SALES & DISTRIBUTION
Vision & Objectives
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We will be the BEST sales Organisation in the FMCG
Industry
Play a lead role in delivering targeted market shares in
all categories
 Deliver Competitively superior in
 Retail Performance
 Customer Satisfaction
 Sales Organisation/System
 Selling cost structure
Structure of Sales & Distribution
VP
GM
Sr. RM/ RM
Sr. AM/ AM
TSO
TSI
Frequently used Sales Terminology
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RS – Redistribution stockist.
ISR – Interim Sales Representative.
RSSM – Redistribution Stockist Sales Man.
RSP– Rural Sales Promoter.
SS – Super Stockist.
TP – Trade Promotion.
TPR – Temporary Price Reduction.
MDCP – Mass Dealer Contact program
QPS – Quantity Purchase Scheme.
Cont…
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PWD – Permanent Window Display
RPS – Retail Performance Standard
DRCP – Dealer Route Coverage Plan
SMS – Slow moving Stock
FMS – Fast Moving Stock
SKU – Stock Keeping Unit
PJP – Permanent Journey Plan
FJP/TP – Frozen Journey Plan / Tour Plan
TPU – Third Party Unit
Cont…
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BTL/ATL – Below the Line /Above the Line activities
BLSP – Below the Line Sales Promotion
BTI – Break Through Initiative
RM / PM – Raw Material / Packaging Material
C & FA – Carrying & Forwarding Agent
SNOP – Sales and Operations Plan
JC – Journey Cycle
NPD – New Product Development
SUPPLY CHAIN
1. RM/PM Vendors
2. TPU's
3. Pondy
4. Mother Depot
5. C &FA Depot
6. RS / SS
7. Retail / Wholesale
8. Consumer
9. RM/PM Vendors
10. Haridwar Plant
11. Mother Depot
12. C &FA Depot
13. RS / SS
14. Retail /
15. Wholesale
16. Consumer
The chain starts from sourcing raw materials, supply to
production units(TPU / Haridwar), from there finished goods is
forwarded to depots and there by to RS and finally to markets.
Other Functions Link
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Sales require effectively coordinate from
other functions to meet top line objectives
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Regional Office Commercial & Logistics team
Marketing team
Legal team
Information system
Planning & Central Logistics (only at corporate)
Key Responsibilities
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Ensure stockists & field force deliver
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Sales budgets
RPS (Retail Performance Standards)
Company agreed coverage plan
Width & depth of distribution in line with periodical plans
Planning & Forecasting
Continuously drive improvement on field force
functional skills development
Proactive communication on competition activities
Constantly develop stockists & field force to meet CKPL
objectives
Build and foster positive image of Company
SALES PROCESS & STOCK FLOW
1. RS purchases Stock from CavinKare and
sells in the Market wherein CKPL decides how
much should he purchase and plans how
should he approach the markets
2. RSSM is employed by RS and reports to RS
and ISR. RSSM will collect orders daily,
covering his markets as per the DRCP and
reports the same to RS who in turn ensures
that it is serviced at least by the next day
3. ISR takes care of a few RS markets and
reports to TSO.
SALES PROCESS & STOCK FLOW
4. ISR posts his RS closing stock in
Cavinkomm.net on every Wednesday (Foods)
and Thursday (PC).
5. Replenishment Order is generated every
Friday and RDC invoices stock which will be
sent from Depots.
Sales Process – Super stockist channel
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In Super Stockist channel, RSP takes care of Sub
stockist markets and reports to the TSO
SS purchases stock from CKPL and in turn sells it to Sub
stockists
From Sub stockist goods will be distributed to the outlets
through RSP
TSO posts his SS closing stock in Cavinkomm.net on
every Wednesday (Foods) and Thursday (PC)
Replenishment Order is generated every Friday and
RDC invoices stock which will be sent from Depots
Replenishment Based Order flow
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Based on closing stock & past week sales data from
Cavinkomm stock order will be generated for the
RS/SS on the basis of predefined closing stock norm.
 SKU wise Stock norms are defined for each RS.
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JC Week 1: stock order will be generated by Cavinkomm
considering the following parameter.
 Closing stock of previous JC, Stock on Hand, Stock in
Transit and Norms.
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JC weeks 2,3 and 4 order will generated is equal to
previous week’s sale
Any Consumer promotion, NPD, New RS & Special
activity would be outside the purview of replenishment
system and deliveries thereof are on allocation.
Sales Promotion Schemes
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Primary scheme – A trade scheme that is preadjusted in the Delivery Invoice of the RS/SS
Secondary Scheme – A trade scheme that is
reimbursed to the RS/SS basis his spends
TP – Trade Promotion. Any Acitivity that is
intended to gain support from Trade and hence
enhance business opportunities
TPR – Temporary Price Reduction. Any activity
involving Price reduction of stock that can gain
Market support .
Sales Promotion Schemes
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MDCP – Mass Dealer Contact program – An
activity conducted at Wholesale points with an
objective to meet Retailers coming there and
promote our products
QPS – Quantity Purchase Scheme. A secondary
scheme that is intended to gain Wholesale
capital and hence penetrate through passive
distribution
Cavinkomm.net
1. Internet based Portal developed to link:
a. Sales force
b. Redistribution stockist
c. CFA
2. Platform made to exchange sales information
and transactions between CavinKare and
Stockist
CAVINKOMM.NET ENABLES
For RS
1. can post his stock information by week
2. Replenishment based stock order process
from Rs
3. SAP information relevant to RS can be
viewed
One stop office for transacting with RO & HO and
it’s like online stock book with facility to place
stock position & view accounting information.
CAVINKOMM.NET ENABLES
For sales force
1. Complete communication of sales
& delivery
2. Can monitor the RS performance
Plans Vs achievement can be
tracked
3. Auto generated Trend Analysis on
sales and
4. Delivery can be viewed
Source of Cavinkomm.net
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Source of Master and accounting
information for Cavinkomm is SAP-ERP
software
SAP is used to
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Raise invoice for RS
Raise purchase orders for suppliers
SAP data is updated in Cavinkomm.net every
two hours
Reports in Cavinkomm
Following reports are all available in Cavinkomm.net under two
categories which can be viewed by all in Sales Function/RS
 Sales Reports
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JC reports (opening stock, Invoice Received, other issues, other receipts, closing stock on Hand, stock
in transit, Delivery in cases / in rupee value for any given time period)
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Stock & Sales Report (primary and secondary sales delivery report, closing stock for any given
period)
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SAP Reports
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Unused cheques, Cheque bounce, cheques utilization
RS outstanding report
List of Credit/debit note report & adjusted report
Invoice in transit
Statements of accounts
Price list report