Instructions

1. You have 60 min to analyse the case before you are invited for the Group discussion
2. During your discussion, ensure that the ideas from all team members are taken into
consideration before you finalize your response as a team.
3. DO NOT share the case study with anyone outside this meeting room
4. Assume today is 1st Sep 2020
5. Analyze the information and data provided, and discuss the questions that follow

All names used in this document are entirely fictitious. Any likeness or perceived connection to any real
name, whether past or existing, is entirely coincidental.

Situation at hand
• The city extension, 10 kms off Pune, is currently seeing a lot of residential buildings/
development activity because of several new IT parks.
• Your distributor, “Major Distributors”, has been associated with you for a long time and
generally has done good business with you. However lately the numbers are not increasing
as expected.
o Whenever you try to have conversations with your distributor, he points to the
declining wholesale market and rate issues.
• To get a sense of the market you spoke with a peer in another FMCG company, and got the
following insights:
o He pointed out that while the wholesale business has been impacted for him as well,
he has still achieved double digit growth figures overall
o He also heard that your competitor in AD and chocolate category is also recording
strong growth. (Assuming the marketing spends, scheme spends, and NPDs have
been same).
o You also got to know that one of the major food companies “ABC Ltd” has opened a
new RD across the railway track to cover the new residential area where many new
apartments and outlets have come up in the last one year.
• Meanwhile you also extracted data from your online sales portal to understand where the
issue is. Below is the data you have extracted.

Sales by channel (INR lacs)

2019 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
P7 18 19 16 15 15 17 18 19 17 18 16 15
NP7VC 29 29 28 24 26 25 29 30 30 30 29 28
WS 12 11 10 11 10 12 12 14 12 13 12 11
BR 9 9 7 7 7 9 9 10 9 10 9 9
Total 65 65 59 55 56 60 65 70 65 68 63 60

2020 Jan Feb Mar Apr May Jun Jul Aug

P7 22 21 17 16 16 19 20 21
NP7VC 30 25 26 24 23 25 27 29
WS 10 10 9 10 9 9 10 12
BR 10 9 8 8 8 10 10 11
Total 72 65 60 58 56 63 67 73
Sales by major categories (% growth over last year same month)

2020 Jan Feb Mar Apr May Jun Jul Aug

CDM -1% -5% -1% -3% -2% -2% -1% -3%
Premium
15% 10% 12% 11% 15% 12% 12% 11%
Chocolates
AD 4% 4% 8% 1% 2% 5% 4% 2%
Biscuits category 10% 2% 5% 6% 2% 6% 3% 2%

Other parameters:

Jan Feb Mar Apr May Jun Jul Aug

EC (%) 96% 94% 93% 95% 92% 94% 91% 92%
Average bills per
2 1.9 1.8 1.7 1.6 1.6 1.6 1.6
outlet (num)
Total bills (num) 2000 1995 1935 1870 1840 1840 1920 1920

Other parameters: Unique Lines billed

ULB Jan Feb Mar Apr May Jun Jul Aug

P7 14.1 12.1 11.8 11.1 11.7 13.0 11.6 11.9
NP7VC 10.1 5.6 7.2 8.2 6.1 8.0 6.9 7.2
BR 5.6 3.2 4.2 4.8 4.1 4.8 4.2 4.0

In terms of infrastructure, your RD has 5 PCs, 1 transport vehicle. Occasionally based on demands,
he also hires vehicle on temporary basis in order to ensure that all the outlets are serviced.

Questions for discussion:

1. As per you, what are the major factors impacting the performance of your RD “Major
Distributors”?
2. What should be the top 3 priorities for Major Distributors in the coming 3 months?
3. If you are planning a visit to the distributor, how will you prepare and plan the conversation
to ensure a fruitful, goal-oriented discussion?
4. Apart from the data provided above, what other data will you take out/would have liked to
have access to, for a better analysis and more fruitful discussion and solutions?

Glossary:
P7: Top outlets which have dedicated Mondelez space and Mondelēz assets (like VC, Countertop)
NP7VC: Outlets which have dedicated Mondelēz Visicooler
WS: Wholesale outlets which buy in bulk and supply it to the other retailers
BR: Balance Retail
Total no of active outlets: Total outlets which have been billed once in the last 6 months
EC: Effective Coverage - Total no. of outlets billed per month/ Total no. of active outlets
Average bills per outlet: Total no. of bills per month/ Total no. of active outlets
ULB: Unique lines billed per month per active outlets