Surabattula Trivikram (MT – HR) | Guide – Rajesh Doshetty(ASM Hyderabad -1)

Sales Stint Review

Marico Product Portfolio
7 Categories

Hair Oil Edible CNO Skin Care Others Foods

Ayurvedic SAFF ACTIV PCNO (R ) PA-BDYLOT Bio Oil Coco Soul

Hair&Care SAFF Gold PCNO Flex PA-BDYSMR Mediker SAFF Oats
Nihar SAFF Tasty Revive SAFF Salt
Parachute Advanced SAFF Total HC SNS SFLOATS - FL
Aloe Vera
Jasmine Youth
Hotoil
PADV – SAC Livon
Set Wet Gels
Set Wet Deos
Set Wet Wax
True Roots
Marico’s Urban Sales Structure (Hyderabad -1)
Key People

Regional Sales
Divisional Head ASM TSE DSR
Head

Rajat Laxmikant Rajesh Santhosh

Kalyan Gulla
Diwaker Mahale Doshetty Y. Naveen

Flow of Goods
Wholesaler

Factory Depot Distributor Retailer Consumer

Primary Sale Secondary Sale Off-take

Channel Classification

Wholesale Self Service Cosmetic

Outlets selling to other Mini-Marts that enable Outlets that deal with selling
outlets as well as to the consumers to interact and beauty and make up
consumer pick up products from products
shelves on their own

Chemist Key Outlets Others

Outlets that own a drug Post classification into WS, SS, Remaining outlets in the
license, and thus, deal in sale Chemist & Cosmetic, top universe, i.e. Total Outlets –
of medicines and associated outlets contributing Wholesale – Self Service –
categories maximum to the BPM Chemist – Cosmetic – Key
About the Distributor
Shravya Agencies Number of Outlets by Channel Number of Outlets by Programs
Business Owner : Mr. K. Bhaskar Rao
Business Supervisor: Mr. Shyam Rao 43 39
System Operator: Mazar 9 17
484 9
Established: 2008
27

Avg BPM: Rs. 1.50 Crore 1163

658
134
Total manpower:
• 10 ISRO DSRs CHEMIST COSMETIC Anmol Premium Rishta Self Service
KEY OUTLETS OTHERS
• 5 drivers + 5 loaders SELF SERVICE WHOLESALE
Disha Bandhan
• 1 operator Sales
• 1 auditor
• 1 merchandiser

Number of Vehicles: 5
Outlets Catered: 2,414
Area covered: Approx. 25km2

CHEMIST COSMETIC KEY OUTLETS

OTHERS SELF SERVICE WHOLESALE
DSR Work-cycle

Merchandising,
Planning and Beat Plan Order taking
Pick up Collections from
carrying samples downloaded in through PDA using
expired/damaged outstanding parties
and detailers PDA Product folder
products

Beat Data
Bills for next day Bill and Claims Interaction with Collections handed
uploaded from PDA
Collection taken checking TSE and other DSRs over to Distributor
to MIDAS

* On Fridays, they have Friday learning session following by an online test to test their understanding
DSR – CARVE (Key responsibility areas for a DSR)

-> Cover outlets as per Beat plan -> Ensure 18 Mandays -> Use PDA to sell effectively
-> Open new outlets to expand distribution -> Communicate and leverage schemes and promotions

-> Make relevant products available in relevant outlets in right quantity all the time
->Look for stockouts -> Add existing range -> Identify competition gaps -> Sell new range

-> Build strong business relationship with retailers -> Identify ways and help retailers grow business
-> Ensure timely delivery -> Resolve retailer issues promptly -> Fulfil commitments

-> Right product location (hotspot) -> Ensure products are visible of each category
-> Place POSMs -> Remove old or torn POSM -> Observe gaps in visibility

-> Practice FIFO -> Do store check in every outlet -> Check product manufacturing date
-> Clean products using own cloth -> Pick up expired/damaged products
POSITIVE
Plan and Prepare
Open the Call
Store Check
Initiate Order Booking
Thoroughly Merchandise
Inform and Close Call
Verify Sales Progress
End of Day

Beat Design
Type of DSR Frequency of service No of outlets per Beat BPM of outlet
ISRO DSR Every week 40-45 >400
DSR PDA
• On module completion

• Beat Download
• Incentive Tracker • Friday learning
• Route Details • Training on
• Battery Check reqdmodules
• Agendas

• DSR Profile • Outlets Covered

• Certificates • Achievement
• Achievement • Uploads

Performance of DSR in - • List of all outlets on the beat

• BPM • Targets and MTD Achievement
• Mandays • Suggested Order Value
• Focus Brands (1 and 2) • Geo-tagging of outlets
DSR PDA: (Screen Interface)
Start of the Day Transactions

End of the day Reports

DSR PDA: Transaction Page Explained
Beat target Value total done for Suggested business
done so far the particular day for that day

