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Roadmap to business
- 1. ROADMAP TO BUSINESSIN EAST-2 BY SUBRATA GHOSH
- 2. ROLE AND RESPONSIBILITY ROLE •AS ZONAL HEAD SALES AND MARKETING TO LOOK AFTER THE BUSINESS GROWTH OF THE ZONE CONSISTINGOF WEST BENGAL , ASSAM AND NORTH EAST. RESPONSIBILITIES • TO IDENTIFY THE BUSINESS PATTERN. • TO IDENTIFY THE MARKET CAPITALIZATION. • TO INCREASE THE BOTTOMLINE. • TO INCREASE THE TOPLINE ALSO. • TO MAKE LONG TERM BUSINESS PLATFORM.
- 3. OBJECTIVE TO MAKE ASWOT ANALYSIS • STRENGTH OF THE COMPANY • WEAKNESS OF THE COMPANY • OPPORTUNITIES TO THE COMPANY • THREAT TO THE COMPANY
- 4. STRENGTH • 17 OWNTECHNICAL MOLECULES • PARTICIPATIVE MANAGEMENT • NO COMPROMISE WITH QUUALITY OF PRODUCTS • STRONG PRODUCTION BASE • EFFICIENT SUPPLY CHAIN
- 5. WEAKNESS • SALES BYPUSH NOT BY MARKET PULL • FOCUS OF SALES IN OLD GENERIC PRODUCTS • POOR CASH FLOW MANAGEMENT(DEBTOR DAYS 140) • POOR INVENTORY MANAGEMENT( AVERAGE 80 DAYS) • RESTRICTED FIELD WORK LEADING TO PRICE WAR.
- 6. OPPORTUNITIES • DIVERSIFIED MARKETWITH PADDY, VEGETABLES, POTATO AND PLANTATION CROPS. • PROMISING MOLECULES LIKE 24 KARAT, SUPER SONATA, ESCADA NOT BEING TAPPED. • STRONG CHANNEL PARTNERS • OVERHAULED NEW AND ENERGETIC WORK FORCE
- 7. THREAT • LITTLE MARKETPRESENCE • NEW GENERATION MOLECULES INTRODUCED BY COMPETITION • VERY LOW BOTTOMLINE
- 8. ACTION PLAN • TOCATEGORIZE THE PRODUCTS THROUGH BCG MATRIX IN ORDER TO; A. BRING FOCUS IN PRODUCTS TO BE SOLD AND PRODUCTS TO BE MARKETED. B. TO IMPROVE THE TOPLINE C. TO IMPROVE THE BOTTOMLINE. D. TO IMPROVE THE INVENTERY MANAGEMENT E. TO IMPROVE THE CASH FLOW.
- 9. BCG( BOSTON CONSULTINGGROUP) MATRIX ANALYSIS • RISING STARS: PROMISING PRODUCTS WITH HIGH MARKET GROWTH HAVING HIGHER PROFIT MARGIN 24 KARAT, ESCADA, DEVSENA, PREDICT, X-PERT, TYTIUS,AASRA. • CASH COWS: YIELDING MARGINS BUT GROWTH IS LOW LIKE SUPER SONATA, BAADSHAH, 7 STAR, HIFIT, HINDOL,GARUD,ATRAZIN, DON 3G, ASHIRVAD. • DOGS: MARKET GROWTH HAS RESTRICTED AND MARGINS ARE LOW/ NEGATIVE LIKE HITATOX, TERMINATOR 505, VARDAN,DHADKAN, HUNTER, CYPERHIT, ETC. • QUESTION MARK: THERE IS GROWTH IN MARKET BUT MARGINS ARE LOW LIKE ALL CLEAR, CHLODINO SUPER, HINDUSTAN M-45, ACEPHATE, ETC.
- 10. IDENTIFICATION OF RISINGSTARS • ESCADA • 24 KARAT • DEVSENA • PREDICT • X-PERT • AASRA
- 11. PROJECTED TOTAL SALESVS SIX PRODUCT CONTRIBUTION CHART 0 10 20 30 40 50 60 70 80 90 2016-17 2017-18 2018-19 2019-20 2020-21 TOTAL SIX PRDT % OF SIX PRDT
- 12. STRATEGIES UNDERTAKEN FOR RISINGSTARS GO EXTENSIVELY AGGRESSIVE IN THE PRODUCTS CATEGORY RISING STARS TO IMRPOVE: • BOTTOMLINE • BRAND AWARENESS • CASH FLOW WITH FIELD ACTIVITIESLIKE: • A. IDENTIFICATION OF CROPS/ SEGMENTS/ STAGES. • DEVELOPING A SINCERE , HARD WORKING, HONEST TEAMTO DELIVER THE BEST FOR THE INTEREST OF THE COMPANY. • EMPOWERING KNOWLEDGE TO THE FIELD LEVEL WORKERS THROUGH TECHNICAL TRAINING PROGRAMMES. • WORKING EXTENSIVELY IN THE FIELD WITH THE HELP OF Pos TO GENERATE AWARENESS. • PUMPING RESOURCESIN DIFFERENT PROMOTIONAL ACTIVITIESLIKE VAN CAMPAIGNING, POSTERING, LEAFLET DISTRIBUTIONS, FARMERSMEETINGS, DEALERS MEETINGS.
