SALES & DISTRIBUTION

Vision & Objectives

 We will be the BEST sales Organisation in the FMCG
Industry
 Play a lead role in delivering targeted market shares in
all categories
 Deliver Competitively superior in

 Retail Performance

 Customer Satisfaction

 Sales Organisation/System

 Selling cost structure

Structure of Sales & Distribution
VP

GM

Sr. RM/ RM

Sr. AM/ AM

TSO

TSI
Frequently used Sales Terminology
 RS – Redistribution stockist.
 ISR – Interim Sales Representative.
 RSSM – Redistribution Stockist Sales Man.
 RSP– Rural Sales Promoter.
 SS – Super Stockist.
 TP – Trade Promotion.
 TPR – Temporary Price Reduction.
 MDCP – Mass Dealer Contact program
 QPS – Quantity Purchase Scheme.
Cont…
 PWD – Permanent Window Display
 RPS – Retail Performance Standard
 DRCP – Dealer Route Coverage Plan
 SMS – Slow moving Stock
 FMS – Fast Moving Stock
 SKU – Stock Keeping Unit
 PJP – Permanent Journey Plan
 FJP/TP – Frozen Journey Plan / Tour Plan
 TPU – Third Party Unit
Cont…
 BTL/ATL – Below the Line /Above the Line activities
 BLSP – Below the Line Sales Promotion
 BTI – Break Through Initiative
 RM / PM – Raw Material / Packaging Material
 C & FA – Carrying & Forwarding Agent
 SNOP – Sales and Operations Plan
 JC – Journey Cycle
 NPD – New Product Development
 SUPPLY CHAIN

1. RM/PM Vendors 9. RM/PM Vendors

2. TPU's 10. Haridwar Plant
3. Pondy 11. Mother Depot
4. Mother Depot 12. C &FA Depot
5. C &FA Depot 13. RS / SS
6. RS / SS 14. Retail /
7. Retail / Wholesale 15. Wholesale
8. Consumer 16. Consumer

The chain starts from sourcing raw materials, supply to

production units(TPU / Haridwar), from there finished goods is
forwarded to depots and there by to RS and finally to markets.
 Other Functions Link
 Sales require effectively coordinate from
other functions to meet top line objectives

 Regional Office Commercial & Logistics team

 Marketing team
 Legal team
 Information system
 Planning & Central Logistics (only at corporate)
 Key Responsibilities
 Ensure stockists & field force deliver
 Sales budgets
 RPS (Retail Performance Standards)
 Company agreed coverage plan
 Width & depth of distribution in line with periodical plans
 Planning & Forecasting
 Continuously drive improvement on field force
functional skills development
 Proactive communication on competition activities
 Constantly develop stockists & field force to meet CKPL
objectives
 Build and foster positive image of Company
 SALES PROCESS & STOCK FLOW

1. RS purchases Stock from CavinKare and

sells in the Market wherein CKPL decides how
much should he purchase and plans how
should he approach the markets

2. RSSM is employed by RS and reports to RS

and ISR. RSSM will collect orders daily,
covering his markets as per the DRCP and
reports the same to RS who in turn ensures
that it is serviced at least by the next day

3. ISR takes care of a few RS markets and

reports to TSO.
SALES PROCESS & STOCK FLOW
4. ISR posts his RS closing stock in
Cavinkomm.net on every Wednesday (Foods)
and Thursday (PC).

5. Replenishment Order is generated every

Friday and RDC invoices stock which will be
sent from Depots.
Sales Process – Super stockist channel
 In Super Stockist channel, RSP takes care of Sub
stockist markets and reports to the TSO
 SS purchases stock from CKPL and in turn sells it to Sub
stockists
 From Sub stockist goods will be distributed to the outlets
through RSP
 TSO posts his SS closing stock in Cavinkomm.net on
every Wednesday (Foods) and Thursday (PC)
 Replenishment Order is generated every Friday and
RDC invoices stock which will be sent from Depots
Replenishment Based Order flow
 Based on closing stock & past week sales data from
Cavinkomm stock order will be generated for the
RS/SS on the basis of predefined closing stock norm.
 SKU wise Stock norms are defined for each RS.

 JC Week 1: stock order will be generated by Cavinkomm

considering the following parameter.
 Closing stock of previous JC, Stock on Hand, Stock in
Transit and Norms.
 JC weeks 2,3 and 4 order will generated is equal to
previous week’s sale
 Any Consumer promotion, NPD, New RS & Special
activity would be outside the purview of replenishment
system and deliveries thereof are on allocation.
Sales Promotion Schemes
 Primary scheme – A trade scheme that is pre-
adjusted in the Delivery Invoice of the RS/SS
 Secondary Scheme – A trade scheme that is
reimbursed to the RS/SS basis his spends
 TP – Trade Promotion. Any Acitivity that is
intended to gain support from Trade and hence
enhance business opportunities
 TPR – Temporary Price Reduction. Any activity
involving Price reduction of stock that can gain
Market support .
Sales Promotion Schemes
 MDCP – Mass Dealer Contact program – An
activity conducted at Wholesale points with an
objective to meet Retailers coming there and
promote our products
 QPS – Quantity Purchase Scheme. A secondary
scheme that is intended to gain Wholesale
capital and hence penetrate through passive
distribution
 Cavinkomm.net

1. Internet based Portal developed to link:

a. Sales force
b. Redistribution stockist
c. CFA

2. Platform made to exchange sales information

and transactions between CavinKare and
Stockist
 CAVINKOMM.NET ENABLES
For RS
1. can post his stock information by week
2. Replenishment based stock order process
from Rs
3. SAP information relevant to RS can be
viewed

One stop office for transacting with RO & HO and

it’s like online stock book with facility to place
stock position & view accounting information.
 CAVINKOMM.NET ENABLES
For sales force
1. Complete communication of sales
& delivery
2. Can monitor the RS performance
Plans Vs achievement can be
tracked
3. Auto generated Trend Analysis on
sales and
4. Delivery can be viewed
Source of Cavinkomm.net
 Source of Master and accounting
information for Cavinkomm is SAP-ERP
software
 SAP is used to
 Raise invoice for RS
 Raise purchase orders for suppliers
 SAP data is updated in Cavinkomm.net every
two hours
Reports in Cavinkomm
Following reports are all available in Cavinkomm.net under two
categories which can be viewed by all in Sales Function/RS
 Sales Reports
 JC reports (opening stock, Invoice Received, other issues, other receipts, closing stock on Hand, stock
in transit, Delivery in cases / in rupee value for any given time period)
 Stock & Sales Report (primary and secondary sales delivery report, closing stock for any given
period)

 SAP Reports
 Unused cheques, Cheque bounce, cheques utilization
 RS outstanding report
 List of Credit/debit note report & adjusted report
 Invoice in transit
 Statements of accounts
 Price list report