The Course on Sales & Distribution Management deals with all the activities undertaken to ensure that a product or service is delivered optimally to the customer. For this course, much of the focus will be on products, rather than services.
2. Student Learning Outcomes · Be able to use data, powers of observation & listening as well as common sense to:
There is no prescribed text book. Reading material (and this includes Articles, Blogs and Videos) for EACH session have been indicated in the detailed Tentative Session plan (Point 4 below).
It may be noted that the articles, blogs and Videos have been chosen with care after considering many options. Hence, it may be a good idea for the course participant to go through the same in the SEQUENCE prescribed in the Tentative Session Plan. This will enable all of us to cut to the chase quicker and hence cover more ground in class by way of the quality of discussions. Please note that class time will NOT be spent in viewing the videos or reading the articles/blogs. The course participant is required to go through the same BEFORE the class. The distillation of the messages in the videos/blogs/articles will be used as a basis of discussion in class. Going through these videos/blogs/articles AFTER the class is also recommended as it will give a perspective to what was discussed in class. Please note that more articles/blogs/videos may be added on in the duration of the course, if relevant, and when identified. Eight of the twenty sessions will be case discussions and much of these are in the latter half of the course. These cases will be given in advance. No readings have been prescribed for these sessions as the course participant is required to come well prepared with the cases – and that should take plenty of time! Being well prepared for a Case in Sales & Distribution (as in any other course) implies understanding what the numbers are telling you and using this understanding to craft an actionable implementation plan. Hence, please spend enough time in working the numbers, decoding their implications – and using the same to craft a coherent and sensible action plan. Discussing cases in Groups before the class will be a huge help as it helps you in getting more perspectives – and hence multiple angles to view the situation. 4. Tentative Session Plan
https://www.nielsen.com/in/en/insights/report/2019/reformatting-retail-in-india/ - This article traces, at some 30,000 feet level – the transition from the Mom and Pop Stores to Modern Trade in India.
https://www.indianretailer.com/article/sector-watch/food-and-grocery/Rise-of-E-Grocery-in-India-with-Biggies-like-Tata-Amazon-Entering-Market.a5829/ - This article is a bit dated (Oct 2017) – but captures the challenges faced by Marketers.
Class PPT
https://brandequity.economictimes.indiatimes.com/news/business-of-brands/distribution-4-0-re-imagining-fmcg-distribution-in-india-2030/70166977 - Traces the evolution of FMCG Distribution over time quite cogently. It also outlines the way forward in order to be relevant.
https://www.indianretailer.com/article/whats-hot/trends/only-distribution-disruptions-can-save-fmcg-enterprises-from-b2b-e-commerce-threat.a6402/ - Tries to capture what needs to done by FMCG companies to meet new challenges posed by the emergence of new channels of distribution with greater bargaining power.
https://www.hul.co.in/Images/investor-presentation-02-08-2019_tcm1255-538990_1_en.pdf - If you are wondering what an Investor Presentation is doing here in a Sales & Distribution Course, do not panic! Pages 24 to 52 give an in depth coverage of the HUL Distribution Strategy, detailed with exemplary and excruciating granularity.
https://www.indianretailer.com/article/multi-channel/eretail/what-are-the-best-ecommerce-development-platforms-in-2020.a6605/ - Self explanatory.
https://sellics.com/blog-amazon-sales-rank/ - Explains how Sales Rank (BSR) in Amazon is computed.
https://www.youtube.com/watch?v=d8bPWU2xSoA – Cost of selling using Amazon. The video breaks down the costs of distribution – component wise. The video is in Hindi. While the video is from late 2018, the focus is on the methods – the margin numbers will vary from month to month for different categories, anyway.
https://www.nielsen.com/us/en/insights/article/2020/in-store-tech-may-boost-the-brick-and-mortar-retail-resurgence/ - This article covers technology deployment in Modern trade. While it’s American in context (given their depth of Modern Trade penetration), this could, or will, be here in India soon (if not there already).
https://www.thebetterindia.com/126690/connects-corporate-farmers-consumer-itc-e-choupal/ - E-Choupal and how it’s a win-win for farmers and ITC.
Link to Video:
5. Evaluation
§ The Project Component (described below in Point 5 B will carry a weightage of 35%. § There will be one Quiz – and this will be typically after 10-12 sessions are over. It will carry a weightage of 25%. § The End Term examination will carry a weightage of 40%. Both the End Term Examination as well as the Quiz will test capacity to think rather than quality of memory. These components of my evaluation have traditionally been open book, open notes with free access to resources on the net – and the changed format of online course delivery does not really make any difference. § My evaluation component usually includes something for the quality of Class Participation. The relative anonymity of the student emerging from the online format will make this evaluation component difficult to implement for the instructor and can also be unfair. Hence, it will not have any weightage.
5B. Project Component
Each group of 5 students is required to choose a Company and complete a “Distribution Dossier” for the Company. The Dossier is to have the following elements:
CHANNEL DESIGN
This is to cover the following elements:
§ The Breakup of channel sales from the different channels (General Trade, Modern Trade, Captive E-Commerce, 3rd party E-Commerce, Franchising and B2B sales). § The channel design used by the company for the physical flow of goods for each channel. This should also include a brief description of the role and key deliverables of each channel member. § The documents recording the flow of information.
CHANNEL MEMBER MANAGEMENT
§ The monetary methods used by the company to reward each of the channel members. § The non-monetary methods used by the company to reward each of the channel members. § Target setting mechanism. § The monitoring mechanisms used to keep track of channel members. § Training and HR inputs provided to Channel Members.
FIELD FORCE MANAGEMENT
This is to cover the same elements listed above for Channel Member Management.
TRANSPORTATION AND LOGISTICS
§ The modes of transportation used from company factory till it reaches the dealer / distributor / distribution Center. § The modes of transportation used from the last mile Distribution.
At each of the above stages, please outline the deployment of Information Technology.
THE ANALYTICAL FRAMEWORK
Session 1 of the course covered a Framework describing variables affecting distribution. Please revisit these variables for the company chosen by you – and analyze the impact of each of these variables.
THE FINANCIAL ASPECT
Please refer to the Balance Sheet of the Company and carry out the following exercise:
§ Compute the Market Spend of the Company and break this up into two components – Advertising Spend and Sales & Distribution Spend. § Pie chart the Sales & Distribution Spend into the different components.
Repeat this exercise for any competitor of the company chosen by you. Compare the Pie Charts of the Sales & Distribution Spends – and give your analysis of the same. The analysis should explain differences (if any). If there is no difference, what are the possible reasons?
6. Academic Integrity
§ For all Secondary Research, please make it a point to acknowledge the source from where the information has been collected from.
Lastly, enjoy yourselves in the course!
You can reach out to me at govindrajan.srinivas@gmail.com