- 13. CROP/PRODUCT/PEST CATEGORIZATION PRODUCT CROPSNO OF CROPS TARGETED 24 KARAT PADDY GROWTH PROMOTER VEGETABLES GROWTH PROMOTER POTATO GROWTH PROMOTER MANGO GROWTH PROMOTER MAIZE GROWTH PROMOTER CHILLI GROWTH PROMOTER ONION GROWTH PROMOTER TEA BUNJI BREAKING FLOWER GROWTH PROMOTER 9 SUPER SONATA VEGETABLES SUCKING PESTS/ MITES CHILLI SUCKING PESTS/ MITES ONION SUCKING PESTS/ MITES FLOWER SUCKING PESTS/ MITES 4 ESCADA PADDY STEM BORER/ LEAF FOLDER/BPH VEGETABLES SUCKING PESTS CHILLI SUCKING PESTS ONION SUCKING PESTS 4 DEVSENA PADDY BPH VEGETABLES SUCKING PESTS CHILLI SUCKING PESTS ONION SUCKING PESTS TEA HELOPELTIS FLOWER SUCKING PESTS 6 HISTAR PADDY STEM BORER/ LEAF FOLDER VEGETABLES LOOPERS/ BORERS 2 PREDICT PADDY SHEATH ROT/ COLLAR ROT/BLAST VEGETABLES FUNGAL ROT/ BLIGHT POTATO EARLY AND LATE BLIGHT CHILLI LEAF ROT/ STEM ROT ONION LEAF ROT 5
- 14. CROP/ PRODUCT CALENDAR PERIOD JANUARY-MARCH APRIL- JUNE JULY- SEPTEMBER OCTOBER- DECEMBER CROPS WINTER VEG SUMMER PADDY MANGO CHILLI FLOWERS TEA SUMMER VEG TEA FLOWERS PADDY VEG TEA MAIZE POTATO ONION CHILLI TARGETED PRODUCTS PREDICT 24 KARAT 24 KARAT 24 KARAT 24 KARAT 24 KARAT 24 KARAT 24 KARAT 24 KARAT 24 KARAT 24 KARAT DEVSENA 24 KARAT 24 KARAT 24 KARAT 24 KARAT DEVSENA HISTAR BAADSHAH DEVSENA SONATA DEVSENA SONATA DEVSENA DEVSENA HIFIT PREDICT X-PERT ATARHIT M-45 ESCADA ESCADA ESCADA BINDASS HIVET ESCADA PREDICT X-PERT DEVSENA GARUD PLUS ESCADA HISTAR SONATA GARUD PLUS HISTAR PREDICT SONATA SONATA SONATA HIFIT X-PERT PREDICT DEVSENA X-PERT SONATA ESCADA DEVSENA DEVSENA DEVSENA 24 KARAT ESCADA SONATA ESCADA BINDASS X-PERT DEVSENA X-PERT DEVSENA PREDICT PREDICT
- 15. SALES PLAN • ONTHE BASIS OF CROP ACRAGE • ON THE BASIS OF DOSE/ ACRE • ON NUMBER OF CROPS TO BE TARGETED
- 16. PROMOTIONAL PLAN • ONTHE BASIS OF NUMBER OF CROPS • ON THE BASIS OF BUSINESS VOLUME OF THE RISING STARS • EMPOWERING THE TEAM WITH A FOCUS OF THE PLAN SO DERIVED • FIXING DATELINE FOR DIFFERENT PROMOTIONS. • USING DIFFERENT TOOLS LIKE PRESCRIPTIONS/DEMONSTRATIONS/ FARMERS MEETINGS/ VEHICLE CAMPAIGNING/ DEALERS MEETINGS
- 17. THE TEAM TODELIVER
- 18. EMPOWERING KNOWLEDGE TOTHE FIELD RESOURCES WORKSHOP CONDUCTED BY DR.SUBRATA DUTA, PROFESSORINPLANT PATHOLOGYON VEGETABLEDISEASESAND USE/ APPLICATIONTIME AND METHODS OF PREDICT.
