The document describes the organizational structure and sales roles at Hindusthan Coca Cola Pvt Ltd. It outlines the different roles like regional sales manager, area sales manager, sales executives, and presellers. It also discusses objectives, strategies, programs like RED, recruitment and training processes, performance management, and recommendations to improve coverage and address issues.

1. Hindusthan Coca Cola Pvt Ltd
Sales Structure
Sayan Chakraborty
IMT Ghaziabad
2014 - 2016

2. Organizational Structure

3. Different Roles within
STMO
Regional Sales Manager
• Looks after the. profit and loss .account of the assigned territory and
the various. analysis that needs to be done
• Responsible .for looking. after .the issues .of whether or .not the
sales team is abiding by the .policies that has. been laid by the
company
• Responsible for maintaining the cohesiveness of the entire sales.
force under him
• Involved in the training and development programs that are there
for the Area Sales Manager
• Ensures outlet. merchandising standards. through trade visits

4. Area Sales Manager
• Responsible for all the primary. targets that have. been
assigned to him and his team of sales executives
• Accompanies various executives on sales calls when the
.account is crucial .and when some assistance is required and
also participates in the training program of them
• Communicates all the company policies and philosophy to his
team and is required to maintain good relations .with the
clients, major account, legal accounts and other influential.
sources in his designated area
• Works with the Distribution team to draw up the route plan
of the Route Salesmen

5. Sales Executives
• responsible for secondary target .achivements and is required
to maintain good relations with the retailers, distributors and
.dealers
• ensure the smooth execution of the various strategies like
selling, promotion etc and takes care of the training program
of the distributor salesperson.
• travelling to different markets and distributor points
providing them a fair idea as to what is required at the
ground level
• information about the needs of the consumers which is
helpful in designing marketing campaigns

6. Presellers
• Take orders from retailers. and dealers in the market, execute
various promotional activities
• Stay in touch with .them round the year for any operations related
to their day to day job
• Every distributor has 3-4 Salesperson of their own who are on third
party payrolls and eventually become Presellers depending on their
productivity

7. Marketing Objectives &
StrategyObjectives
This basically includes.
Understanding Customer.
Needs, Developing. new
products, Increasing.
brand awareness,
Increasing .profitability,
Increasing .Market Share,
Diversifications .and Re
Launch of any .particular
products
Strategies
Coca Cola is .using push
strategy in. which it uses
its sales. force and trade
promotion. money to
induce. intermediaries to
carry, promote .and the
sell the .products to .end
users. It also uses .pull
strategies like .promotions
and .advertisements are
.used to persuade
consumers .to ask the.
intermediaries for the
company brand product.
Marketing strategies
generate .sales leads and
sales .strategies gain
.agreement to purchase. a
product or service,

8. P.J.P. (PERMANENT JOURNEY PLAN)
• Day wise .schedule of a market developer .which
contains. the names of the outlets to be visited by him
coming under the campaign R.E.D where .the project has
to be implemented
• After .getting permanent journey plan the next step was
to visit the outlets for gaining. initial information of.
every individual outlet as well as market. on a whole.
The visit to all the outlets. of that area helped in
revealing its market condition.
• Visiting the outlets clearly showed the picture .of the
market situation prevalent in market.
•

9. PRE SELL CONCEPT
Company takes order one day before .and then delivers the
product to each route. So this gives more time to market
developer to assure RED.
Advantages:
• This gives .more time to the market developer for the
activation & branding purpose
• By this company can easily implement .the RED concept in
better way
• Presale concept makes assure of more availability of the
products. in the market
• This concept is easy. in processing
• By this .concept market .developer can arrange the product in
better way

10. Market Classification
The Market is classified .on two parameters. First one is
.Geographic Area. Under this HCCB segments. its market on the
basis of region and also on variations as per taste .and income.
Second is Competition which includes. strong players like
PepsiCo and RC Cola
Segmentation:
• Income Level – Divided into three parts: High, Medium and
Low
• Consumer. Choice – Divided. into three types : Convenience
Stores, Restaurants and Grocery Stores
• Outlet. Volume – Divided into four types : Bronze, Silver,
Gold and Diamond & Platinum

11. Sales Role
Strategic Role:
• Setting sales targets and quotas
• Establishing sales quotas
• Sales forecasting
• Demand planning and sales planning
Control role
• Setting up of sales routes
• Recruitment and training
• Analyzing the sales report

12. Recruitment & Selection
• The skills that are. mostly sought after .by the company
includes productivity, selling skills, improvisation and
communication.
• The Area Sales. Manager are mostly .recruited from premier
B Schools in the country.
• The Sales Executives are graduates. and are hired .from
various B Schools in the country. The initial screening is done
by the HR team and final selection is made by the ASM. There
is. a preference. for hiring freshers particularly since they
want fresh outlook and they believe they have a very robust
training structure in place for the new joinees to learn.
• The Selection process involves various activities like Group
Discussions., Situational Tasks, Interviews and Psychometric
Tests. Fluency in the local language is a must

13. Training & Development
• ASM goes .through the Management Trainee Program for a
minimum of 6 months. Other than that various training programs
are arranged round the year
• Sales Executives in contrast goes through a 15 days induction
program after joining
The basic aim. is to familiarize them with .the challenges. that are
there .on the to .day job. They are given .some time to adapt to
their territory and .are sometimes. introduced to. few distributor
retailer existing in the region. .Since these .are the people. who
promote various products on field they have a session with
marketing. Team who understand the objectives and various
promotional campaigns that .are in place. They .are also given IT
and computer system training. They are also provided with SKU
information

