MM02

Sales & Distribution Management

Assignment No.I

Assignment Code: 2011MM02A1 Last Date of Submission: 31st March 2011

Maximum Marks:100

Attempt all the questions. All the questions are compulsory and carry equal marks.

Section-A
Ques.1 Explain the different stages of a selling process.
Ques.2 What is a sales quota? What are the other different quotas a sales manager can use?
Discuss the merits and demerits of the quota system.
Ques.3 What is a sales territory ? why are they important in any sales organization ?
What are its different forms ?
Ques.4 Explain the differences between marketing strategies and sales strategies.

Section-B

Case Study.
DKT
Challenges for a salesperson
A salesman’s job in a contraceptive Social Marketing (CSM) organization, like DKT is not easy. It entails selling
contraceptives at non-traditional outlets (NTOs) like ‘paan-beedi’ shops, guesthouses, lodgings, and brothels,
which house commercial sex workers. Although the salesperson goes armed with a sound knowledge of the
composite needs for family planning. AIDS and safe sex, initially he is shy and scared to approach prospective
vendors at these NTOs with Zaroor condoms. He gets even more tongue-tied if that person is a woman or a
senior citizen.

Also, the trade name ‘Zaroor’ painted boldly on his cap and shoulder bag, attracts instant attention of the street
urchins. They form a group and keep following him through the entire locality shouting at the top of their voice
“Condomwallah aya! Condomwallah aya!”. The salesman faces other marketing hurdles – cynical demands of
demonstration of actual use of the product by the vendors, limited space available for the sales pitch with constant
interruption from customers buying other products, misplaced vendor beliefs that selling condoms is anti-religious
etc.

Despite these problems, slowly the salesperson makes definitive inroads into a non-responsive territory, using
innovative ideas. He offers incentives like free samples for personal use, business benefits like asking vendors to
keep the stock on a trial-and-credit basis, and by explaining the importance of safe sex to the sex workers.

DKT’s salesperson is on the job, even when he is on vacation. The long train journeys he takes on his annual
visit home are utilized by religiously spreading the family planning-safe sex message to his co-commuters. Such
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is the life of a dedicated CSM salesman. CSM salespeople plan to continue to spread the message of family
planning and AIDS even after retirement.

Q1.If you are appointed as a sales person for say, Hindustan Latex Ltd, and is assigned a particular territory,
where you are responsible for direct sales promotion campaign of a new kind of condom produced by your
company, how will you overcome the psychological phobia, initial shyness and nervousness of promoting such a
product? 20M

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 MM02
Sales & Distribution Management
Assignment No.II

Assignment Code: 2011MM02A2 Last Date of Submission: 15th May 2011

Maximum Marks:100

Attempt all the questions. All the questions are compulsory and carry equal marks.

Section-A
Ques.1 How can logistics be used to give a company a competitive advantage?
Ques.2 What are the basic principles to be followed in setting up a distribution channel?
Ques.3 Why is compensation often a short-term motivator?
Ques.4 How practical is the work load approach to sales force size determination.

Section-B
Case Study

Titan Industries is in talks with a number of international watch brands for an exclusive licensing agreement to
market and distribute them in India. Though the names of the brands have not been finalized yet, they were
mostly fashion brands in the price segment of Rs. 5,000 and Rs.15,000. The company already has a sub-
licensing agreement with Tommy Hilfiger to market its watches in India.

The company is also looking at further spreading its wings to the international markets. Titan plans to set up
stores in Russia. South Africa and Indonesia.. Titan is already present in 30 international markets such as
Singapore, Thailand, Malaysia, Mauritius, Spain, Portugal and Greece.

On the retail front, apart from adding 60 stores (which would be a mix of World of Titan, Timezone and Sonata
stores), the company is also planning to look at new formats, such as setting up 20 Fast Track kiosks in malls
across the country. These kiosks are targeted to draw attention of young consumers who usually walk into malls
for window-shopping. This segment normally doesn’t walk into a shop but walks around the mall.

The company has also experimented with an only women’s watch store, Raga Store, at the Eva Mall (a women’s
only mall) in Bangalore. If the concept works, the company looks to open more such stores across the country.

1. “Titan’s plan to distribute international watch brands in India”, What is your opinion about Titan’s
diversification. Is it right or a wrong step? Will it affect the sales of its own premium brands. Comment on
it? 10M
2. “Titan plans to open 20 fast Track Kiosks in malls across the country to attract young consumers. But in
current scenario young consumers are mostly attracted to premium model of cellphones, which has a
facility of clock/watch on screen itself”. Do you think this expansion will be a viable option for Titan after
knowing the above consumer behaviour. Give your opinion on this subject?10M

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