12-06-2014, 12:50 PM
SALES AND DISTRIBUTION MANAGEMENT AT CIPLA – CARING FOR LIFE
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CIPLA – INDIA
With over 2000 products in 65 therapeutic areas, Cipla’s product portfolio comprises of APIs, Formulations for Human and Animal Healthcare and OTC products
Has over 34 state-of-the-art manufacturing units approved by various Ministries of Health and Regulatory Authorities like US FDA, WHO, etc.
CIPLA – CARING FOR LIFE
Founded in the year 1935 with the vision to make India self-sufficient in healthcare
Over the past 77 years, emerged as one of the world’s most respected pharmaceutical company
CIPLA – WORLDWIDE
With a turnover of over US $ 1.4 billion, Cipla is one of the largest exporters of pharmaceutical products and has a strong presence in over 170 countries
Also provides technological consultancy services for pharmaceutical projects in developed markets, particularly the U.S. and Europe
SALES FORCE OBJECTIVE
To implement the sale budget plan
To follow the companies policy in field
Giving details about the product to the doctor
Generating sales by promoting to more and more doctors
TYPE OF SELLING
The sales force does indirect selling
The process followed in Cipla is that the salespersons from the respective division sell it to the stockiest which in turn sell it to the retailers
SALES PLANNING
Done by higher Management level and it includes sales quota, sales territory, sales budgeting etc.
Doctor wise Planning, product wise Planning
There is a chain system that includes GM. –Sales, ZSM, DSM, RM, ABM and ME
SALES TERRITORY
Sales territory depends upon the product potentiality, market potentiality means (no of doctors minimum-200, no of stockiest at least 5, no of retailers at least-200) among the competitors what is our status and growth
Generally salesman make a monthly plan for the visit of different doctors and retailers
SALES QUOTA
Sales quotas are sales goals or targets set by a company for its marketing / sales units for a time period
Cipla decides Sales quota on the basis of the last year’s sales base in the same month as for setting the quota for the current month
RECRUITMENT AND SELECTION
There are three processes of selection and recruitment in the organization
Written
Mock and
Presentation (includes mind based question to understand the understanding power of the candidate) which is conducted by the regional head
CONTD…
After selection the CV is then forwarded to HR team for Final Interview. For this there are some threshold as:-
The candidate should have B.Sc. Degree along with good communication skill and polite aggressiveness.
TRAINING AND DEVELOPMENT
The training and development of sales in Cipla is done through an expert team of Marketing and Sales with Product Manager as well as HR Manager to make the candidate trained and to enhance their knowledge as per the improvement in company product
SALES FORCE EVALUATION[/b]
Cipla practices "Bottom Up" approach
This approach starts with assessments by each salesperson of the sales and effort corresponding to each customer and prospect in their territory
These assessments are then aggregated to the territory, district and national levels
LIMITATION
Taking appointments with company personnel was difficult
Retrieving all the information was difficult as per the company norms
To know about all the facets of Sales and Distribution we need to meet people from several departments which was difficult due to time constraints and limited accessibility
LEARNING
Company profile-customer base, distribution channels, and the sales force
Strategies used with respect to the sales
Team work
Time management
Understanding the practical implication of the subject “Sales and Distribution Management”