SALES AND DISTRIBUTION CASE STUDY Balaji wafer

1. SALES AND DISTRIBUTION
CASE STUDY: BALAJI WAFER

2. RUTIKA INGLE-077
RITIKA SINGH-267
NIHARIKA SINGH-265
GAURAV SINGH-263
AMIT SINGH-260
GROUP MEMBER’S:

3. HISTORY OF ORGANISATION:
 Balaji as got a very interesting story of its journey from its birth to till date. The
promoter of the Balaji was from a small village of Jamnagar district known as
‘Dhundhoraji’. The promoters of the company were Mr Mahkhaji Bhai, Mr Bhikhu
Bhai, Mr Chandu Bhai, and Mr Kanu Bhai.
 It was the first time in Gujrat where potato chips were available in the plastic
bags. The Virani parivar as taken these risks and they got a success in it. The
‘Balaji’ real birth took place in that way. Then after the family increased the
production capacity and they started to make wafers in ‘Desi-Tawda’ which was
less oily and health conscious.

4. INTRODUCTION:
 SALES AND DISTRIBUTION:
 Sales refers to the exchange of goods/ commodities against money or service. It
is the only revenue generating function in an organization. It has formed an
important part in business throughout history.
 Distribution is the process of making a product or service available for use or
consumption to the end consumer or business.
 Sales and Distribution means customer services, handling of returns, order
processing, warehousing, shipping, serialization, invoicing, booking of sales,
distribution and collection of receivables, in each case, with respect to the sale
distribution of Product.
RUTIKA INGLE-077

5. An Organizational Structure of Firm:
VICE CHAIRMAN
MANAGING DIRECTOR
GENERAL MANAGER
PRODUCTION &
TECHNICAL DIRECTOR
MARKETING & SALES
DEPARTMENT
PERSONAL
MANAGEMENT
FINANCE MANAGER
R & D

6. An Organization Department of Sales
Organization:
 Sales is a blood for any organization.
 And sales department works as a vein transfer these blood to final customer for
survival of the company.
 Sales department only generates revenue for the company and the sales
department is only department in organization which as a direct contact with its
customer.
 It is also sales departments, which help the company to reach its policies to the
customers. In short, no organization or company can be said a complete
organization until its sales organization is strong enough to face the market.
 Balaji as got a strong sale organization and a great cooperative culture and
environment inside the sales organization, which brings prosperity to the company
and also to its final customers, by getting them product whenever they need.

7. CONT.
Sales Organization
↓
Chairman
↓
Managing Director
↓
General Manager
↓
Marketing Manger
↓
Sales Manager
↓
Assistant Sales Manager
↓
Territory Sales In charger
↓
Sales force

8. Responsibility Functions of the Individual
constituting the sales department
 1 Sales Manager:- There is one sales manager in sales organization structure of the Balaji. It
works directly under the guidance of the marketing manager. It has a role of doing sales
forecasting for the company. It decided the total sales demand of the company. It decides
policies of the sales in consent with the top management. The sales manager also prepares a
budget.
 2 Assistant Sales Manager:- Assistant sales manager assist the function of the sales manager and
develops the action plans for the goals, which is been set by the sales manager for respective
year. It is the work of sales manage to convert the sales target in to a achievable task by
preparing an appropriate sales plan assistant sales manager also do other jobs like recruiting,
selecting and motivation of their sales force.

3 Territory Sales In charge:-Territory Sales In charge are been assigned with respective territories
of the company’s market. The main work of the territory sales In charge is to attain the goal or
target which is been assigned to their respective territory.
 4 Sales force:-Sales forces are directly working under the territory sales in charge and their work
is to bring orders and achieve a individual forgotten in their respective field.
RITIKA SINGH

9. Product Related Policies
 Company’s main objective of its pricing policy is also to serve the children of the
nation that is lower level segment’s children who cannot spend more than Rs. 5
for their snack food. They also concerned about the child’s growth, as India is
lacking in nutritional food for lower level of society and so company is helping
the nation by providing them a nutritional food in just Rs. 5.

10. PRICES:

12. Sales Forecasting Techniques:
 A sale forecasting method is a procedure for estimating how much of a given product
can be sold if a given marketing program is implemented. No sales forecasting
method is full proof each is subject to some error. Some methods are unsophisticated
such as the jury of execution opinion or the poll of sales force opinion.
 Well-managed companies do no rely upon a single sales forecasting method but use
several. If different methods produce roughly the same sales forecast, then more
confidence is placed in the result. But if different methods produce greatly different
sales forecast then the sales situation merits further.
 Balaji is facing a situation in which they are always remaining behind than their market
demand. The company using following for the sales forecasting.
 1) Jury of Executive Opinion
 2) Projection of Past Sales

13. Choice of Basic selling Style:-
 The function of sales management includes the task of organizing, planning and
implementing the sales efforts so as to achieve corporate goals related to market
share, sales volume and return on investment. Task are performed by a sales
manager both within the organization and outsides the organization.
 All over the Gujarat the 13 dealers are present of Balaji wafer. Their work is to get
order from retailer and to provide the goods as per the order. The basic selling style
of Balaji wafer is of trade selling. In which they use to take order from their customer
and in exchange to provide goods as per the order.
 Balaji salesman doesn’t do any developmental or missionary selling. Their work is
routine. They have to see the quarries and the problems of the customers. They have
to work with the respective dealers in their field.

