5. 5
Structure and Approach Followed
Part 4
Part 3
Part 1
Part 2
TSE Shadow and Independent
• Noting In-Store activities, support
communications, conflict resolution and
OJTs
• Beat Correction and OJT basis
CHAMPION Sales Call, Designing DSR
support sheets
DSR Shadow and Independent
• Shadowing DSRs along all beats over
the month
• Observing sales call interactions,
transactions and approaches.
Applying learnings
ASM Shadow
• Distributor Management, Market
Observations, Team Management, TSE/
DSR OJT
• Data Observations and Insights
Generation/ finding gaps
ASM Independent
• Market observation and Insights
• Team and Distributor Management
• Data Analysis and Gap Identification
6. 6
Sales Call Flow of Activities- Independent DSR, used for OJT:
Gauging Store Mapping Products Sales Call
Gauging Store’s level by
products/categories present
Mapping our products to
competition and categories Spices
Besan and Poha
Pulses
Soda
Tetley
Coffee
Soulful
Tata Tea Agni, TTP and Elaichi
Tata Tea Leaf(Buff)
Tata Tea Gold
Salt+ Rock Salt, Lite and Superlite
Economy Packs –
Range Selling and
Scheme Benefits
Soulful Boxes
Tetley 100s
Coffee 100gm
Spices 200-
500gm
Foods Portfolio
Range/Middle Sized
SKUs
Pulses
Legumes
Rock Salt, Lite and
Superlite
Coffee-50gm
Besan and Poha
Value Packs to
induce trial increase
lines
Coffee-Rs.2
CTC-Rs.10
Soulful-Rs.10
Tetley 10s
Beverages-Rs.5-10
Grammage Flow
Most commonly sales call flow used by me. Varied depending upon type of outlet
Highest Selling TCP
Products in
concerned territories
8. 8
Beat Wise Support Sheet:
Simplification of Support Sheet basis:
• Shadowing Observations
• Feedback from DSRs
• Interaction with Db
Sheet1:
• Mentioned brands basis av. bill value
• High expectations related to ULS
• No specific SKU wise guideline
• Confusing for the DSR while making sales call,
ended up asking only mentioned brands
Sheet2 :
• Mentioned Sold brand and SKU in current month
• Gradual increase of ULS compared to last month
• Clearer objective for DSR to sell additional SKUs
across brands, in addition to repeats
• Easy tracking and sheet modification for me
10. 10
TEAM PERFORMANCE-:Outlet % basis ULS and TLS
DSR Month <5 5-10 10-15 >15
Jan 58% 31% 10% 1%
Feb 56% 32% 10% 2%
Jan 50% 32% 13% 5%
Feb 36% 36% 19% 9%
Mar 35% 37% 17% 11%
Jan 46% 44% 8% 2%
Feb 47% 38% 9% 6%
Mar 41% 40% 14% 5%
Sanjay
Pintu
Dilip
ULS Band
DSR Month <7 7-15 15-25 25-40 >40
Jan 71% 22% 7% 0% 0%
Feb 68% 26% 5% 1% 0%
Jan 61% 27% 8% 4% 0%
Feb 44% 39% 14% 2% 1%
Mar 49% 37% 10% 3% 1%
Jan 54% 41% 4% 1% 0%
Feb 54% 32% 12% 2% 0%
Mar 46% 42% 10% 1% 1%
Lines Band
Sanjay
Pintu
Dilip
Gradual Increase in range selling for Pintu DSR
Subsequent shift of outlets to higher Lines Band
New DSR-Sanjay OJT based on Champion sales call
DSR Sanjay- Performance Improvement in 1 month
Low Targets in March, yet DSRs crossed Feb Values
14. 14
Product/
Category
Observation/Insight Recommendation
Poha
• Loose: 3 types avl.(Avg PTR,MOP,Margin)- Katarni (35,59,41%); Basmati(72,95,24%); Chura(32,40,20%) .
Wholesale- B(65,70-80); C(25,30-32)
• Packaged Poha- 24 Mantra(18-20%), Orbit(PL-40%), Pitanjali(10%), TS(18%)
• Our Poha looks like Chura quality in appearance, thus generally customers buy loose more frequently. TS Poha
does not mention type of rice used. Repeats for TS Poha high.
