Go-To-Market Strategy (Adani Wilmar Internship)

2. OVERVIEW OF THE INDUSTRY

3. ABOUT ADANI WILMAR
HISTORY
1. Adani Wilmar Limited is a joint venture incorporated
in January 1999 by Gautam Adani.
2.Business activities include oil palm cultivation , oilseed
crushing , edible oil refining , sugar milling and refining ,
specialty fat , oleo chemical , fertilizer manufacturing
,grain processing & rice cultivation.
3. It has 450 manufacturing plants and an extensive
distribution network covering China, India, Indonesia
and some 50 other countries.
CAPACITY
.11. AWL owns refineries in 17 strategic
locations across India.
.22. 8 crushing units &18 toll packaging units.
.33. Refining Capacity – 12000 tones /day.
.4Seed Crushing Capacity – 7500 tones / day.
.5Packaging Capacity – 9000 tones / day.
.6
DISTRIBUTION
1. Largest distribution network
2. Stock Points – 96 across India
Distributors - more than 5000
Retail Penetration – 12 % approx
1.2 Million Outlets across India
(Nielsen Retail Index)

4. OPERATIONS OF ADANI WILMAR
MANUFACTURING ADANI PORTS
Mundra (Gujrat)
Mantralayam (Andhara Pradesh)
Bundi (Rajasthan)
Haldia (West Bengal)

5. OBJECTIVES
Penetration & visibility of Fortune Consumer Food
products i.e VIVO oil , Besan, Soya Chunks , Rice
Bran oil, Basmati Rice in Kolkata Metro
Width & depth distribution of Fortune Consumer
Food products in Kolkata Metro
To drive LPPC & ECO of Fortune Consumer Food
products in Kolkata Metro .
To drive volume sales Fortune Consumer Food
products in Kolkata Metro .

6. Reasons behind the less demand of
Fortune Food Products.
To resolve the problems faced by
DSM’S(Distributor Salesman) .
Generate proper flow of Fortune
Food Products Distribution .
Comprehensive Analysis of the
problems faced by Fortune Food
Products in the Retail /
Wholesale market
Competitive analysis of Fortune with
other competitors in the Retail market
and Wholesale market
To help in the sales productivity
of distributor for horizontal
expansion as well as vertical
expansion
PROJECT IN A NUTSHELL

7. GTM- A TOOL TO DRIVE DISTRIBUTION

8. GO-TO-MARKET STRATEGY
Develop & execute distribution growth
strategies & plans – ( Route to Market
Assessment , Analyzing sales figures to convert
them into revenue.
Drive business to 100% Automation using SFA in A
Class Outlets /Urban markets/Rural markets for
unlocking productivity & improved in-market
execution.
Conduct and periodic GTM Gate meetings with
Distributor , ASE and DSM (Distributor Sales
Man) for firsthand information/s.- Improve &
Measure Sales Team Productivity.
Strategic Planning for implementing channel specific
interventions in (Wholesale, Retail Outlets) with special
focus on weighted distribution .

9. MARKET SEGMENTATION TARGETING
For the consumer food products of Adani
Wilmar like basmati rice, soya chunks, besan ,
RBHO ,vivo blended oil under the flagship of
Fortune brand the segmentation was done on all
health conscious people residing in Tier I , II &
III cities in India.
We are targeting below list of consumers:
 The new rise of health conscious consumers.
 Consumers who prefer packaged branded edible
oil and food products.
 Educated sector of consumers who understands
the quality of Fortune food products.

10. POSITIONING

11. SWOT ANALYSIS OF GTM

12. GTM (A TOOL TO DRIVE SECONDARY)

13. SFA (SALES FORCE AUTOMATION) IN ADANI WILMAR
Market Survey is carried out for the identification
of prospect outlets.
 Listing the identified outlets into SFA device
divaricating in the form of daily beats
The DSM are expected to take all the orders
received in the market on the SFA device.
The Operator in the distributor point at day end
can easily bill the orders updated from the DMS
Why SFA is necessary?
Manage Field Force
Time Saving
Integrated System
Analytics & Reports
Better Planning
Increase Productivity

14. GATE MEETINGS AT DISTRIBUTOR POINT
One of the important key role of Go-To-
Market Conduct and periodic GTM Gate
meetings with Distributor , ASE and DSM
Improve & Measure Sales Team Productivity.
Focus on width distribution to increasing
productivity of all SKU’S Fortune Food
Products to drive LPPC (Lines Per Productive
Call) , to drive ECO of each SKU of Fortune
Food Product in each Retail Outlets of their
respective Beat visit on daily basis by DSM’s.
Gate meetings is also based upon
discussions on stock availability
with distributors of Fortune
Edible Oils Example: Kacchi
Ghani Oil , Sunflower Oil ,
Soyabean Oil & Fortune Food
Products Example: Ricebran Oil
, VIVO Oil , Besan , Soya
Chunks & Rice.

