Group 3 Nestle SDRM 3
Group 3 Nestle SDRM 3
Group 3 Nestle SDRM 3
and Retail
Management
•Submitted By: Group 3
•Aashima Bajaj (291001)
•Abhinav Singh (291005)
•Akansha Rungta (291009)
•Arihant Sinha (291012)
•Arshpreet Singh Bagga (291013)
•Arushi Jain (291014)
Introduction Nestle was formed in the 1860s
and 1870s by combining two
different companies founded by
Nestle has over 2000 brands
with a wide variety of products
Henri Nestle and chocolate
inventor Daniel Peter
An efficient supply chain is crucial for a FMCG giant. Thus, Channel management and distribution constitute
an essential part of the market plan of any organization.
• The distribution for Nestle India uses, a mix of channels which makes it more reliable and intensive, the
inclusion of retailers, wholesalers, supermarkets etc. helps the company in increasing the market
share.
• In terms of variety, the distribution has a rich mix, as the products are available in a wide variety of
locations, the distribution is also aided by general stores, canteens, online retail etc.
• In terms of Novelty, the brand uses different things like the display sections in retail spaces, which give
a better view of the products, also the utilization of online sales through social media is new and
effective.
Capital Investment
Experience
Distributors Infrastructure
Companies Discretion
1. “Proud to be Nestle – super awards for super
Initiatives achievers”
Open to
for • Area Sales Managers
• Sales Officers
Motivating • Cash Distributors
3. Special Schemes
• Spread over 2-3 months, these schemes encourage specific target achievements.
Targets are given as indexed growth rates based on weights. The prizes in the schemes
can be monetary- for example additional 2% margin on turnover or non-monetary –
for example, free T.V. sets on achievement of targets. It is attempted to keep in mind
the monetary benefit to distributor in case he sells the gift given in kind.
• Secondary Schemes: Promotional schemes for Trade Partners such as free packs for
consumers, gifts, bundling, price off, coupons, bulk discount, additional margins, free
packs etc.
Dealership in Practice (DIP) Training
Training programs for C&F agents which includes
modules on:
Special Steps • Nestle Quality System
Undertaken • Good Warehousing Practices (GWP)
RECOMMENDATIONS
• Schemes like QPS Margins
Distributor: Kumar Brothers
Sole distributor of Nestle for District • Non-monetary Incentives and Rewarding
Ghaziabad, Uttar Pradesh Schemes
• Refine sales tactics for slow moving SKU's
• Higher margins and Longer credit terms
Sales Force Structure
• Two new divisions – channel and category sales development
and national key accounts management organization
• The second internal reorganization exercise after it had
realigned internal company structures
• Supply chain configurations is one of Nestle's weaknesses
• Creation of a nutritional compass to help consumers make
informed choices through an in-store initiative titled Nestle
Nutriworld
• To initiate any market growth strategy was a challenge
because of the increasing turnover of the distributors'
salesmen
Sales Force Division and Functions
National Regional
Zonal Sales Area Sales Territory- Sales
Sales Sales Distributors
Manager Managers in-charge Associates
Manager Manager
1. Focus more on direct distribution in order to reduce the time of overall Sales process
2. Take care of the forward and backward flow of activity in respect of product and information
3. Visit retail stores
4. Analyse local demands
5. Suggest required tweaks in product placements based on the company’s in-house analytics
6. Take orders on their cell phones through an app
7. After this, the salespeople reach out to nearest distributor and ensure the delivery of products to
the retailer.
Some special steps undertaken to manage salesforce