Table of contentsAcknowledgmentsThe companyThe role of tobaccoIntroductionThe project: in a nutshellObjectivesTimelineHaving the chance to work in an organization considered a “dream company” by hundreds of thousands of professionals is always special – a dream comes it’s true, an experience of a lifetime. But it rarely meets expectations. However, this summer project not only met the aforementioned expectations, it exceeded them in both spectacular and understated ways. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original EssaySelling is considered the most important function of any sales function, and rightly so. After all, it is this function that brings in the revenue. The sales function is the growth engine of the organization. It is the role that attracts the mullah, promotes customer loyalty and loyalty, minimizes their turnover and embeds a favorable and positive corporate culture in the organization. This is why the sales team is under immense pressure: they must achieve goals, while ensuring growth and satisfying the needs of others in the supply chain. The general commercial market in the Indian subcontinent accounts for the lion's share of total sales. Acknowledgments This project is the result of the efforts invested by a number of very inspiring and brilliant minds. Dr. Shalini Rahul Tiwari, Professor at IMT Ghaziabad, played a very important role in this project as my academic mentor. Not only did she guide me through the two months I spent completing this project, but she made sure she was always there whenever I needed her help. Vibhor Aggarwal, Regional Sales Manager at ITC Limited, perhaps played the most comprehensive role in this project. Always there to help me in the most difficult situations, it is thanks to Mr. Aggarwal's dedication and commitment that this project was a success. I would also like to express my sincere gratitude to Mr. Rohit Dogra (ITC Limited), Mr. Rahul Sinha (Human Resources, ITC), Mr. Ravi Kandara (RSM, ITC Limited) and Mr. Bhandari (Senior Sales Supervisor, ITC) for their guidance. ITC Limited is a Kolkata-based conglomerate with major business interests in the sector. segments of food processing, fast moving consumer goods (FMCG for short), hospitality, IT, cardboard and packaging industry and most importantly, tobacco. Established as the Imperial Tobacco Company in British India in 1910, the company, in its early years, primarily produced tobacco products. Today, however, with over 31,000 employees across India, an annual turnover of $9.1 billion, and a market capitalization of $50 billion, it is known as a product giant. mass market, a leading hotel brand and a diversification success story and therefore made the Forbes 2000 list. After going public in 1954, the company, originally known as Imperial Tobacco Company, changed its name to "Indian Tobacco Company" in 1970 under the chairmanship of Ajit Narain Haskar, its first Indian chairman, before changing its name. name again in 1974 to just ITC, thus signaling its intention to diversify the company into newer segments, some of which are discussed above. The company first diversified into the Indian hotel sector in 1975 by purchasing what is now known as WelcomHotel Chennai. ITC then entered the cardboard business. At some point, in the1970s, ITC Limited was the largest condom distributor in the country. Perhaps one of the reasons why ITC sometimes had to "rush" into diversification was that the Indian government was actively seeking to undertake significantly more efforts to protect public health, including discouraging smoking. in general, and in public in particular. This couldn't have been good news for a company that sells almost 80% of all cigarettes sold in India. Therefore, the company has focused most of its efforts towards introducing more and more products under various brands belonging to different segments of the FMCG sector. sells the most cigarettes in the country. This can be illustrated by the fact that although it contributes 43.2% of the company's revenue, the non-tobacco division (NTD) of the company accounts for only 15.86% of its gross profit. IntroductionAs we have just said, ITC is a major player in the Indian FMCG sector present in all major segments such as biscuits, instant noodles, wheat, ghee, incense sticks, rice, salt , snacks, chips, namkeen, packaged foods, frozen foods, luxury chocolates and juices in the food category, and Deodorants, perfumes, soaps, gel bars, shower gels, hand washes in the Personal Care Products category. With such a wide range of products in its non-tobacco division, ITC requires a state-of-the-art distribution system and a designated sales team to promote these products in both general trade and modern trade. On April 9, 2018, I joined ITC as a Trade Marketing and Distribution Intern in their Institutional Zone office in Gurugram, Haryana. In the HR office, I reported to Mr. Tarun Massand and Mr. Rahul Sinha, HR Managers at ITC Gurugram. He introduced me to Mr. Ravi Kandara, the Regional Sales Manager, who was to give me further guidance