Beat target Past 3 months

for the month average
PDA Reports
PDA Reports
Shows retailer name & code, order Value and BPD for all orders (Also displays total BPD, total
Order Booking
value and EC for the day
Collection Report Shows todays Cash & Cheques collections details
JC Report Shows brand wise EC target & Achievement, Vol Target and Achievement
Shows retailer details (name, prog, channel) and corresponding P3M, target and BPM
Outletwise MTD BPM
achievement and balance. Option to view beat wise
Shows retailer details (name, prog, channel) and corresponding P3M, target and Vol
Outetwise MTD Vol
achievement and balance. Option to view beat wise & brand wise
BPD Report Shows beat level P3M BPD, Target BPD, MTD BPD, and % Achieved
Mandays Report Shows no. of outlets covered on different days of the month and shows total MTD Mandays

Role of Merchandiser
 Ensure all products in program stores are displayed as per planogram guidelines
 Collection of photographic evidence using PDA
 Place fresh displays (Eg. Set Wet for this cover) in stores
 Drive FIFO at all Shelf, Displays to Marico standards
 Identify gaps in stock availability and escalate to retailer and DSRTSE for order
 Strengthen relationship with all outlet personnel
Pricing (Key outlet)
PCNO R 100ml INR Working Details SKU Cocosoul 500ml INR Working Details
MRP 39 MRP 399
Retailer Margin @ 10% 3.545 (39/1.1)*0.1
Retailer Margin @ 15% 52.04 (20/1.15)*0.15
QS @ 11/litre 1.1 11*100/1000
Retail Landing Price 346.96
Regular Scheme @2.6/litre 0.26 2.6*100/1000
DD Margin @ 5% 16.52 (347/1.05)*0.05
Retail Landing Price 34.05
DD Landing Price 330.47
DD Margin @ 5% 1.62 (34.05/1.05)*0.05
DD Landing Price 32.42 On purchase of Rs1470, display amount of 450 on bills given to
retailer. Other 450 on successful 2 audits.
Landing Rates
 Retailer Landing Rate
MRP-Retailer Margin - QS - Distributor Discounts = Retailer Landing Rate

 Distributor Landing rate:

Retailer Landing Rate - Distributor Margin = Distributor Landing Rate
Billing Process

Stocky Management > PDA Sync > Import – to load all the transactions onto the MIDAS system

Then go to option Customer Management and Click on ‘O2B Process’

Select the Date, the salesmen and the day of the Week

Proceed to oversold quantity and select allocation type – Manual or Fair Basis

Click on Yes for – generate report for oversold. Now click on Proceed to make bills to generate the bills.

Go to vehicle allocation, select the DSR, select vehicle and click on allocate

Then generate loading sheet which shall be used for loading from godown the next day
Leakage & Damage Policy
Manufacturing Defects
-> For pouches - pin holes, sides torn etc;
-> For Rigid packs - pin holes, flip top broken, empty bottles,
Broken bottles, without label etc.
-> Defect due to mis-handling (either during storage or during
transit) at the distributor or retailer end not considered as
defect.
->Product should have at least 75% volume at the time of audit
Consumer Complaints
-> All consumer complaint L&D claims have to be submitted
along with a consumer complaint letter
-> consumer compliant needs to be entered in Darpan Portal &
its complaint number is to be mentioned on claim copy
->At the time of audit, the minimum quantity in the SKU should
be atleast 75%
Expiry
-> Expired products to be taken back within one year of the
expiry date.
-> Best Before Date must be mentioned
-> If stocks expired, but 100% content not found in these
stocks, the same will not be treated as expiry.
-> Item to be withdrawn after one year has expired from the
date of expiry only with approval of Sales Commercial Manager
Market Recall
-> Cases for which a conscious call has been taken for an
organized return from market for quality or any other reasons
-> The market note will specify SKU, batch to be recalled and
also time by which materials needs to be recalled
-> An authorization note shall be sent to the RSMs / ROMs &
then further downward communication should be done

The DSR make a

Claims Process An audit is done at
In case items are
Expiry is intimated note of it and Upon delivery of the godown to Fresh stock or a CC
non transportable
to the DSRs at the provides a note to the order, expired ensure that the is provided to the
special approval of
time of order taking the Retailer bearing items are picked up items are in a retailer
TSE is taken
his signature transportable state
Retail Programmes
Retail Program Name
Criteria for Selection
Rishta
Disha Anmol Premium Rishta SS
Chemist/Cosmetics
Minimum BPM Cut Off NA Rs 10000 Rs 20000 Rs 10000

Have Growth Rate > Have Growth Rate > Have Growth Rate > Have Growth Rate >
Growth Criteria Channel Growth of Channel Growth of Channel Growth of Channel Growth of that
that particular Depot that particular Depot that particular Depot particular Depot

