Sales and Distribution Report on Zydus Wellness Made by Gaurav Singh Rana

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JAYPEE BUSINESS SCHOOL
NOIDA
Project
On
“Sales and Distribution of Zydus Wellness”
SUBMITTED TO: SUBMITTED
BY:
Dr. Vandna Ahuja Gaurav Singh Rana (13609071)
Faculty of Marketing Neha Chakraborty ( 13609083)
Shivika Chandel (13609045)
Priya Singh (13609034)

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ACKNOWLEDGEMENTS
I am sincerely thankful to Dr Vandana Ahuja (Project Faculty Guide), under whose guidance we have
successfully completed this project and time spent with her had been a great learning experience. I
think her constant encouragement, warm responses and for filling every gap with valuable ideas has
made this project successful. She made it possible for me to put all my theoretical knowledge to
work out on the topic: “Sales and Distribution of Zydus Wellness”
A mammoth project of this nature calls for intellectual nourishment, professional help and
encouragement from many people. We are highly thankful to all of them for their help and
encouragement. We wish to acknowledge our great debt to all of them whose ideas and
contribution influenced me to complete the project work.

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TABLE OF CONTENT
1. TITLE PAGE
2. ACKNOWLEDGEMENT
3. INTRODUCTION
4. COMPANY OVERVIEW
5. PRODUCT LINE
6. OBJECTIVES
7. APPROACH FOR STUDY
8. INDIAN HEALTH AND WELLNESS INDUSTRY
9. SWOT ANALYSIS
10. BUSINESS MODEL
11. SALES
12. SALES DISTRIBUTION
13. DISTRIBUTION CHANNEL
14. SALES QUOTA
15. RECRUITMENT
16. TRAINING AND DEVELOPMENT
17. CONCLUSION
18. REFERENCES

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Introduction
The world around us is changing fast and so is our life and our lifestyles. Given the kind of active
lifestyles we are leading the concern for health and making healthier choices has become even more
critical. Today, we all are on lookout for newer, healthier and more wholesome options to lead
healthier lives.
Zydus Wellness combines the best of healthcare, nutrition and cosmeceuticals to bring to you an
array of the best wellness products to enrich your life. Our products - Sugar Free, Nutralite, Everyuth
and Actilife will help nourish and nurture your life and making healthier and better you.
At Zydus Wellness we are always working towards newer, healthier and more wholesome options to
lead healthier lives
Zydus Wellness Limited (Zydus Wellness) is an India-based company. The Company operates in the
Consumer Products segments. The company sells its products in India. The Company’s brands in the
healthcare include Sugar Free, EverYuth, Nutralite and Actilife, which was launched during the fiscal
year ended March 31, 2012 (fiscal 2012). ActiLife is a nutritional milk additive for adults. The
Company’s business consists of manufacturing and marketing of consumer wellness products in
India. During the fiscal 2012, the Company’s Ever Yuth entered into the male skincare market with
the launch of EverYuth Menz. The Sugar Free product includes two product types in its portfolio:
Sugar Free Gold and Sugar Free Natura. Nutralite offered by the Company is an alternative to butter.
The Company supplies Nutralite in both retail, as well as institutional segments.
Vision
We bring Wellness to your Life.
"We will create new experiences by our products that will nourish, nurture and energies your life We
shall lead the way through innovation ".

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Company Overview
Zydus Wellness Ltd.
Listed as Asia’s 200 ‘Best under a Billion’ company by Forbes
With growing health awareness and wellness revolution among consumers, a definite shift in
consumer preferences and attitudes across India is being witnessed. Continuously increasing pursuit
of healthier lifestyles and rising willingness to spend more on fitness and well-being has resulted in a
surging demand for products that provide additional health and nutritional benefits. This has
created a promising market, with health conscious consumers willing to try better al ternatives and
make informed choices.
Zydus Wellness Ltd. (ZWL) spearheads the Zydus group’s presence in the fast growing consumer
healthcare market. The company was listed as Asia’s 200 ‘Best under a Billion’ by Forbes
(2010). With iconic brands like Sugar Free, EverYuth and Nutralite, the company has a strong brand
equity in niche segments of sugar substitutes, skincare and table spreads. In fact ‘Sugar Free’, the
largest selling sweetener brand in the country with over 93% market share, has now become more
of a lifestyle brand rather than just a sugar substitute for diabetics. The skincare range of products
sold under the umbrella brand ‘EverYuth’ has been able to retain its leadership position despite
increasing competition and an influx of international brands. ‘Nutralite’, India’s largest selling table
spread, was added to its portfolio through the acquisition of Carnation Nutra Analogue Foods Ltd. in
2006-07. It has gained widespread consumer acceptance as a healthier substitute to butter.
Zydus Wellness’ product, Everyuth Naturals 3 in 1 Neem Face Pack and Nutralite Yummy Spread
bagged the Product of the year Award 2014 in their respective categories. The Product of the Year
Award is an internationally recognized certification that celebrates and rewards the best innovations
in consumer products and services.
With a continuous thrust on strengthening its brands portfolio, ZWL plans to reach out to more
consumers by launching newer variants within the existing categories and exploring possibilities of
entering newer categories in the wellness domain.
In 2013-14, ZWL registered sales of Rs. 4,296 million.

