Cadbury sales force & channel management
- 1. Sales Force & Channel Management
- 3. Cadbury India — a subsidiary of Mondelez International, the $32 billion global snacking major formed in October last year. Cadbury India enjoys a value market share of over 67 percent in the chocolate category and our brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. Cadbury in India operated in five categories: Chocolates, Beverages, Biscuits, Candy & Gum. CADBURY BRAND FAMILY
- 4. VisionofCadbury: "Working together to create brands love" Cadbury’s mission statement Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise MissionofCadbury: The mission statement of our new product “To provide our customers with a tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible
- 5. Sales&DistributionStructureofCadburyProduct Competition Medium Unit Value Low Volume High Unit Margin Low Seasonality Low Retailer's Capital Investment Low Number of Retailers High Retailer's Sale Low Manufacturer-Retailer Relationship Low
- 6. Induri Manufacturing plant won the Greentech Safety Gold Award 2017 for implementing Best safety measures in the financial year 2016-17 Sri City Plant received the Operational Excellence in Cold Chain Warehousing Award Mondelez India Packaging Team wins India Star Award for Packaging Excellence ABP Brand Excellence Award in “eCommerce Sector” for 2017 MOBBYS Awards for “Best Website Design” for 2017 Brand 'Cadbury‘ - the winner of Pitch Top 50 Brands 2017, under the category 'Evergreens' Finance team won Best Solution for their new streamlining collection and reconciliation process at the prestigious Adam Smith Awards Asia Malanpur Plant Won the ‘Green’ Accolades by the Madhya Pradesh (M.P.) State Pollution Control Board for our water & air pollution control measures CS&L Team wins Customer Intimacy and Service Excellence CS&L Team wins Supply Chain Technology Innovation of the year Mondelez India won the Supply Chain Technology Innovation of the year award at the Global Logistics show in association with Tata Strategic Management Group and Economic Times. Sricity Factory has been awarded the prestigious IGBC Gold Award Bournvita won at the Effie Awards for its sustained communication on ‘Prepare to Win’ (Tayyari Jeet Ki Awards in India 2017-18
- 7. Sales Structure of Cadbury
- 8. Distribution Channel of Cadbury
- 9. Business Capacity & Salesmanship Credit Worthiness, Financial and Social Status Expertise and Experience Producer Channel Fit Qualification Training and Support Requirement Selection of Channel Partners Rewards Monetary & Non-Monetary Target Setting & Monitoring Training & Capacity Building Cash Flow
- 10. General Trade Distributor Margin is around 4.75%; additional 1% is on completion of sales target. Modern Trade Distributor Margin is around 4.50%; additional % is incentive for target completion Super Stockist Margin is around 2.00% Major Retail Chains like Big Bazaar, Reliance Fresh have separated fixed margins. Product Margin Bournvita 9% Oreo 13% Tang 10% Halls & Eclairs Pouch 15% Halls & Eclairs Jar 12% Health Drinks 9% Drinking Chocolate 8% Chocolate Bar (Rs 5-20) 10% Chocolate Bar (>Rs 20) 14% Retailer’sMargin Visicoolersprovidedtohighperforming retailers MonetaryandNon-MonetaryBenefits
- 11. Cash Flow
- 12. Annual Meeting for Distributors Gift Hampers “Udaan” Foreign Holiday Trip for High Performing Stockist Sales Force Motivation Purple Champ
- 13. Reporting and Planning of the day Visits and Classification Information Passing Convince & Finalize Order Look at the Visibility Entering order and Making Bills Collections – Cash & Cheques Purple Champs – A day’s Work
- 14. The invoice is generated by the company and the stock is sent along with the invoice and a copy of it for the distributor. WINOMKAR is a software where all the data and reports are maintained and is made available for the ASMs, the BMs and SE's(Limited Access) online for making further decisions. Provides all the data, Performance reports Beat Wise, Outlet wise Sales Trends over the years and months and Inventory Report (MIS of company developed by Pune based ‘Heerasoft’) Documentation is required once a retailer enrolls for a display scheme or receives a visicooler or SMD or Fridge by the company Meranet is a software through which the SO reports everything on a daily basis to the ASM. Daily sales figures get synced here and the SO can view the summary at a glance. SO also mandatorily has to mail it to the ASM on a daily basis. IT & Documentation
- 15. Recommendations New variants like Cadbury Silk “Heart” launched on occasion of Valentine Day were limited stocks and not very easily available. However, such products could be made available at Big IT parks. Also, signage can be used retailers keeping the limited edition chocolates. IT & AI technology can be used to track power availability on visicoolers Cadbury can develop an Cadbury App and can push notifications about new launches, news and facts about chocolates. Thus, they can track consumption of specific type of chocolate in the region.