Course Handout SADM

TAPMI School of Business
MANIPAL UNIVERSITY JAIPUR

Course: SALES AND DISTRIBUTION MANAGEMENT (MB2503)
PROGRAM - MBA
November, 2014 - FEBRUARY, 2015
(30 sessions. Each session for 60 minutes)
Faculty Name: Mr. Davis Lazarus
E-Mail: davis.lazarus@jaipur.manipal.edu
(Meeting Hours: 4pm 5pm; Fri-Sat)
Contents
S.N
o.
A
B
C
D
E
F
G
H
I
J
Description
Course Perspective
Learning outcomes
Course Outline
Session Plan
Evaluation Scheme
Students roles & responsibilities
Term Project details
Grading Criteria
Text Books
Reference Books
Page Nos.
2
2
2
3
5
5
5
6
6
6
A. Course Perspective
To develop understanding and appreciation of the Sales & Distribution processes in organizations.
The course includes the familiarization of concepts, approaches and the practical aspects of the
key decision making variables in sales force and distribution channel management.
Since the subject has tremendous application in the practical work life, the emphasis will be on
assimilating the learning through application of the theoretical inputs on real life cases and
situations.
B. The Learning Outcomes: On completion of the course the participants shall be able to:
1. Familiarization on sales objectives and functions on sales department
2. Understanding sales planning and sales force management
3. Learning Sales Channel Management and Distribution Management
C. Course Outline
Introduction to Sales and Distribution Management: Introduction, Evolution of Sales
Management, Nature and Importance of Sales Management, Roles and Skills of Modern Sales
Managers, Sales Management Positions, Sales objectives, Strategies and Tactics, Linking Sales
and Distribution Management; Personal Selling: Preparation and Process: Buying decision
process, Buying situations, Effective communication, Sales knowledge and sales related
marketing policies; Planning, Sales Forecasting and Budgeting: Sales planning, Developing
sales forecast, Forecast accuracy, Sales budgets; Management of Sales Territories and Quotas:
Defining sales territories, Procedure of designing sales territories, Assigning salespersons to
2
territories, Managing territorial coverage, Sales quotas; Retailing: Retailer as a salesman, Types
of retailers, Franchising, Electronic Retailing; Wholesaling: Definition of wholesaler, Wholesaler
Key Tasks, Limitations of Wholesaler, Major Wholesaling Decisions; Organizing and Staffing
the Sales Force: Concept of sales organization, Size of the sales force, Staffing the sales force;
Marketing Channels: The marketing channel, Channel formats, Relationship of flows to service
levels; Channel Management: Channel power, Channel Conflict, Principles of Channel
Management, Channel Policies; Market Logistics and Supply Chain Management: Origin of
logistics, Scope of logistics, Service driven logistics systems, Inventory Management, Warehouse,
Transportation, Advances in SCM; International Sales and Distribution Management: The
nature of International markets, Selling in International Markets, Distribution.
D. SESSION PLAN
Cases will be made available to the class with sufficient time to read and analyze
Session
No.
1.
Topics
Details
References
Learning Outcomes
Lecture 1: Introduction to Sales

and Distribution Management
T1
Introduction; Evolution of Sales;

Roles of Sales Manager; Sales
objectives, strategies and tactics
2.
Lecture 2: Sales Process
Presentation,
Lecture and Class
Discussions
Presentation,
Lecture and Class
Discussions
T1
Buying Decision Process; Buying

Situations; Sales related marketing
tactics
3.
Lecture 3: Sales Organization
Presentation,
Lecture and Class
Discussions
T1
Organization Design Principles;

Design basis
4.
SEMINAR Grp. 2
(Get the seminar duly
approved by course instructor
well-before presentation)
NA
Sales and Distribution Market

Application and Outcomes in a
specific context
5.
SEMINAR Grp. 4
Distribution
Management of
Amul with inputs
from Company
Managers
Distribution
Management of
Asian Paints with
inputs from
Company Managers
NA

specific context
6.
Lecture 4: Sales Territories

and Quotas
Presentation,
Lecture and Class
Discussions
T1
Designing Sales Territories;

Managing Territories; Sales Quotas
7.
8.
CASE 1
Lecture 5: Sales Force
Recruitment,
Training,
Motivation and Evaluation
SEMINAR Grp 6
Class Discussions
Provided Case
T1
9.
10.
SEMINAR Grp 8
Presentation,
Lecture and Class
Discussions
Distribution
Management of
Pepsico with inputs
from Company
Managers
Sales Incentive
Program of Cement
Industry in Jaipur
Sales force management
NA

specific context
NA

specific context
11.
12.
13.
with inputs from

Company Managers
Lecture 6: Sales Force

Recruitment,
Training,
Motivation and Evaluation
(Contd)
CASE 2
SEMINAR Grp 1
Presentation,
Lecture and Class
Discussions
T1
Class Discussions
Sales promotion
activities at BigBazar with inputs
from Company
Managers
Sales Force Training
at Insurance
Companies with
inputs from
Company Managers
NA
Provided Case
NA

specific context
14.
SEMINAR Grp 3
15.
16.
QUIZ
Lecture 7:
Appraisal
Force
Presentation,
Lecture and Class
Discussions
17.
SEMINAR Grp 5
Channel
Management by
Bajaj Auto with
inputs from
Company Managers
NA

specific context
18.
SEMINAR Grp 7
Channel
Management by
Telecom
Companies with
NA

specific context
Sales
NA
Sales Organization; Managing Sales

Force
NA
T1

specific context
Sales force management
inputs from
Company Managers
19.
Lecture 8: Sales Forecast
T1
Channel Power; Channel Conflict;

Channel Policies
20.
Lecture
9:
Channels
T1
21.
SEMINAR Grp 9
CASE 3
SEMINAR Grp 10
Assignment Submission and
Viva-Voce (Roll 1-6)
Scope of logistics, Service driven

logistics systems, Inventory
Management, Warehouse,
Transportation
specific context
22.
23.
24.
25.
Presentation,
Lecture and Class
Discussions
Distribution Presentation,
Lecture and Class
Discussions
Selling Luxury Cars
with inputs from
Company Managers
NA
Class Discussions
Selling Hotel
Facilities with
inputs from
Company Managers
Provided Case
T1
Viva-Voce
T1/ R1/ R2/ R3/ R4
Assignment Submission and Viva-Voce
T1/ R1/ R2/ R3/ R4

specific context
Practical Application of Sales and
Distribution Learning into
Marketing Practice
26.

