Apple Food Products

 Apple food products products Submitted By: Vijesh Ramachandran Nair  Rahul Varma Nithin Tulsian

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 Well established company with market leader in all respective brand categories.

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6 Product Groups : - Soft Drinks : 250ml & 500/1ltr Pet Bottle - Ice creams : Bulk & On premise Packs - RTE Foods : Modern retail & Catering.

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Got distributors for 5 product groups and only sales person for Modern retail.

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The current distribution network and sales force are very well established.

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The Distributors own the transports, i.e. van and the company  provide them with cold storages & deep freezers.

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The Current span of control managed by salesman is almost close to 1

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The distributor's are just acting as financers and not working on their re-distribution capabilities.

Problem O

The Distributors are not leveraging their primary duty of redistribution, it’s the company salesman who takes care of that part   which isn't good for company.

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The role and responsibility of salesman as well as even though the salespersons are from same company but the each category  salesman never vest any interest in case they find any abrupt in their other product category products. Example:- Mis-use of cold storage by the retailer was ignored by the soft drink salesperson even though he knew its from same company and being mis-used.

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How should the sales and distribution re-organized and maintain same efficiency level.

Suggestions/Solution O

The Distributors should be clearly instructed and mentored about   what their primary responsibility is, the name distributor itself  means Distribute and here the distributors are shifted away from this responsibility and thus they should take care of it henceforth.

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The Current span of control is very lenient and thus it should be changed to at least 1 salesperson to 3 distributors, event though this step will add up to 2/3 rd of Salesperson without any job ,but as a  business prospective the company should inform the salesperson around 6months prior itself that there will be a cut in number of  sales heads based on performance with respect to long term prospect of business.

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The Salesperson for all the product category should be mentored about working for the companies welfare and not with the habit of  treating only designated product category as their sole single responsibility. For Example – Next time if they notice any retailer mis using any of the company goods then they should voluntarily  instruct the retailer to re-correct their actions and as well inform the respective product category head about the Conduct by the retailer.

Thank you