15. WHAT I HAVE HANDLED IN THE IDEAL SALES CALL
GTM PROCESS
Greetings Stock Check Merchandising
Product
Proposal
Order Taking
Payment
Collection
Competitor
Intelligence
Call Closure
1-3 Months

16. Methodology
2.
Distribution Channel
Target Audience
Define our product’s USP or Value
Proposition clearly. It reduces the
time for the product to spread
through the market.
4
Training and Promotion
3 Brand Awareness
GTM – A TOOL TO EXCELLENCE
1We need to identify our target
audience. It reduces costs associated
with a failed product or service
launch and ensures successful
product or service launch.
Choose our preferred channel of
communication. It increases your
ability to adapt to any market change.
Etch out a clear promotion plan to
make the retails and consumers
aware& also we should craft a clear,
concise and strong message about our
products.

17. DATA ANALYSIS OF ADANI WILMAR REPORTS
MAHADEV
HALDER
SANJOY
BISWAS
SHANKAR
DEY
TAPAS DAS
SFA USAGE 95% 100% 95% 92%
PRODUCTIVITY 62% 64% 82% 72%
0%
20%
40%
60%
80%
100%
120%
PERCENTAGE%
SFA USAGE & PRODUCTIVITY (MAY)
MAHADEV
HALDER
SANJOY
BISWAS
MADAN
MOHAN
LASKAR
SFA USAGE 100% 99% 80%
PRODUCTIVITY 71% 68% 62%
0%
20%
40%
60%
80%
100%
120%
PERCENTAGE%
SFA USAGE & PRODUCTIVITY (JUNE)
This is my GTM (GO-TO-MARKET) Strategy Project under three Distributors (R.S TRADERS) , (MAHANAM ENTERPRISES)
& (JYOTI TRADERS). (R,S TRADERS) have two DSM Distributor salesman (Sanjoy Biswas & Mahadev Halder),MAHANAM
ENTERPRISES) also have two DSM Distributor salesman (Tapas Das & Shankar Dey) & (JYOTI TRADERS) has 1 salesman
name (Madan Mohan Naskar).
Graphical Representation of the DSM wise SFA usage & Productivity

18. CAPABILITY BUILDING – (A PHRASE TO DRIVE SALES
FORCE)

19. DSM WISE LPPC (LINES PER PRODUCTIVE CALL)
3.85 4.36
6.45
4.32 4.59
6.1
APRIL MAY JUNE
MAHANAM ENTERPRISES (DSM
WISE LPPC )
SANJAY BISWAS MAHADEV HALDER
3.87
5.14
5.51
6.38
APRIL MAY
R.S TRADERS (DSM WISE LPPC)
TAPAS DAS SHANKAR DEY
2.62
6.34
MAY JUNE
JYOTI TRADERS (DSM WISE LPPC)
MADAN MOHAN NASKAR

20. DISTRIBUTOR WISE ECO
APRIL MAY June
BESAN 48.34% 77.17% 80.23%
NUGGET 74.38% 73.44% 83.40%
RICE 31.40% 40.66% 75.51%
RBO(RICE BRAN OIL) 48.76% 52.28% 72.19%
VIVO 10.74% 20.74% 27.80%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
ECO%
APRIL MAY
BESAN 31.48% 35.86%
NUGGET 51.89% 64.13%
RICE 27.40% 30.61%
RBO(RICE BRAN OIL) 39.94% 52.76%
VIVO 5.83% 18.65%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
ECO%
(R.S TRADERS ECO %)(MAHANAM ENTERPRISES ECO %)

21. DSM WISE ECO
MAHADEV HALDER SANJAY BISWAS
BESAN 78.29% 75.89%
NUGGET 77.51% 68.75%
RICE 40.31% 41.07%
RBO(RICE BRAN OIL) 56.58% 47.32%
VIVO 20.93% 20.53%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
ECO%
MAHANAM ENTERPRISES (MAY) (DSM WISE
ECO %)
MAHADEV HALDER SANJAY BISWAS
BESAN 51.16% 45.53%
NUGGET 80.62% 67.85%
RICE 44.96% 16.07%
RBO(RICE BRAN
OIL)
49.61% 48.21%
VIVO 8.51% 13.39%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
ECO%
MAHANAM ENTERPRISES (APRIL) (DSM WISE ECO
%)