Assignment Submission and Viva-Voce
T1/ R1/ R2/ R3/ R4
27.

Viva-Voce
T1/ R1/ R2/ R3/ R4
28.

Viva-Voce
T1/ R1/ R2/ R3/ R4
29.

Viva-Voce
T1/ R1/ R2/ R3/ R4
30.

Viva-Voce
T1/ R1/ R2/ R3/ R4
Marketing Practice
Marketing Practice
Marketing Practice
Marketing Practice
Marketing Practice
Marketing Practice
E. Evaluation- Instructor led continuous evaluation

Mid-term examination
20%
End-term examination
40%
Class Quiz
10%
Seminar Presentation
10%
Term Paper
20%
F. Student Roles and Responsibilities:
Regularity in Course. Unexcused absences will impact the individual students grade.
Please inform me if you intend to miss class for any reason so your absence is noted.
Students are expected to present/ submit their assignments on the scheduled classes.
To deliver and validate their individual contributions in the group assignments.
To interact and discuss during the classes.
To come prepared for the assigned lectures.
G.
Term Project (INDIVIDUAL)
BISCO Biscuit Company

Assignment Content: Bisco is a family business and subsidiary of a leading biscuit
manufacturing and distribution company. Ms. Reena Goswamy is the CEO of Bisco who
rose to this position from Area Sales Manager. Reenas business knowledge and experience
and marketing insights helped company to increase market share by 2% last year. CEO
Reena was able to recruit a new National Sales Manager for Bisco to gain another 5%
market share from competitors, in the current financial year. There are 100 members in
Biscos sales force, including Sales Reps, Area Sales Managers, Key account managers and
Field Sales Managers.
5
TASK:
Consider yourself as the newly appointed NSM for Bisco. After interviewing at-least 5
different sales managers from the biscuits/ confectionary market, develop the following
written assignment, based on the interview insights and your understanding of Sales and
Distribution:
1. Annual Operating Plan with explanations wherever necessary
2. How do you expect Sales Force to implement your plan? Discuss all important
strategies.
3. Will you emphasize on personal selling for distribution. Justify be elaborating the
impact of personal selling to biscuit manufacturing companies and consumers.
4. What type of sales structure will benefit Bisco. Discuss the advantages and disadvantages of proposed sales organization structure.
(Include interview excerpts and business cards in your report. All reports will be
checked for plagiarism. Plagiarized reports will not be evaluated.)
H. Grading criteria for Projects
Grades for the project will be based on the following criteria:
1. Thoroughness of report: were all aspects of the project adequately examined?
2. Clarity of the report: how well was the report written? Is it clear, well organized, attractive? Are
there spelling or grammatical errors that detract from the review?
3. Insight of the report: does the report provide clear insight to the likely effectiveness of the aspects
included in the project?
4. Presentation and Viva-Voce
I. TEXT BOOK:
T1: Krishna K. Havaldar and Vasant M. Cavale, Sales and Distribution Management: Text and
Cases, 2ND Edition, Tata Mc Graw Hill, 2011
J. REFERENCE BOOKS:
R1: Ingram, Thomas N. and LaForge, Raymond W., Sales Management: Analysis and
Decision Making, 6th ed., Cengage Learning, 2007.
R2: Still Richard R. and Cundiff, Edward W., 5th ed. Sales Management, Pearson, 1988.
R3: Gupta, S. L., Sales and Distribution Management: Text and Cases, Excel Books, 2005.
R4: Hair, Joseph E. and Anderson, Rolph E., Sales Management, Cengage Learning, 2009.
6

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TAPMI School of Business

MANIPAL UNIVERSITY JAIPUR

Faculty Name: Mr. Davis Lazarus

Lecture 1: Introduction to Sales

Introduction; Evolution of Sales;

Lecture 2: Sales Process

Buying Decision Process; Buying

Lecture 3: Sales Organization

Organization Design Principles;

Sales and Distribution Market

Sales and Distribution Market

Lecture 4: Sales Territories

Designing Sales Territories;

Sales force management

Sales and Distribution Market

Sales and Distribution Market

with inputs from

Lecture 6: Sales Force

Sales and Distribution Market

Sales and Distribution Market

Sales and Distribution Market

Sales Organization; Managing Sales

Sales and Distribution Market

Sales force management

Lecture 8: Sales Forecast

Channel Power; Channel Conflict;

Scope of logistics, Service driven

T1/ R1/ R2/ R3/ R4

Assignment Submission and Viva-Voce

T1/ R1/ R2/ R3/ R4

Sales and Distribution Market

Viva-Voce (Roll 7-12)

T1/ R1/ R2/ R3/ R4

Assignment Submission and

T1/ R1/ R2/ R3/ R4

Assignment Submission and

T1/ R1/ R2/ R3/ R4

Assignment Submission and

T1/ R1/ R2/ R3/ R4

Assignment Submission and

T1/ R1/ R2/ R3/ R4

E. Evaluation- Instructor led continuous evaluation

Term Project (INDIVIDUAL)

BISCO Biscuit Company

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