Area Sales Head-Agra
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Job Description
Job Purpose
Coordinate & achieve the specified sales areas sales targets of white cement & new products in trade sales through prospecting, identifying project sites through retaining & attracting new customers, demand generation activities, product promotion activities so as to contribute in achieving the sales targets & manage overall depot operations
Job Context & Major Challenges
Job Context
Birla White is the 7th largest White Cement plant in the world and largest in India. Birla White has emerged from a single commodity premium product to a multi specialty product Organization for decorative and construction applications commanding market leadership in domestic market and catering the exports to 26 countries in 6 continents. Birla White specialty products include Wall Care Putty, Textura, Level Plast, GRC and Primer under the Construction Product Directives (CPD), Birla white Cement has been the pioneer in obtaining CE Mark for its products CEM I & CEM II. All commercial specialty products of Birla White has the distinction of becoming the India's first Eco-Friendly product meeting the requirement of Indian Green Building Council (IGBC) rating system for green Building Construction.
Birla White is a strategic business unit with growth plans at diversified locations. This is a standalone profit centre, in which operations and marketing both for domestic as well as overseas market is centralized and integral part of SBU. In addition to White Cement, the product portfolio includes Wall Care Putty, Level Plast, Textura and Primer. The business is growing at a CAGR of 23% on revenue since 2001-02
Wall Care Putty started in 2002 with meager size of 5000 MT per annum is now grown to 6.26 lac MT in financial year 2015 with the commissioning of new location of green field Katni plant.
In order to serve our customer well in time and to avoid the situation of stock outs, we are strengthening our logistic plans and also building split packaging facilities at strategic locations which will need further supervision and better process control. One such facility has already been started functioning at Jaipur location.
Major Challenges
The White Cement industry currently has surplus capacity. The advent of substitutes has resulted in a major decline in White cement applications. The trend is towards use of modern and convenient applications. The other direct competitor (JK) is not firm on policies and resorts to heavy price cutting and extended credit. JK is also not serious when it comes to expansion of market. Birla White has to lead in expanding the market by promoting applications. Adding to this is the heavy MRP based excise which results in high prices for white cement as compared to grey cement
White Cement is a low involvement product. It is an ingredient in exterior/interior finishes but the company cannot showcase a readymade finished product. All applications are through outside agencies hence the company has no control over the finish
Timely accounting
Storage & transportation of material
Retaining & adding new customers with maintaining profitability of stockist
High margins in local unbranded products, competition from substitutes
Key Result Areas
KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)
KRA1 Depot operations
Ensuring proper depot operations so as to maintain proper stock position * Indent of material at factory – by involving Team and their Sales plan for the month so that achieve 90% accuracy in I2 plan and avoid Stock outs.
Achieving sales targets of white cement & new products * Ensure frontline implementation of zonal marketing plan
Coordinate & achieve the specified sales areas sales targets of white cement & new products in trade sales through prospecting, identifying project sites through retaining & attracting new customers, demand generation activities, product promotion activities so as to contribute in achieving the sales targets & manage overall depot operations
Job Context & Major Challenges
Job Context
Birla White is the 7th largest White Cement plant in the world and largest in India. Birla White has emerged from a single commodity premium product to a multi specialty product Organization for decorative and construction applications commanding market leadership in domestic market and catering the exports to 26 countries in 6 continents. Birla White specialty products include Wall Care Putty, Textura, Level Plast, GRC and Primer under the Construction Product Directives (CPD), Birla white Cement has been the pioneer in obtaining CE Mark for its products CEM I & CEM II. All commercial specialty products of Birla White has the distinction of becoming the India's first Eco-Friendly product meeting the requirement of Indian Green Building Council (IGBC) rating system for green Building Construction.
