Case – Sales Planning – Launch in a new geography
Pepsico is one of the leading FMCG companies of the world selling in over 190 nations. It has been present in India since 1990 and is involved in business of manufacture & selling of foods & beverages. It has 3 divisions viz * Carbonated beverages division which sells leading CSD brands such as Pepsi , Mirinda , Mountain Dew , Slice , Nimbooz , Twister. * Frito Lay India which sells leading food brands such as Frito Lay , Uncle Chipps , Cheetos , Kurkure & Quaker Oats. * Tropicana beverages which sells the non-carbonated range of healthy beverages such as Tropicana juices , Gatorade. Currently the product is available only in the 5 Metros.
Mr Bharat Sharma , RSM , Northern region, of Tropicana beverages is seeking to expand the distribution footprint by doing a product launch in Punjab state. Towards this end he hires an ASM ( Mr Ranjan Saxena) who is asked to draw a sales plan ( What , where , how & when ) and also the resources required to execute the plan. Mr Saxena was asked to spend a week in Delhi to understand the product , category , industry , pricing , sales policies , selling best practices after which he was given 2 weeks time to create & submit a detailed sales plan for the Punjab state. One of the Delhi’s sales officers ( 2 years experience) belonging to Ludhiana was keen to move back to his home town & so he was attached to Mr Saxena who was asked to hire 2 more sales officers to have a complete team of 3 S.Os. The sales plan was required to capture :
1. Cities to be opened
2. Number of outlets in each city
3. Number & type of institutions planned to be tapped 4. Total volume ( in Raw Cases) expected from each city.
5. Resources required.
Mr Bharat has given the ASM , contact numbers of his counterparts from the other 2 Divisions based in Chandigarh. He was asked to be in daily touch with his RSM and was...
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