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SALES & DISTRIBUTION. Vision & Objectives. We will be the BEST sales Organisation in the FMCG Industry Play a lead role in delivering targeted market shares in all categories Deliver Competitively superior in Retail Performance Customer Satisfaction Sales Organisation/System

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vision objectives
Vision & Objectives
  • We will be the BEST sales Organisation in the FMCG Industry
  • Play a lead role in delivering targeted market shares in all categories
    • Deliver Competitively superior in
      • Retail Performance
      • Customer Satisfaction
      • Sales Organisation/System
      • Selling cost structure
structure of sales distribution
Structure of Sales & Distribution



Sr. RM/ RM

Sr. AM/ AM



frequently used sales terminology
Frequently used Sales Terminology
  • RS – Redistribution stockist.
  • ISR – Interim Sales Representative.
  • RSSM – Redistribution Stockist Sales Man.
  • RSP– Rural Sales Promoter.
  • SS – Super Stockist.
  • TP – Trade Promotion.
  • TPR – Temporary Price Reduction.
  • MDCP – Mass Dealer Contact program
  • QPS – Quantity Purchase Scheme.
  • PWD – Permanent Window Display
  • RPS – Retail Performance Standard
  • DRCP – Dealer Route Coverage Plan
  • SMS – Slow moving Stock
  • FMS – Fast Moving Stock
  • SKU – Stock Keeping Unit
  • PJP – Permanent Journey Plan
  • FJP/TP – Frozen Journey Plan / Tour Plan
  • TPU – Third Party Unit
  • BTL/ATL – Below the Line /Above the Line activities
  • BLSP – Below the Line Sales Promotion
  • BTI – Break Through Initiative
  • RM / PM – Raw Material / Packaging Material
  • C & FA – Carrying & Forwarding Agent
  • SNOP – Sales and Operations Plan
  • JC – Journey Cycle
  • NPD – New Product Development


1. RM/PM Vendors

2. TPU's

3. Pondy

4. Mother Depot

5. C &FA Depot

6. RS / SS

7. Retail / Wholesale

8. Consumer

9. RM/PM Vendors

10. Haridwar Plant

11. Mother Depot

12. C &FA Depot

13. RS / SS

14. Retail /

15. Wholesale

16. Consumer

The chain starts from sourcing raw materials, supply to production units(TPU / Haridwar), from there finished goods is forwarded to depots and there by to RS and finally to markets.

other functions link
Other Functions Link
  • Sales require effectively coordinate from other functions to meet top line objectives
    • Regional Office Commercial & Logistics team
    • Marketing team
    • Legal team
    • Information system
    • Planning & Central Logistics (only at corporate)
key responsibilities
Key Responsibilities
  • Ensure stockists & field force deliver
    • Sales budgets
    • RPS (Retail Performance Standards)
    • Company agreed coverage plan
    • Width & depth of distribution in line with periodical plans
    • Planning & Forecasting
    • Continuously drive improvement on field force functional skills development
    • Proactive communication on competition activities
    • Constantly develop stockists & field force to meet CKPL objectives
    • Build and foster positive image of Company


1. RS purchases Stock from CavinKare andsells in the Market wherein CKPL decides how much should he purchase and plans how should he approach the markets

2. RSSM is employed by RS and reports to RS and ISR. RSSM will collect orders daily, covering his markets as per the DRCP and reports the same to RS who in turn ensures that it is serviced at least by the next day

3. ISR takes care of a few RS markets and reports to TSO.



4. ISR posts his RS closing stock in on every Wednesday (Foods) and Thursday (PC).

5. Replenishment Order is generated every Friday and RDC invoices stock which will be sent from Depots.

sales process super stockist channel
Sales Process – Super stockist channel
  • In Super Stockist channel, RSP takes care of Sub stockist markets and reports to the TSO
  • SS purchases stock from CKPL and in turn sells it to Sub stockists
  • From Sub stockist goods will be distributed to the outlets through RSP
  • TSO posts his SS closing stock in on every Wednesday (Foods) and Thursday (PC)
  • Replenishment Order is generated every Friday and RDC invoices stock which will be sent from Depots
replenishment based order flow
Replenishment Based Order flow
  • Based on closing stock & past week sales data from Cavinkomm stock order will be generated for the RS/SS on the basis of predefined closing stock norm.
    • SKU wise Stock norms are defined for each RS.
      • JC Week 1: stock order will be generated by Cavinkomm considering the following parameter.
        • Closing stock of previous JC, Stock on Hand, Stock in Transit and Norms.
      • JC weeks 2,3 and 4 order will generated is equal to previous week’s sale
  • Any Consumer promotion, NPD, New RS & Special activity would be outside the purview of replenishment system and deliveries thereof are on allocation.
sales promotion schemes
Sales Promotion Schemes
  • Primary scheme – A trade scheme that is pre-adjusted in the Delivery Invoice of the RS/SS
  • Secondary Scheme – A trade scheme that is reimbursed to the RS/SS basis his spends
  • TP – Trade Promotion. Any Acitivity that is intended to gain support from Trade and hence enhance business opportunities
  • TPR – Temporary Price Reduction. Any activity involving Price reduction of stock that can gain Market support .
sales promotion schemes1
Sales Promotion Schemes
  • MDCP – Mass Dealer Contact program – An activity conducted at Wholesale points with an objective to meet Retailers coming there and promote our products
  • QPS – Quantity Purchase Scheme. A secondary scheme that is intended to gain Wholesale capital and hence penetrate through passive distribution

  • Internet based Portal developed to link:
    • Sales force
    • b. Redistribution stockist
    • c. CFA
  • 2. Platform made to exchange sales information and transactions between CavinKare and Stockist


  • For RS
    • 1. can post his stock information by week
    • 2. Replenishment based stock order process from Rs
    • 3. SAP information relevant to RS can be viewed

One stop office for transacting with RO & HO and it’s like online stock book with facility to place stock position & view accounting information.



  • For sales force
    • 1. Complete communication of sales & delivery
    • 2. Can monitor the RS performance
    • Plans Vs achievement can be tracked
    • 3. Auto generated Trend Analysis on sales and
    • 4. Delivery can be viewed
source of cavinkomm net
Source of
  • Source of Master and accounting information for Cavinkomm is SAP-ERP software
  • SAP is used to
    • Raise invoice for RS
    • Raise purchase orders for suppliers
    • SAP data is updated in every two hours
reports in cavinkomm
Reports in Cavinkomm

Following reports are all available in under two categories which can be viewed by all in Sales Function/RS

  • Sales Reports
    • JC reports (opening stock, Invoice Received, other issues, other receipts, closing stock on Hand, stock in transit, Delivery in cases / in rupee value for any given time period)
    • Stock & Sales Report (primary and secondary sales delivery report, closing stock for any given period)
  • SAP Reports
    • Unused cheques, Cheque bounce, cheques utilization
    • RS outstanding report
    • List of Credit/debit note report & adjusted report
    • Invoice in transit
    • Statements of accounts
    • Price list report