22. DSM WISE ECO
TAPAS DAS SHANKAR DEY
BESAN 31.44% 32.88%
NUGGET 61.34% 40.26%
RICE 33.50% 20.80%
RBO(RICE BRAN OIL) 42.78% 36.91%
VIVO 6.70% 4.69%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
ECO%
R.S TRADERS (APRIL) (DSM WISE
ECO %)
TAPAS DAS SHANKAR DEY
BESAN 30.41% 42.95%
NUGGET 63.91% 64.42%
RICE 40.20% 18.12%
RBO(RICE BRAN OIL) 48.96% 57.71%
VIVO 12.88% 26.17%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
ECO%
R.S TRADERS (MAY) (DSM WISE
ECO %)
DSM WISE ECO

23. DSM WISE ECO
MAHADEV HALDER SANJAY BISWAS
BESAN 81.25% 72.56%
NUGGET 86.71% 79.64%
RICE 78.90% 71.68%
RBO(RICE BRAN OIL) 82.81% 60.17%
VIVO 28.90% 26.54%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
ECO%
MAHANAM ENTERPRISES (JUNE) (DSM
WISE ECO %)
MADAN MOHAN
NASKAR (MAY)
MADAN MOHAN
NASKAR (JUNE)
BESAN 45.29% 62.35%
NUGGET 51.17% 72.34%
RICE 10.58% 63.52%
RBO(RICE BRAN OIL) 28.23% 48.23%
VIVO 5.82% 21.58%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
ECO%
JYOTI TRADERS (MAY & JUNE)(DSM WISE
ECO %)
DSM WISE ECO

24. DSM WISE MANDAYS
80
85
90
95
100
APRIL
MAY
MANDAYS%
APRIL MAY
MAHADEV HALDER 100 95
SANJAY BISWAS 100 100
TAPAS DAS 92 88
SHANKAR DEY 100 96
DSM WISE APRIL & MAY MANDAYS
ATTENDANCE %
0
20
40
60
80
100
MAY
JUNE
MANDAYS%
MAY JUNE
MAHADEV HALDER 95 100
SANJAY BISWAS 100 100
MADAN MOHAN NASKAR 69 85
DSM WISE MAY & JUNE MANDAYS
ATTENDANCE %

25. COMPETITIVE ANALYSIS OF FORTUNE BASMATI
RICE
32.18%
61.28%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
FORTUNE BASMATI
RICE
INDIA GATE
BASMATI RICE
BASMATI RICE PLACEMENT
BASMATI RICE
PLACEMENT
2.28
3.58
0
1
2
3
4
FORTUNE BASMATI RICEINDIA GATE BASMATI RICE
BASMATI RICE VOLUME SALES(IN METRIC
TON)
BASMATI RICE VOLUME
SALES(IN METRUC TON)
0%
20%
40%
32%
FORTUNE BASMATI RICE VISIBILITY
INDEX
FORTUNE BASMATI
RICE VISIBILITY
INDEX
During the survey all the data regarding the volume
was taken in regard to number of cases sold while
representing graphically all data was converted to
corresponding metric tons.
1 ton = (No. of cases x No. of units in 1 case) / 1000.
*Every 1 kg unit of rice contains 1000 gm of rice.

26. My take Away
cooperation with
respective DSMs
and ASEs to
increase
productivity
Fair amount of
knowledge about
edible oil and food
products retail
market.
Many challenges
faced while driving
the consumer food
products ECO
Recommendation
Adani Wilmar
should start with
DIGITAL LCD
DISPLAY in
shopping like
(Hindustan Unilever
Limited)
The DSMs should be
trained to make
effective sales call by
respective ASEs
The DSMs should be
trained by respective
ASE’s on the usage of
SFA

27. Develop & execute distribution growth strategies &
plans.- Achieve business objectives through efficient &
effective management of Sales & Distribution
organization
Develop SOP/plans for GTM strategy to be
implemented.- Analyzing sales figures and make plans to
convert them into revenue.
Strategic Planning for implementing channel specific
interventions (Wholesale, Rural General & MT) with
special focus on increasing the weighted distribution
Working closely with the ASE & DSM to ensure
alignment with overall company Objectives.- Create &
execute Best in class engagement programs to drive sales
productivity.
KEY LEARNINGS