Birla White is a strategic business unit with growth plans at diversified locations. This is a standalone profit centre, in which operations and marketing both for domestic as well as overseas market is centralized and integral part of SBU. In addition to White Cement, the product portfolio includes Wall Care Putty, Level Plast, Textura and Primer. The business is growing at a CAGR of 23% on revenue since 2001-02
Wall Care Putty started in 2002 with meager size of 5000 MT per annum is now grown to 6.26 lac MT in financial year 2015 with the commissioning of new location of green field Katni plant.
In order to serve our customer well in time and to avoid the situation of stock outs, we are strengthening our logistic plans and also building split packaging facilities at strategic locations which will need further supervision and better process control. One such facility has already been started functioning at Jaipur location.
Major Challenges
The White Cement industry currently has surplus capacity. The advent of substitutes has resulted in a major decline in White cement applications. The trend is towards use of modern and convenient applications. The other direct competitor (JK) is not firm on policies and resorts to heavy price cutting and extended credit. JK is also not serious when it comes to expansion of market. Birla White has to lead in expanding the market by promoting applications. Adding to this is the heavy MRP based excise which results in high prices for white cement as compared to grey cement
White Cement is a low involvement product. It is an ingredient in exterior/interior finishes but the company cannot showcase a readymade finished product. All applications are through outside agencies hence the company has no control over the finish
Timely accounting
Storage & transportation of material
Retaining & adding new customers with maintaining profitability of stockist
High margins in local unbranded products, competition from substitutes
Key Result Areas
KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)
KRA1 Depot operations
Ensuring proper depot operations so as to maintain proper stock position * Indent of material at factory – by involving Team and their Sales plan for the month so that achieve 90% accuracy in I2 plan and avoid Stock outs.
- Maintaining godown as per ISO 9001 norms
- Maintaining good relations with transporters
- Ensuring timely & proper accounting of invoice, cr/debit notes, reconciliation, sales tax etc
- Preparing detailed assessment of each individual party based on sales target achievement, sales growth & payment position
- Submit MIS report to State Head/Regional Head
- To visit godown frequently
- Maintain stacking as per norms
- Implement FIFO system
- Maintain proper inventory level
- Prepare report on damaged material
- Developing relations with sales tax, excise, weight & measurement authorities.
- Reviewing the ageing of debtors on a daily basis
- Collections of cheques, DD from customers
- Development & periodic review of critical ugai indicators
- Collection of all the C forms from the parties
- Ensure that the C forms are in proper format with all supporting and are dispatched to plant in time
Achieving sales targets of white cement & new products * Ensure frontline implementation of zonal marketing plan
- Process & monitor daily sales figures & coordination with Logistics for supplying the material to the sales area
- Review the classification of stockiest/ retailers & direct users according to their lifting & other specified parameters
- Performing systematic market visit schedule activities
- Building rapport with all the customers
- Ensure collation of orders & feeding the same in e-commerce site on web
- Approval of credit note after checking all the details
- To fill in Daily Activity Report & call cycle entries
- Attentively listen to customers problems/issues & apprise the same to area head/state head
- Attending to quality, pricing problems of the retailers/ stockiest & direct customers
- Providing feedback on weak pockets of sales areas & the reasons thereof
- Closely interact with retailers/retailers staff/stockists to get the first hand market feedback & submitting the same to area head/state head
- Make available the information on competitors promotion activities to area head/state head
- Make available the information on competitors pricing activities to area head/state head & collection of bills as proof for the same
- To involve CASC team in sales plan and give detailed requirements of Sampling/ Painter Meets/ Counter Meets for the month. Participate in events along with CASC and convert the activity into business.
- Ensuring proper utilization of budget for promotional activities and review with CASC team on Plan requested by Team vs. Actual
- To ensure implementation of promotional schemes in retail channel & submit the first hand report of the schemes effectiveness
- Collection of tokens, issue of credit notes for implementing the scheme
- Timely distribution of sales promotional material
- Ensuring that all advertisement material (POP material, posters, danglers) are properly displayed and that the visibility of the same is there
- To help direct parties, cement & paint manufacturers by assisting them & providing market trends & add value to their business
- Distribution of gifts & other promotional material to customers in time
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