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

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 2. TPU's 3. Pondy 4. Mother Depot 5. C &FA Depot 6. RS / SS 7. Retail / Wholesale 8. Consumer 9. RM/PM Vendors 10. Haridwar Plant 11. Mother Depot 12. C &FA Depot 13. RS / SS 14. Retail / 15. Wholesale 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

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 weeks 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 preadjusted 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 its 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