• Mentioning Type of rice used on
pack
• Arranging for sell-out activity like
sampling(Eg-with 1kg pack of
curd,TS Haldi, etc)
Besan
• Packaged Competition(500gm-MRP,MOP,PTR,%margin,SOS%)- Sri Nilkamal(74,67,56.5,24%,40%);
Pitanjali(60,54.5,60,9%,13%); Fortune(55,48,42,24%,7%) 24Mantra(95,90,78,18%,7%);
Athak(73,69,55,25%,20%); TS(22-23%,13%)
• Sri Nilkamal leader in Patna for besan. Pitanjali selling due to recall even though margin is least
• TS Besan is Lacey(Lacelapan) and absorbs lesser oil, which users like(Comments- Floor Incharge- Oxyrich Store)
• Sell-out activations during
Marriage Seasons, Chatt Puja
and Holi
• Combo packs-Dal, Besan and
Soda to induce trials
Soda
• No specific place/POSM for I-Shakti soda. Found placed randomly across store locations
• I-Shakti-Highest selling packaged soda brand. Competition- Ruchi, Weikfield, Rox(Hul)
• Tata Chemicals Industrial Grade soda being sold loose under guise of Tata Soda or Loose Soda
• Dedicated one time Soda POSM -
Container or Act-2 POSM
• I-Shakti 25-50kg packaging
Green
Tea
• This Territory- Tetley UOB increased from approx. 40 in Oct/Nov to approx. 385 in Dec, back to 75 in JFM
• Managed to get some SOS from Lipton, however some retailers still reluctant as their customers ask for Lipton
• Free Dabur Honey acts as trial inducer even if retailer is not extending any discounts
• Other brands- Lipton, Organic India, Himalayan, Gaia, Dabur
• DSRs Suggesting retailers to
extend discounts thus increasing
average cart values
Legumes
• Loose(PTR,MOP/kg)- Kala Chana(56-58,68-70,17-18%;TS-20%); Kabuli Chana(72-90,80-115:10-20%TS-22%);
Rajma C(135-140,160,12-16%; TS- 23%); Rajma J(95-115,120-140). Additional Rs5 off/kg for retailers
• Our kala Chana looks better appearance wise; Rajma and Kabuli Chana seem of a similar quality as that of loose
in appearance
• More USP Call-outs on FOP to
justify premium price
Market Observations, Insights and Recommendations- Products/Categories
20. 20
Market Observations, Insights and Recommendations- Products/Categories
Product/
Category
Observation/Insight Recommendation
Pulses
• Loose pulses being purchased by retailers from Mithapur Wh Mandi(20% from MOP), cheaper than packed
• Packaged Competition- 24Mantra(22%), Pitanjali(15-16%), Fortune. TS offering highest margins(30%)
• Highest demand for Toor Dal
• Higher USP Callouts on packaging
and use of Posters and Danglers
• Bundling toor with other varients
Soulful
• Competition- Kellogs(10%), Sundrop Popz(10%+Rs1 off >=36 pieces), Nestle Cocos(15%, PTR-7 >=100 pieces),
Tops Chocos(13%), Apis Chocos , Tata SF(15%)
• Soulful offers best margin, but schemes offered by others appear better thus incentivizing quantity purchase
• Muesli- Kellogs, Gaia, Sundrop Nutrify
• Sales calls to include USPs
• Increasing weight in select outlets
than increasing UOB for boxes
• Introducing NMC Rs.5, induce trial
Spices
• Local Brands/Private Labels margins approx. 50%.Competition- MDH(15%), Everest(15%), Sunrise(17%),
TS(25%)
• Visibility- Everest- highest visibility in hangars, colorful packaging makes attractive assortments
• Cartons- MDH and Everest sell the maximum followed by Catch and TS. Everest also buys eye level shelves
• Better communication PTR
• Suggesting retailers to add TS
spices to unspecified lists to
maximize profits
Coffee
• Retailers looking for schemes like 1+1. TCG has customer demand in some well-off societies
• Low awareness even among retailers, not even aware of the packaging
• Increasing brand recall by carrying
along packs
24. 24
• Excessive Scrolling Required
• Excessive Control with DSR
• No Store History, Samruddhi Ach, etc
• Lack of info about App features
SSFA
Market Observations and Recommendations- Functional and Operational
• Product Categorization. E.g. Salts, Pulses, etc.