Premium Grocers
Channel/Sub-Channel NA Self Service Chemist/Cosmetic
(Key Outlets/Others)

Visibility Payout 0% 1%*(2 windows) 0.5%*(4 windows) 500 *(2 windows)

Target Payout 1% (Max 1.2%) 2% (Max 2.4%) 2% (Max 2.4%) 2.5 (Max 3%)

Total Payout 1% (Max 1.2%) 4% (Max 4.4%) 4% (Max 4.4%) 2.5% + 1000

Payout Monthly & Quarterly Monthly Monthly Monthly

 Visibility Criteria satisfied based on audit by external agency and photographs (3/4 visits with check marks)
 Maximum is achieved when the outlet achieves 120% of the target
Wholesale Programmes
Urban/ Target Payout
Classification Fixed Payout Fixed Payout
Programme Slab Rural INR/LTR
(BPM) INR/LTR (Core) INR/LTR (Focus)
(If Achieved)

Bandhan Platinum Urban 10 Lakhs 1 4 2

Bandhan Diamond Urban > 5 lakhs 0 4 2

Bandhan Gold Urban Remaining 0 4 1.5

-> Payout Eligibility : 160 litres per month

-> Focus Brands: Foods Portfolio, P Adv Aloe, Nihar Nat.Mustard Oil, True Roots, Crème Oil, Studio X, SW Hair Wax,
P Advance Sachet, Livon Sachet, H&C DFO, Kaya Youth Portfolio
-> Core Brands: All Brands not in Focus Portfolio
-> Clubs will remain fixed for the entire year
Business Indicators
Effective Coverage (EC) Number of unique outlets billed at least once for a specific brand/SKU

Productive Call (PC) Calls generating orders in a beat

Marico Industries Ltd EC Number of unique outlets billed at least once in a month for Marico Products
(>Rs.400)

Rolling Effective Coverage (REC) Number of unique outlets billed at least once in last 90 days

Brands Per Day (BPD) Total number of Brands billed across all Outlets in a day

Lines Per Day (LPD) Total number of all SKUs billed across all outlets in a day

Mandays Days with atleast 40% of outlets billed with suggested business per day

Business Per Month (BPM) Business generated in a month (in Rupees) by the particular outlet
Incentives
DSR
Criteria >=100% 95%-99.9% 90%-94.9%
BPM (all Brands) 2750 1800 1100
Focus Brand 1 (Volume / EC) 400 300 200
Focus Brand 2 (Volume / EC) 400 300 200
BPD - As per Grid 500 350 200
PDA Mandays(18 Mandays at 40% SBPM) 700 450 300
Earnings 4750 3200 2000
Kicker A+ Grade (Min 90 % BPM) 750 750 750
Kicker A Grade (Min 90 % BPM) 500 500 500
Max Earning Possible (A+ Grade DSR) 5500 3950 2750

Max Earning Possible (A Grade DSR) 5250 3700 2500

NPLP 1/Brand 3 (If Applicable) 400 300 200
NPLP 2/ Brand 4 (If Applicable) 400 300 200
Incentives (DSR Grading)

Evaluation Grading

-> Written Test : 40% -> A+: 90%+

-> Friday Learning : 20% -> A: 80% - 90%
-> Incentives earned : 40% -> B : 70% - 80%

Grade Benefits
A+ 2.5 lakh accidental insurance + 1 lakh family insurance
A 2.5 lakh accidental insurance + 50000 family insurance
B No additional benefits
Others Will be replaced by a new DSR (intimated previously)

• In addition to all the above incentives, competitions are run and winners are incentivized
• At times distributor also gives some incentives (Ex: Mobile for first DSR to complete 100% BPM)
DSR Chasing
Criteria Month Target (X) Month Achieved Stint Target (0.4*X) Stint Achieved % of achievement

BPM (lacs) 12.1 9.5 4.84 4.65 96.1

Mandays 18 25 8 10 125

BPD 1440 1396 576 616 107

800000
Channel Wise Outlets
700000
600000
60 500000
400000
6 1
131 300000
4
200000
58
100000
0
CHEMIST COSMETIC KEY OUTLETS OTHERS SELF SERVICE WHOLESALE
Chemist Cosmetic Self Service Wholesale Key outlets Others -100000
Target Achieved
DSR Chasing
Beat-wise understanding
ATTAPUR BAPUGHAT CHETRI M.S. MAKTHA NAMPALLY TOLICHOWKI
CHEMIST 8 11 11 6 12 12

COSMETIC 3 1 2

KEY OUTLETS 9 7 8 8 16 10

OTHERS 19 30 18 24 17 23

SELF SERVICE 1

WHOLESALE 1 2 1

Focus brands & NPLP

EC Target Achieved %of achievement Volume Target Achieved %of achievement
NPLP1(Par Gold) 37 52 140.5 23.2 33.9 146.1
FB 1 (Ayurvedic) 134(REC) 89 66.4 22.19 21.44 96.6
FB 2 (Saff Activ) 2 3 150 12.2 12 98.3
DSR Chasing
Criteria Achievement
BPM (all Brands) 1800
BPD 500
Incentive Mandays 700
NPLP (Parachute Gold) 400
Focus Brand 2 (Saffola Activ) 400
Earnings 3800/3 = 1267

