vendor presentation 2

8/8/2019 Vendor Presentation 2

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Vendor India

Channel / Corporate Distribution

Sales Plan


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Vendor India Project


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Why Trade marketing Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer,

or distributor level rather than at the consumer level. However, you need to continue withyour BrandManagement strategies to sustain the need at the consumer end. A consumer is the one who identifiesand purchases a product from a retailer. To ensure that a retailer promotes your product againstcompetitors', you must market your product to the retailers, also. Trade marketing might also includeoffering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline toprofitability. It is used to satisfy the needs and wants of the consumers.

70 percent of shopping decisions are now made at the trade or what marketing practitioners refer to as

"point-of-purchase". This new trend leads to the greater importance of merchandising and shopperpromotions than consumer directed programs. Below the line promotions have become the focus of mostconsumer goods companies in order to drive higher sales. As retailer giants continually expand throughoutevery opportune territory, the role of merchandising in generating growth becomes more prioritized.

Targets of trade marketing

Distributor/Dealer

Distributor/Dealers are channel trade partners who act as a medium to ensure stock delivery/availabilityfor the consumer across the geographies. The role of these entities is absolutely critical as theyhelp inensuring that the product is widely distributed and available for the end consumer. The key benefit ofthese entities is in ensuring that the distribution costs are lower for the manufacturer and simultaneouslythe products are available for the end consumer. The distributor and dealers operate on a base trademargin (factored in the cost of the product by the manufacturer). Along with the base margin the tradepartners also get additional schemes/incentives which keep on varying from time to time and product toproduct. The dealer end consumer directly), wholesaler (selling to other retailers primarily) or a modernretailer (i.e. self service stores like the Walmart, Carrefour, Tesco etc which are into both the consumerretailing and wholesaling).


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Opportunity

Embassies

Government/MNC/Private offices

Large no of International & Domestic Callcenters with spread branches

Hospitals

Hotels Shopping Malls

School/Collages


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Current Industry snapshot

In India we generally opt for a hygiene maintenance agencies which takescare ofhousekeeping/Toilet cleaning at workplaces or Malls

Most of the agencies get contract through property consulting firms like

CBRE

Work model of CBRE

Contacts companies Search for office space

Negotiate deals between company and vendors like DLF

Arrange fixture/furniture for set up

Offer security agencies

O

ffer F&B staff through agency Offer House keeping staff through agency

Track agency performance through regular audits

These agencies are using local products, which are cheaper and unsafe

Competitor: We have only one big competitor in METRO towns: Kimberley

Clark


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Challenge

Build Dealer relationship

Availability

Demonstrate Product to Consumer

Increase Sales ( Sell in , Sell out & Direct Sales)

Conduct Dealer Staff training to Build confidence to sell Vendor

Standard operation plan for proper refilling via Distributionnetwork

Need Back End support for Tech Defaults & Installation .


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Goal: Corporate Tie UpsAt Offices

We need to reach out to the admin Departments at work places, brief

them and make them aware of what is the difference in our products

Staff will be the end users, need to develop habit of using better hygienic

and high quality products among them, as only their like and dislikes will

influence admin to facilitate anything within the system

Will offer corporate discounted on initial supply of two months (trial

period), once end users feel the difference and get into the habit of using

our product, we will offer them a scheme on six months tie up.

No matter if they break the chain for third month and get back to the

regular local brand, we know our product is their in minds of end users,

theywill start complaining, and soon we will become the preferred brandfor them

We can also offer them a Dispensers/Disposal units out of traditional line

of products, free for the trail period. This will showcase our brand offices

We will earn by sales of refilling materials like liquid soaps/Tissue papers

etc


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Goal: Corporate Tie UpsAt Schools/Hotels

Same Method will be followed for Schools and Hotels

We will present our product for trail basis on discount

Then will work on six month or annual contract basis

We can later ask them to purchase washroom accessories from vision

product line

ConcernAreas

Dealer/distributor network should be strong enough to provide timely

replenishment of stock

Team on field should be proactive, understand the frequency of order foreach client and intimate distributors in advance keeping a lag time for

supply

Relationship with admin department should be good for timely payments

Regular check on maintenance and audits should be done to ensure

quality and make client feel the difference


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Daily Routine Job

1. National Manager1 Compile National Report

2 Coordinate with distributors

3 Command National Team

4 SPOC for all communications

5 Place Alternate Channel for Sales

6

Keep Proper Check on All Issues Pan

India

2. Corporate Sale Manager

1 Compile Citywise Report

2 Coordinate with dealers

3 Prepare beat plan for team/Audit

4 Train team

5 Lead generation and allocation to team

6 Stock Reports/ Inventory Plan

7 Local Tie ups & Dealings

4. Supervisor

1 Audit as per beat plan

2 Order Booking

3 Coordinate with Dealer team

4 Check Refill/Deliver

5 Report to CSM

6 Applymerchandising if required

3. Regional Manager

1 Compile Regional Report

2 Regular Visits to distributors

3 Command Regional Team

4 Train team

5 Lead generation and allocation to team

6 Communication Planning

7 Tie ups & Dealings


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Cities to be covered InitiallyState Cities Count Supervisor CTC Total Corp. Sales Manager CTC

Delhi NCR Delhi 10 10,000 100000 2 200000

Delhi NCR Gurgaon 2 10,000 20000 1 20000Delhi NCR Noida 2 10,000 20000

1 100000

Delhi NCR Ghaziabad 1 10,000 10000

Delhi NCR Faridabad 1 10,000 10000

Rajasthan Jaipur 1 8,000 8000 1 8000

Rajasthan Jodhpur 1 8,000 8000

1 100000

Rajasthan Kota 1 8,000 8000

Rajasthan Udaipur 1 8,000 8000UP Dehradoon 1 8,000 8000

1 100000

UP Haridwar 1 8,000 8000

UP Rishikesh 1 8,000 8000

UP Meerut 1 8,000 8000

UP Kanpur 1 8,000 8000

1 100000

UP Lucknow 1 8,000 8000

UP Varanasi 1 8,000 8000

UP Gorkhpur 1 8,000 8000UP Agra 1 8,000 8000

1 100000MP Gwalior 1 8,000 8000

Punjab Chandigarh 1 8,000 8000

1 100000

Punjab Ludhiana 1 8,000 8000

Punjab Amritsar 1 8,000 8000

Punjab Jallandhar 1 8,000 8000

HP Shimla 1 8,000 8000

35 312000 6 508000


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Cost Calculation

S.no Particular Count Cost Amount Remarks

1 Regional Manager 1 35,000 35,000

Local Conveyance 1 3000 3000

Outstation Travel 1 10,000 10000 To be billed on actuals

2 Corporate Sales Manager 6 15,000 90000

Local Conveyance 6 2600 15600

Outstation Travel 6 6000 36000 To be billed on actuals

3 Supervisors 35 10000 350000

35 2600 91000

Total 630600


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North-6730

South-

4190

West-

3876

East-1845

Outlet Base

Pan India Coverage


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Product Placements

& Consumer Awareness


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Retail Audit

Identify MW Outlets in the CityIdentify MW outlets

in the vicinity of the city

Place 11 Retail AuditorsIn these 11 cities

Select 11 Cities

Prepare Detailed Beet PlanPJP

LocationDateTime

Outlet Name and address


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Mechanism

As Per RA Questionnaire

Hygiene Factors

Merchandising

ISD Survey

TL Survey

Dealer Survey

Retail Auditor

Weekdays 10 Outlets/Day

Weekends

Prepare Weekly reportof the 50 outlets visitedOffice

vendor presentation 2

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