Organizational Chart

Organizational Chart CEO COO

Marketin g

Productio n QA

Distributi on

Procurem ent

Trade Promo

Design

PR

CRM

Finance Internal Audit

Accounts

Sales Brands Brands Brands

Network

PM

Branches

Retail Channel

HR

MIS Legal & Tax

Area/Zone s

Tech Sup

Sys Analysis

Purchase

Admin

Corporate Affairs

The Business Environment

Competition

Suppliers

Store & Procurement

Production

Q&A

Distribution

MIS Marketing Accounts & Finance Admin & HR

External & Environmental Factors

Sales

Customers

Why Nirala Markets…? – Differentiate & Position our selves as “Innovative” , “Value Added” & “Leading” Brand – Create awareness about new products, services, packaging & branches – Remind about existing products, services, packaging & branches ⇑ traffic to shop ~ ⇑ products purchases ~ thereby ⇑ sales

Management Information Requirements

For simplicity reasons, lets look at:

4 real information requirements of “Marketing Division” at Nirala

1: Product Performance

How is Sugar Free Doing? • We need data: – For each sugar free product range / entire category - should we launch more products, advertise one, why one is doing better than other? – Branch wise & entire network – Region specific trends – For a given duration, could be a day, week, month, year, to-date – A very basic requirement for any analysis purposes – As a % age of total Sales for same branch / entire network – Is it following overall sales trend or has its own pattern – Does data links with customer satisfaction index for same branch – Any problem with data entry or response – Graphical Representation – Picture worth thousand words

Sugar Free Sw eets - Sales in KGs 18 May - 17 Oct '02 1400 1200

1177

1000 799 800 528

600

624 435

538

458

400

301

443

211

200 0 JR

HC

MM

SP

TWM

DHA

Total Sales to date: 35,514 Kgs 7,102 Kgs/month Note: Actual Sales have been disguised

RWP

ISB

FSD

KHI

Avg: 710 Kgs/month/branch

2: Customers’ Feedback

What our Customers Think • About our Quality & Service • How do they discover new offerings by Nirala? • Can we have a data base of our customers? • Can we have online feedback – a touch screen terminal at each store, for accurate data entry and customer's involvement? • Can we send them birthday cards, anniversary wishes?

Customer Satisfaction Index 12.00 10.00 10.00

8.92 8.52

9.34

Scale of +10 to -10

7.92 8.00

8.79 7.88

9.19 8.30

8.85 8.17 7.47

7.85

9.39 8.28

9.07 8.42

8.94 7.66

7.21 6.32

6.07 6.00

4.00

2.00

0.00 JR

DHA

TWN

MM

SP

HC

KHI

RWP

Branch Location Quality Index

Note: Disguised info

Sales Staff Index

ISB

FSD

Average