Presentation made by AKDA, State President, MK Syama Prasad Menon at Empower 3 series, Wynad. AKDA is an Association of Distributors in Kerala State. MK Syama Prasad Menon is 4th generation Distributor, originally from Ernakulam, has been representing Kanan Devan Tea, Charminar, Samsung Mobile, Philips Lighting in Kollam District.
1. Empower 3, Wynad
5 October 2013
By
M.K. Syamaprasad Menon
State President
All Kerala Distributors Association
mksprasadmenon1@gmail.com
94470 42500
2. What is AKDA?
An association of Distributors in Kerala, aimed at
harmoniously promoting the welfare of
Distributors through collaboration with other
Trade organizations, Unions, Government,
Manufacturers, Retailers & Fellow
Distributors.
7. A Distributor manages people & invests personal time in the
business, apart from providing Capital
8. Capital can fetch 9% p.a at SBI – Risk and
Stress Free!!
• Pay for purchases from the
manufacturer.
• Provide Credit in the
market.
•Fund operational
expenses.
•Manage Credit judiciously
•Deal with Bank notes
•Collect and deposit cash
•Reconcile payments
10. Distributor’s expectations are simple!
1.Return on capital plus a reasonable
salary for management time.
2.Any other issue which affects Point 1
directly or indirectly.
The challenge is to effectively deal with Point 2.
11. Economics change – one has to engage in constant negotiation
with Stakeholders
Companies want to cut costs
and maximize sales/profit
Government decides taxes
and levies
Unions and Trade
organizations have various
interests
Entrepreneur/Distributor
finds and allocates capital
Distributor
Profit Margin
12. AKDA Vision
• Fulfill the expectations of its members and associates.
• Help the Distributors seek understanding & gain respect from
Manufacturers
• Manage conflicts amicably.
• Create a level playing field between the Manufacturer & the
Distributor.
• Ensure Distributors are treated in a fair manner
• Stand together as a fraternity to protect the profitability and viability of a
Distributor.
• Position Kerala as a benchmark in FMCG Distribution.
13. Profitability is paramount
When a business is profitable,
• Stakeholders are happy.
• Customer service improves.
• Up skilling and investing in
training becomes possible.
• Better trust and mutual respect
• Healthy business practices in the
market
14. Healthy Market Practices
1. Additional credit and discounts at the sole discretion of the Distributor.
2. Area encroachment does not happen
3. Forcing supplies to irresponsible customers who delay payments
4. Speedy settlement of damaged goods
5. Dumping of stocks in low demand seasons.
6. Take interest in Distributors’ incremental profits by giving Brand extension and new
products to the same distributor.
7. Uniformity of Schemes, terms and conditions.
8. Transparency in schemes (duration, disbursement, settlement)
9. Settlement of Secondary Schemes by refunding additional costs incurred.
10. Uniformity in AIDS
11. Consultation before reduction of Operating margins or any other financial support.
12. Timely discussion and redressal of any hits taken by the Distributor on account of
changes in Taxes, Duties, Compliance needs.
13. Implementation of Proprietary software through discussion as against unilaterally
imposing.
14. Proper and logical segmentation of outlets and products
15. Deposits placed by Distributor must bear interests.
15. What we will try to achieve
• Margins must grow by 50% from current situation.
• Margins must be exclusive of Allowance, Incentives,
Disbursements, Subsidies.
• Business practices must be fair, transparent and honest.
• Change in economic circumstances must be addressed in a
timely manner
• Create a level playing field.
16. Regulating FMCG Companies
• Acknowledge and respect the Distributors role.
• Openly discuss margins, targets
• Secure entrepreneur’s investment and show him
the business is sustainable.
• Have an ongoing dialogue with AKDA
• Share quarterly, half yearly & annual plans
• Adopt Healthy business practices
• Decline of a distributor must be seen impacting
the Brand negatively.
17. AKDA – Value Proposition
• Fighting & Litigating are counter productive
• Collaboration is the key to success
• 1 x 1 is always 1. Together, we have strength to
face adversities.
• A forum for amicable management of conflicts
• AKDA can facilitate new business opportunities
• Networking for knowledge transfer (software,
accounting, statutory matters)
18. Role of AKDA
• Representations to the Government on
regulatory matters impacting the members.
- Stamping of bills by Commercial Taxes Dept.
- Mis classification of goods
- Extension of due dates for filing
• Creating a level playing field.
• Escalating unresolved matters to higher ups in
Organisations.
• Dealing with Labour, Unions and getting an
understanding with them
19. Future of AKDA
• Next line of leadership development
• More meaningful engagement with
stakeholders
• More sharing of knowledge and development
of members
• Productive engagement with Manufacturers in
AKDA (as co sponsors) – a forum for mutual
interaction in relaxed setting.
20. Next line of Leadership
• AKDA Legacy must continue to the Next
generation.
• Identify young leaders to take up leadership
roles.
• Create specialized teams from IT, Legal,
Statistics, Taxes, Welfare etc
• New ideas, New thoughts, New ways of doing
business
21. Meaningful engagement?
• Seminars & discussions on Budget, Taxes and levies.
• Knowledge development programmes for members
in areas of new technology, statutory compliance,
finding, managing & retaining workforce, financial
workshops, working under pressure, dealing with
people, leadership development etc.
• Sessions involving our staff and Principals – Fun and
bonding.
• Periodic newsletters for information dissemination.
22. Leadership is about collaboration!
• Applying Emotional intelligence to our work.
• Keeping Healthy and taking care of self
• Managing Stress
• Dealing with tough people in a non threatening
manner
• Taking a legal position via effective correspondence.