• Target achievement doubled over last 9 days of my chasing

• BPD has increased by 20% for the DSR
• Achieved Manday on each day (20/20) of my working as DSR (Both during shadowing and chasing)
• Ensured we tracked most of the growth outlets and got them billed by communicating schemes
• Ensured our products are visible by changing the position
• Mentioning and pushing Focus Brands and brands not named by retailer in each outlet
• Calling out all SKUs when retailer asks for only 1 or 2 from each brand

• If accidental sign out occurs, order details are lost in the PDA resulting in rework and recapturing of data
• DSRs are unable to accurately track performance on their PDA as ‘VT’ is only net of retail margin
• All the orders weren’t getting billed and it effected BPD and BPM in a major way (oats ladi, box)
• Last 3 days the market was dull as most of the outlets were either closed or the owner was not there due to the festival
TSE Stint
Timeline and Objectives

Timeline
TSE Shadow TSE Chasing
Final Review
August 1 –10 August 10-31

Objectives
• To understand the roles and responsibilities of a TSE
• To understand how a TSE works
• Independent target chasing as a TSE
• To provide insights and recommendations basis the learning to improve existing processes
TSE Profile
Name: Kalyan Kumar Gulla
Hometown: Hyderabad
HQ: Hyderabad -1
Qualification: MBA
Previous work ex: Pepsico, GSK
Family: Married (2 children)
Association with Marico: 10 months
Distributor handling: Shravya Agencies
Achievements at work:
• NPLP champion for 2018-19 (South)
• Winner of Dronacharya award for 2018-19 for being exceptional trainer
• Manday champion for the year 2018-19 (South)
• BPD runner-up for the year 2018-19 (South)
Qualities of Kalyan:
• Never say no attitude
• Keeps the team motivated throughout the month
• Approachable making it easy to give feedback
• Nullifies the aggressive working style of the distributor
• Maintains good relationship with retailers and understands them
Role of a TSE
Planning and Review
• Prepare S&D plans at start of year
• Plan PJP for own territory
• Prepare for monthly JC meeting as
per plan
• Conduct JC meeting as per plan
• Review performance at month,
block, daily level with distributor,
DSRs
Territory Management Systems and Processes
• Distributor Management – ensure • Follow Marico systems and
smooth distributor operations on processes for territory
day to day basis. Help ASM in management (distributor
prospecting for new distributors management, DSR management
and build strong relationships with and outlet management, PJP)
distributors
• DSR Management – Ensure hiring,
induction and training + on job
coaching of DSR. Track and review
performance of DSRs and enable
them to earn 100% incentives
every month
• Outlet Management – Design beat
plans and ensure proper coverage
by DSRs. Enrol, track, review and
drive performance of retail and
wholesale Program outlets
TSE : Roles and Responsibilities
Distributor Management DSR Management Market Working IT Systems

Distributor Selection Process Desired Profile

STAGE OF DETAILS TSE ROLE
PROCESS
Investment
PREPARATION Do the homework for the distributor Prospecting for new distributors
territory - reason for distributor
appointment, infrastructure and ROI,
selling story for the new distributor
Create a shortlist of prospective Supporting ASM in evaluation of
Infrastructure
LEAD
GENERATION distributors in that town using a set of distributors.
AND objective parameters. Updating information in DSI portal
Prospective candidates are evaluated
ASSESSMENT
basis standard process. Involvement
FINAL Final call is taken and the closure of the -
SELECTION right profile of distributor is done
 TSE : Roles and Responsibilities
Distributor Management DSR Management Market Working IT Systems

Financial Health ROI Management

1. No. of cheque Returns 1. ROI of each distributor to be calculated and reviewed every cover
2. No. of times requested for credit extension 2. Norm: 18% - 22% ROI
3. Problems in extending credit to market 3. Action plan for any deviation from norm to be discussed with ASM

Infrastructure Requirements
1. Beats mapped to Exclusive DSRs : For 6 weekly beats or 12 fortnightly beats: one exclusive DSR
2. Delivery Units as per Norms/Decided in DSI: Periodic assessment with increase in Beats or DSRs
3. Desktop, Printer and internet connectivity for MIDAS operations
4. Sufficient Godown Space: Periodic assessment with increase in turnover

