INDIAN INSTITUTE OF MANAGEMENT CALCUTTA

SALES & DISTRIBUTION MANAGEMENT

Course Code: MK 212; 3-red!" ourse
PGDM / PGDCM Term V (2014-15)
I#s"ru"or: $ro%& S'#(ee) *'rs+#e,
Email: sanjeevvarshney!lri"a#"in
OB-ECTI*E
The $%je#&ive $' &he #$(rse is &$ )r$vi*e a #(s&$mer #en&ri# a))r$a#h &$ &he sales an*
*is&ri%(&i$n '(n#&i$n" The #(s&$mer #en&ri# a))r$a#h hel)s in (a) in&e+ra&in+ a*ver&isin+,
sales'$r#e an* #hannel mem%ers %y %(il*in+ n$n-#$n'li#&in+ an* n$n $verla))in+ r$(&es
&$ '(l'ill &he nee*s $' &he #$ns(mer an* (%) *evel$)in+ 'rame-$r.s '$r *e#isi$n ma.in+
.ee)in+ &he #(s&$mers as &he )rimary '$#(s" The #$(rse -ill (se /n*ian envir$nmen& as
&he %a#.*r$) %(& -ill als$ *ra- 'r$m in&erna&i$nal e!)erien#es -henever nee*e*" The
)ers)e#&ive -ill %e e''e#&ive mana+erial *e#isi$n ma.in+ in &hese areas"
0'&er +$in+ &hr$(+h &his #$(rse, &he )ar&i#i)an&s are e!)e#&e* &$:
1" 1n*ers&an* &he r$les an* res)$nsi%ili&ies $' &he 2ales Mana+ers
2" Mana+e an* enhan#e &he sales '$r#e )r$*(#&ivi&y an* )er'$rman#e
3" Plan an* im)lemen& an e''e#&ive sales s&ra&e+y '$r &heir $r+ani4a&i$ns"
4" Desi+n an* im)lemen& *is&ri%(&i$n #hannel s&ra&e+y"
5" Mana+e &he Channels e''i#ien#y an* e''e#&iveness5 -h$lesalin+, an* re&ailin+"
E*ALUATION
6(i44es 7 0ssi+nmen&s: 308
Gr$() Pr$je#&: 308
Phase /: 9ne Pa+e -ri&e ()
Phase //: Pr$je#& :e)$r&
Presen&a&i$n: 2essi$n 1; 7 20
<inal E!am 408 (2(%je#&ive 7 MC6 =ase* e!am)
TE.T BOOK
S'/es M'#'0e1e#"- A#'/,s!s & De!s!o# M'2!#0 >/n+ram, ?a'$r+e, 0vila,
2#he-).er 7 @illiams" (Cen+a+e ?earnin+ A
&h
E*i&i$n, /n*ia E*i&i$n)"B/?02@C
M'r2e"!#0 C+'##e/s- ?$(is 2&ern, 0*el El 0nsary, C$(+hlan, 0n*ers$n 7
Da&arajan (Pears$n-E
&h
E*i&i$n) B200DC
9&her :ea*in+s: Fan*$(&
$EDAGOG3
Pe*a+$+y '$r &his #$(rse -ill %e a mi! $' le#&(res, +r$() -$r., r$le )lay5 #lass e!er#ises
#ase s&(*ies an* #lass )ar&i#i)a&i$n %ase* $n reas$nin+"
1
T$ %ene'i& 'r$m &his ri#h mi! $' )e*a+$+i#al &$$ls, &he s&(*en&s are reG(ire* &$ +$ &hr( &he
+iven rea*in+s an* #ases '$r ea#h #lass"
$RO-ECT
9)&i$n 1: 2&(*en&s are e!)e#&e* &$ #h$$se a #$m)any in +r$()s $' 5-A an* *$ &h$r$(+h
analysis $' i&s mar.e&in+ an* sales an* *is&ri%(&i$n s&ra&e+ies" The $%je#&ive $' &he same
-ill %e &$ a))re#ia&e &he lin. %e&-een &he &-$ an* i' &he #h$sen #$m)any has %een a%le &$
es&a%lish &ha& $r n$& an* i' n$& -ha& are &he s(++es&i$ns 'r$m y$(r si*e" This sh$(l* %e
li.e a revie- )a)er %ase* $n %$&h se#$n*ary an* )rimary *a&a #$lle#&e* %y &he +r$()"
9)&i$n 2: Gr$()s are e!)e#&e* &$ #ri&i#ally #$mmen& $n &he sales '$r#e mana+emen& 7
#hannel Mana+emen& $' any $ne #$m)any" 0s 'ar as )$ssi%le &he *a&a sh$(l* %e #$lle#&e*
via means $' in&ervie- -i&h &he #$m)any $''i#ials an* s(rvey $' *ealers an* *is&ri%(&$rs
$' &he res)e#&ive #$m)any" The Pr$je#& re)$r& sh$(l* have #$mmen&aries $n &he
'$ll$-in+:
1" 2ales mana+emen&:
a" 2ales 9r+ani4a&i$n
%" :e#r(i&men& 7 /n*(#&i$n Pr$#ess
#" Terri&$ry all$#a&i$n Pr$#ess 7 2&ra&e+y
*" :e)$r&in+ s&r(#&(re an* sys&ems
e" C$m)ensa&i$n s&r(#&(re
'" 2ys&em $' Eval(a&i$n
+" Trainin+ 7 Devel$)men&
2" Channel Mana+emen&
a" Channel envir$nmen&
%" Channel s&ra&e+y
#" Channel Desi+n 7 s&r(#&(re
*" Mana+in+ &he #hannel mem%ers an* #$n'li#&
e" 0))raisal an* eval(a&i$n $' #hannel mem%ers
/n y$(r Pr$je#& :e)$r& )lease ens(re &$ have &he '$ll$-in+ se#&i$ns:
1" Dis#laimer
2" /n&r$*(#&i$n
3" 9%je#&ive $' &he s&(*y
4" Me&h$*$l$+y
5" Des#ri)&i$n $' &he 2ales 7 Dis&ri%(&i$n 2ys&em $' &he #$m)any
A" 0nalysis/#ri&iG(e
E" :e#$mmen*a&i$ns, i' any
H" ?imi&a&i$ns
Pr$je#& -ill %e eval(a&e* $n &he #$n&en&/#$vera+e, 'l$-, $ri+inali&y, G(ali&y $' #ri&iG(e an*
analysis" Gr$()s sh$(l* &a.e #are &ha& &hey s(%mi& $ri+inal -$r."
