This document discusses sales and distribution management at Marico. It includes: 1. An overview of Marico's sales structure and roles from division head to distributor sales representatives. 2. Key performance indicators used to evaluate sales performance across retail, wholesale, and rural channels. 3. Details of sales training provided, from daily learning modules for distributor sales reps to field force coaching. 4. How technology is used in Marico's sales process, including an order booking system, sales routine optimization using geo-tagging, and performance reporting.

1. Sales & Distribution Management
2011392 | 2011395 | 2011419 | 2011441 | 2011443
| Viriezo
| Antra
| Jayanth
| Imran
Aniket
1

2. Roles of Company Salespeople
01 01
02 02
Hiring the right distribution partners
.
Training and educating
downstream distributors.
Fills retailer, wholesaler orders
Reports to distributor and updates
sales data
03 03
04 04
Monitoring and evaluating
distribution channels
Passes customer and market
insights to manufacturer
Develops customer centric sales
team
Company’s Sales Representative Distributor’s Sales Representative
Regular audit of assigned territory
& pushing products to retailers
2

3. Marico Sales Structure- Division
Marico
Employees
On
Distributors
Rolls/ Third
Party
Division Head
Regional Sales
Head
Area Sales
Manager
TSOE(Territory
Sales Officer)/ADE
(MBA/BBA)
DSR
(10th/12th Pass)
TL
(12th Pass/B.Com)
DSR
(10th / 12th Pass)
Urban ISR
(12th Pass/B.Com)
DSR
(10th / 12th Pass)
Rural ISR
(12th Pass/B.Com)
PSR
(10th / 12th Pass)
VD ISR
(12th Pass/B.Com)
VSR
(10th / 12th Pass)
3

4. Sales KPIs
KPI driven model
Retail
Mandays
Width of
Coverage
BPD Range
Top Outlets Depth
Wholesale
Portfolio
Market Share &
Reach
Effective
Coverage
Penetration
Rural
Stockist Hit Rate
Spread of
Achievement
Stockist
Coverage
Investment in
Trade &
Secondary
Channel Outcome
KPI
All KPIs are linked to a unique outcome to evaluate performance
4

5. Sales Capabilities: Training and Coaching
ASM
DSR*
TSOE
Area sales structure
Friday
Learning
days: 10-15
mins
modules for
DSRs
Tech enabled Field force training
4 years of
Training
hours in 6
months
Tracking of
pre-post
thru
Personal
digital
Assistant
data
Line
supervisor
as trainers
Focused
on KPI and
Infra
Latest initiatives on modules
Dynamic
PJP** for
TSOE to
coach DSR
on ground
Modules to
enhance
functional
capability
of New
Channels
* Distributor Sales Representative ** Permanent Journey Planning
Plan And
Prepare
Open the
call
Store check
Initiate
order
booking
Thoroughly
merchandise
Inform &
close the call
Verify sales
progress
End the day
Coverage
• Route growth
• Sell more in Existing
outlets-Provide regular
and right service
• Sell in New outlets-
Identify-Convert-Sustain
Ensure freshness
Visibility
Relationship
Availability
• Make relevant products
available in relevant
outlets in right quantity
all the time
• Spot competition gaps
• Add existing ranges
• Look for stock outs
• Sell new range
• Ensure business needs
of retailer
 Profit
 Delivery
 Quality products
• Emotional needs of
retailer
 Ensure quality
service
 Solve issues
• Right product location-
HotSpot
• Right product High
• Right product facings
• Place POSM properly
• FMFO
• Product cleanliness
P O S I T I V
. E
. . .
. .
.
5

6. Technology in Sales at Marico
Industry first order booking system
• Clear and daily tracking of targets
• Paperless market visits- Right communication
• List of focus Packs, Incentives for the month,
MRP and Landing rates, Order quantities
• Performance reports, Training and
Assessments
Integrated Sales Routine Optimization
• Geo tagging and Geo fencing of
outlets
• Optimized journey cycles for DSRs
• Cost saving through efficiencies-
More productive visits
6

7. Hiring Salespeople
Designation Qualification
Division Head MBA, Exp: 15+ Yrs
Regional Sales Head MBA, Exp: 7+ Yrs
Area Sales Manager MBA, Exp: 2 Yrs
TSOE & ADE BBA/MBA, Exp: 2 Yrs
Distributor Rolls/Third
Party
10/12th Pass, Exp: 2 Yrs
Sales Personal Qualification
Sales is a peoples’ Job, desired soft
skill………
Empathy Zeal Ego
Driven
Ego
Strength
Clarity on
Thoughts
Communication
Skill
Salesperson Compensation
10000 in Urban
Basic Pay (INR)
8000 in tier 2
Monetary- Rs 6000
50 % sales bonus
50 % product push
Non monetary
Medical Insurance
Incentives
7

8. Procurement Training Information
Asymmetry
Salesman must
go to retailer to
fill order for just
one item
In case of
stocked out
Variation in
training given
to DSR by
TSOE
Lack of
promotion
knowledge in
salesman PDA
Main Challenges
8

9. Recommendations
Incentive Data
Real time promotional
data extended to PDA
Data Collection
Extending infrastructure
to cover more regions
Uniform Training
Induction session for
TSOEs on DSR training
9

10. 10