Jagannath International Management School, Kalkaji
(Please write your Roll No. immediately) Roll No. __________
End Term Examination
IV-Trimester PGDM October 2024
Batch 2023-25
Paper Code: MKT401
Subject: Sales and Distribution Management
Time: 3 Hours M. Marks: 60
Note: 1) Q. No. 1 is compulsory and carries 10 Marks.
2) From Q. No. 02 to 05 attempt any three questions which carry 10 Marks each.
3) Q.6 is compulsory and carries 20 Marks.
Q.1 Managing Market Dynamics at Patanjali Ayurved
Ankita Sharma, the Regional Sales Manager at Patanjali Ayurved, faces challenges in managing the supply and
demand for Patanjali’s popular herbal toothpaste. Patanjali, a major player in India’s FMCG sector, prides itself on
delivering natural, Ayurvedic products. However, recent disruptions in the supply of raw herbs from northern India,
due to unseasonal rains, have caused delays in production. At the same time, the demand for herbal toothpaste has
risen sharply as consumers become more health-conscious.
Ankita’s role involves ensuring that her sales team continues to meet targets despite these supply-side challenges. She
needs to manage relationships with distributors, who are frustrated by delayed shipments, while also guiding her team
on how to handle customer inquiries about product availability.
To address these challenges, Ankita collaborates with the operations team to explore alternative suppliers and adjust
product allocations to prioritize high-demand areas. On the demand side, she focuses on adjusting the promotional
strategy, offering discounts on other Patanjali products until the herbal toothpaste is restocked.
a) What should Ankita focus on more in this situation: securing alternative suppliers to stabilize the supply chain, or
revising the sales strategy to adapt to the changing demand conditions? Explain your reasoning. (10)
Q.2 Analyze the key components of the physical distribution system used by Hindustan Unilever Limited (HUL) to
distribute Lux soap across India. (10)
Q.3 Discuss whether the following is a good quota: “Our objective is to increase sales in the territory next quarter by
making more effective sales calls through improved customer relations and better communication skills.” (10)
Q.4 D’Mart is looking for salespeople to sell offerings at their outlets to customers who visit the showrooms. What
should be the recruitment & selection process to be followed? (10)
Q.5 How would a sales presentation for a Notebook (i.e. a small-size laptop) be different from that of a water purifier
RO system to be installed in a house? Explain. (10)
Q.6 Samsung India’s Strategic Focus on Institutional Sales
In 2023, Samsung India identified institutional sales as a key growth area to expand its market reach and boost
revenue. The company set an ambitious target to triple its institutional sales turnover, aiming for ₹450 crores. To
achieve this, Samsung developed a targeted strategy focused on five distinct segments: brand promotions, the
welfare sector (employees of factories and offices), government initiatives, direct users (hospitals and hotels), and
canteen stores for the armed forces.
Segment-Specific Strategies
Each of these segments has a tailored approach:
1. Brand Promotions: Here, the emphasis is on the perceived value of products offered as gifts. Samsung aims to
position its offerings as desirable, enhancing brand visibility and loyalty.
2. Welfare Sector: Targeting aspirational consumers, particularly factory staff often overlooked by other brands,
Samsung focuses on convenience and easy financing options. To facilitate this, Samsung has partnered with a
financial services provider to extend affordable payment plans to over 200,000 employees across various
industries.
3. Hotel Segment: Samsung is addressing the unique needs of five-star and mid-range hotels by offering
customized products. For example, the company has developed a special hotel-mode TV that features an auto
volume control to prevent disturbances to other guests. Samsung has already engaged with around 1,500 hotels,
securing orders from over 150 establishments, including luxury train services.
4. Government Sector and Canteens: Samsung prides itself on offering a comprehensive range of products through
canteen stores, a unique selling point in this competitive market. Notable government orders have included
supplying TVs for state tourism bungalows and educational institutions in rural areas.
Sales Infrastructure
To support these initiatives, Samsung has established a dedicated five-member Institutional Sales Division, with
each member focusing on a specific segment. The company has also engaged 50 institutional sales dealers,
supported by a team of sales representatives who conduct product demonstrations. Additionally, Samsung
operates 20 mobile display vans, which travel extensively—covering 500 km monthly—to showcase its product
range in both urban and rural markets.
By adopting this multi-faceted approach, Samsung India aims to significantly enhance its footprint in the
institutional sales sector, tapping into new revenue streams while meeting the diverse needs of various customer
segments.
Based on the caselet answer the following question:
a. How does Samsung India’s targeted approach for each of the five segments help enhance its institutional sales
strategy? (10)
b. What role does the partnership with financial services play in Samsung India's efforts to attract the welfare
segment, and why is this segment considered lucrative? (10)
