Area Sales Manager

Position Title : Area Sales Manager

Function : Sales

Key Stakeholders : Internal :

• Direct Reportees : TSI / SO,
• Marketing, Sales Admin,
• Production,
• Replenishment,
• Finance

External :

• Authorized Wholesalers,

Institutions & Consumers

• Leadership skills
• Communication skills
• Basic IT skills
• Objective Orientation
• Business Development
• Process Management
• Commercial Acumen
• Negotiation skills
• Market execution

Educational Qualification : MBA / Graduate

Experience : For M.B.A. (2-5 year of sales experience), For Graduate (6-8 years of sales experience)

Desired Competencies :

• Understanding of channel S&D operations

Key Responsibilities :

Market and Sell - Manage Sales Infrastructure :

• Firm up S&D plan for the year based on RSM priorities. Fix quarterly phasing in discussion

with TSIs and build the plans at a PJP level. Analyze potential areas in assigned geography

where A / W or Distributor appointment would enhance business prospects.

Interview parties shortlisted by TSIs and evaluate them on financial strength, infrastructure,

experience, market standing and alignment with Britannia vision. Complete and sign on the

AW Evaluation format and forward to the General Sales Manager for approval.

• Coordinate separation of non-performing A / Ws with Full and Final settlement and collect No

Dues Certificates.

• Coordinate collation of AW Stock & Sales statements at PJP Level. Finalize activity plan and

individual TSI itinerary at the depot meeting based on month / business objectives,

communicate these to the Field Force,

• Coach the TSI Team on the Call procedure execution and demonstrate the process during

Field contact, make provision for mid course changes. Draw out S&D / business / TSI contact

priorities for the month, monitor Field Force activity, make changes to Tour plan due to

additional projects / business exigencies for PJP planning and execution

IN ORDER TO ensure that the sales infrastructure in the assigned areas meets defined

norms

• Produce and deliver products and services - Manage Downstream Logistics
• Facilitate movement of Modern Trade estimate with the MT Team. Discuss issue on

availability at the A / W level, specially regarding trade promotions and gift / promo items.

Dialogue with A / Ws to expand coverage of CRS systems specially using I-point. Prepare

liquidation plans for SKUs where PKD is beyond 2 months and seek approval from the RSM.

• Assist the depot team in ensuring compliance with receivable norms and improvement in

related systems. Increase the coverage of Channel Financing by facilitating interaction

between the bankers and A / Ws. Co-ordinate with Sales Admin to issue or reverse Stop

Invoice instruction based on bank advice to channel financing execution

IN ORDER TO strengthen downstream logistics with performance meeting or exceeding

norms in Availability, Collection and A / W satisfaction.

Market and sell - Sales and Operations Planning :

• Review S&OP docket sent from the EO. Review S&OP volumes in light of the proposed

marketing initiatives. Identify areas where own estimates are below S&OP. Draft Local Trade

promotion plans to fulfill gaps or where potential exceeds S&OP. Deploy the same to TSIs in

the depot meetings and review A / W wise secondary sales objectives. Communicate SKU

estimates where the depot level S&OP forecasts are more than 20% lower than to own

estimates.

IN ORDER TO coordinate potential secondary sales and supplies

• Market and sell- Manage Sales Support Activities : Design a Visibility plan and set up visibility

standards for Key and other General Trade accounts. Identify activation opportunity with

respect to a brand, occasion or an event; invite and shortlist external agencies for a pitch if

the activity cannot be handled in house. Communicate activity objectives / success metrics

and execution plan. Inform Team on the objectives of the activation and individual roles in the

same.

• Provide feedback to Sales Development on the current TOT status and competitive TOT,

review effectiveness of the TOT with the Key Account TSIs. Review SKU-wise sales Trends

in Modern Trade. Devise tentative promotion plan with set objectives, sales swings estimated

and spends; Send the detailed proposal to the KAM in agreement with the MT ASM and MT

SO; Finalize Execution details and delegate execution to the Local MT SO

• Shortlist Trade promotion alternatives, arrive at mechanism options and operation period.

Submit Proposal in pre-defined format. Measure activity performance at periodic intervals on

objective parameters. Check for adherence of A / W claims to initial Trade Promotion and sign

off claim settlement.

• Communicate to the Team on the final codification, facilitate roll-out in the market place and

track progress for the same.

Develop and manage human resources - Manager Talent :

• Set KRAs for the TSIs based on ASM KRAs and other local objectives. Conduct mid year

discussions and provide feedback to TSIs. Assign ratings and discuss the BAT assessment

with the employee. Identify learning and development areas, document these and inform

TSI's of appropriate training programs. Support the implementation of the Sales Training

Program developed by Sales Development.

• Coordinate recruitment of TSIs in the assigned area with HR. Review shortlisted CYs and

conduct preliminary interviews. Provide orientation to selected employees

IN ORDER TO manage and develop human resources in the department.

Others Responsibilities :

• Review and Reporting : Collate data and prepare reports to track various parameters e.g.

Sales Efficiency, Sales Achievement and Champion's Scorecard and discus ASM-MIS and

the Champion's Scorecard with the Team.

• Consumer Promos (Design and Execution) : Communicate to the Team on the objectives of

the consumer promotion, KSFs and the execution details

• Business Solution Development : State requirement for developing system / automation
• solution to streamline / accelerate manual processes that can be standardized / automated;

provide feedback on the developed system while using in real-time environment

• Annual Budgeting (Sales Budget) : Project category and Britannia growth trends based on

competition activity / intelligence and local trends, provide input at Regional Level on the

extent of S&D expansion planned and the estimated impact on sales as a result, add inputs to

the Regional Sales Planning exercise in shaping the state S&D plan, provide inputs on the

manpower requirements for the next year at the Area level

• Customer Complaint Handling : Resolve customer issues by meeting the consumer along

with the T.S.I. if the nature of the complaint is serious or on escalation, Revert to the

consumer on the on with the Action Taken Report

• Market Returns : Evaluate the summary of Market Returns AW-wise, investigate on A.W.s

where Market returns show variance on the higher side and finally submit the summary for

approval.