gems presentation group c sfcm

7/24/2019 Gems Presentation Group c SFCM

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Sales Force And

ChannelManagement-Assignment 2

Presented

1) Aks(20

2) An#(20

") !eb') a#) Aks

(20

em Soa$s and !etergents td

.S!/


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Gem Soaps and Detergents Ltd .

Major Player in Industry for 30years

Detergent Powder Talet form

Mar!et Leader in someGeograp"ies

#$ne Su%"&ity'

Distriuto

r (

GSDL*+ iggest &"annelPartners&learly De,ned

Territories-.ual Sales/eenues1mont"Signed (greements

/ules of$perations

Terms 2 &onditions

Main MandiMar!et

s &ustomerDis%ounts

4iolation of GSDL5orms

(SM Murli &ounselsession 6Separately1toget"er

5egle%t &oerage of 7ea!erMar!ets

5ew -8tensions and Lo%alitiesnot %oered

/edu%e %redit 9 in eat plans &redit used to lure ea%" ot"er

%ustomers &ompetition rand nile into

GSDLMar!et S"are

/etailer: Semi6/etailer ta!eadantagefor added ene,ts

&omplain aoutredu%ed margins

5ot admit t"eirprolems

Lo%ation Mandi 7"olesale Stores

;00yards from ea%"ot"er Low 4olume

earlier Manifold

in%rease


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T"e Solution of GSDL rings mProlems

GSDL laun%"es S"ampoo5ot gie ( 2 at all&onsiders Distriutor &

Good wit" &ompetitieProdu%ts

( 2 argue5ot %ontent wit"Detergent onlySay t"ey uilt GSDL in%ity


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hat do yo# think isthe #t#re or S!

distrib#tion in the city


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F34356 7F !S !,S45,*34

,n the gien case st#dy there is a sit#ation o con9ict bthe loyal distrib#tors o !S;

,S 4erent chann$artners so as to enhance the =#ality $roided by all o

For e?am$le@ a sol#tion hich hel$s S! kee$ ha$$y ethe channel $artners ill hel$ it create a stronger distrnetork across the $lace

ack o any channel con9ict indicates ga$ in market coe can only ork toards minimiing the con9ict;

Following are some ways in which the whole confict careduced :


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Sol#tion 1

A@ * and C m#st be asked to sign

agreements not to sell in otherBsterritories or com$etitorBs $rod#cts; Penalties o red#ction in Mark#$s can be

$#t on $a$er; , Cases ith com$etitorBs $rod#ct is o#nd

they o#ld get blacklisted;

, $roblems occ#r@ it sho#ld be sorted in ameeting ith M#rali as the mediator;

Additional ne territories ill beassigned by !S on basis o their$erormance;

S#btly gie A@ * C a message that S!onBt tolerate anti com$etitiebehaio#r@ co#ld introd#ce a 'th !istrib#tor or a

re$lacement

Assign Sham$oo to only C

!SBs goal sho#ld

sales o its $rod#cgo into the !istrib#

M#rali the ASM sthe Dght only #$ tonly hen it h#rts s

A * hae learnt to share territory

4his ill ens#rcom$etition@ ill nc#stomers not territories


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Feasible Sol#tion 2:

!isco#nted Pricing:- 4he bestay to ens#re that the channelcon9ict is red#ced is to gie as#itable disco#nted $rice to

the channel hich hasac=#ired the ma?im#m

$ercentage o its cons#mers inthe territory allotted to them

4his ill ens#re a com$etition@ b#t in

the di>erent distribno try to get c#sto

rom their territ


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Feasible Sol#tion-"

e diide the "di>erent $rod#cts andgie it to the di>erentdistrib#tors;

For e?am$le@ A getsSoa$@ * gets detergentsand C gets sham$oos asit is a ne $rod#ct and Cis a com$aratiely nedistrib#tor

4he geogra$hical e?$anse o the tonhas to be coered by all o the three

distrib#tors no; So the easibility has be checked in terms o inrastr#ct#re@distrib#tion e?$enses@ resh#Eed beat$lans etc; , the com$any manages toa$$ly the sol#tion as $er case1@ it ill

hae olloing beneDts:

F#rther thereill be no $ricears beteen

all thedistrib#tors

4he channel$artners can

share costs asthey are not

rials any more


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Feasible Sol#tion '- Distriu

Market deelo$ment$rograms

@uarterly or "alf yearlyassessment of distriutionpra%ti%es

mar!et penetration in termsof widt" and dept" ofdistriution

T"ere s"ould e monetaryrewards lin!ed to t"eseprograms

6?$enses reimb#rsements

T"e %ompanies generally reimurse t"e e8penses s%"emes and dis%ount o=ered in t"e mar!et in two winoi%ing itself or post sales?

To monitor t"e use of s%"emes: t"e %ompany s"ousales reimursements? In t"is %ase t"e e8e%uties ,t"e pattern of dis%ounts o=ered? T"is will a%t as a comechanism


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Feasible Sol#tion ' 5etaileholesalers

5elationshi$ b#ilding $rograms:4he com$any sho#ld r#n relationshi$ b#ilding $rograms ith maGor retailers ato get ass#red b#siness oer a $eriod o time;

4his can be done@ or e?am$le@ i there are reards or taking a certain =#antitoer a $eriod o say@ three months;

4hese reards can be monetary or non monetary like cons#mer d#rables; 4hisa#tomatically do one thing or the com$any@ the reards ill be $assed on to thonly thro#gh the distrib#tors ho are s#$$osed to cater them; , they take it rodistrib#tor@ o> the record@ they ill not get the long term reards;

Moreoer@ dealersB $erormance ill also be G#dged on the basis o s#ccess o t!eecting ill be a loss or them;


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Feasible Sol#tion ' Forsalesmen

,ncenties attached to goals:4he incenties sho#ld be $ro$erly linked to-

5eg#larity o billing at a $artic#lar o#tlet in their res$ectie be

Pro$er $lacement o $rod#cts in the o#tlets

,ncl#sion o ne acco#nts in the assigned area

8o incenties sho#ld be gien i a salesman is o#nd to be sellinretailers or holesalers;


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do to resole thechannel con9icts

and also ens#re the

s#ccess#lmarketing osham$oos

S! has already gien 1I e?tramargin or s#ccess#l marketing;

Coney the message that

sham$oo ill be taken o> rom#nder$erorming distrib#tors atthe end o the year(4he sham$oo has already $roen

good in test markets) C is an established distrib#tor and

can handle com$etition rom A * M#rali sho#ld oc#s on b#ilding

good relations ith C


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