14. Determination; of sales force size:-
 Management makes its second key decision personnel selling strategy when it
decides the size of the sales force. Having determined the kind of sales person
that best fits the company’s need, management now determines how many are
required to meet the sales volume and profit objectives. If the company has too
few salesperson opportunities for sales and profit go unexploited, and if it has
too many excessive expenditures for personal selling reduce net profit.
 Balaji wafers is believing to handle a very less number of sales force but whatever
number of sales force they are handling they must be enough capable of
achieving company’s target. So the company uses a work load method to
determine the size of the sales force.

15. Distribution policy:-
 Distribution policy:-
 DC Policies on Marketing channel:-
 One of the most basic of all marketing decision is that on marketing channels. Few
manufactures use only one marketing channel most, use two or more.
 Decision on marketing channels is required more often than is commonly suppose. The
obvious occasion is those following the initial organization of the enterprise and when
making addition to product line. Decision on channel is crucial as it decide depend on
channel size of passing product from various level and finally getting to custom.
 Channel strategy is also needed to decrease the cost of distribution and increase the
availability of product in huge quantity.
 Balaji is doing business in the consumer non-durable products and their product is of impulse
FAST MOVING CONSUMER GOODS ( FMCG) type. So distribution most is strut for such type
of company. Distribution Channel of Balaji Company is a four level distribution channel and
company is using vertical channel of distribution.
NIHARIKA SINGH

16. DISTRIBUTION MANAGEMENT:

17. Let us see the channel of the Balaji Company:
•MANUFACTURE
C &F AGENT
STOCKIEST/WHOLESALE
DEALER
RETAILER
CUSTOMERS

18. Channel Member:-
Clearing and Forwarding Agent:
 Clearing and Forwarding Agent is the person in the channel who does all the
paper work and forwarding the goods to the further channel member is
stockiest. They take a commission on their work of clearing and forwarding the
goods.
 Balaji wafer Pvt. Ltd has got their clearing and forwarding agent as “Katariya
Enterprise”. The Katariya is only C & F agent in Balaji Company for doing clearing
and forwarding work. They get 2% commission in return for their service.

19. Whole seller /Stockiest:-
 Whole seller or stockiest are the person who stocked the product in huge
quantity. They buy the product from manufacturer in huge quantity and supply
the product to further channel as per the need.
 The company have four distributors is the Gujarat State and one distributor for
Maharashtra.
 Let us see the four distributor of the Company.

20. Dealers:-
 Dealers are the person who have predefines assigned territories and as to sales
that territory only. They sales their good to the retailer and store the goods as
per their demand and capacity.
 The company as get 10 dealers all over the Gujarat sates which are covering
almost every retailer in the market.
 Let us see the various dealer of the company.
GAURAV SINGH

21. DISTRIBUTORS, WHOLESALERS &
RETAILS:

22. Sales and Purchasing :
 Purchasing is a crucial task for the Balaji as some of the raw-material of Balaji is
seasonal product and its purchasing in bulk is only suitable option and profitable
dealing for the company.
 The sales and purchasing department cooperates as sales departments provides
figure regarding sales forecasting , so that adequate stocks of raw material,
fabricating parts and other items can be processed in advance to run production
smoothly.

23. Sales Department’s External Relation:
 Philip kotler with his traditional 4ps has added additional 2ps known as public
relation and political relation to survive in this high competitive market the firm
has to establish a relation with the external bodies. Let us see a Balaji is
maintaining external relationship with its environmental bodies.
 Final Buyer Relations
 Industry Relations
 Government Relations
 Educational Relations
 Press Relations

24. Policies on Distribution intensity:
 Choice of marketing channels is intertwined with policy on distribution
intensity. At each level of distribution, decision is made on the desired number of
outlets. Distribution intensity a major roles in the success companies sales
growth. Distribution intensity makes product available to the final customer at its
convenience and need, Balaji adopted mass distribution.

25. Mass Distribution:
 Company following a policy of mass distribution aims for maximum sales exposure by secondary
distribution through all those outlets from which final buyers might expect to purchase the
product. Balaji is doing business law involvements well. The Balaji customer is also any age
group person, which wants to feed its hunger, can purchase the product.
 Also, competition is stuff in the snack food industry and these for the product non-availability at
time of its need could lose the customer for the company.
 So, in such case the Mass Distribution is only available tool to get succeed in the market. Balaji is
been successful in doing mass distribution. And as per company resource, the company is able
to distribute the product anywhere, were its customer can ask for the products.
AMIT SINGH

26. Sales force Management:
 Sales force management is a specialized type of personal management, whether personnel
management focuses upon sales, production, or office workers, the same set of problem needs
considering, but each problem varies in nature and importance.
 Sales personnel of necessity are given fever rank than production or office worker to a
considerable degree, they are relied upon as individual to plan and control their own
activities. Most sales personnel visit the home office only infrequently and centralized direction of
their activities making by phone and mail. The salesperson’s job provides limited opportunity for
face to face contact and supervision, so sales personnel offer references to as “account
administrators or territory manager”.
 Balaji is also efficiently using their sales force and increase their sales force so much powerful that
it can work in bad to worst situation. They also able satisfy their sales force with the company
policies.

27. Conclusion:
 Balaji is turned into the needs of the comman man, giving him value for money
product based on taste and quality for hungry and immediate food available at given
time. Balaji is launching its new product on the base of the consumer enduring and
base of the consumer and growing need for snake food. Even though in launching of
new product company’s basic ingredient taste and quality is prime factor. Company’s
sales distribution which stored unsystematically has converted and developed itself in
a systematical and technical system which as help the company’s loyal customer they
need anytime any where in Gujarat.
 Company’s sales and distribution is been seen same as system of MNCs company like
HLL and P&G. In the past the company sales & distribution well end suite with the
goal and need of the final consumer receptively.

28. OVERVIEW OF SALES AND DISTRIBUTION: