Job PurposePlanning and execution of sales & marketing strategies for the Territory. Prepare pre & post contribution analysis to increase profitability & optimization of distribution cost of Territory through appropriate Sales module, pricing & product opportunities, to increase market share. Execute agreed market promotional activities for brand pull.

Establish strong channel relationship Cooperative and private channel through deep insights on product, market & customer segments. Execute POS sale of the territory. Close coordination with govt. authorities / competitors / Institutions.

Job Context: Fertilizer business is among 8 Core Sectors of GOI & is under the Essential Commodities Act. This gives unique advantage but also brings high focus to be kept on Compliances for the teams. While Birla Balwan has a high brand pull, business had focused on products DAP/NPK/TSP. Business widened its play in other potential phosphatic products like NPK, VAP could be well established by Balwan team.

This now provides an excellent chance to drive volume & value from this new product. We now have 20 products for the market and shall be soon adding 2 -3 more products to our expanded portfolio. With India being largest consumer of DAP, business has developed Trading model and has expanded its footprint & volume, we are now operating in 08 large consuming States. Fertilizer business, it’s operating dynamics & competitive landscape has changed significantly in last 3 years. Government introduced DBT (POS) & growth in Phosphatic fertilizer has attracted Import play by Indigenous Urea Manufacturers to expand it’s play in our operating regions.

With introduction of DBT, Sales focus immediately shifted to End customer – I.e., Farmer. This is a very large base (approx. 10 Lacs for Balwan)



to service.

Fertilizer

Sales &

- Marketing is now a complex operation because of product ranges varied soil conditions, crop patterns, End customer profile, language barriers, rural level complexities &
- Central &
- State GOI level controls Distribution channels includes both Private &
- Institution – which are mainly Co-operative societies. Sales promotion activities includes a wide activities like District/Village level brand promotion, Field trials, Retailer meets, Product application knowledge, Safety &
- Sustainability inputs, Yield management, Agronomy services, Soil testing etc.With Govt subsidy Payment linked to Farmer sales, Secondary Sales & its related strategies have become critical for business. Team now has to ensure a 3 level Sales from earlier Single Level. With Trading model in place newer & critical work dynamics have got introduced to business. Business is now more involved on quality compliance. Quality team members have been included in the team. Port operation, Primary &
- Secondary logistics, Sourcing & much wider Canvass for MS & market development activities. Karnal territory form of 15 districts with multiple cropping patterns .VAP business has vast potential with irrigated areas throughout the state. Have generated a 75 Lacs of rev generation LY.Business operates only on Cash Sales to its private dealers.



This is unique in the industry & mandates high Cash focus & managing customer sensitivity.

Fertilizer

Industry is mainly Credit oriented and this adds to Teams challenge Key Result Areas/AccountabilitiesSupporting Actions

1. Develop long term plan for the Territory.

- Develop detailed long-term sales plan, forecasting growth and profitability for the Territory.

1. Develop detailed sales and marketing plan and ensure implementation of sales plan as per targets

- Develop plans for the given territory based on specific requirement of market, customers &
- Traders.

- Visit/ interact/ with all key Traders - ensure and monitor business as per plan.

- Monitor Market share of key customers – as per plan.

1. Ensure achievement of Contribution, Secondary Cost Targets, Secondary Sales through POS & compliances.

- Plan & execution for institution & pvt channel sales.

- Monitor costs, budget &
- District wise Contribution

- Monitor GOI compliances
- Ensure proper & timely sales from POS machine.

1. Enhance Customer Satisfaction

- Ensure customer satisfaction.

- Ensure implementation of actions plans and changes as per customer suggestions.

- Ensure all customer complaints are resolved.

1. Key Account Management

- Prepare detailed KAM plan for the category.

- Ensure detailed implementation of the KAM plan and monitor progress.

1. Recent Dealer, Channel Partner development

- Create a strategy to acquire new dealers, Channel Partners

- Implementation of new Channel partner development plan.

1. Understand FCO Parameters &

- DBT Compliances

- Understand &
- Adhere to FCO (Fertilizer Control Order) norms.

- Close co-ordination with district authorities, LFS &

- DBT co-ordinator.

📌 Territory Sales Manager (Ludhiana)
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📍 Ludhiana