LIVE PROJECT: MONDELEZ

INTERNATIONAL
Hari sales agency, Surat1
Total PCs- 23 Group A: Dairy milk, Bourn vita,
Segmented- 8 groups of 2 Oreo, cake, Chocobakes, Shots, Hot
Covers more than 3000-3200
Regular- 7 (All products) chocolate, Coco powder Choclairs
outlets, around 70% of
Note: Segmentation of PCs based Gold etc.
Vadodara market
on products- group A and group B.
Group B: Five-star, Gems, Perk,
Work Fuse, 3D, Five star, Silk, all
Ensuring daily targets and monitoring premium Chocolates, Celebrations
assigned
achievements so as to drive sales of: etc.
• Silk in terms of value

• Premium tablets- Temptations, Bournville Understanding of:

and dark milk in terms of distribution
Metrics used for assigning daily targets:
• Previous performance of the beat/route according to area
per week
• Target to be achieved
• Past per day value achievement- terms of silk
• Number of visicooler outlets in the route
Methodology used:
• Daily targets, daily updates and follow ups
Regular Field visits and distributor point visits
Market and margins-
• For products priced <40- 10% and >40- 12
% versus competition- Amul in dark
chocolate segment- 25-26% (retailer’s
concern)
Schemes- monthly: gives additional 3-5% on
select products
PCs pushing sales: Focus on festive demand,
events, schemes, and personal touch
Visibility and promotions: P7 outlets- Monthly
target >20000, On achieving the same
additional margins ranging 1.75% to 4.75.
 Placement of key
SKUs
1. Pushing high
value
products- eye
level
2. Ensuring
competition
is on lower
shelf
3. Silk + dark
tablets on
same shelf

Key observations and improvement areas:

• For key product’s distribution- daily targets
• Frequent schemes comprising of Silk +
product want to be pushed
• Driving PCs with differential schemes
• Modern trade comparison by retailers
• Arranging visi coolers frequently to get a
view of stock and reorder.
• Focus on converting green outlets as growth
is around 10-12%
• Credit for 7 days, payments come a bit late.
 Internal Competition
Benchmark
Approach & Observations
Products: CDM Silk, CDM
Assorted Gifting, CDM Silk
Bubbly, CDM Silk Oreo, Silk
Base value Running rate Mouse
Month: August, 2021 (Till
27th)
Q1- February Last 3 months
Total RLA: 3760

Active RLA: 1251

Eff. Eff.
Total RLA: Active RLA: Total RLA: Active RLA:
Coverage: Coverage: Eff. Coverage: 32.01%
3639 614 3700 479
15.45% 11.81%
Total RLA: 3760 Major Findings & Suggestions Challenges
• Products can be pushed with regular • Language Barrier: (difficult to comprehend
Active RLA: 601 the conversation (rather negotiations))
monitoring
• Bulk breaking: Retailers budget can be re- • Low sales for premium choc: Retailers were

THANKYOU!
Eff. Coverage: 15.51% adjusted by including at least MOQ of reluctant to stock the choc
Results

Premium choc • In the category of dark chocolates, Amul has

• Dark chocolates can be pushed more to an effective presence giving high
competition in the category
Increase in chemist outlets
• High pricing of premium choc for some
• Additional schemes can be promoted
Effective retailers
• Kit Incentives
Coverage • Fixed purchase: Retailers have the mindset
of reordering the last purchase
Submitted by: Saloni Sharma