Typical – Field Sales Officer (FMCG)

Company: Continental Coffee Limited (CCL)Territory: Chennai – SouthDepartment: Sales & DistributionReporting To: Territory Sales Manager (TSM)Position: Field Sales Officer (FSO)

The Field Sales Officer is responsible for achieving primary and secondary sales targets, expanding market coverage, appointing recent retailers, ensuring product availability, improving visibility and driving market share for Continental Coffee Limited products across the assigned Chennai-South territory.

1. Key ResponsibilitiesA. Sales Target Achievement

- Achieve monthly, quarterly and annual sales targets.
- Drive secondary sales across assigned distributors and retail outlets.
- Promote CCL products, including Continental Coffee, instant coffee, filter coffee and other assigned product categories.
- Ensure achievement of SKU-wise sales targets.
- Monitor sales performance and take corrective action to improve productivity.

B. Market Coverage & Retailer Development
- Cover assigned retail outlets according to the daily beat plan.
- Develop new retail outlets and increase numeric distribution.
- Ensure regular visits to existing retailers.
- Identify new business opportunities in supermarkets, provision stores, departmental stores and wholesale markets.
- Improve product availability and shelf presence.

C. Distributor Management
- Coordinate with distributors to ensure adequate stock availability.
- Monitor distributor stock, order booking and market servicing.
- Ensure timely order execution and delivery.
- Monitor distributor salesmen's productivity.
- Minimise stock-outs, expiry and market returns.

D. Merchandising & Brand Visibility
- Ensure proper product placement and shelf visibility.




- Implement company-approved promotional schemes.
- Drive in-store branding, displays and point-of-sale materials.
- Monitor competitor activities, pricing and promotional offers.

E. Market Intelligence & Competition
- Track competitor brands such as Nescafé, Bru, Tata Coffee and other regional coffee brands.
- Monitor competitor pricing, schemes, discounts and retailer margins.
- Collect market feedback on consumer preferences and product demand.
- Report new product opportunities and competitor activities to the TSM.

F. Collections & Outstanding Management
- Follow up with distributors and retailers for outstanding payments, wherever applicable.
- Ensure adherence to company credit policies.
- Monitor overdue payments and report collection risks to the TSM.
- Maintain healthy distributor financial discipline.

Reporting Structure : Regional Sales Manager (RSM) <-- Territory Sales Manager (TSM) <-- Field Sales Officer (FSO) <--- Distributor Salesmen / Retail Outlets The FSO must submit the following reports to the TSM:
- Daily sales and order booking report.
- Daily productive outlet and coverage report.
- New retailer addition report.
- Distributor stock and stock-out report.
- Weekly competitor activity report.
- Monthly sales target versus achievement report.

Suggested Job Profile & Qualifications :

Qualification : Graduate preferred

Experience : 2–4 years in FMCG sales, Freshers also welcome

Industry experience : Coffee, beverages, foods or packaged consumer products

Market knowledge : Chennai retail and general trade

Skills : Negotiation, order booking, distribution management

Mobility : Two-wheeler with valid driving licence

Reporting : Daily MIS and Excel / mobile sales applications

Languages : Tamil and basic English

Work Location: In person

📌 Field Sales Executives - FMCG Products (Continental Coffee) (Tambaram)
🏢 Continental Coffee Products (CCL Products
📍 Tambaram