• TSE Authorization requirement
• Solutions as discussed during ASM Meet
• App Training Modules in regional languages
Potential
Solution
• Lesser Focus on NaVi/POSM
• Little Competition Product
Differentiation Knowledge
• Ineffective Scheme communication
DSR
Working
• Introducing a small Incentive approved by TSE
• Product Detailer in SSFA Application listing
TCP USP vs Competition
• Scheme Communication Template
Potential
Solution
• Outlets Refusing to share OTP
• Messages sent out under Agency
Names
• Incorrect Mapping
Retailer
Connect
• Using the term Verification Codes helped
• Prefixing Tata to induce trust and makes
searching easier
• Selective Options with DSRs, TSE adds detais
Potential
Solution
25. 25
Challenges and Non-Successes-TSE Independent:
Retailers unwilling to share information about the
competition and their products
Ensuring fair use of that information in addition to
promising secrecy.
Tackling questions around undercutting and how the
same products are cheaper online
Trying to tackle them the best I could by stating facts and
what value our channel brings to the table
Retailers misusing/underutilizing the company provided
POSMs
Convincing them to use the POSM material better and
providing suggestions for the same
Challenge/Obstacle Attempt to Solve
DSR handling approx. 7 LPM business leaving without
notice
Taking assistance of other DSRs and Db to take orders
from major outlets
Leaving Primary of key products during festivals to the
eleventh hour
Following up with CFS and taking TSEs help to get as
much as we could
26. 26
Observations
& Insights
Team
Management
Distributor
Management
Data Analysis
ASM Shadow- Bangalore
• Market Visit Observations and
subsequent Insights
• DSR Sales Call Observations
• Retailer Discussions and Questioning
• Agenda/Plan Cascading→ Tracking
• TSE/DSR On the Job Training
• Bottom-Up Approach of communication
• Aspects of Distributor Appointment
• Distributor Cost of Operations and ROI
• Use of daily reports and trackers
• Using Secondary Data for
• Tracking and Drill-Down
• DSR/TSE/DB Gap Identification
32. 32
•Red Label- Only retailing, no Wholesaling.
SKU-250g(5kgpm)>100g(2-3kg pm) vs Gemini 50kg pm
•Some Pockets- Natural care 250gm- 4-5kg pm
•Local Dust Tea- Vikram(El), Lamsa Mixed,etc- MRP-90;PTR 81.
20-25kg pm against 55-60kg Gemini in Upcountry Mkts
Black Tea
Competition
• HTS Packs being sold loose as Polypacks as cheaper
• Franchise HTS using their own blends; Eg; Tea Time
Chakra Gold and Gemini
Hotel Packs
• Lipton is 1/2rd stock weight/facings of Tetley averagely
• Coffee- Mostly Near Expiry Rs. 2 and 10. 50-100gm
Green Tea and Coffee
•Loose pulses packages/Private Labels- Toor PTR 95, MOP110
•Packaged Aashirwad Organic- Toor 500g- PTR 106 MOP 130
•Loose Atukulu(poha) Similar quality to TS; PTR 45/kg; MOP 65/kg
Pulses and Poha
• PTR,MRP/MOP- Annapurna-10.5,20; Nirma Shudh-11.5,16;
Counterfeits/Locals- 8,10-15; Local crystal-205,215/25kg
• Tata Chemicals Soda loosened and sold. PTR 2, MOP 5(50gms)
Salt and Soda
• NMC av. PDO 15-20 pieces/ week. Upcountry demand for Rs. 5 pack
• Box packs- Retailers not interested till pack says Tata Soulfull
Soulfull
B
E
V
E
R
A
G
