code are not available with many distributors which effect primary targets

and order delivery.

 Investment capacity is not sufficient of many distributors.

 Distributors like asansol’s A.K enterprise are not serious about retailing in small and

distant towns.
 Non moving stocks like sardi ja, good morning etc are lying idle with many distributors.

 Heavy under-cutting in many border areas of burdwan like asansol and barakar from

jarkhand side.
Understanding Depot Functions:
 Kolkata depot handles all three division- domestic, international & C.S.D
for both Emami & Zandu.
 Emami and zandu invoicing is done against RTGS, NEFT, D.D and
Cheque.
 Goods are dispatched after payment is realized in company bank a/c’s.
 Goods are delivered to north & south 24 parganas by company transport
and for up country town 2 courier service agency are engaged.
 Constant track of payments through MIS and banking efficiency report.
 Receiving of damaged and expired goods from distributors and replacing
them.
 Kolkata depot handles all POP delivery and transfers to other depots.
 Warehousing finished goods and packing goods when required.
Claim settlements:
Return Claims:
 Damage.
 Statutory Return.
 Normal Return.
 Shortage Claims.
 Intact shortage.
 Transport shortage.
 No pending Claims received quarterly from distributors.
 Secondary claims
 Mentioned in circular.
 Lifting cum display.
 Key account claims for modern trade.
 Rural claims, Van subsidy, special claims like diwali etc.
 Siss/ Edsm stipend and incentive claims.
Difference between District working and Kolkata metro:
Kolkata South.
 Distributors only stock and delivers
the products.
 Serious Involvement of 60-70%
Distributor in Emami’s business.
 ASO,SISS have better rappo and
control over the distributors.
 Merchandising activities done for
every beat by merchandiser.
 Transport problem is not major.
 All beats are covered and serviced
on a regular basis.
 Demand of emami products are less
in A, B class outlets.
Burdwan dist.
 Distributors stocks, delivers and sells &
merchandises for the company.
 Distributors are not involved in
emami’s business.
 ASO, SISS have good relation but not
total control over the distributors.
 Siss is responsible for merchandising
activities.
 Transport from depot to D.B is a big
issue.
 All beats are not serviced on regular
basis.
 Emami products have a good demand
in rural markets.
A sales call can be an postman call or a S.M.A.R.T call.
A smart call is more effective and professional.
 S- Salutation.
 M- Merchandising Check.
 A- Always start with promotional offer.
 R- Range calling with schemes.
 T- Thank you.
Channels
 WS: Wholesale.
 SW: Semi- wholesale.
 MT: Modern Trade.
 KR: Kirana.
 CH: Chemist.
 FS: Fancy Stores.
 GS: Grocery Stores.
 PB: Pan Biri.

W/S Classification RETAIL Classification

A+: > 50,000. A+: > 5000.
A: > 25,000. A: > 2000.
B: > 10,000. B: > 1000.
SEMI: >5000. C: > 500.
D: < 500.
 DRCP: Daily route coverage plan. It is also known as BEAT. It consists of
shops name, address, contact person’s & name ph no., category,
classification, frequency of coverage.
 Frequency of coverage of a BEAT is determined by the sales volume the
market has aggregately. Depending upon the previous months average
sales the BEAT is covered weekly or fortnightly.
 Sales Target: It is derived by taking into account the previous years sales
of the particular month and then adding the subsequent percentage growth
rate desired for the period. Then this monthly sales target is broken down
into weekly beat targets.
 A sales target for a month is set with accordance with the last year’s
corresponding month sales figure and the growth rate targeted.
Example- Last year the sale in the month of July, 09 was Rs 2,00,000 for
Superb Marketing , Garia. This year for the month of July,10 the sales
target is 2,50,000. So the %age growth rate is 25%.
Therefore we have to break the target for whole month into weekly targets.
The optimal break-up should be:
1st week- 30%- 75,000.
2nd week-30%- 75,000.
3rd week-20%- 50,000.
4th week-20%-50,000.
Then the weekly targets derived has to broken down into BEAT wise targets
which depends upon the average value of the BEAT.
For Superb Marketing:

Day BEAT Value ( Rs.) Growth% New Target.

Monday Kudghat 10000 25%(2500) 12500
Tuesday Basdroni 7000 25%(1750) 8750
Wednesday Rani khuti 10000 25%(2500) 12500
Thursday NetajiNagar 8000 25%(2000) 10000
Friday Tollygunj 12000 25%(3000) 15000
Saturday Boral 15000 25%(3750) 18750
 Advantage.
 Features.
 Benefits.

Action Close.
A Sales Burger……………..
Feedback:
For South Kolkata:
 Stock out problem during peak season, so adequate production and

sales forecasting should be done properly.

 In kolkata region Siss incentives should be based on after delivery

value not DSR figures.

 Distributors in kolkata work in cash basis for emami products which

is not a common practice in FMCG industry E.g K.K ent. V. K

Traders.
 Siss/Edsm should be enrolled under a third party payroll which with

give them security & motivation, and also bring down attrition rates.
 Out of home advertising like banners and hoardings are very less as

compared to other competitors.

Feedback:
For District:- Observed Burdwan district & part of birbhum.
 More Siss/Edsm should be sanctioned for a Huge territory like burdwan to cover all
major beats properly( total beat-115, retail universe- 3376, till oct 10) and tap
potential value. Presently 6 Siss is working for 19 distributors.
Facts about the territory:
2008-09- No. of siss worked 8. Achieved 291.09 lakhs.
2009-10- no of siss worked 6. Achieved 400.23 lakhs, 37% growth YoY.
2010-11,till sept- 171.10 lakhs, siss worked 4. Target was 157.02 lakhs, achieved 109%,
growth on YoY- 41.87%.
 No merchandiser is sactioned for the territory which affect product visibility &
every competitor is doing enormous activities.
 Very less amount of pop’s materials is send to the distributors due to lack of proper
allocations at depot.
 Delivery from depot after billing , infrastructure and manpower at depot should be
improved.
 New small distributors in rural parts should be appointed to serve interior markets
properly and ease off pressure from main town distributors.
THANK YOU.

@ Emami we make people’s life healthy & beautiful naturally.