Ea#h +r$() is e!)e#&e* &$ +ive a $ne )a+e -ri&e () $n )r$je#& &hey -an& &$ (n*er&a.e %y
4
&h
sessi$n" This sh$(l* in#l(*e &he *e&ails $' &he #$m)any as -ell"
2
COURSE OUTLINE:
MODULE 1: S'/es M'#'0e1e#"
Sess!o#
No&
To4! Re'd!#0s
I# C/'ss
A"!)!",
1 /n&r$*(#&i$n &$ 2ales
7 Dis&ri%(&i$n
Mana+emen&
Dis#(ssi$n
2 Pers$nal 2ellin+
Pr$#ess-/
B/?02@C: Par& 1
Re'd!#0s:
@ha& ma.es a G$$*
2ales)ers$n (F=: 0r&i#le)
Ro/e $/',
1
1n*ers&an*in+ 2ellin+
2&yles 1sin+
Tr'#s'"!o#'/ A#'/,s!s
3 Pers$nal 2ellin+
Pr$#ess-//
C'se D!suss!o#: S!e5e/
S,s"e1s: A#'"o1, o% '
S'/e
4 2ales Plannin+ 7
<$re#as&in+
B/?02@C: Par& 2 (0))en*i! 4) Le"ure & I#-/'ss
E6er!se: Ca&#hmen&
0nalysis 7 Mar.e&
Ma))in+
5 Mana+in+ 2ales
Terri&$ries 7 6($&as
B/?02@C: Par& 2 (M$*(le 4) E6er!se: Desi+nin+ a
2ales Terri&$ry
A 7 E 2ales Trainin+,
M$&iva&i$n 7
C$m)ensa&i$n
B/?02@C: Par& 3 ( M$*(le A)5
Par& 4 (M$*(le H)
D!suss!o#
E6er!se: Desi+nin+
2ales /n#en&ive 2#heme
C'se: 0n()ama
C$sme&i#s
H" Eval(a&in+ 7
C$n&r$llin+ 2ales
Per'$rman#e
Le"ure7 D!suss!o# &
Ro/e $/',: 0 Thea&re
E!er#ise: =illie Daniel
; 2ales 9r+anisa&i$n
2&r(#&(re
D!suss!o# &
C'se D!suss!o# : I$mal
<$$* Pr$*(#&s C$m)any
?&*" /Gues" S4e'2er
10 C'se D!suss!o#: Eure2' For5es L!1!"ed: M'#'0!#0 "+e Se//!#0 E%%or"8A9
1
Sales Call Competition: The student from the chosen group would be given a
scenario of making a sales call, where the student has to present him/herself and the
product, listen to the needs of the customer and respond appropriately, and
overcome any objections to efectively close the sale within a 1!minute time limit"
This #ales call will further be evaluated using Transactional $nalysis
%
MODULE 2: D!s"r!5u"!o# C+'##e/ M'#'0e1e#"
Sess!o#
No&
To4! Re'd!#0s
I# C/'ss
A"!)!",
11 Dis&ri%(&i$n Channel
Mana+emen&
B200DC
:ea*in+s:
1" Dis&ri%(&i$n P$li#y
2" 2&ra&e+i# /ss(es in
Dis&ri%(&i$n
?e#&(re an* Dis#(ssi$n
12 Mar.e&in+ 7
2ellin+:
/n&errela&i$nshi)s
C'se: 2a'ari =a&&eries
13 Channel Desi+n:
Iey /ss(es
B200DC
:ea*in+:
1" Desi+nin+ Channels $'
Dis&ri%(&i$n
2" :e$rien&in+ Channels
$' Dis&ri%(&i$n
C'se D!suss!o#:
Gin$ 20: Dis&ri%(&i$n
Channel Mana+emen&
E!er#ise: Desi+nin+
Channels
14 Mana+in+ Channel
:ela&i$nshi)s
:ea*in+s: Channel C$n'li#&:
@hen is i& *an+er$(sJ
C'se D!suss!o#:
Mana+in+ Channel
C$n'li#&/ Cl$++in+ $' &he
Channels
15 @h$lesalin+, an*
:e&ailin+-/
B200DC C'se D!suss!o#:
:ea#hin+ &he =$&&$m:
1ni+l$%eKs small l$#al
s&$res *ilemma
E6er!se: Ch$$se &he
:i+h& Par&y
1A @h$lesalin+, an*
:e&ailin+-//
B200DC E6er!se: Cal#(la&in+
:9/ $' a Dis&ri%(&$r
D!suss!o#: =ase* $n
2mall Casele&s
1E D$n-s&$re re&ailin+
an* ele#&r$ni#
#hannels
C'se D!suss!o#: Mary
Iay /n#"
1H G(es& 2)ea.er 'r$m /n*(s&ry
1;-20 Gr$() <iel* Pr$je#& Presen&a&i$ns 7 C$(rse @ra) 1)
&