E
S
• Pushing and Placing Agni, Gold
and now TT GC even Tea Veda
• Driving Value packs to induce
trials . Opening packs of Agni
• Looking to a separate DSR for
HTSs and Small Hotel
• Instructions to TSEs and DSRs to
ensure FIFO for Tetley 10s for
trial
• Picking expiry for TCG and
placing fresh stock before
monsoons peak
•
Plan of Action
Observations
F
O
O
D
S
&
S
F
• Using support and positioning to
place Pulses in SAMTs
• Driving Shudh in markets with
higher prevalence of competition
and locals
• Educating retailers on how TC
Soda is harmful
• Gradually increasing value/bill
using slab schemes
37. 37
PERFORMANCE SNAPSHOT- Independent ASM- Hits and Misses:
Higher TTG UOB & Value ach with TGK
Support
Reduced Bev Value due to decline in
Wholesale Value- Delayed QPS Payments
TTG Coffee Value Decline- High expiry in
market
Higher CG UOB & Value ach
25 Sub-Ds added in June, 15-20 more to
follow
63% of 1450 Wh attempted for Lakshya,
49%enrolled
Missed May Primary by 10 T
Gradual Increase in Lines after tracking DB
and DSR Wise
Revisiting the TTA Leaf distribution, using
TVC and Promos
ASM Name Apr 22 May 22 Jun 22 vs Jan ASM Name Apr 22 May 22 Jun 22 vs Jan ASM Name Apr 22 May 22 Jun 22 vs Jan
Shubham Duggal 13794 14801 15719 6% Shubham Duggal 1302 1075 1286 20% Shubham Duggal 75517 71651 77539 8%
UOB Beverages Value Total Lines
ASM Name Apr 22 May 22 Jun 22 vs Jan ASM Name Apr 22 May 22 Jun 22 vs Jan
Shubham Duggal 119 154 200 30% Shubham Duggal 212 191 214 12%
SAMT Turnover (L) Foods Value
Brand Apr 22 May 22 Jun 22
Chakra Gold 11.81 11.70 15.10
Gemini 286.03 225.91 279.08
Tata tea Agni 18.22 16.48 17.15
Tata Tea Gold 0.55 0.55 0.83
Tata tea Leo 0.01 0.04 0.03
Tata Tea Veda 0.02 0.02 0.02
TC Grand Instant 0.08 0.05 0.03
TC Grand R & G 0.00 0.00 0.01
Tetley Green 0.21 0.17 0.22
Grand Total 316.94 254.93 312.48
Beverages Volume-Brand Wise
Apr 22 May 22 Jun 22
Wholesale 6,05,10,397 3,81,05,957 4,92,56,598
Overall 13,56,48,076 11,15,35,308 13,28,28,699
% 45% 34% 37%
Beverages Value
38. 38
PERFORMANCE SNAPSHOT- Independent TSE:
Secondary Sales –Value(Rs.) and Volume(Kgs)
Overall Beverages Foods
19.41% Value increment
L3M(NDJ) vs L2M(FM)
14.51% Volume increment
L3M(NDJ) vs L2M(FM)
39. 39
SAMRUDDHI PERFORMANCE-Independent TSE:
Month Target Ach Ach%
January 1959993 953778.4 48.7%
February 1959993 1623617 82.8%
March 1959993 1488605 75.9%
Overall Samruddhi Performance
Month <20% 20-40% 40-60% 60-80% 80-100% >100%
January 27% 18% 24% 20% 6% 6%
February 16% 14% 27% 8% 20% 16%
March 22% 22% 8% 24% 4% 22%
%ULC Ach Slab
Month <20% 20-40% 40-60% 60-80% 80-100% >100%
January 20% 22% 37% 10% 4% 8%
February 4% 16% 12% 24% 14% 31%
March 8% 12% 24% 29% 10% 18%
%Value Ach Slab
Outlets unaware of qualification criteria for Target Linked
Payouts
Outlets unaware of qualification criteria for Visibility
Linked Payouts
Convincing some outlets to perform by showing data of
other outlets receiving payouts
Beat-Day wise data disbursement to DSRs Samruddhi
Target vs Ach+ Visibility Hygiene+ Payout Calculation
40. 40
Invoice Quantity in Kgs Across Month-Independent TSE:
Increase in Gold Volume and Value due to promo offers
Increase in Salt Volume due to Festive Buying
