ABOUT THE COMPANY… Diversified group of companies with operations in various industry segments from cigarettes to apparels. Annual turnover is of the order US$2.4 billion One of the largest retailing network in the country Ranked 8th in the ET 500 survey. Products –Cigarettes, hotels, apparels, paper, etc.
DISTRIBUTION NETWORK(Tobacco Div.) Bangalore
Calcutta
Saharanpur
Munger
Factories (4)
GODOWNS GODOWNS (19) (19)
BRANCHES BRANCHES (19) (19)
Information Goods
WHOLESALE WHOLESALE DISTRIBUTORS DISTRIBUTORS (60 (60 PER PER BRANCH) BRANCH)
RETAILERS RETAILERS
SECONDARY SECONDARY WHOLESALERS WHOLESALERS
Role of Each Member Factories – Supply to 18 godowns Godowns & Branches Manage by C&F agents getting monthly remuneration No rent paid by ITC one branch – 60 WDs , 5 AMs and 20 Area Executives
Wholesale Distributors(WDs) Margin – 2% of sales Appoints secondary Wholesalers
Role of Each Member Retailers
Grocery Stores
Convenience Dealers
Hotels , Restaurants & Cafes
Super Markets
TERMS & CONDITIONS
WDs – Zero overnite credit basis WD appointed supervisor monitor the performance of sales force Primary expectation – no pilferage of cigarettes
MARKETING DECISIONS Two Levels National level
Brand Managers in consultation with branch managers. National promotion plans- sponsorships & event organizations
Branch Level ( Two Decisions) 1. 2.
Local Promotions Small Level Promotions
PHYSICAL DISTRIBUTION Demand Estimation – collaborative forecasting( Sales force with dealers) Forecast based on last month sales Production plan made according to forecast Delivery to C & F agents within 7 days CFAs deliver goods to dealers on the basis of the branch office route plan Factory CFAs- Trucks CFAs Dealers – Small Vehicles
FLOWS Promotion flows No volume discounts to channel members No scope for cash discounts
Information Flow Main information source- Wholesalers ITC ERP system
FINANCIAL TRANSACTIONS Zero day credit policy Supplies are frozen till clearance of dues Strict regime due to millions of retailers Strong bargaining power for the company
PROBLEMS FACED by ITC CHAIN 1.
Shortages in supply system
1.
Hoarding due to anticipation of a rise in excise duties on cigarettes Creates artificial shortage Can be solved by stricter monitoring policy during the time close to the budget
Pilferage of stock during transportation
Due to improper action of WDs Can be solved by timely reporting
Thank You