1. Objective
Seeking challenging assignment with a leading organization in Sales & Distribution Department in any
industry across the country.
Synopsis
 A dynamic professional with around 6 years of rich experience in Sales & Distribution, Key Account
Management, Business development and Team Management in Andhra Pradesh zone which
contributes to 25% of Coke profitability.
 Presently associated with Hindustan Coca-Cola Beverages Pvt Ltd responsible for handling Sales,
Distribution for a Territory in Andhra Pradesh
 Expertise in Distributor Management including Distributor appointment, setting up process & managing
Distributor ROI & Cost structure, devising control & planning metrics for an optimum distribution
model & structure.
 Experience in Distributors Appointment and Handling, Event Management & Promotions in Indirect
Distribution.
 Key Account Management that involves developing existing accounts through, Implementation of
systems and Processes, Promotional Schemes and volume development through Order Generation.
 Proven skills in managing teams to work in sync with the corporate set parameters & motivating them
for achieving business and individual goals.
 An effective communicator with excellent relationship building & interpersonal skills. Strong analytical,
problem solving & organizational abilities.
 Expertise in developing and mapping sales processes to enhance productivity and efficiency in
delivering services with good Diagnostics, along with efficient Planning & Execution skills
Core Competencies
Sales & Distribution
 Managing Sales & Distribution and accountable for increasing sales growth
with efficient Cost Saving Distribution Techniques.
 Identifying gaps in Markets & implement process improvements in how we
approach the market and service our customers.
 Totally accountable for the assigned Distributors both for growth in terms of
volume and systems and Processes.
 To develop a Plan of Primary sales by forecasting Secondary sales by weekly to
execute against the same.
 Work closely with the total indirect team to ensure that every product should be
available at Distributors against Stock norms which are given by us.
 Develop promotions in coordination with marketing and claim settlements of
Distributors by coordinating with Finance team.
Business
Development
 Monitoring competitor activities and devising effective counter measures.
 Identifying, qualifying and pursuing business opportunities through market
surveys and mapping as per targeted plans as well as through lead generation.
Strategic Planning
 Establishing corporate goals, short term and long term budgets and developing
business plans for the achievement of these goals.
 Actively participating in business planning and analysis for assessment of revenue
potential in business opportunities.
Team Management
 Leading, mentoring, training & monitoring the performance of team members to
ensure efficiency in process operations and meeting of individual & group targets.
 Creating and sustaining a dynamic environment that fosters development
opportunities and motivates high performance amongst Team members.
 Spearheading the training and recruitment of the members basing on requirement.
D. Balaji Raju
Mail Id: dbraju2010@gmail.com
Ph: +91 9160031222

2. Professional experience(In Coca-Cola From 2010 till Present)
Responsibilities
 Handling business having Annual Gross Revenue of 72 million EUR, spread across 170
Distributors, 70 AMCs, and 1 Hub & 40 Alternative Beverage Distributors.
 Driving sales initiatives to achieve business goals.
 Plan routes & market coverage after carrying out extensive EDS to ensure Improved
Numeric & Weighted Distribution in Key markets & ensure availability of Key SKU-s as
per RED standards.
 Have launched different Sizes of Cooler Equipment’s in both Direct and Indirect Market
to reach every level of consumers.
 Also Introduced the low budget Cooler Equipment called Splash Bars which was placed
in every non-selling soft drink outlets for better market penetration of beverage at a very
low cost.
 Attended special training programs like product & Technical training which helps in
Market Execution to expand the business.
 Has specialized knowledge on Fountain machines which helped me to gain specs on 2 &
4 Valves machine which contributes to 6% of our market Share
 Beverage on the Go a new technique of Ready to drink Chilled beverage called as HOGO
(Happiness on the GO). The concept is to ensure Chilled drink everywhere anywhere.
 Have done project on Vision 20-20 which was introduced in large selling soft drink
outlets to ensure all range availability of SKU’s which in turn to earn profitability and
volumes to our business.
 Gone through an OE Program which ultimately yielded out results and improved our
availability in coolers along with purity in terms of product availability.
 We have third party auditor called AC Nielsen through which we will understand
coolers are placed in prime position & on basing of its survey we will judge yourself to
place our chilling equipment’s in right and prime positions in each and every outlet.
 Understanding & evaluating in all the channel techniques in order to better availability to
order to beat out the competition in the market.
 Had a wild knowledge on Beverage industry across large territories in AP Zone also
explored the new promotional techniques in rural markets like conducting events like
thumps up sambaralu- Bike stunts, Targeting to reach youth by fest sponsorships &
tying up with college canteens- creating College ADDAS & putting free WIFI in colleges
to attract youth.
 Have introduced chilling equipment’s in different channels like at work, Institutions & Key
accounts.
 Scaling up Presale in Key Power towns & OITs, to improve profitable volume coupled
with improved efficiency, & resulting in better execution standards & product
availability.
 Responsible for Distributor automation, to gain market control through outlet level data
visibility and devising & implementing retention programs for the Channel.
 Analyzing the current distribution arrangement, Driving Implementation of
replenishment based Drive.
 Visiting Distributors (Clients) as per Permanent Journey Plan. And also ensuring that the
Distributors Knowledge levels are regularly reviewed in the form of training sessions
which are conducted once for every Qty.
 Forecasting demand & managing inventory pipeline, ensuring ready availability of
products as per the market demand. Business development and key account
management with MCO customers

3. This is model which will help the rural areas to explore more in terms of rural expansion of outlets and rural growth in
Volumes as anantapur consists of 37 spokes spread all over the district. Till 2012 H1 there is a huge gap in terms of
service levels: The Project included the below steps:
 Identified an area which is centrally located in Anantapur district and appointed a New Distributor called
as HUB.
 Improved the service levels from 3x to 4x basing on the requirement of which the UN concentrated spoke is
closely monitored by which volume increase is 10% from 236000 to 261000.
 Supported the distributor with all the possible levels in terms of integrating him with new Software called
IDAS which helps him to keep keen interest by knowing all his movements with in finger tips such as daily
sale, Cash Flow, Inflows and outflows and also his credits.
 2013 planed 14 new spokes under him for exploring a volume of 435000.
ACADEMIC QUALIFICATIONS
 Masters in Business Administration from Gandhi Institute of Technology and Management(GITAM) (2010)
 Certified Holder in Sales & Distribution Management from University of Ottawa Canada(2009)
 B.B.M Degree from Gayatri Vidya Parishad (2008)
SYSTEMS EXPOSURE
 Platforms : Windows XP, Vista.
 Applications: MS Office-2010, Lotus Notes, Outlook. SAP(S&D)
HOBBIES
Reading books, Watching TV, Playing cricket, Table Tennis.
Achievements
 No 1 in India among all Coke plants for achieving highest score in systems and process of DAS
Scorecard.
 2nd Top Plant in Department wise rating among 36 plants all over India.
 1st Person to get a Team Leader post in a shorter period basing on work and Performance.
 1st Person to develop a new system called Presale in Chittoor and Nellore Districts which helps in Estimating
One day Sale in prior which helps in better planning and execution.
 1st person to implement a Driver Management Centre in our Plant which help drivers to guide
And assist them in better performance which improves our delivery.
 Participated in many Cricket Competitions and Table Tennis
 Taken part in many blood donation camps
 Got Runner up in GD’s conducted by GITAM.
Personal
DOB:
Gender:
Status:
Nationality:
12-Aug-1988
Male
Single
Indian
Additional Details: Posses Valid Driving License and Passport
Hub & Spoke Model