Coca-Cola, imported from India, was first introduced into Nepal in 1973, with local production of Coca-Cola beginning in 1979. Bottlers Nepal Limited (BNL) is the only bottler of Coca-Cola products in Nepal, and has two bottling plants; namely Kathmandu (Bottlers Nepal Limited – BNL) and Bharatpur (Bottlers Nepal (Terai) Limited,) which is 160 km from Kathmandu, its capital. The Marketing, Sales & Distribution strategy for Bottlers Nepal Limited is entitled “Refresh the Marketplace” and includes: A robust Consumer Response System to address any consumer/customer concerns, ideas, suggestions – either on product and its quality or on stock supply – maintenance of equipment etc… All consumer concerns are dealt with in a fair, timely and friendly manner, so as to satisfy them and resolve their concerns. Marketing and advertising communications are focused on POS (point-of-sale), Radio, TV, hoardings, truck backs, etc… Emphasis is also placed on Consumer Price to enforce Price Compliance. Marketing and advertising communications are customized to suit to local sentiments – social, religious, ethnic. Innovative packages and pack sizes are offered to give better value to consumers and ease of storage to retailers. Prices and packs are introduced in a format that is affordable to all segments of society. General Information
Population: 27,5 million (28.9 million as of July 2007 estimate) GDP per capita (purchasing power parity): US$ 1,5 million (estimated and not exact) Location: Kathmandu and Bharatpur
Number of MDC's: 32
Job creation - multiplier effect: ± 10,000
Local operating name: Bottlers Nepal Ltd
2 Bottling Plants
Sales Manager- Bottler Nepal
Mr. Madhav Kafle is the Deputy Sales Manger of the bottlers Nepal. He has been with the bottlers Nepal since 1998 he joined bottlers Nepal as a sales officer and then he was promoted to the Sales Executive and later promoted to Area Sales Manager. Qualification
: Masters in Arts.
Number of years with Bottlers Nepal: 10 years
: Katmandu (which is the largest territory and the highest sales generating territory)
Forecasting sales plan / preparing sales budget
Sales forecasting is done looking at the past trends. He normally takes in account the sales volume of past 3 years, activity in the market and then set the target. He considers the average growth in the sales volume and then tentatively adds 5% to 10% to the previous year’s growth and fixes the target for the year. He also consults the existing sales force for their valuable inputs in order to make the forecasting more accurate and feasible. The territory sales forecast is done according to the capacity of the territory and the sales force capability i.e. some territories grow fast where as some grow slow, these factors are kept in mind while forecasting the sales target for the particular territory. The sales forecast for a particular territory is also based on the individual sales officer. He also decides on the amount of the promotional support need in order to meet the target sales. He does this by looking back to the amount of post sales support and then plans for the promotion. While doing this he also keeps in mind the impact on future product sales. Weekly reporting to the country manager
His report to the country manager consist of the overall weekly achievement in terms sales volume of his territory and any other major issues if any which need to be addressed to the higher level management. His report is a consolidated report sent by the Area sales manager and it contains the report on the previous week’s achievement and his new plan for the coming week and the month. The plans consist of volume of production for the coming month and sales on the basis of the production. This plan is also forwarded to all the departments’ viz. marketing and production so that the departments can plan...
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