Retail Service Inventory Management

1. Ensure all beats serviced as per route plan 1. Ensuring no shortage of any SKU that is sold in the market
2. Product complaints being resolved as per company policy 2. Ensuring extra stock for brands with big plans
3. Usage of POS in market 3. Ensuring DD maintains stock norm worth of stock.
Credit Management & Udaan
Credit Policy Bank Guarantee
Credit days: BPM (lacs) Amount (lacs)
• Normal credit period For Direct Distributor: 3 days
0-10 1
• Normal credit period For SD: 12 days
10-25 2
Credit Limit:
25-50 3
• Credit limit will be the max billing for the distributor in a block
(10 days) in last 12 months * Sales growth factor*1.2 50 – 1cr 5
1cr – 1.5cr 7
>1.5crs 10
Udaan Construct
Cheque Dishonour
Parameters Cover 2 FY20 First Dishonour DD SD
(A) INDEX BPM 0.30%
- 105% of APO Target 0.30% Less than 5 lakhs RTGS Payment for 3 times the RTGS payment for 2 times the
- 100% of APO Target 0.20% value of cheque value of cheque
- 95% of APO Target 0.10% RTGS payment for 2 times the RTGS payment for 1 time the
Greater than 5 lakhs
(B) % parties achieving program target (retail + WS) 0.15% value of cheque value of cheque
- 70% of APO Target 0.15%
- 65% of APO Target 0.10% Second Dishonour DD SD
- 60% of AOP Target or 7% improvement 0.05% RTGS Payment for 4 times the RTGS payment for 3 times the
Less than 5 lakhs
(C) Effective EC% (>=400 Rs Net Value BPM) 0.15% value of cheque value of cheque
- 95% of S&D universe 0.15% RTGS payment for 3 times the RTGS payment for 2 time the
- 90% of S&D universe 0.10% Greater than 5 lakhs
value of cheque value of cheque
- 85% of S&D universe or 7% improvement 0.05%
Total Earning (max.) 0.60% Third dishonor in 24 months : Payment terms to be revised to RTGS
TSE : Roles and Responsibilities
Distributor Management DSR Management Market Working IT Systems

DSR Selection Process Desired Candidate

• Age: 20-25 yrs
TSE+DD ASM Updating in • Educational Qualification: HSC (10+2) yrs min
Shortlisting Written Test
interview Approval MIDAS
• Work Experience: 1-2 years in an FMCG company
• Fluent in local language, able to read English, comfortable in basic arithmetic & sound integrity

Training and Induction

Task Responsibility Max. Time Comments/ Tools
Day 1 TSE 1 day CARVE, POSITIVE, Product and Leading indicator Knowledge & Incentive
Structure

Day 2 Distributor 1 day MIDAS overview, delivery and collection

Day 3-8 TSE/Best DSR 6 Days Demonstrate CARVE, POSITIVE, knowledge of merchandising, schemes,
outlets & NPLP

Day 9&10 TSE 2 days Joint working with TSE to ensure DSR is ready to do market by own self
TSE : Roles and Responsibilities
Distributor Management DSR Management Market Working IT Systems

DSR Review
• DSR performance on target parameters to be checked on daily and block wise basis using various reports (JC, Mandays, BPD, TDR)
Prepare database for
• Review order taking process, merchandising and relationship with retailers by going with DSR on beats as per PJP (Market Working) eligible DSRs (3+ months
• Provide inputs and corrective measures where necessary.
• Ensure they maximize their incentives (BPM, Mandays, NPLP, Focus brands)
Online test
DSR Assessment
GRADE Action Taken
Retain and nurture, joint working for new DSRs during induction and evaluate for new roles (PSR) Online TSE validation
A+
A Retain and nurture and monitor to ensure performance is sustained

Identify development needs and coach. Track and review quarterly Past performance data
B validation
C Exit from distributor team within one quarter of assessment

DSR Incentive System generates results

• Incentive for all DSRs to be communicated to Distributor and be paid by 3rd-5th.
• Distributor to submit claims on MIDAS with proper supporting to be sent to commercial team
TSE : Roles and Responsibilities
Distributor Management DSR Management Market Working IT Systems

Day of a DSR Month Split KPIs

• Distributor Point : 9:00 – 9:45 • Full beat : 12 days (3 per week)
• Beat with DSR : 10:00 – 4:00 • Cross beat : 4 days (1 per week) BPM

• Distributor Point : 4:30 – 8:00 • Program Outlet : 4 days (1 per week)

Retail
Mandays Program
• Review performance of beat: Identify key focus areas Achievement
Set Agenda • Set Agenda for beat: Focus Areas (Target achievement, New outlet expansion, etc)
• Discuss agenda with DSR before start of beat
• Observe DSR working for 4-5 outlets
Observation
•
•
•
Observe calling, scheme offloading, order booking, focus on visiblity & range selling
Record improvement areas for training and feedback
Train DSRs on selling skills
EC
TSE BPD
• Resolve Retailer’s complaints
• Check status of paid visibility and promotions
Problem Solving
• Track competitor activity
• Spend more time and develop good relations with Program Party owners
• Distributor Review: Stocking as per norms, Taking care of other resource requirements (Godown New outlets
Bandhan
Party
Review space, Manpower, etc) addition
achievement
• DSR Review: Targets Vs Achievements, Scheme offloading, Selling Skills, LIs Achievement
TSE : Roles and Responsibilities
Distributor Management DSR Management Market Working IT Systems

