Documente Academic
Documente Profesional
Documente Cultură
CHRIST UNIVERSITY
HOSUR ROAD, BANGALORE-560029
Submitted By:
Arkojit
1527904
Viral
1527929
Sashank
1528025
Siddhi
1528055
Page | 1
Kushagra
1528117
Pallavi
1528148
Nithin
1528623
Jenish
1528630
Trimester: 3
Year: 2016
Table of Contents
Title
Page No
1. Industry Analysis.............................................................................................3
1.1 Introduction.......................................................................................................3
1.2 Industry Snapshot..............................................................................................3
1.3 Product Categories.3
1.4 Major Players in the FMCG Sector3
1.5 Latest Trends and Developments in the FMCG Industry..4
2. Sales Structure..4
2.1 Examination of the Roles and Responsibilities of Every Member.4
2.2 Gaining from the Analysis..5
3. Sales Force Hierarchy...6
3.1 Job Description...6
4. Permanent Journey Plan of Sales Force8
4.1 Daily Sales Activity8
4.2 Travel Plan..8
5. Incentives System for Sales force Motivation..9
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Industry Analysis
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Introduction
Fast Moving Consumer Goods (FMCG) are products which fulfill the day to day needs of a
customer. This includes all items that are purchased by people at regular or frequent intervals like
monthly or weekly. It mainly consists on products like toothpaste, shampoos, toilet soaps,
detergents, packaged food and other household items.
Industry Snapshot
The Indian FMCG sector is the 4th largest segment in the Indian economy and has grown at an
annual average of 11% over the last decade. The market size of this sector is expected to increase
at an annual rate of 14.7% to touch up to $ 110 billion by 2020. The rural market is also expected
to grow at an annual growth rate of 17.7% to touch $100 billion by 2025. Food products segment
accounts for 43% of the total market, followed by the personal care segment which accounts for
22% and fabric care segment which accounts for 12%. The key growth drivers for the FMCH
sector are the changing lifestyles, increase income levels, easier access and growing awareness.
Product Categories
The FMCG Industry has several segments such as Food and Beverages, Personal Care and
Household Care.
1. Food and Beverages segment includes Biscuits, Salty Snacks, Health Drinks, Aerated
Drinks, Cereals, Packaged tea and coffee, Chocolates etc.
2. Personal Care segment can be divided into oral care, hair care, skin care, cosmetics and
hygiene products.
3. Household care includes household cleaners, fabric cleaners and others.
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The top 5 Indian players in the FMCG segment based on Sales (Rs. In. Cr.):
Name
ITC
Hindustan Unilever
Nestle
Godrej Consumer Products Ltd
Britannia
Increase in disposable income of the middle class and the upper middle class consumers in urban
markets has led to a shift in the purchasing trends from essential products to premium/branded
products. The millennial generation is also looking beyond a products basic utility. They are
more inclined towards the brand image and lifestyle associated to a particular product.
Technology is also playing an essential role in the growth of the FMCG industry and speed is
playing an important role when making purchase decisions. E-commerce/Internet has emerged as
an important source for buying because of the several advantages it offers. Technology has also
helped FMCG companies gain better customer insights and understand the customer needs.
Indian consumers are also increasingly focusing on healthy living. Health and wellness are the
new segments which are expected to grow at an annual growth rate of 10%.
Globalization and favorable Government policies like Foreign Direct Investment has lead to
large number of multinational corporations entering Indian markets and offering a large variety
of products, increasing competition, generating employment, improving standard of living and
increasing the purchasing power of consumers. This boom in the FMCG sector has lead to a
growth in the organized retailing in India which has led to easier availability and access of
FMCG products.
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Rural markets are expected to be the key drivers for FMCG products. Rural markets have been
growing at 16% as against the urban markets which have been growing at 12%. Also government
initiatives like National Rural Employment Guarantee Act, increase in minimum support prices
have helped boost the rural markets. Therefore several companies are coming up with low
priced value for money products to capture this market.