14. Compensation & Targets
• HCCB .pays its sales .employees a basic .salary with
incentives .depending on .alloted quotas. The. basic salary
.can be around 17,000/- .for a fresher and .it can go up. with
the years of experience. Those .who are hired from
.competitors like. PepsiCo has the advantage .of negotiating
.their base salary based on .their skills
• These are .basically set .keeping .in mind .various parameters.
At times. a lot of the parameters .mentioned .below are
.combined .together .and a final decision .is taken. Some of the
.parameters are Industry Growth, . .Last Year Sales, .
Company Profits, Advertising .Budget, Operating. Plan. The
.target .is generally set giving a .weightage. to a .few
parameters. considered. by the .Regional .Sales Manager. The
target .is generally set .annually. which. gets divided into
.monthly and further. subdivided into .weekly

15. Performance Ratings
• Exceptional Performers(EP) are those who exceed .their
allocated quota in terms of quality and quantity
• Successful Performers (SP) are those who. meet their
allocated .quota
• Developing performers(DP) are those whose
contributions meet some/most .of the quota but.
necessary improvements are expected
• No performers(NP) are those who .did not meet their
stated quota for quite a .considerable amount of time

16. Appraisals
The steps involved in Performance Measurement steps at HCCB
is as follows
• Step 1 - Annual .Performance Review which involves
assesing results and prepare. a development. plan
• Step 2 – Planning performance of the year which involves
finalising on the development plan
• Step 3 - Rewards and Recognition which involves identifying
the performers and generate performance .linked pay and.
other benefits
• Step 4 - Mid Term Review. which involves revewing the
competencies of the development plan
• The steps. involved in appraising. the salesperson
.performance involves defining the job, appraising the
performance and providing feedback. Performance review
meetings are very common within HCCB

17. Rewards
The rewards. are provided
.on an Annual, Monthly
.and Quaterly .basis. The
Annual performers .are
rewarded with salary
.increase, Grade Jump.
and sometimes .change in
designation. The monthly
.performers are rewarded.
with the title ‘Making .the
Move’ while the quarterly.
performers with the title.
‘Employee of the Quarter’.
The .quaterly system is
not practised. much
though.
Motivation
Employees. are provided
incentives. based on
quarterly performance
.and it is measured in
number. of units sold or
total .revenue generated.
There is a concept .of
UNIT incentives where
every .salesperson adding
.a new unit is .eligible for
it. Achivers. are provided
.with various electronic
.goods and with
.certificates and .trophies.
Sometimes. Dine Out is
.also provided with .Senior
Executives .of the
.company. to make them
.feel important
Motivation & Rewards

18. Sales Promotion
The various .sales promotion activities .that are implemented .by HCCB
includes. Price Offs, .Discount .Sales, Buy 1 .Get 1 etc. Besides .these there are
.other lucrative offers. like Gold Coins .for High performing .Distributors, Paid.
Foreign Trips, Gifting .Branded watches, Dinner .Meet for .retailers.
• Some of the promotional offers that are currently valid now
Soft .Drink : 1 case. (600 ml bottles) . + 2*500ml. soda free
2 case . (600 ml bottles) .+ 5*500ml .soda free
• 1 case. ( 2 litre bottles) . + 2*500 ml .soda free
1 case. (1.25 litre bottles) .+ 1.25 litre. Limca free
Juice : 1 case. (1.25 litre Mazaa) + .1.25 litre .Mazaa free
Water : . 5 box .(15*5) . + 1 box .free

19. Sales Coverage
• It is the responsibility. of the .FLSM to ensure. that all the.
salesperson are .following an optimised .route that. includes the
.active accounts as. well as potential. accounts. The IDAS software
.is in place. which contains. the details of all. the retailers and
.distributors in various .territories and .on entering a few.
parameters which .are set according .to the objectives .for the day,
the. software generates .a route. The main .function of the .software
is to ensure .that the expenses .are minimal keeping .in mind the
.coverage that .each salesperson .has to do to .meet their .targets.
Each salesperson .were provided. with a Blackberry .with which the
system .was synced .and .the GPS of the .phone used to .serve as a
basis. for evaluating .whether or. not the salesperson. is following
the .given orders. Recently the use .of blackberry has .stopped with
the advent of various smartphones but the salespersons are
provided with a palmtop for the purpose of order taking.
•

20. Sales Program
RED (Right Execution Daily)
• The objective of this program is to ensure that the coolers are in the
prime position in the outlet with clear visibility. The products of
HCCB has to be in the order specified that is Coke – Fanta – Sprite –
Limca – Thums up – Maaza. The salesperson are to ensure that the
availability is always there. It is a must that two of the shelves must
be filled with Immediate consumption packs.
• The Area Sales Manager is responsible for ensuring that this
program is happening smoothly and the Sales Team Lead is
required to submit a report for all the salespersons under him.
• Implementation starts with a meeting with a Distributor and 3-4 Pre
Sellers for half to one hour to discuss the agenda for the day where
the performance of everyone is reviewed and at the same time it is
ensured that they follow a pre journey plan

21. Recommendation
• Since the territory is a bit large and it is considered as a Hot Spot for
Delhi NCR region, the Presellers should be increased in number
to ensure smooth functioning. It has been pointed out by my FLSM
that sometimes Thumbs Up whose sales are highest at the moment
are not available at various junctures
• Also the salary for fresh Graduates are quite low and hence
sometimes they are demotivated and are looking for fresh jobs while
they are on duty
• The communication is also an issue at specific points like if any
salesperson is on leave and the outlets he serves requires some
immediate restocking. Hence a new policy should be implemented
for addressing such issues.
• A special section should be in place for high profile hospitality
segment since the territory is filled with such. The shelf display can
also be implemented in restaurants which is currently missing