HPM Presentation Roadmap To Business

1. ROADMAP TO BUSINESS IN
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 A SWOT ANALYSIS
• STRENGTH OF THE COMPANY
• WEAKNESS OF THE COMPANY
• OPPORTUNITIES TO THE COMPANY
• THREAT TO THE COMPANY

4. STRENGTH
• 17 OWN TECHNICAL MOLECULES
• PARTICIPATIVE MANAGEMENT
• NO COMPROMISE WITH QUUALITY OF
PRODUCTS
• STRONG PRODUCTION BASE
• EFFICIENT SUPPLY CHAIN

5. WEAKNESS
• SALES BY PUSH 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 MARKET WITH 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 MARKET PRESENCE
• NEW GENERATION MOLECULES INTRODUCED
BY COMPETITION
• VERY LOW BOTTOMLINE

8. ACTION PLAN
• TO CATEGORIZE 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 CONSULTING GROUP)
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 RISING STARS
• ESCADA
• 24 KARAT
• DEVSENA
• PREDICT
• X-PERT
• AASRA

11. PROJECTED TOTAL SALES VS 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
RISING STARS
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 CROPS NO 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
• ON THE BASIS OF CROP ACRAGE
• ON THE BASIS OF DOSE/ ACRE
• ON NUMBER OF CROPS TO BE TARGETED

16. PROMOTIONAL PLAN
• ON THE 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 TO DELIVER

18. EMPOWERING KNOWLEDGE TO THE FIELD RESOURCES
WORKSHOP CONDUCTED BY DR.SUBRATA DUTA, PROFESSORINPLANT
PATHOLOGYON VEGETABLEDISEASESAND USE/ APPLICATIONTIME
AND METHODS OF PREDICT.

19. TRAINING ON INSECTS OF VEGETABLES

20. POST TRAINING EVALUATION PROGRAMME

21. VAN PUBLICITY FOR ESCADA AND 24 KARAT HISTAR IN
PADDY

22. FARMERSFIELD VISIT WITH PREDICT AND 24 KARAT IN
VEGETABLES

23. DEVSENA DEMONSTRATION IN BPH OF PADDY

24. ARPIT DEMONSTRATION IN FRUIT AND SHOOT BORER
OF BRINJAL

25. PRESCRIPTION DONE DURING FIELD VISIT FOR 24
KARAT/ ARPIT/ PREDICT IN VEGETABLES.

26. 24 KARAT PUBLICITY IN PADDY

27. SUPER SONATA VEHICLE CAMPAIGN IN VEGETABLES

28. SUPER SONATA AND 24 KARAT PUBLICITY VAN IN
VEGETABLES

29. SUPER SONATA VAN IN VEGETABLES

30. SUPER SONATA HANDBILL DISTRIBUTION FROM
VEHICLE

31. 24 KARAT FIELD PROMOTION IN MAIZE

32. FARMERS MEETING
24 KARAT IN MAIZE FARMERS MEETING

33. GROUP MEETING
24 KARAT IN MAIZE

34. DEALERS MEETING
DEALERS MEETING TARGET PRODUCTS 24 KARAT

35. DEALERS MEETING
24 KARAT IN POTATO

36. IDENTIFICATION OF CASH COWS
• SUPER SONATA
• BAADSHAH
• 7 STAR
• DON 3G
• ASHIRVAD
• HIFIT
• DHRUV
• GARUD
• BINDASS

37. STRATEGIES UNDERTAKEN FOR
CASH COWS
• 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 QUESTION MARKS
• HINDUSTAN-M45
• ACETOX
• ALL CLEAR
• CHLODINO SUPER
• ATRAHIT

41. STRATEGIES UNDERTAKEN FOR
QUESTION MARK
• 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 LONG LASTING 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 HAVE ACHIEVED
• 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. THANK YOU