Area Sales Manager Program

Coffee Day Beverages - 2016-17

Our Heritage

Coffeeday global Ltd. has grown coffee in India for over 144 years

About the Coffee Day Group

THE GROUPS BUSINESSES

FURNITURE
DAFFCO

LOGISTICS
SICAL

INTERNATIONAL
BUSINESS

HOSPITALITY
THE SERAI

INFRASTRUCTURE
TANGLIN DEVELOPMENTS

FINANCE
WAY2WEALTH

TECHNOLOGY
COMPANIES
MINDTREE
ITTIAM
MAGNASOFT

COFFEE
PLANTATION
EXPORTS
FRESH N GROUND
CAF COFFEE DAY
XPRESS
BEVERAGES(VENDING)

The Coffee Verticals

1992

1996

2002

1995

2003

Coffee Day Beverages

Vending machines- Hot coffee and tea, flavored milk and soup

We have recently entered into

a JV with German automatic
coffee machine manufacturer
WMF to develop high end
vending machines to cater to
specific business segments &
the products would be cobranded as Coffee Day by
Schaerer

Presence at airport lounges, railway stations, petrol pumps, malls,

corporates, educational institutes, hospitals and restaurants
5

Our National
Footprint & Facts
Machines: 38,000 +
Clients: 14,000 +
Support across 375+
cities and towns
Distributors: 464 +
Warehouses: 18

Key Milestones

June 2004
- Launched
Bean2Cup (B2C)
Machines
February
2002
- Introduced
Liquid Coffee
Machines

August 2008
-5000 B2C
Machines in the
market

September 2010
- 10,000 B2C
Machines in the
Market

September 2016
- 38,000 B2C
Machines in the
market

Sales and other functions

Customer
Sales

Service

Logistics

Billing/
Accounts

Purchase

B2C/ Mfg

MIS

Marketing

HR &
Admin

Operations

Audit/Legal

R&D

Sales Function
BD & Sales Front end - B2B Sales / Corporate Sales
- Revenue ownership & New Accounts
- Distributor Management / FMCG
Operations Direct Client Servicing
- Vendor Management / Operators Rect, Training & deployment,
Process innovation
Servicing Execute the service strategy & customer satisfaction
Team Leadership & Inter-functional Interface
Strategy Formulate annual biz plan for segment / area

Marketing Function
Website designing, Prospect generation, Product Design & Development,
Collaterals, Coffee Festivals.

Organization Grade Levels

LEADS CHANGE
President/CXO

BUSINESS LEADER
Sr. Mgr, Regional Mgr, Gen. Mgr

TEAM LEADER
Manager
Asst. Mgr / ASM

LEADS SELF
Territory Managers
Exec / Sr. Exec

A career with us
Growth Story
Our business has witnessed YoY CAGR of 30% making it the fastest
growing division in the Coffee Day Group and possibly the industry. You can be a
part of the growth story

Well rounded Sales Management exposure

Exposure to various facets of Sales management (formulation of Annual
Business Plan, distributor/depot management, retail & institutional market,
brand building, etc.)

Success Stories.
Sandeep
Mukherjee

Sachin Philip
Started his career in
2004 fresh from
Campus.
Currently heading
Sales for Karnataka,
Kerala & ROTN

Dhritiman Dasgupta
Joined us in 2006 from
Campus. Currently
heading Sales for West
Bengal

Abhishek Dahuja
Joined us in 2008
from Campus.
Currently heading
Sales for Haryana &
Rajasthan

Joined in 2007 from

Campus.
Currently heading
Sales for Mumbai

ASM Compensation (Rs.p.a.201617)

Earning Headers

Annual (Rs.)

Basic Salary

292,500

House Rent Allowance

146,250

Medical Allowance

15,000

Conveyance Allowance

19,200

Other Allowance

452,881

Provident Fund (Employer)

35,100

Gratuity(As per policy)

14,069

Fixed CTC
Performance Bonus*(1st year)

975,000
75,000

Average Sales Incentives

150,000

CTC Per Annum

(Rs.)

12,00,000

*Perf. Bonus is payable after 1st year, for top two ratings
*Addnl. Perf. Bonus of 75k payable after 2nd year for top two ratings
In addition to the above you would be eligible for a travel reimbursement of
approx.Rs.1,50,000 p.a as per travel policy
In case of resignation before two years, Rs.1,00,000/- will be recovered

Thank You