Comparative Study

The working norms for the TSI in both Parle and Perfetti have been framed keeping in mind that the TSI is the only resource from the company in the territory for ensuring sales growth, achieving distribution benchmarks and T&D inputs, and thereby ensure the company’s objectives are achieved. Hence, quite a few of the working norms for the Territory in-charge in both Parle and Perfetti are similar. PARLE The territory- in- charge is supposed to work on all the A- class outlets in the territory and is supposed to contact them once in a month. In addition, he also calls on the other classes of outlets but is not on a fixed frequency.

The TSI while working in the market is supposed to lead by example. The sales made by the TSI in any outlet should have at least 15 brands, which should be proportionately distributed. All T ; D inputs to the field force are administered while working in the market with the resource. In addition, the TSI checks on the service levels and freshness of products at the outlet level and redresses grievances if any of the outlet. PERFETTI The daily norm for the Territory-in-charge is to compulsory call on 40 outlets, out of which 25 have to productive.While working in the market the TSI is to ensure that all the brands are equally distributed in the outlets. T ; D inputs to the field force particularly the Distributor salesman and the TSI while working in the market with the salesman and the TSI is supposed to lead by example and show the salesman how to sell and distribute various brands. Therefore, all the brands have to be proportionately represented in the sales made by the TSI.

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While working in the market, the TSI is to check on the service levels of the distributor and the availability and distribution of various brands and take the corrective measures where necessary.The TSI is also to ensure that the market working is as per the norms of the company and those samples of products and presenters and proper detailing to the outlets is taking place. BRITANNIA TSI in Britannia is basically responsible for leading the distributor’s sales team to achieve sales targets and growth as per the company’s norms and therefore achieving company’s norms and therefore achieving objectives.

He himself sets example by working in the market, capturing orders and making all the brands.He is supposed to work one route at least daily, and achieving productivity in at least 25 O/Ls. Moreover, he is also responsible to make sure that WDs achieve sales target for primary as well as secondary sales. TSI also works with salesman and Pilot salesman, and leading by example shows them how to sell and distribute various brands and SKUs. He is also responsible for the on-the-job training for WD and his sales force. Also, TSI looks and checks WD records, freshness of goods in markets and overall administration of Schemes/Consumer promos at the territory level.HLL TSI in HLL is supposed to make at least 40 calls per day with 60 % productivity. While doing so he has to sell maximum no.

of lines and has to fill up his DSR pass book. TSI also works with salesman and pilot salesman, and leading by example sows them how to sell and distribute various brands and SKUs. He is also responsible for the on – the – job training for WD and his sales force. Also, TSI looks and checks WD records, freshness of goods in markets and overall administration of Schemes / Consumer promos at the territory level.He conducts regular classroom session for WD team for T & D. He is also responsible for primary and secondary sales of WDs. Chapter 8: MERCHANDISING Merchandising provides you with an opportunity to assist your customer in selling out and reaching more consumers for your brands.

The strongest point at which to influence the consumer is the retail O/L. At this point you have the potential to co-ordinate the presentation of products, POP material and lighting to our best advantage in order to attract the consumers’ attention.Thus at the retail O/L. the company should find ways to attract the consumers’ attention and move them to buy the company’s brands. Merchandising is one way to attract the attention of consumers and communicate to them. Merchandising conveys the message visually.

The company wants to inform the consumer about different features of brands (images, price, etc) by arranging shelves, placing different merchandising materials (posters, dispensers, etc) in a way that moves consumers to buy the company’s brands.Merchandising is defined as any activity done inside the shop that helps the SWDs and the retailers to sell the product or motivates him to push the product. A lot of accent is put on facings, POP and displays for both Biscuits and Confectionaries and is also detailed to the O/L at all the points of time. In order to help merchandise better, there is an exclusive merchandiser at every WD point who performs these functions. The merchandiser accompanies the Salesman on their beats by turns.Now – a – days, a new practice has come into being.

The merchandiser visits the O/Ls one day after the delivery of the orders brought by the DS so that the merchandiser not only does the activity of merchandising but also keeps the track on the availability of the range. PARLE The merchandiser on his beat strives to maximize shelf displays in all the O/Ls. in addition to this, at the time of launch of a new product or in the case of a Drive Product, SIGNATURE DISPLAYS are put up across all the routes.Signature displays are basically displays of the same size and same pattern put up across all the O/Ls in order to arouse the curiosity and prompt trials from the consumers.

However, none of the displays are paid by the company and are achieved solely through the rapport and the good will of the merchandiser, salesman, Distrtributor or Company with the O/L. In addition to facings and POP, permanent merchandising is also done in the form of Glow – signboards at Exclusive Parle Shops for which they pay a rental not exceeding Rs. 200 per month.However these are very limited in number. In the case of confectionaries, since facings are not possible because of the nature of the product, the merchandiser tries to maximize the no. of jars in the shop used for the confectionaries by transferring the confectionaries kept in poly bags to jars. The objective of the merchandiser, the pilot salesman or TSI is to add one extra jar for the Parle on each visit to the O/L.

Further, in the process of jar capturing the company has started Jar packs for its confectionary brands instead of poly bags. PERFETTIPerfetti does not have an exclusive Merchandiser for performing the task of merchandising. It is the salesman who performs these functions. Since Perfetti’s only products are confectionaries, merchandising is done in the form of Jar capturing which is similar in process to that of parle. The company to a large extent packages its products in jars in order to aid the process of Jar Capturing. In addition to POSM, permanent merchandising is done in the form of Glow- sign boards which is given out maximizing visibility. The rationale for putting up GSBs is quite similar to the one used by ITC.

BRITANNIA There is no exclusive merchandiser in Britannia. It is the salesman’s job to put a POP at the O/L. However a lot of emphasis is given on the shop based merchandising activities. It is in the form of Glow signboards and dispensers.

The rent of these glow signboard is in the rang of Rs. 200-400 depending upon the O/L. profile and size of glow sign. Unlit on shops are also put up as a part of merchandising. Displays are not the regular practice in Britannia.

However, they are there during the time of consumer promotions.