Professional Documents
Culture Documents
ITC - Sales and Distribution
ITC - Sales and Distribution
ITC - Sales and Distribution
Vision Mission
• Sustain ITC’s position as one • To the
of India’s most valuable generating
enhance capability
wealthof the
corporations through world- enterprise in a globalising
class performance, creating environment, delivering
growing value for the Indian superior and sustainable
economy and stakeholder value
the Company’s stakeholders
4
Objective
5
About ITC Ltd. (Contd.)
Diversified Product Categories:
FMCG
IT Hotels
Paper Agri-
Boards Business
Packaging
6
Background
Sales Management means “the planning, direction, and control
of personal selling including recruiting, selecting, equipping,
assigning, routing, supervising, paying and motivating as
these tasks apply to personal salesforce”. – American
Marketing Association
7
SWOT Analysis
Strength Weakness
Strong brand recognition Dependence on tobacco revenues
Experienced Management Negative Connection of Tobacco
Diversified Product Portfolio Low export levels
Well established distribution network
Opportunity Threat
Low per capita consumption of personal Competition both Domestic &
care products International
Untapped rural market Ban on smoking
Collaboration with foreign players Competition from unbranded
e-retailing products
High competition from established
companies
9
Presence of ITC Ltd..
NORTH EAST
Division Division
SOUTH WEST
Division Division
9
Sales Hierarchy of ITC
Division Manager
Branch Manager
Assistant Manager
Area Manager
Area Executive
Sales Trainee
10
Recruitment
Other
• Sales Trainee
B- schools
Interview round 2
Quality of 13
Training and Development
Induction On Job
Training Trainin
g
Internal Competency
Developmen
Trainin t
g 13
Training and Development
(Contd.)
Induction Training:
Sales Trainee
Duration: 1 week
Place: HO
14
Training and Development
On Job Training:
15
Training and Development
(Contd.)
For Sales
Trainee and AUT
Internal Duration: 1
Training: month
In Branch office
16
Training and Development
(Contd.)
Competency Training:
Branch Manager
recommends AE and AM
for training
Duration: 6 Days
17
Compensation (Contd.)
Position CTC (in Variable
Rs. Lakhs
annually)
Branch Manager 28 - 30 20% of CTC
Quiz
Motivation
Updated
20
Wholesale Distributor (WD)
WD
Driver/
Salesmen Supervisors Delivery Boy
Thelawala
21
WD employees: Recruitment
and Compensation
Recruitment:
The salespersons of distributors are appointed
by the distributor himself in consultation with
ITC officials
Compensation:
• Their fixed salary is paid by the distributor but
is reimbursed by the company.
• The variable salary of salesmen is decided
on his meeting of sales target.
22
WD employees: Recruitment
and Compensation
Salesmen Evaluation and Compensation
24
WD employees: Recruitment and
Compensation
Role of Salesmen:
• Prospecting- Searching for new outlets
• Targeting- Visiting potential outlets
• Communicating- Informing about products and offers
• An order taker- As per requirement in retail and
convenience outlet
• Selling to retailers and convenience outlet
• Servicing- Removal of
damaged/expired(DND)products
• Information gathering- About needs/ preferences of
customers
• Allocating- Fixed time to each outlets 25
26
Distribution Channel
CNF
FACTORY
WHOLESALE
DEALER BASE
RETAILER
WHOLESALE
DISTRIBUTO
R
27
Channel Type
3-level Distribution Channel:
Wholesale
Company Wholesaler Retailers Consumer
Distributor
Company Wholesale
Retailers Consumer
Distributor
Wholesale
Company Wholesaler Consumer
Distributor
28
Distribution Type
Exclusive (Textile)
Selective (Paper
Boards & Cigarettes)
Intense (Other
FMCG Products)
29
Physical Distribution/Logistic
Mother
Hub/Factor
y
C
e
n
t
r
a
l
WD Godowns W
a
r
e
h
Outlets
o
u 30
s
Effective Working of Channel
Members
Performance is measured on
following broad
parameters:
31
Effective Working of Channel
Members (Contd.)
Score card for Measurement of WD Performance:
Bands Score
Platinum > 95%
Gold 85-95%
Silver 80-85%
Bronze Star 75-80%
Bronze 60-65%
Non Performing < 60%
32
Effective Working of Channel
Members (Contd.)
Actionable basis for WD evaluation:
Essentials Check Bands Follow up action
Not Qualified Non Performing Replace
Not Qualified Bronze On Notice
Not Qualified Bronze Star/ Silver On Notice
BM to revert with follow
up plan
Qualified Non Performing On Notice
Qualified Bronze On Notice
Time bound action plan
33
Problem Statement
Causes:
– Lack of proper training to distributor’s salesmen.
– Poor Infrastructural support (TPS software not updated on regular
basis).
– Inefficient sales strategy (territory allotted to salesmen
doesn’t consider sales potential of region).
Effect:
– Problem of product recall by salesmen.
– More focus on sales target rather than business expansion. (Salesman
focuses more on large outlets which purchases in large volume).
– Poor level of motivation among sales staff.
3
4
Improve Management
• Proper training should be provided to salesmen.
36