Sales

Management in
a FMCG
company
 Overview of FMCG sector

FMCG expected to FMCG products 100 per cent Foreign Growing awareness,
reach $1.1 trillion by account for 50 per Direct Investment easier access and
2020 from 840 billion cent of total rural (FDI) in food changing lifestyles
in 2017 spending processing and single- have been the key
brand retail and 51 growth drivers for the
per cent in multi- sector
brand retail. 2
 4th largest sector in Indian economy

The main FMCG segments can be classified as Personal Care,

Household care, Branded and Packaged food and Tobacco

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Emami: Making people healthy and
beautiful naturally

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Brand Snapshots

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Sales Structure of Emami
President of
Sales

Vice President
of Sales

Regional Sales Regional Sales

Regional Sales
Regional Sales Management
Manager
Manager Manager
(West Bengal)
Manager Levels

Span of Control
Area Sales
Executive
(Kolkata)

Salesman
(Divided Area
Wise)

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Reasons for geographic sales
structure
Lack of market duplication was the
foremost reason to opt for this
structure.

Secondly, the board wants to

monitor sales according to area
wise and thereby plan it’s sales
activities as per every region.

However, one major drawback is

that delay in decision making due to
presence of many levels in the
hierarchy.

While at the same time, product

Source:
feedback might not reach to the http://www.emamiltd.in/images/presentation/20180604013904
higher management levels. -pdf-340.pdf
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Roles and Responsibilities
President of Sales
• Effectively partners with the Senior
Leadership Team to develop, align, and
execute the overall company strategic
business plan cross functionally.
• Owns the development and execution of
integrated sales and marketing plans.
• Defines, monitors, and achieves key
success metrics across marketing and sales.
• Strengthens Key Account Management and
Opportunity management capabilities,
leverages CRM systems (Salesforce) and
drives best practices.
Vice President of Sales
(Vinod Sissodia)
• Creating strategy to increase market share
and leading the entire go to market
strategy for sales across the country
• To direct sales team and establish sales
targets brand-wise, pack wise as per ABP,
and help them breaking it in terms of
geographically, weekly, monthly and
annually
• To plan and implement local sales
promotion in consultation with marketing
• Have a clear focus on new channels,
institution trade and E-commerce
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Roles and Responsibilities (Contd.)
Regional Sales Manager
• Achieving regional sales operational
objectives by contributing regional sales
information and recommendations to
strategic plans and reviews
• Meets regional sales financial objectives by
forecasting expenses, budgets and sales.
• Maintains and expands customer base by
counselling district sales reps (ASM) and
building rapport with big customer
accounts
• Identifying regional customer needs and
wants to support new customer initiatives.
Area Sales Manager
• Prepare & execute strategy to penetrate
new markets and strengthen sales in
existing markets.
• Prepare & execute strategy for product
visibility at Point of Sale
• Analyzing primary & secondary sales data
and taking actions to increase Sales
• Evaluating distributor performance (ROI)
and recommend process improvements.
• Monitor stock flow and sales performance
at depots.
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Recruitment and Training
They actively and consistently
engage and participate in
premier B Schools campus
recruitment for Interns and
Management Trainees with
an objective of inducting and
nurturing fresh and quality
talent within the organization.

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