Increase in Besan and Poha Volume due to Festive Buying
Spices regaining traction due to efficient scheme
communication
Decline in Tetley purchase after removal of 2+1 scheme
Decline in Buff due to outgoing DSR, handled Major Buff
markets
Decline in Pulses mainly due to unavailability of Toor Dal
43. 43
Premium and Buff Decrease and Agni Performance-Independent TSE:
Group 1- Buff
Group 2- Premium
Salesman Name Product Name2 Product Name Oct Nov Dec Jan Feb Mar
DILIP RAY Group1 116011.0157 84839.81604 36282.31635 85099.24899 72044.86779 15415.8207
Group2 394.99992 1974.9996 3949.9992 6714.99864 13410.99921 1414.485138
DILIP RAY Total 116406.0156 86814.81564 40232.31555 91814.24763 85455.867 16830.30584
PINTU KUMAR Group1 119834.5055 208581.0287 174921.0549 204576.3462 195946.9745 141795.6113
Group2 45205.4988 54757.98594 80072.86896 38719.47216 49877.75457 25847.0184
PINTU KUMAR Total 165040.0043 263339.0146 254993.9238 243295.8183 245824.7291 167642.6297
SANJAY KUMAR VERMA Group1 96366.05349 111774.4051 53643.68058
Group2 26267.49468 52533.27324 18201.64259
SANJAY KUMAR VERMA Total 122633.5482 164307.6784 71845.32317
Salesman Name Product Name2 Product Name Oct Nov Dec Jan Feb Mar
DILIP RAY Tata Agni Leaf 100 gms Polypack 223.00005
Tata Agni Leaf 250 gms Polypack 7500.39444 5903.19576 4288.40034 3662.24019 8210.16 2909.592
DILIP RAY Total 7500.39444 5903.19576 4511.40039 3662.24019 8210.16 2909.592
PINTU KUMAR Tata Agni Leaf 1 kg Polypack 1352.4 5286.54609 4628.4966
Tata Agni Leaf 100 gms Polypack 5069.151152
Tata Agni Leaf 250 gms Polypack 8728.5933 11476.29168 27612.6522 9045.08052 16395.12 8855.28
PINTU KUMAR Total 10080.9933 16762.83777 37310.29995 9045.08052 16395.12 8855.28
SANJAY KUMAR VERMA Tata Agni Leaf 250 gms Polypack 12514.81434 16233.966 9614.304
SANJAY KUMAR VERMA Total 12514.81434 16233.966 9614.304
44. 44
TEAM PERFORMANCE-Independent TSE:
Regional Brand Name Jan Feb Mar
I-shakti Soda 36 59 31
Soulfull Rs.10 36 100 110
Tata Salt 361 392 329
Tata Sampann Spices 130 197 191
Tata tea Agni 49 125 42
Tata Tea Gold 320 421 357
Tata Tea Premium 348 398 259
Tetley Black 2 14 54
Tetley Green 43 31 25
UOB
Month
UOB Count
DSR Jan Feb Mar
DILIP RAY 147 129 72
PINTU KUMAR 192 199 177
SANJAY VERMA 124 163 168
Month
Decrease in UOB due to diverted efforts to get orders from
outgoing DSRs beats
Decrease in UOB due to reluctance in retailers to order on
account of outlets being closed for holi
45. 45
UOB and Av. Lines per o/l and Bill Cuts across months-Independent TSE:
Salesman Name TLS UOB Av TLS UOB Av TLS UOB Av
DILIP RAY 813 147 5.5 864 129 6.7 380 72 5.3
PINTU KUMAR 1362 192 7.1 1763 199 8.9 1569 177 8.9
SANJAY VERMA 837 124 6.8 1454 163 8.9 1373 168 8.2
Total 3043 464 6.6 4081 491 8.3 3322 417 8.0
Jan Feb Mar
Salesman Name Oct Nov Dec Jan Feb Mar
DILIP RAY 242 209 139 242 229 73
PINTU KUMAR 263 367 473 330 449 357
SANJAY KUMAR VERMA 267 415 433
Bill Cuts across months:
Distributor Name Jan Feb Mar
KAMLA TRADING 2944190.68 4011048.558 2627121.862
Primaries Ach:
4560000 305000
Primaries Target:
46. 46
Line’s King Drive-Independent TSE:
Salesman Name 14-02-2022 15-02-2022 16-02-2022 17-02-2022 18-02-2022 19-02-2022 Grand Total
