Professional Documents
Culture Documents
Nestle
• Nestlé was founded in 1867 by Henri Nestlé in Switzerland
Milk Products & Nutrition Beverages Prepared Dishes & Cooking Chocolates &
Aids Confectionary
Nestle Milk Nescafe Classic MAGGI 2-MINUTE Noodles Nestle Kitkat
Nestle Slim Milk Nescafe Sunrise MAGGI Imli Pichkoo Nestle Munch
Premium
Nestle Bhuna Jeera Raita Nescafe Sunrise MAGGI Healthy Soups Nestle Milky Bar
Packaging
Processing
Cardboard/Material
Raw Cocoa manufacturer
Outbound Logistics
Packaging
Transportation
Distributor Super-Stockist
Distributors D1 Distributors D2
Super Stockist
(Bangaluru) (Mysore)
Re-Distributors Re-Distributors
(Gokarna) (Kundapur)
Selection of Distributors
• The Criteria followed are:
1. Capital Investment
Depends on both present and future capital investments by distributors
Amount vary from Area-wise to marketwise
2. Relevant experience
Prior experience in FMCG sector is preferred to save on training expenses
Distributor should not be dealing in Competitor’s product
Should handle entire range of Nestle products (Both fast and slow moving SKU’s)
3. Infrastructure
Godowns / Storage space with appropriate refrigeration as per product needs
Delivery vehicles
Salesmen
4. Return Policy
Company follows a policy of return when the product has past its
expiry date, damaged or has a defect
Replenishment is done with cash and happens at the end of
every six months
5. Return on Investment
Company does not give any guarantee to the distributor
Terms of Operation
6. Storage policy
Distributor maintains Cold Storages and Deep Freezers for the
storage of the products
Distributor has to bear all expenses pertaining to Infrastructure
requirements
7. Sales Force
The remuneration and all other expenses for sales force are
borne by the distributor.
Incentives - Margins
Super
Stockist /
Distributor 2.5 2 5.7 2.5 2 2
Re-
Distributor
/
Wholesaler 4 4 3.7 6 5 5.6
• For e.g.
– 10% growth for distributor having sales of Rs. 20000 will different from
distributor having sales of Rs. 1 lakh
1. Qualifying Criteria
1. 100% achievement of internal target for 3rd quarter (Invoicing)
2. Min. 10% RDBN turnover growth over last year 2nd quarter
Motivation of Channel Partners
2. Ranking
All ASM’s who fulfil above criteria are ranked on the basis of
Index.
Top ASM’s(as fixed by the branch) win prizes
INDEX = %RD turnover growth * absolute value increase
Mid month targets for next month are set around 5th-10th of that
month
Targets are set for Sales officers, ASM’s and branch managers which
are driven down the hierarchy
1. Wholesalers
Wholesalers are not a part of the formal structure of Nestle
India’s distribution network
Make bulk purchases from the distributors directly thereby
leveraging on the margins
Typically the wholesaler gets a margin of about 2%-3% from the
distributor , of this he retains 1 % and passes on the remaining
2% as discount to the retailer
This discount induces the retailers to buy from wholesalers
2. Sales Officers
Account of invasion of another’s sales area by a company’s sales
officer under pressure of sales target
Physical distribution system
• Seven Manufacturing Facilities
1. Moga (Punjab)
2. Choladi (Tamil Nadu)
3. Nanjangud (Karnataka)
4. Samalkha (Haryana)
5. Ponda (Goa)
6. Bicholim (Goa)
7. Pantnagar (Uttarakhand)
Ownership Transfer
Factory
Transfer Chalan
Mother Godown
Transfer DA
Stockist
Logistics Structure
• Logistics comprise of Road Transportation through Container trucks