SAP R/3 MIDAS

BIW MI-NET MIDAS GT Portal

SAP APO MIDAS

At Marico PDA PDA PDA

Centralized Online Portal

Distributor’s end
MIDAS: Marico Industries Distributor Application Software. Order billing, processing, delivery, PDA sync happens through MIDAS. It is the
software that is installed at the DD point for all Marico operations.
MINET: Marico Information Network. Acts as interface between MIDAS and SAP.
MIDAS Reports

Report Path Report Description

Target Detail Custom Reports  Used for checking targets and their achievements (SKU, Retailer name, BPM target,
Report Sales Analysis Reports Achieved, Vol target Achieved)

Bill Wise Item Wise Custom Reports  Summary of all bills, used for tracking DSR performance, discounts to retailers, outlet
Report Daily Reports level performance (Retailer details, Qty sold, discounts, tax and Net Amount)

Distributor JC Custom Reports  Used to track EC, Volume and BPM achievement at beat, Salesmen and Distributor level
Review Sales Analysis Reports (EC target, EC percent, Vol Target, Vol Actual, Vol Percent)

Retailer Master Custom Reports  Used for retailer details such as address, phone number, channel, program
Master Reports description, route, GST No. etc
Loading Sheet Custom Reports  Used for loading stock on van for delivery. Gives list of SKUs to be loaded on van
Daily Reports based on delivery route and salesmen
Top Outlets Report Custom Reports  Used for finding top outlets at Distributor and DSR level (DSR name, Retailer code and
Sales Analysis Reports name, Net Sales, Vol Sales)

Dead Outlets Custom Reports  Used for finding outlets which have not been billed for a defined time period (Route,
report Sales Analysis Reports Channel, Sub-channel, Retailer code and Name)
Claims
Claim Detail
Secondary • Claim given to retailer by distributor
• On every 4th of month, claim submitted through MIDAS
• If claim not submitted, billing doesn’t happen
L&D • For damaged and expired products

Additional ROI Claim:

• Incase the distributor is not receiving desired ROI
Udaan Claim:
• Incentive given to distributor for achieving targets
• Helps in involving and motivating distributor
VD Manpower Claim:
• Claim to manage the expenses incurred on Manpower
Re-distribution freight claim:
• Claim to manage the vehicle costs which includes service, fuel and other miscellaneous costs
VD Subsidy Claim:
• Vehicle subsidy given in rural market

TSE will check and

Distributor submits
various claims as
shown above
confirm the Commercial team Every quarter, TSE
Amount is adjusted
authenticity with all will check and give submits NOC to the
in distributor invoice
supporting final approval commercial team
documents
TSE Incentive
PO5 Agendas Basis Role - TSE - BPD, Mandays & Program • BPD – Sum of BPD Targets of DSR
BPM Linked Earning for TSE HQ
Achievement
Potential per • Mandays Target – 18
Quarterly Quarterly Quarter (Rs) • Program Achievement:
% APO Ach Score BPD Mandays Program Ach
Payout Payout • Retail Program – 60% of Outlets
90% 6000 90% 1200 1200 1600 4000 10000 Achieving 100% of Month Target
(Midas BPM)
91% 7500 91% 1500 1500 2000 5000 12500
• Wholesale Program - 55% of
92% 9000 92% 1800 1800 2400 6000 15000 Outlets Achieving 100% of Month
93% 20000 93% 2400 2400 3200 8000 28000 Target (Vol)
• % of Stockist Growing – 65% of
94% 21000 94% 2550 2550 3400 8500 29500
Total Stockist Universe
95% 22000 95% 2700 2700 3600 9000 31000 • There will be number of team
96% 23000 96% 3000 3000 4000 10000 33000 incentives also to the TSE (Ex:
Aloe Vera Volume achievement,
97% 24000 97% 3300 3300 4400 11000 35000
SW No gas etc)
98% 37500 98% 3750 3750 5000 12500 50000
99% 40000 99% 4200 4200 5600 14000 54000
100% 45000 100% 4500 4500 6000 15000 60000

No incentive shall be paid out till clean NOC (NOC without any pending claims) of all distributors for the last cover is available at RO
TSE Incentive (From September)
Target Chasing
Criteria Month Target Month % of achievement Index BPM Index BPM Ach
Achieved Row Labels Target(lacs) (lacs)
BPM(lacs) 58.25 52 89.4 CHEMIST 3.38 2.82
Mandays 72 101 140 COSMETIC 27659 27854
BPD 5760 6168 107 KEY OUTLETS 26.63 23.12
MILEC 987 913 92.5 OTHERS 10.25 8.73
Program Outlets BPM(lacs) 33.38 33.2 99.5 SELF SERVICE 10.16 11.67
Retail Outlets BPM(lacs) 50.7 46.6 92 WHOLESALE 7.53 5.43

