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Sales

Management in
a FMCG
company

Overview of FMCG sector FMCG expected to FMCG products 100 per cent Foreign Growing awareness.1 trillion by account for 50 per Direct Investment easier access and 2020 from 840 billion cent of total rural (FDI) in food changing lifestyles in 2017 spending processing and single. 2 . reach $1. sector brand retail. have been the key brand retail and 51 growth drivers for the per cent in multi.

Household care. 4th largest sector in Indian economy The main FMCG segments can be classified as Personal Care. Branded and Packaged food and Tobacco 3 .

Emami: Making people healthy and beautiful naturally 4 .

Brand Snapshots 5 .

Sales Structure of Emami President of Sales Vice President of Sales Regional Sales Regional Sales Regional Sales Regional Sales Management Manager Manager Manager (West Bengal) Manager Levels Span of Control Area Sales Executive (Kolkata) Salesman (Divided Area Wise) 6 .

one major drawback is that delay in decision making due to presence of many levels in the hierarchy. While at the same time. -pdf-340. product Source: feedback might not reach to the http://www.emamiltd. However.pdf 7 .in/images/presentation/20180604013904 higher management levels. the board wants to monitor sales according to area wise and thereby plan it’s sales activities as per every region. Secondly.Reasons for geographic sales structure Lack of market duplication was the foremost reason to opt for this structure.

targets brand-wise. and help them breaking it in terms of • Defines. and achieves key geographically. strategy for sales across the country • Owns the development and execution of • To direct sales team and establish sales integrated sales and marketing plans. monthly and success metrics across marketing and sales. annually • Strengthens Key Account Management and • To plan and implement local sales Opportunity management capabilities. promotion in consultation with marketing leverages CRM systems (Salesforce) and drives best practices. and • Creating strategy to increase market share execute the overall company strategic and leading the entire go to market business plan cross functionally. pack wise as per ABP. • Have a clear focus on new channels. institution trade and E-commerce 8 . weekly.Roles and Responsibilities President of Sales Vice President of Sales (Vinod Sissodia) • Effectively partners with the Senior Leadership Team to develop. align. monitors.

strategic plans and reviews • Prepare & execute strategy for product • Meets regional sales financial objectives by visibility at Point of Sale forecasting expenses.) Regional Sales Manager Area Sales Manager • Achieving regional sales operational • Prepare & execute strategy to penetrate objectives by contributing regional sales new markets and strengthen sales in information and recommendations to existing markets. budgets and sales. • Analyzing primary & secondary sales data • Maintains and expands customer base by and taking actions to increase Sales counselling district sales reps (ASM) and building rapport with big customer • Evaluating distributor performance (ROI) accounts and recommend process improvements. 9 . at depots. • Identifying regional customer needs and • Monitor stock flow and sales performance wants to support new customer initiatives.Roles and Responsibilities (Contd.

Recruitment and Training They actively and consistently engage and participate in premier B Schools campus recruitment for Interns and Management Trainees with an objective of inducting and nurturing fresh and quality talent within the organization. 10 .