Indian Institute of Management Bangalore
Post Graduate Programme
Sales and Distribution Management
PGP (Term 5)
2013-14
Prof. Avinash Mulky
1. Introduction
The quality of sales and distribution management is an important determinant of success
in customer acquisition and revenue growth for companies across business sectors.
Although some businesses sell directly to their customers using a client acquisition team
or company sales force, many sales organizations utilize a channel for going to the
market. The use of a channel makes it incumbent on members of the marketing and sales
team to have a good understanding of distribution management.
The Sales and Distribution Management elective course has been designed so that it has a
broad appeal that transcends functional areas. The basic concepts, frameworks, theories
and techniques that are covered are applicable in a variety of settings ranging from
FMCG, consumer durables, financial services, and information technology.
The covers important issues and frameworks in channel management and sales
management. The approach to the topics has been designed to be practical and
contemporary. Participants have an opportunity to learn from the field and prepare plans
for implementing their ideas in practical ways.
2. Course objectives:



To provide participants with an understanding of the important role that the sales
and distribution activities can play in organizational success
To highlight the major decision areas within sales and distribution and to provide
analytical frameworks and approaches that will facilitate decision making
To provide an exposure to key concepts, theories and recent developments in
sales and distribution and to illustrate their applicability in tackling the challenges
in business
3. Text Book
Venugopal P (2008) Sales and Distribution Management-An Indian Perspective
4. Cases and Readings: A Cases and Readings packet will be supplied by the PGP office
to registered students on the day of registration
5. Evaluation
Quizzes
Class Participation
Project -Assignments
40%
20%
40%
6. Session Details:
DISTRIBUTION MANAGEMENT MODULE
Session 1
Topic
Case
Readings
Sessions 2
Topic
Case
Readings
Sessions 3
Topic
Case
Readings
Session 4
Topic
Case
Readings
Session 5
Topic
Case
Readings
Basic Frameworks in Distribution
On Komatsu’s Strategy of Distribution Channels in China [Also
Distributed Separately]
1) Magrath A J and Hardy K G (1987) Selecting Sales and
Distribution Channels
2) Chapter 7 PV (Textbook)
Channel Design-I
Lecture
1) Anderson E, Day G S and Kasturi Rangan V (1997) Strategic
Channel Design
2) Powers TL (1989) Industrial Distribution Options: Trade Offs to
consider
3) Chapters 7 and 8-PV (Textbook)
Channel Design-II
Cisco Systems: Managing the Go-to-Market Evolution
Same as above
The Role of Wholesalers
Arrow Electronics
1) Rosenbloom B (2007) The Wholesaler’s Role in the Marketing
Channel: Disntermediation vs Reintermediation
2) Chapter 8-PV (Textbook)
Designing the Retail Interface
Apple Stores
1) V Shankar et al., (2011) Innovations in Shopper Marketing
Session 6
2
Topic
Case
Readings
Session 7
Topic
Case
Readings
Session 8
Topic
Case
Session 9
Topic
Case
Readings
Session 10
Topic
Case
Readings
Modern Retail
Aldi-A German retailing Icon
1) Bannerjee and Robbess (2009) Wal-Mart and Bharti:
Transforming Retail in India
2) Gauri et al (2008) Understanding the determinants of retail
strategy
3) Chapters 5 and 6 PV (Textbook)
Mass Distribution-I
Lecture
Mishra D P (2008) FMCG Distribution Channels in India
Mass Distribution-II
Lecture
Olver and Farris (1989) Push and Pull: A One Two Punch for
packaged Products
Rural distribution in India
Unilever in India: Hindustan Lever’s Project Shakti
Aithal R K and Vaswani LK (2005) Distribution Channel Structure in
Rural Areas
Channel Commitment and Channel appraisal
Colgate Palmolive (A) [ To be distributed later]
1) Chapters 12 and 13 –PV (Textbook)
2) Gilliland (2003) Towards a B-B channels incentive classification
scheme
Session 11
Topic
Case
Readings
Understanding and managing channel conflict
Gino SA
Chapter 14-PV (Textbook)
Session 12
Topic
Guest Lecture
Readings
The industry view
Guest lecture
To be indicated
SALES MANAGEMENT MODULE
Session 13
Topic
Introduction to Selling
3
Case
Readings
Session 14
Topic
Case
Readings
Session 15
Topic
Case
Session 16
Topic
Case
Reading
Session 17
Topic
Lecture
Readings
Waters Chromatography Division (A)
Waters Chromatography Division (B) [To be distributed later]
1) Moncrief W C, Marshall G W and Lassk F G (2006) A
Contemporary taxonomy of Sales Positions
2) Jones E et al (2005) The Changing Environment of Selling and
Sales Management
3) Chapter 7 and 10 -PV (Textbook)
Overview of Sales Management-I
NetApp: The day to day of a DM
1) Chapter 20 –PV (Textbook)
Overview of Sales Management-II
Naukri.com
2) Chapter 20 –PV (Textbook)
3) Mulky AG (2008) Enhancing Marketing Performance: The
Academic Perspective
Reengineering the Sales Process
Baria Planning Solutions Inc.
1) Hewlett Packard-Computer Systems Organization: Selling to
Enterprise Customers
2) Sohnchen and Albers (2010) Pipeline Management for the
acquisition of Industrial Projects
Modelling in Sales Management
Lecture
Ledingham D et al (2006) The New Science of Sales Force
Productivity
Session 18
Topic
Case
Readings
Integrating Sales and Marketing
Avaya
Kotler et al (2008) Ending the war between sales and Marketing
Session 19 and
20
Topic
Project presentations
4