EC Target Achieved %of achievement Volume Target Achieved %of achievement

NPLP1(Oats) 99 149 150 102.8 115.9 112.7
NPLP2(SW no gas) 54 103 190.7 27 39.7 147
FB 1 (Ayurvedic) 584(REC) 557 95.3 107.7 110.8 103
FB 2 (Set Wet gel) 673(REC) 546 81.1 120.2 132 110

• Successfully completed the drive for cocosoul and achieved EC and volume
DSR Wise Achievements

DSR Name BPM Target BPM Achieved % of ach DSR Name BPD Target BPD Achieved Mandays
(lacs) (lacs)
G.NAVEEN KUMAR 1440 1522 26
G.NAVEEN KUMAR 11.85 11.15 94.1
M.JESHWANTH 1440 2041 26
M.JESHWANTH 15.97 13.15 82.3
Y.NAVEEN KUMAR Y.NAVEEN KUMAR 1377
11.29 9.79 87 1440 25
S.RAMESH GOUD 19.13 17.95 94 S.RAMESH GOUD 1440 1228 24

DSR Name EC Target EC Achieved Program Target Prog Achieved Program Outlets Outlets achieved
G.NAVEEN KUMAR 208 205 5.80 8.28 10 7
M.JESHWANTH 293 290 8.96 6.47 23 5

Y.NAVEEN KUMAR 242 229 4.86 4.66 14 6

S.RAMESH GOUD 218 189 13.66 13.40 35 19

Beat Wise Achievement
Beat Name BPM Target BPM Achieved Ach % Beat Name BPM Target BPM Achieved Ach %
G. Naveen
CHINTHAL
BASTHI-2 2.95 3.19 108% ARAMAISAMMA 3.07 2.9 94%

MADHAPUR 1.6 1.24 78% BORA BANDA 2.14 2.07 97%

DATHATREYA
MANIKONDA 3.79 3.19 84% COLONY 3.90 2.46 63%

RETHI BOWLI 0.94 0.97 103% KARWAN 2.22 2.13 96%

SUN CITY 0.97 1.01 105% KHIRATHA BAD 1.26 0.94 74%

TALLA GADDA 1.59 1.53 96%

M. Jeshwant NARSINGI 3.35 2.62 78%

Beat Name BPM Target BPM Achieved Ach % Beat Name BPM Target BPM Achieved Ach %
AYYAPPA Ramesh
SOCIETY 1.94 1.5 77% JUBLI HILLS 1.38 1.28 93%
CHINTHA BASTHI 2.43 2.58 106% KHIRATHA BAD-2 1.3 1.42 110%

LANGERHOUSE 1.44 1.68 117% MAGHAL GHAT 3.81 3.17 83%

MEHDIPATNAM 4.34 4.22 97% MALLEPALLY 1.36 1.4 103%
OSMANGUNJ 4.68 4.66 100% Y. Naveen PURANA POOL 2.25 1.41 63%
SHAIKPET 4.28 3.28 77% TOOMBS ROAD 1.17 1.08 93%
Incentives Earned

DSR Name Mandays BPD BPM % Ayurvedic Set Wet Gel Oats SW Nogas Grand Total
(700) (500) (2750) (400) (400) (400) (400) (5550)
G. Naveen Yes(700) Yes (500) - - Yes (400) Yes (400) 3100
94(1100)
Jeshwanth Yes(700) Yes (500) Yes (400) - Yes (400) Yes (400) 2400
82
Y. Naveen Yes(700) - Yes (400) - - - 1100
87
Ramesh Yes(700) - - - - Yes (400) 2200
94(1100)
Price Variation
Product Our Price Market Price Source
PCNO (50ml) 16 14.5 External markets (Begum bazaar)
PCNO (100 ml) 33.99 32 External markets (Begum bazaar)
PCNO (250 ml) 94.55 89 External markets (Begum bazaar)
PCNO (500ml) 175.46 171 + 550ml External markets (Begum bazaar)
Masala Oats (500gms) 167.73 151 External markets (Begum bazaar)
Masala Oats (38gms) 12.58 9.8 External markets (Begum bazaar)
Aloe Vera (150ml) 62.18 47 External markets (Begum bazaar)
Saffola gold 775.71 675 Amazon
SW Deo (for 2) 270, 280 (Nogas) 219, 274 (consumer) E-commerce
SW Gel (10ml) 8.4 7.66 Begum Bazaar

