Job Purpose Coordinate & achieve the specified sales areas sales targets of white cement & new products in trade sales through prospecting, identifying project sites through retaining & attracting new customers, demand generation activities, product promotion activities so as to contribute in achieving the sales targets & manage overall depot operations

Job Context & Major Challenges Job Context

Birla White (BW) is White Cement division of UltraTech Cement Limited and is a P&L; center. In India, BW is leader in White Cement as well as Wall Care Putty with WC installed capacity of 680,000 MT per annum and Wall Care Putty capacity of 8,50,000 MT per annum. In last 12 years, Birla White has launched few Value Added Products like Levelplast, Textura and Wall Primer but these products are yet to achieve significance in Real Estate Markets.

Birla White is planning to put significant focus on these Value Added Products in order to achieve exponential growth in all these products in coming years.

Birla

White R&D; has been working on improving these products and has come up with modified versions of Textura, Wall Primer (re-christened as Extocare). Further, Birla White R&D; has developed a variant of Levelplast called Repair Mortar specifically for repair segment which is an unrepresented market segment at present.

These Value Added

Products have huge market potential and capturing this potential will enable Birla White to rely on these products for enhanced profitability.

Major Challenges The White Cement industry currently has surplus capacity. The advent of substitutes has resulted in a major decline in White cement applications. The trend is towards use of modern and convenient applications. The other direct competitor (JK) is not firm on policies and resorts to heavy price cutting and extended credit. JK is also not serious when it comes to expansion of market.

Birla

White has to lead in expanding the market by promoting applications. Adding to this is the heavy MRP based excise which results in high prices for white cement as compared to grey cement

White Cement is a low involvement product. It is an ingredient in exterior/interior finishes but the company cannot showcase a readymade finished product. All applications are through outside agencies hence the company has no control over the finish

Timely accounting





Storage & transportation of material

Retaining & adding new customers with maintaining profitability of stockist

High margins in local unbranded products, competition from substitutes

Key Result Areas KRA (Accountabilities) (Max 1325 Characters) Supporting Actions (Max 1325 Characters) KRA1 Depot operations

Ensuring proper depot operations so as to maintain proper stock position * Indent of material at factory – by involving Team and their Sales plan for the month so that achieve 90% accuracy in I2 plan and avoid Stock outs.

- Maintaining godown as per ISO 9001 norms
- Maintaining good relations with transporters
- Ensuring timely & proper accounting of invoice, cr/debit notes, reconciliation, sales tax etc
- Preparing detailed assessment of each individual party based on sales target achievement, sales growth & payment position
- Submit MIS report to State Head/Regional Head
- To visit godown frequently
- Maintain stacking as per norms
- Implement FIFO system
- Maintain proper inventory level
- Prepare report on damaged material
- Developing relations with sales tax, excise, weight & measurement authorities.

KRA2 Sales collection, C form collection & Ugai management * Monitoring & reviewing company’s & freight outstanding
- Reviewing the ageing of debtors on a daily basis
- Collections of cheques, DD from customers
- Coordination with service agent/C & F for ensuring collections in time
- Development & periodic review of critical ugai indicators
- Collection of all the C forms from the parties
- Ensure that the C forms are in proper format with all supporting and are dispatched to plant in time

KRA3 Achieving sales targets Achieving sales targets of white cement & new products * Ensure frontline implementation of zonal marketing plan
- Process & monitor daily sales figures & coordination with Logistics for supplying the material to the sales area




- Review the classification of stockiest/ retailers & direct users according to their lifting & other specified parameters
- Performing systematic market visit schedule activities
- Building rapport with all the customers
- Ensure collation of orders & feeding the same in e-commerce site on web
- Approval of credit note after checking all the details
- To fill in Daily Activity Report & call cycle entries
- Attentively listen to customers problems/issues & apprise the same to area head/state head
- Attending to quality, pricing problems of the retailers/ stockiest & direct customers

KRA4 Gathering market feedback * Provide the feedback & need for appointing current dealers/stockists in unrepresented areas or the areas which are not fully penetrated.
- Providing feedback on weak pockets of sales areas & the reasons thereof
- Closely interact with retailers/retailers staff/stockists to get the first hand market feedback & submitting the same to area head/state head
- Make available the information on competitors promotion activities to area head/state head
- Make available the information on competitors pricing activities to area head/state head & collection of bills as proof for the same

KRA5 Promoting products & applications * To conduct retailers meet and coordinate with CASC personnel for imparting training to retailers on new products & technical aspects of products
- To involve CASC team in sales plan and give detailed requirements of Sampling/ Painter Meets/ Counter Meets for the month. Participate in events along with CASC and convert the activity into business.
- Ensuring proper utilization of budget for promotional activities and review with CASC team on Plan requested by Team vs. Actual
- To ensure implementation of promotional schemes in retail channel & submit the first hand report of the schemes effectiveness
- Collection of tokens, issue of credit notes for implementing the scheme
- Timely distribution of sales promotional material
- Ensuring that all advertisement material (POP material, posters, danglers) are properly displayed and that the visibility of the same is there
- To help direct parties, cement & paint manufacturers by assisting them & providing market trends & add value to their business
- Distribution of gifts & other promotional material to customers in time

📌 Area Sales Head - Bangalore (Karnataka)
🏢 UltraTech Cement
📍 Karnataka