Sales Structure
Examination of the Roles and Responsibilities of Every Member
FMCG's have an all around characterized and entrenched sales system. It takes after the same
system in every one of the business sectors where it works in. The national sales supervisor
heads the whole sales process and the business group in a specific national business sector.
The organizations have very much characterized districts reserved that section the business
sector in view of geological divisions. Such regions are alluded to as zones and the organizations
have someone else as the zonal head or the zonal chief who reports to the national head. Every
zone is again subdivided into various zones which are under the control of local supervisors who
report to the individual zonal administrators.
The local administrator has various supervisors who care for various parts of offers in the
district. While the territorial chief partitions still littler fragments of the business sector in light of
topographical areas and are put under the zone sales administrators.
The zone sales supervisor is in charge of the genuine offer of the items through a large group of
different workers such as the region responsible for sales, the business partners and the
immediate sales agents. Then again, the local heads likewise take care of different parts of offers
like clients administration, frameworks backing and occasion administration through another
system of heads.
shape the methodology. Data streams from underneath as the zonal administrators are helped
with the work of gathering data and knowledge by the provincial sales chiefs.
The parts and obligation of the territorial sales heads is two-fold. They participate in the
procedure development for sales in of the organization and they are likewise the ones who are
straightforwardly in charge of executing the organization sales technique o the ground. The range
supervisors posted under the territorial heads are the genuine hands and legs for the organization.
They alongside product head, sales collaborators and the immediate sales agents connect with the
wholesalers to survey request and guarantee supply of the items.
The local supervisor really goes into the field and co-ordinate and chat with the wholesalers and
different customers. They are the ones who push available to be purchased sand execute different
sales advancement techniques. The other assistive divisions of the business office help in
keeping up client relations.
National Sales
Manager
Zonal Sales
Manager
Zonal Sales
Manager
Zonal Sales
Manager
Zonal Sales
Manager
Zonal Sales
Manager
(North)
(South)
(East)
(West)
(Central)
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Area Sales
Regional Sales
Manager
Territory Salesman
Area Sales Admin
Job description
Job Position: Area Sales Manager
Reports to: Regional Sales Manager
Location: Bangalore
Key responsibilities:
Ensuring the sales achievement on a positive track with corrective actions for better
results.
Recruiting, training and developing the subordinates at all levels.
Implementing the company guidelines and monitoring the same for better growth in the
market.
Coordinating with the various Area Sales managers for better results and performance on
a regular basis.
Name
Name
Date
of
of
Distribu Retai
tor
ler
Stoc
k
Area/Reg
ion
Orders Booked
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P1
P2
P3
P4
Total
Travel Plan
Date: ______________
Sales Representative Name __________________
Date
Day
Office/Client
Area/Region
Reporting
Manager
Objective
of the Visit
Incentive Plans
1. Commission Basis: 5%-8% commission for based on number of units sold and total sales
generated.
2. Bonuses: 7% commission of the target, if monthly target is over achieved.
3. Cash Bonuses for meeting the target and for client acquisition
4. Sales Man of the Month: Winner would receive a gift certificate/bonuses.
5. Sales Man of the Year: Holiday Package, Award, Certificate.
6. Performance Appraisal and Hikes based of overall performance
Creating sales objective is to set a target in terms of the sales that is to be achieved in the coming
year. The target is set based on:
1.
2.
3.
4.
Distributor retailer should have retailer card, daily sales report with opening stock and
stock position in unit.
Trade loads and promotional activities letter with slabs and discount percentages.
Price list of all SKUs, M.R.P.S, retailer prices and margins.
Days target of each SKUs for the day.
Range selling target.
Volume and value target.
Running display incentive contest details.
Retailer agreement forms for the above.
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References
Indian Consumer Durables and FMCG Industry Analysis, In (India Brand Equity
Foundation, 2016)
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