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Internship Report on Unilever Bangladesh Limited

Internship Report on Unilever Bangladesh Limited

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Published by: Tanzina Tanisha Ahamed on May 30, 2012
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11/05/2013

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ROLE OF THE DISTRIBUTOR

Distribution business operation in Bangladesh is regarded as one of the benchmark system
in today’s time. In the FMCG industry, Unilever Bangladesh Ltd. (UBL) plays the leading role
in making Unilever brands available in all the corners of the country. UBL has been able to
reach this position over the years through rigorous activities and sound team work with its
stakeholders. Distributors, undoubtedly plays a key role in overall business operation of
UBL. They are considered to be the backbone of UBL’s business. The distributor’s business
growth and profitability plays a significant role for UBL’s business growth both in terms of
volume and value.

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UBL distributors function as business partners and have to strictly follow UBL guidelines.
They have to accommodate the territory manager and Area Sales manager of UBL. They also
accommodate and install various process innovations of UBL - use of Personal Digital
Assistant (PDA) to take orders or use of Distributor Management System (DMS) to record
orders, etc.

Distributors have to maintain various important files and registers on a day to day basis like
Stock Register, POP Register, DMPR (Distributor’s monthly performance report), etc.

ROLE OF THE TM

The TM’s main responsibility is to manage the distribution, train and coach distributor team,
prepare different report, daily, weekly, and monthly, on distribution effectiveness – BPC,
Call Productivity, LPC, etc., brand innovation, distribution correction, merchandizing
activities, competitors’ activities, etc.

OVERVIEW OF THE REDISTRIBUTION PROCESS

This is the process of getting the products to traders through the distributors:

• On one day of the week, Distributor Sales Representatives (DSRs) all over the
country visit the outlets according to the coverage plan. DSRs take orders for the
different product and enter the order into his hand held terminal (PDA). It is the
DSR’s responsibility to ensure availability of the products.

• After returning to the distribution centre, the day’s orders are entered into system
and invoice and memo is prepared

• Next the distribution house manager- considering the order size of each product,
current stock levels in the warehouse, and cash available to the distributors- places
an order (Indent) to the Unilever Depot.

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• Distributor pays through Demand Draft and the stock is delivered the next morning
to the distributor warehouse.

• Memo is sent to the warehouse and orders prepared and products loaded into the
delivery vans (mechanized or non-mechanized) accordingly

• ADSR carries the printed invoices and the respective supply to the market the next
day; gives delivery and collects the money

• In case of any change in memo – additions or deductions, the ADSR makes it
manually and informs the computer operator on getting back to office; necessary
changes are then made in DMS+ and the corresponding Memo.

• The grievance procedure for damaged goods follow the following sequence:
o The trader first informs it to the DSR
o If the DSR finds the claim to be logical as per company policy for
replacement, he notifies the ADSR about it
o The ADSR then collects the goods from the shop in his next visit and submits
it to the TM
o Only on approval by the TM the good is replaced, otherwise it is returned
back to the trader

The Contract Merchandisers visit shops in his route. His main responsibility is to
ensure visibility of the products through proper merchandizing and point of
sales/purchase displays. The CM raises the availability token for cross checking the
performance of the DSR. The CMs are paid for by Unilever.

A territory is divided into routes based on geographical proximity, channel
characteristics, etc. It represents the outlets to be covered at one go. Routes are

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divided into sections – the number of times a route is serviced in a week. o times a
week and household once)

Mechanized vehicles cover 2 sections per day, whereas, non-mechanized vehicles
cover 1 section per day.

The distributor’s organogram is as follows:

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