• A total of 66 MT markets are currently present in the distributor region

Initiatives
DSR On-boarding
• Two new DSRs joined the team in August, which gave me the opportunity to conduct their training
• Modules covered – PDA Usage, Marico Portfolio, Relevant Policies, Market Working, and Basic Calling (Carve and Positive)
• Currently, they are leading in terms of BPM and BPD this month

Information Sheet
• Prepared a presentation and explained about Marico products and their uses to all the DSRs
• Helped in driving BPD for the DSRs and in training new joinees

No phone calls while driving

• Almost all the DSRs talk on mobiles while driving
• So, a no talking while driving policy was implemented to ensure DSR safety

Hair & Care (Walnut & Almond) drive

• Drive to complete the EC target for new NPLP within 5 days
Recommendations
Recommendation: Index Value should be reflected in PDA as VT

Observation/Impact:
• Makes it easy for DSR to track his progress and avoids confusion

Recommendation: Place tester packs for deodorants in Key/Self service outlets

Observation/Impact:
• Customer likes to smell the fragrance before buying a deodorant
• A lot of self service outlet personnel complain saying other companies have testers and that promotes selling a particular deodorant

Recommendation: Include Net rate calculator or atleast have slabs shown in PDA

Observation/Impact:
• Owing to different secondary schemes for each SKU and changing schemes, it is difficult for a DSR to convey the exact price that a retailer would get
• Makes DSR work easier and reduces the bills that are cancelled or items returned by retailers as a result of difference of rate mismatch
Recommendations

Recommendation: Give quarterly/festival gifts to retailers (BPM of 5000-10000) (Non tie-ups)

In Self Service outlets, we can give t-shirts to employees with any of our product and company logo (Annual Target)

Observation/Impact:
• A number of retailers complain about lack of gifts/goodies from Marico
• Helps in motivating the retailer to sell/suggest our brands to consumers and thereby improves our range selling
• In self service outlets, it boosts both involvement of outlet with our company and helps in our branding

Recommendation: Implement FPR(First Person Responsible) of the day amongst DSRs

Observation/Impact:
• By doing so, we are developing the nature of ownership in the DSR and appreciation for the work TSE does
• He would be responsible and taking the lead and conduct the meeting for the day (Definitely improves the individual performance for the day)
• The DSR can be evaluated and it can be linked to his role change/promotion
Recommendations
Recommendation: Samples need to be provided to the distributor on all new product launches

Observation/Impact:
• Distributor gives DSRs samples to be taken to the market from his stock
• This will make distributors feel we care about them and he would push for NPLP even more

Recommendation: Block dinner with ASM/TSE for DSR

Observation/Impact:
• In the city, we will pick top 3 DSRs block-wise basis percentage of achievement (drives block-wise sales)
• DSR will feel recognized and will further work harder to be on top of the competition

Recommendation: Celebrate DSR birthdays at the DD

Observation/Impact:
• Currently distributor celebrates DSR birthday by cutting cake at DD
• If company can provide cake or a small gift to DSR on this day, it would mean a lot to DSR and makes him feel included in the system
Recommendations
Recommendation: DSR referral incentive scheme

Observation/Impact:
• Most DSRs do not feel responsible to refer anyone incase there is a vacancy for DSR
• This will ensure DSR is motivated to refer a skilled person so that incentive can be earned
• We can have the referred individual appointed and on successful completion of 3 months the DSR who referred gets an incentive

Recommendation: Modify Udaan construct for distributors in metro

Observation/Impact:
• Most distributors in metro area (Hyderabad, Chennai and Bangalore) not able to reach udaan targets owing to MT
• We can reduce the targets by 5% (i.e) incentivize distributor from 90%
• This makes distributors more connected and motivated as we are caring about their achievements
Learnings and other observations

• Range selling and calling of all the brands in outlets helped in boosting up the DSR’s BPD
• Relationship with the customer is the most important aspect in driving BPM and NPLP
• DSRs cover all beats in a week irrespective of leaves taken/weather conditions. Give small gifts like raincoat, caps or bags to appreciate
their effort and to help them in their work
• Sometimes all the orders taken by DSR do not get billed and the value is disregarded. Mechanism should be in place where the orders
taken need to be considered for incentive as it effects DSRs’ Mandays, BPD and BPM
• Lots of complaints from distributors and retailers when it comes to modern trade, E--commerce and their pricing but targets being high
• Retailers showing a lot of resistance to direct payout method for program parties especially when asked about bank details and ID proof
• Low shelf life products being sent to distributor causing lots of disturbance (products returned from MT sent with barcodes removed)
• Mass Media presence plays a roll in selling a product (Ex: Fogg is selling more despite lower margins)
• DSRs compete very much amongst themselves within a DD. So, having a reward/recognition factor (Family dinner/Star of the month
badge/Vouchers) attached to it will boost them even further
• Retailers having issues with delayed program/visibility payouts and not willing to go extra mile to reach targets