- 19. TRAINING ON INSECTSOF VEGETABLES
- 20. POST TRAINING EVALUATIONPROGRAMME
- 21. VAN PUBLICITY FORESCADA AND 24 KARAT HISTAR IN PADDY
- 22. FARMERSFIELD VISIT WITHPREDICT AND 24 KARAT IN VEGETABLES
- 23. DEVSENA DEMONSTRATION INBPH OF PADDY
- 24. ARPIT DEMONSTRATION INFRUIT AND SHOOT BORER OF BRINJAL
- 25. PRESCRIPTION DONE DURINGFIELD VISIT FOR 24 KARAT/ ARPIT/ PREDICT IN VEGETABLES.
- 26. 24 KARAT PUBLICITYIN PADDY
- 27. SUPER SONATA VEHICLECAMPAIGN IN VEGETABLES
- 28. SUPER SONATA AND24 KARAT PUBLICITY VAN IN VEGETABLES
- 29. SUPER SONATA VANIN VEGETABLES
- 30. SUPER SONATA HANDBILLDISTRIBUTION FROM VEHICLE
- 31. 24 KARAT FIELDPROMOTION IN MAIZE
- 32. FARMERS MEETING 24 KARATIN MAIZE FARMERS MEETING
- 33. GROUP MEETING 24 KARATIN MAIZE
- 34. DEALERS MEETING DEALERS MEETINGTARGET PRODUCTS 24 KARAT
- 35. DEALERS MEETING 24 KARATIN POTATO
- 36. IDENTIFICATION OF CASHCOWS • SUPER SONATA • BAADSHAH • 7 STAR • DON 3G • ASHIRVAD • HIFIT • DHRUV • GARUD • BINDASS
- 37. STRATEGIES UNDERTAKEN FOR CASHCOWS • AS THE GROWTH RATE IS LOW WE HAVE DECIDED NOT TO INVEST MORE IN FIELD ACTIVITIES FOR THIS CATEGORY OF PRODUCTS. • MADE ATTRACTIVE COMMERCIAL INCENTIVES TO ENSURE GROWTH. • KEEP VIGIL IN INVENTORY AND MAKESURE THAT THE AVERAGE INVENTORY DAYS DO NOT CROSS 30 DAYS. • FOCUS ON CASH FLOW MANAGEMENT.
- 38. IDENTIFICATION OF DOGS •VARDAN • TERMINATOR 505 • PERMIT 99 • DHADKAN • HITATOX • DOLLAR 4G • TERMINATOR
- 39. STRATEGIES UNDERTAKEN FOR DOGS •ENSURE THE VOLUME TO IMPROVE THE TOPLINE. • INVEST NOTHING IN BRAND PROMOTION. • NO COMMERCIAL INCENTIVES OFFERED TO SELL THESE PRODUCTS. • STRICT INVENTORY MANAGEMENT TO ENSURE AVERAGE INVENTORY DYS OF 26 DAYS. • NOT TO PUSH THESE PRODUCTS TO THE PARTIES HAVING MORE THAN 60 AVERAGE DEBTOR DAYS.
- 40. IDENTIFICATION OF QUESTIONMARKS • HINDUSTAN-M45 • ACETOX • ALL CLEAR • CHLODINO SUPER • ATRAHIT
- 41. STRATEGIES UNDERTAKEN FOR QUESTIONMARK • AS THIS CATEGORY HAS A GROWTH OPPORTUNITY BUT MARGINS ARE RESTRICTED WE HAVE PLANNED TO PUSH THE PRODUCTS TO THE CASH RICH PARTIES AND MOSTLY IN 30 DAYS PAYMENT TERMS WITH THE AIM OF: • MAINTAINING THE GROWTH IN THE TOPLINE • INCREASING CASH FLOW • STEADY MARKET CAPITALIZATION/PRESENCE.
- 42. CREATING A LONGLASTING BONDING • WE HAVE SELECTED TOP 10 DEALERS/RETAILERS OF EVERY DISTRIBUTORS. • WE ARE FOCUSSING ON FIELD ACTIVITIES PROMOTIONS, PUBLICITY AND ALL BRANDING EXERCISE IN THESE MARKETS PREFERABLY. • WE HAVE COLLECTED THE MARRIAGE ANNIVERSERY OF THE DEALERS/RETAILERS AND SENDING THEM WISHES WITH TOKEN GIFTS TO CREATE AN INVALUABLE RELATION BUSINESS.
- 43. WHAT WE HAVEACHIEVED • IMPROVED THE BOTTOMLINE BY 10% OVER 2015-16 • REDUCED THE AVERAGE INVENTORY DAYS FROM 80 TO 55 DAYS. • REDUCED THE INVENTORY DAYS OF CASH COWS FROM 80 TO 26 DAYS. • INCREASED THE CASH FLOW. • REDUCED THE AVERAGE DEBTOR DAYS FROM 140 TO 99 DAYS. • A FOCUSSED TEAM WHO KNOWS WHAT IS THE JOB. • MOVING TOWARDS A SPECIALITY STOREFROM A GROCERY STORE.
- 44.