DILIP RAY 59 114 97 270
PINTU KUMAR 107 96 109 78 100 490
SANJAY KUMAR VERMA 80 97 33 63 5 278
Grand Total 246 96 320 33 141 202 1038
Count of Product Code Invoice Date
Salesman Name 14-03-2022 16-03-2022 17-03-2022 Grand Total
PINTU KUMAR 34 232 40 306
SANJAY KUMAR VERMA 178 178
Grand Total 34 410 40 484
Pintu missing out on Rs.1000+1500(500 lines; 100 lines daily) addn payout, other 2 missing out
on Rs.500(300 lines)
DSRs missing out on Line King incentives due to ‘No Orders’ during Holi
48. 48
Observation/Insight Recommendation
Affinity for smaller SKUs is higher as compared to that in Patna. E.g. Order of preference for customers- Leaf Rs5, Leaf
Rs 10, Leaf 100gm, Leaf 250gm then Gold 250gm. Agni Rs.2 sells because leaf is not present
Spices: Rakesh(Regional Brand) most preferred brand for Rs.5 sachets. (Approx. margin- Flat 35%).
100gm packs- MDH is the most preferred brand, as it is mostly used by hotels, eateries and is demanded by caterers.
CTC- People prefer them freshly grounded in front of them. Low awareness about TS Spices
Sampling TS Spices in local eateries
and to caterers as MDH has done as
per outlets. Van activations
Salt: Local/Regional salts like Dandi, KBC, etc. MOP 10 are preferred over Tata Salt which costs more than 2x.
Sometimes counterfeits like Taja, Tava, Tatva, etc. are being sold to eateries as Tata salt. Nirma-(9.8,15,MRP16)
Pushing Tata I Shakti salt which has a
relatively competitive price
Soda: Tata edible sold is mostly preferred. Tata chemicals Industrial grade Soda also being sold as edible. Introducing 25-50Kg bags
Poha : TS Poha present in only 2-3 outlets of all the outlets visited. Loose poha preferred because it is cheaper.
Besan: Locally grounded- PTR-55-60kg; MOP 75-80/kg. Packaged- Fortune 10kg(730-750,800-900,6.25%) , Rakesh or
Bihari brand(Margin-25%). TS 10kg besan has seen some traction.
Using I-shakti soda as a sample with
besan packets to incentivize purchase
Soulful: Kellogs present only in selected outlets. Soulful’s reach can be increased by showing packaging and conducting
basic tasting, in addition to stating USPs
Green Tea: Very few outlets had Lipton, unwilling to get Tetley regardless of scheme because it is slow moving category
Tasting and displaying souful packets
during sales calls
Territory Distinction: Super-stockist and Patna distributor selling in territory of Naubatpur sub-d, thus resulting in lower
no. of outlets to do business in for Sub-d.
Disenabling the code for SS
Stern warnings to Patna distributors
Visibility: Not a lot of brands giving out visibility payouts, Nestle giving Rs.200-250/month/window. Other
product/brand POSMs observed- Kinderjoy, Spices, Milk Enhancers
Outlet boards used by other brands use regional language on board, TTG board has contents written in English.
Enrolling top outlets in Samruddhi
program
Using regional languages on boards
Communication of schemes/offers: Sub-Ds and salesman unable to communicate schemes and final landings to
retailers, TSO had to communicate the same to the retailers
Providing Sub-Ds with final landing
prices in form of readouts
Market Observations, Insights and Recommendations- Upcountry
