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SALES & DISTRIBUTION ASSIGNMENT 1


Objective: To study sales and marketing organisation structure of Reckitt Benckiser Formatted: Font: Italic

and analyse their relationship.

GROUP-3
AYUSH JAWA PGP-16-179

LAKSHMI NARAYAN PGP-16-195

NITIN GUPTA PGP-16-203

SHEKHAR KAPOOR PGP-16-219

SHREYASH JAIN PGP-16-221


SALES DEPARTMENT Formatted: Font: (Default) Times
New Roman, Bold, Underline
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Figure 1 : Organization chart of Sales Department in Reckitt Benckiser

The Sales department at Reckitt Benckiser in India is headed by the National Sales Director. The Sales department has 2 Formatted: Font: 10 pt
divisions Regional Team and the Corporate Team

Reckitt Benckisers Regional team has divided divided India into 4 regions north, south, east and west, each headed by a Formatted: Justified
Regional Manager (RM). Each regional member manages a business of INR 1200-1500 crore per annum, depending on the
region and has a team of 5-6 reportees, which. These include-

a) 1 Regional Trade Marketing Manager (RTMM) whose primary responsibility is to increase the demand at the wholesaler,
distributor and retailer level and works in collaboration with the various Brand Managers.
b) 1 Regional Commercial manager (RCM) who looks at the financial aspects of sales in the region.
c) 1 Regional Sales Development Manager (RSDM) whose major job is inorganic growth.
d) 2-3 Zonal sales managers who look at everyday sales with distributors and manages the Area Sales Manager.

Each Zonal sales manager manages 3-4 Area Sales managers (ASM). An Area sales manager manages a business of
approximately INR 15 crore per month in his/her territory. Each Area sales manager has 8-10 people reporting to him who are
Territory Ssales In- charge (TSI) in the urban areas and Area Sales executive (ASE) in the rural areas. Each TSI heads 7-12
DBSR who are Distributor sales representatives. They are on the distributors payroll but work in collaboration with the TSI
in the urban areas. Each ASE has 7-9 PSR (pilot sales representatives) and they too are on the distributors payroll and work
in collaboration with the ASE in the rural areas.

The second division in the sales department is the Corporate Team. It has 4 key responsibility areas

a) The E-commerce department (ECOM) is a team of 5-6 people who are managers and Assistant managers and work with Formatted: Font: 10 pt, Bold
major online retailers (Amazon, Big Basket etc.) for sales of all RB products. Formatted: Font: 10 pt
b) Second is the National Key Account Manager (NKAM) modern trade who has a team of 5-6 Corporate Key Account
Managers (CKAM). These Key account managers see major accounts like Big Bazaar and Easy Day. The CKAM and the
ASM work in collaboration with each other. CKAM manages big accounts at the national level and each ASM ensures
Purchase orders are made by stores in his/her region.
c) Third is the National Trade Marketing manager (NTMM) who makes national trade marketing strategies. He is supported
by the Category Trade marketing managers (CTMM) and shopper trade marketing managers (STMM). Dettol has a
separate CTMM and for other categories 2-3 brands have 1 CTMM. The RTMM mentioned above works in collaboration
with CTMM and STMM.
d) Fourth is the National Sales development manager (NSDM) whose team is responsible for inorganic growth, nationally. Formatted: Font: 10 pt, Bold
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LINK WITH MARKETING DEPARTMENT
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Figure 2 Organization Chart of Marketing Department at Reckitt Benckiser

The Marketing department at Reckitt Benckiser is divided into two divisions the PO1 (power of one) team and the IMEX (In Formatted: Font: 10 pt
market execution) team. The PO1 team is a global team which ensures consistency in all branding and communication Formatted: Justified
activities. There are two PO1 departments one for developing markets and one for developed markets. Every Brand has an
individual PO1 team. Dettol and Harpic PO1 teams are based out of India and Vanish in Brazil, Durex in China. The Head of
PO1 for different brands are People of Director level and SBM (Senior Brand Manager) level depending on size and revenue
from Brand. The Head of PO1 team of each Brand is assisted by an ATMM (Area Trade marketing manager), Senior Brand
Manager (SBM), Brand Manager (BM) and Assistant Brand Manager (ABM). The MT (Management trainees) hired out of B
schools and mostly put in ASM role in sales and a few ~15% are given ABM roles.

The second division is the In Market execution team. This team is headed by the Marketing Director who is at the same
level as the Sales director. Under the Marketing Director are the Marketing managers (1 for each big brand like Dettol and
Veet and 1 for 2-3 relatively smaller brands in a category eg. 1 Marketing manager for Homecare that includes Vanish, Rin and
Air wick brands)

Under the Marketing Manger are the Senior Brand Managers, the Brand managers and the Assistant Brand Manager. The
Marketing Managers are equivalent to RMs, the SBM is equivalent to the ZM, the BM is equivalent to the RTMM, RCM and
RSDM & lastly the ABM is equivalent to the ASM.
The other departments under the Marketing director are the Media Planning team comprising of 1 person of the Marketing
manager level and 2 managers of BM level. The Consumer Insight department has a marketing manager and under him are two
BMs, oOne for Dettol and the other for rRest of RB brands. Last is the Digital Marketing team which has a Marketing manager
and 2-3 managers, the BM of all brands work with these managers for the activities related to Digital marketing. Hence the
primary objective of the Marketing department is Demand generation and that of sales department is demand fulfilment. The
marketing activities ( like cross sell activities) are planned by the marketing department and executed on ground by the sales
department. Formatted: Font: 10 pt