Job Purpose
To drive profitable sales growth and market share in the assigned territory by effectively leveraging Cement Trade Channel, Non-Trade Channel and Paint & Hardware channel, while focusing on enhancing customer experienceJob Context & Major ChallengesUltraTech Building Products division manufactures and markets technologically re-engineered products to cater to new-age construction and infrastructure needs. Thus, development of innovative, value enhancing products at affordable price-points is crucial for sustainable business growth.The Building Products Division was started in 2010 with 1 Dry Mix and 2 AAC Plant manufacturing 4 Dry Mix products and 1 AAC product. Today it has 24 Dry Mix Plants (including 13 Contract Manufacturing Plants) and 13 Liquid Plants manufacturing a wide range of products which includes Tiles Adhesives (TILEFIXO-CT, TILEFIXO-VT, TILEFIXO-NT, and TILEFIXO-YT), Repair Products (MICROKRETE and BASEKRETE), Waterproofing Products (SEAL & DRY, FLEX, HIFLEX, and MYKROFILL), Industrial and Precision Grout (POWERGROUT NS1, NS2, and NS3), Plasters (READIPLAST, SUPER STUCCO), Masonry Products (FIXOBLOCK), Light Weight Autoclaved Aerated Concrete Block (XTRALITE)Over the decade, the division has grown from being a regional player in terms of manufacturing capabilities to become a PAN India player with manufacturing capabilities across 7 regions covering 22 states. By 2024, the division aims to have 20+ Liquid Plants and 50+ Dry Mix Plants to fuel its business growth and become amongst top 5 players in terms of the market share with envisaged revenue of Rs. 2021+ Crs from Rs. 291 Cr in FY 21; i.e. 15+ times growth in 3 yearsBPD has a zonal structure with presence in across 8 zones (North, East A, East B, Central, Maharashtra, Gujarat, South A, South B) for Liquid and Dry Mix Products while AAC Products have trade as well non trade channels. Area Sales Manager is required to drive sales volume in the assigned territories by effectively utilising various channels - Cement Channel (leveraging Ultratech Cement Trade Channel), Paint & Hardware Channel and Non-Trade Channel.Key Challenges -
- To seek required support from the Cement Zonal/Regional Sales Head & Technical Head for driving Cement Channel trade
- Build strong network of Paint & Hardware retailers, through distributors across the country and training them to rightly pitch for the BPD products
- High dependency on the Paint & Hardware distributors for improving BPD's counter share for the empaneled retailers
- To seek required support from the TTSM for conducting sampling activities, applicator training and supporting in influencer awareness and engagement
Key Result Areas
KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)KRA1Consumer & Market Insights
- Stay updated with market trends and competitor activities
- Gather market feedback and consumer insights and provide inputs to Zonal Head on a regular basis
KRA2
Implementation of Marketing Activities
- Ensure all promotional schemes are communicated to cement network across the assigned territories
- Ensure that all advertisement material (POP material, posters, danglers) are properly displayed with higher visibility at Paint & Hardware outlets
- Ensure execution of outdoor medium advertisements as per the guidelines received by the Category Managers, distribution of various collaterals, leaflet, brochure communication & playing of films/AV, if any.
- Review the impact of promotional scheme and share insights to Zonal Head and respective Category Manager
- Liaison with R&D / Technical team to run pilots to present the benefits of using BPD products so as to encourage mention of BPD equivalent features in RFQs
KRA3
Sales Planning
- Provide product-wise and channel-wise monthly sales forecast to the Zonal Head.
- Propose the demand generation activities to be conducted by the BPD Technical Team and UTCL Technical Team to the Zonal Head for timely co-ordination. Assess the impact of such activities on sales volume and provide feedback for improvement
- Provide market inputs to the Zonal Head for preparing the Annual Business Plan for Non Trade channel
- Support the Zonal Head in designing the induction program for Retailers, to be executed by the distributors
KRA4Sales Execution
Cement Channel Sales Channel
- Co-ordinate with UTCL sales team (TSEs) to ensure adequate BPD product awareness is created for generating sales demand
- Co-ordinate with the Area Technical Managers to strengthen UC Sales team's awareness on the BPD products for the assigned regions. Review its impact on the sales and suggest improvement areas to the Technical team. Check stock ageing and take necessary steps for liquidation
- Propose various rewards and recognition programs for acknowledging the contribution of high-performing channel partners in driving BPD Sales
- Participate in various programs for engaging with key channel partners such as annual meets, rewards function, etc
KRA5Sales Execution
Non-Trade Sales Channel
- Manage Lead end to end and ensure conversion of leads for the assigned territories
- Participate in suitable Events / Seminars hosting influencers and project heads and establish contacts with key decision makers in the assigned areas
- Establish strong rapport and relations with key decision makers / influencers across the assigned areas . Share the benefits of using BPD products to generate leads
- Co-ordinate with Technical team and give tech presentations / demo / undertake sampling activities and seek feedback on the same
- Spot the right tenders and seek approvals from Divisional Head Non Trade for submission of the same.
- Attend pre-tender meeting along with Technical Team for making realistic commitments and providing technical details
- Prepare the Bid document / proposal while ensuring that the information being submitted is complete and accurate, along with necessary supporting documents and certificates, while meeting the tender requirements
- Ensure timely submission of the bid/proposals and update the database. Provide contract document and security deposit to tender inviting authority if required.
KRA6
Sales Execution
- Create awareness of BPD products through sampling activities at project sites and site training programs, with the support from Technical Team for the assigned areas
- Execute sales visits to projects / accounts, while following required site protocols, as per the defined plan and provide an update to Zonal Head pertaining to sales activities
Paint And Hardware Channel
- Ensure appropriate execution of the Retailer induction program for the assigned areas by the distributors
- Coordinate with Technical Team for counter meets and other demand generation activities, imparting training to retailers on new products & technical aspects of products.
- Participate in Programs & Events / Exhibitions for building relationships with Influencers and retailers in the assigned areas
- Execute sales visits to retailers as per the defined plan and provide weekly update to Zonal Head pertaining to sales activities
- Monitor the inventory ageing at retail outlets for the assigned areas and take necessary steps to minimise the same.
- Take necessary initiatives to revive the poor performing retailers, in consultation with the BDM - Paint & Hardware
KRA7
Customer Experience and Relationship Management
- Resolve all customer complaints in a timely manner.
- If required, visit sites to get the actual feel of complaint and ensure prompt resolution of complaints for the assigned areas by connecting with relevant stakeholders
- Periodically interact with the customers and key Retailers (existing and potential) , understanding their needs and building relationships with a view of future sales growth and long-term loyalty
- Analyse the critical / unique complaints. Track Application related complaints to closure in co-ordination with the technical team. Highlight Product related complaints to R&D team
- Review aggregate feedback collected across the zone, identifying areas of concern and drive necessary corrective and preventive actions
KRA8
Commercial Management
- Track revenue collection status and ensure timely receipt of payments for the assigned areas
- Ensure balance confirmation from customers is taken on a quarterly basis for the assigned areas
- Seek approval from Zonal Head for increasing credit limit as per request received
