Sales management at Marico

1. Sales Management at
Marico Limited
Sales Management
Name of Faculty

2. Wide variety of products like Saffola, Parachute, Set Wet, Livon, Hair & Care etc
Products are divided into normal products and edible oil
Depot at Mohan Nagar to cater UP west and Delhi
Two distributors to cater to Ghaziabad area
As per distributors the products are sold easily, not much issue in sales
One distributor has yearly turnover of Rs 7.5 crore
Marico

3. Distributors
• Mahavir at Ramteram road
650 Retailers
• Tarachand at Patel Nagar
200 Retailers
Retailers
• Balaji Retailers- Kavi Nagar
• Nanj Store-Raj Nagar
• Bansal provision- Kavi Nagar
• Naseem General Store- Vaishali
• Chandralaxmi Store
• Rashi Store
• Sheetal Store
• Shreeji Medicos
• Shree Dhanvantri
• Big Bazaar
Marico-Distributors & Retailers

4. Sales Force Structure at Marico

5. Distributor
• Marico products are
produced at factory
• Products are sent to
various depots to cater
a region
• At Depot, products
are stored to meet the
order requirement of
distributors
• Consumer buys
product from retailers
based on his need
• Distributors stores the products
• Needs to maintain stock of 7-10
days
• Renewal of stocks is electronically
handled by Marico and is centrally
controlled
Local Route
• Retailers places order
according to his
requirement
• Distributor is responsible
for sale force, visibility,
shelf space, delivery
• One distributor caters to 650 retailers and another to 200 retailers (Based on Geography)
• Delivery of products to various retailers
• Distributor provides credit period of 14-21 days to retailers(based on relationship)
• Distributor is billed 4 times a week & Margin of 4%
• Marico has all data in terms of stocks at distributor level
• Incentive program to wholesaler-annually, half yearly, quarterly (1.5% of total sales)
• Nowadays, Company approved discounts to retailers (not mentioned on packaging)
• Offer for consumers are mentioned on packaging
• Generally stock is not left out, if product has expired Marico takes it back and pay the
amounts
• Products should be available at retailers and wholesalers all the time
• All strategies are applied for non-star products

6. Marico at Small retailers
One of the two distributor fulfill their demand
Replenishment is according to the demand
The stock is replenished on a weekly basis
Audits are conducted to determine minimum inventory
Stock in case left over or expired is taken back by company
Discount from distributors is as per the order

7. Marico at Small retailers
Discounts during occasions are given by the company directly to customers
For non star products the awareness is increased and offers are provided
For non star the shelf space is increased and cross selling is encouraged, company promotes
more non star products
One or twice person from company comes for promotion
No minimum inventory is specified by company
Sometimes retailer suggest the product to consumers

8. Marico at Big Bazaar
Automatic Replenishment System
Minimum Inventory (100 Pieces)
Renewing of Stocks (Two or Three Deliveries in a Week)
Discounts/Category Sets (Bulk Orders)
Festive Promotions
Left Over Stock/Expired Products
Schemes for Non Star Products

9. Sales Management Issues
At Distribution Level
 Payment from retailers
 Shelf space for non star
products
 Small orders from retailers
At Retailer Level
 Demand of shelf space by
every company
 Keeping inventory of each SKU
Overall
 Pushing non star products
 Demand for discounts at all
levels (i.e. distributors,
wholesalers, retailers,
consumers)
 Increased delivery time as
distributors are far from depot
 Sales forecasting