over the next two months. He directed me to familiarize myself with the different segments in which the company operates. To do this, he asked me to visit major retail outlets in Delhi NCR. The list of these outlets was quite comprehensive and covered all retail formats as we know them. Mr. Kandara then attached me to Mr. Yogendra Kumar, Senior Sales Supervisor for Food & Beverages, Delhi & NCR. I started covering the market with SPAR Hypermarket, located in MGF Metropolitan Mall, Gurgaon. Although I was not accompanied by Mr. Kumar, I was in constant contact with him throughout the visit. Next week I visited 18 outlets including supermarket chains like ABRL's More Supermarket, Spencers' Supermarket, La Marche Supermarket etc., Cash and Carry stores like Metro Cash and Carry Store, Reliance Market and Best-Price. (By Walmart) and a plethora of Kiryana stores. The project: in a word. This project mainly revolves around the development, channelization and utilization of the BDA channel of Cash and Carry stores into the modern trade distribution channel. BDAs refer to the business development associates employed by Cash and Carry retail chains Reliance Market, Metro and Best Price in their various stores in the country. These BDAs cover a large number of outlets (mainly Kiryana stores) to sell a wide assortment of very carefully chosen SKUs across various brands. The BDAs bring the Kiryana Price List (KPL) to these stores to sell this assortment. The KPL is simply a list of the 650-700 best-selling SKUs across all brands. These KPLs contain the MRP, pricesales per unit, price per lot and retailer margin. Thus, it becomes imperative for us to maximize the number of SKUs offered by BDAs through KPLs to retailers in order to effectively utilize this channel.ObjectivesThe main objective of this project is to leverage ITC's position as a leading FMCG brand in the country to increase its presence in the modern trade market as well as the general trade market with the help of Cash and Carry stores and their BDA channel. Ensure that Kiryana price lists from different Cash and Carry stores include as many ITC SKUs as possible. Indeed, currently, on average, only 9 ITC SKUs are listed in KPLs. Another objective is to identify and discover ideas to minimize existing and potential conflicts between different Cash and Carry stores, between Cash and Carry stores. and hypermarket and supermarket chains, as well as between Cash and Carry stores and wholesalers (WD) of the company. This may be a major challenge for the business as it will lead to friction, discord and unhealthy competition between the two distribution channels, which will ultimately harm the business. TimelineStakeholdersCash and Carry stores visited: Best Price (Wal-Mart), ZirakpurMetro, VIP Road, ZirakpurReliance Market, VR Punjab, KhararReliance Market, PatialaMetro, Shahdara, Delhi NCRITC Wholesale Distributors:Ess Enn Marketing, Sector 29, ChandigarhMahajan Enterprises, Industrial Zone, PanchkulaIssues IdentifiedBDAs offer only popular best-selling SKUs such as Aashirvaad Aata (10 KG), Yippee Noodles (35 gm, 60 gm), Sunfeast Dark Fantasy Chocofills (75 gm) and Mangaldeep Agarbatti. General retail outlets purchase these SKUs on this channel. , but avoid purchasing other SKUs such as B Natural Juices, Bingo Potato Chips, Sunfeast Pasta Treat, etc. After interacting with many BDAs, we can conclude that BDAs make minimal efforts to showcase the products in the KPL. sells,” is how Mr. Prem Kumar of Reliance Market, Patiala describes what his men do. This is a major issue for ITC as it seeks to expand the multiple SKUs these stores offer in their KPLs. One way to counter this is to encourage BDAs.Proposed SolutionsTo counter this problem, under the guidance of my mentor Mr. Vibhor Aggarwal, I came up with a simple solution: create a unique set of 3 ITC SKUs so that these BDAs can sell them to outlets. If these BDAs successfully sell a predetermined number of these bundles to a specified number of unique outlets, they can earn an incentive of Rs. 20 per unique outlet per month. The pilot involves three main SKUs: B Natural 1 liter juice, Sunfeast Yippee Noodles 240g and Sunfeast Mom's Magic Cookies 58g. Pilot 1 According to this pilot, each BDA will be asked to sell at least 6 units. of 1 liter of Natural Juice B (any flavor), 6 units of Yippee Noodles (4-pack, 240g, with free bowl) and 24 units of Sunfeast Mom's Magic Cookies (58g) at each single outlet twice a month at least 67% of all points of sale in its monthly sales rate. These SKUs were finalized after careful discussions in several brainstorming sessions among the ITC sales team from Sector 5, Panchkula office. On an average, a BDA covers around 170 to 190 outlets in per month (Data from Reliance Market, Patiala). So, the target number of unique outlets covered by a BDA in a month is around 120. The minimum number of billings per month has been fixed at 2. Since an average BDA earns a salary of Rs. 15 000 per month, an incentive of 16% of his salary will provide the BDA with sufficient reason to.