Role : Area Sales Manager - Kerala
Location : Calicut
Experience : Batches 2012-2014
Other Mandatory Skills :
- At least 2 years managerial experience in FMCG sector
- Speaking knowledge of Malyalam
Basic Purpose Of The Position :
The position is accountable for :
- Driving sales achievement at the area level.
- Implementing sales distribution strategy at the area level.
- Monitoring adherence to sales systems and processes at area level.
Operating Environment :
- This position drives sales performance in branch through effective area planning/scheme/process implementation & management of channel and trade. The sales environment is characterized by a widespread distribution network, intense market competition, diverse retail profile and the small value distributor partner.
- The distinction that PVMI draws for itself is defined by its - product defined channel (P1, P2, and P3), ready stock distribution, and service to distribution partners & strict adherence to processes/systems.
- The position operates in a fiercely competitive market and faces challenge related to trade partner/ sales team performance.
- The geographic spread has to be constantly revisited in light of competition review & there is a need to ensure a high frequency of contact with retailers and distributors.
Principal Accountabilities :
Principal Accountabilities And Expected End Result :
Sales Planning & Strategy :
- Create area sales targets in alignment with the branch sales target through discussion with the Branch Sales
Manager :
- Provide inputs for sales achievement strategy by integrating data on market competition, channel potential and market experience
Distribution Strategy :
- Identify new towns for distribution and provide inputs to distribution network enhancement
- Track lapses in distribution of FG and highlight cases that require follow up
- Provide data on market trade schemes and highlight aspects that can be included by PVMI
- Participate in the development of PJPs for the area
Distributor selection/management :
Distributor selection :
- Plan for distributor expansion in the area in sync with branch distribution expansion plan
- Identify and screen potential distributor partners within the area Distributor service
- Ensure that there are no pending claims of distributors by actively following up with them and branch accounts
- Track stock level at each distributor and ensure that the compliances pertaining to stock levels etc are adhered to by following up with concerned DSE/Sr. DSE
Distributor Management :
- Track distributor efficiencies for the area and highlight cases of low performance. Participate in the recommended action plan
- Track and address all distributor related issues at the area level on a regular basis
- Participate in distributor meets
Principal Accountabilities And Expected End Result :
DSE / Management :
DSE/Pilot Selection :
- Conduct the 1st screening for DSE/applications
DSE Management :
- Monitor DSE performance data, Highlight and discuss lapses
- Highlight training needs to be addressed by processes of induction, OD etc.
- Engage in Sr DSE/DSE retention
DSE incentive/Performance :
- Participate in the development of the DSE incentive program
- Conduct DSE appraisal process
Sales systems/processes :
- Ensure completion of sales related documentation by DSEs as per SLA
- Use documented data to interpret area sales performance.
- Generate MIS Reports as per process and guidelines for inter-functional and functional use
Market Competition Analysis :
- Collate area specific market and competition activity analysis. Actively use learning's to recommend actions at the area level
Sales Track :
- Track sales numbers at the area level.
- Track lapses/gaps; develop area sales strategy to address ongoing dynamics.
- Analyse and record target achievement by team members.
Market promotions :
- Ensure that processes related to promotion disbursement are adhered through scheduled audits
New Product Launches : Track performance of the new product and ensure that distribution takes place as per plan.
Budgeting : Prepare and recommend area wise budget for sales related activities and schemes etc
Functional Structuring : Provide inputs for the development /enhancement of role structures within the area
Inter-functional Linkages :
- Identify & highlight gaps in inter-functional communication & expectations within own functional area
- Recommend enhancement/alterations in SLAs to enhance inter-functional linkages to deliver own functional agenda
Manpower Planning & management :
- Ensure adequate manpower at the area through proactive planning and follow up
- Ensure adequate manpower at the distributor set up
- Identify /source talent for band 5 hiring
- Conduct 1st round screening of talent for band 5
- Participate in the hiring decision pertaining to band
Appraisals :
- Participate in the appraisal process of all direct reports
- Provide inputs to the compensation & performance management position to moderate appraisal ratings across the area
- Provide inputs for incentive payouts and increment proposal
Training & Development :
- Provide TNA inputs for identification of development areas for all positions within the area
- Nominate sales team members to training programs
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