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Product Line
ZYDUS WELLNESS
EVERYOUTH
SUGAR FREE
NUTRALITE
ACTILIFE
FACE WASH, SCRUB,
FACE PACK, SOAP,
PEEL-OFF MASKS,
FOOT-SCRUB
SUGAR FREE GOLD,
SUGAR FREE NATURA
BUTTER,
MAYONNAISE LITE
PROTEIN SHAKE

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Everyuth
The face is a reflection of one's inner health. Keeping this in mind, Zydus Wellness Ltd. introduced a
range of specialty skincare products under the brand name of Everyuth Naturals. These skincare
products have been designed to work from within the skin to reflect a clear, beautiful & healthy skin
outside.
While having the advantage of being a 'skincare brand from a healthcare company', Everyuth
Naturals has always come up with products that are designed keeping in mind the different needs
and skin types of women. These products are fortified with the power of natural ingredients that are
known for their efficacy and skin nourishing properties. As a result, the brand promises nature's
goodness along with the benefits of proven scientific research.
 We are present in the following categories:
Face wash
Facial Masks (peel off, packs)
Scrubs
Sun blocks
Winter care - (body lotion and cream)
Cleanser and Toner
Soaps
Men skin care - (face washes, sun block, moisturizer, & scrub)

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Sugar Free
Sugar Free, a name synonymous to the sugar substitute category, is the leader in India with 94%
Market Share.
It's a nutritious, safe and ideal low calorie sugar substitute, giving you the sweetness and taste of
sugar but with negligible calories to worry about! Each teaspoon of sugar gives you 20 calories
without any nutritive value. Sugar Free gives you the same taste of sugar but with negligible calories.
Wherever you think of sugar, think Sugar Free.
Our Brand Portfolio:
Sugar Free Gold: Your healthier sugar alternative, is made from Aspartame - a protein derivative.
Sugar Free Gold can be added to tea, coffee, milk, cornflakes, nimbupani, fruit juices etc. So now you
can enjoy sweetness and also keep a tab on your calorie intake. It’s ideal for health conscious,
overweight and diabetics.
Sugar Free Natura: Made from sugar, tastes like sugar, without the useless calories of sugar. It
contains Sucralose, the latest international zero calorie sweetener. You can now replace sugar
virtually in any preparations from table top applications to desserts, sweets, mithais like gajar halwa,
mixed fruit custard, ice cream, kheer etc.

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Nutralite
Nutralite : Keeping in line the idea of promising health along with fitness, Zydus Wellness offers
Nutralite, which is a healthy alternative to butter. Nutralite is a premium table spread which is
cholesterol free and does not contain hydrogenated fats. It also has PUFA (poly unsaturated fatty
acids) and MUFA (mono unsaturated fatty acids) which are known cholesterol fighters. So, while
Nutralite tastes like butter, all of these advantages make its profile healthier. Today, it is widely
accepted as a healthier substitute to butter.
Nutralite Yummy Spread : A unique combination of good taste and good health! Now your family
can indulge in its good taste, while you can provide them with the promise of good health! Eat all
you can because it comes at a pocket-friendly price. Available in selected cities of North India only.
Actiife
Actilife: Daily nutrition for active life
You have got only one life, so whatever you do, do it actively! However Today’s hectic lifestyle and
irregular eating habits make it tough for You to do so. Introducing Actlife-Nutritional Health drink for
adults, especially formulated as per the guidelines by National Institute of Nutrition – ICMR, For
Indian adults (males and females above 18 years of age). Actilife is low on fat and is Enriched with
prebiotic ActiFibres that improve digestion, reduce cholesterol and improve overall immunity. It has
got stress relievers – 100% RDA of Vitamin C and Vitamin B complex (B1, B2, B3, B5, B6, 7B, B8, B9,
and B12) – to keep you active throughout the day. Have Actilife Twice a day to bring about an active
change in your life.

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Objectives
 To make in depth study of recruitment process of sales personnel; their training and
development compensation, evaluation & control by the company.
 Develop proper insight about distribution management involving channel member selection;
effective working monitoring and control of logistics and channel strategy.
 To study the sales quota of the company.
 To identify the problem in sales effort, sales administration and sales and distribution
management strategy developed of the company.
 Suggest the proper solution for the inefficiencies and inaccuracy found in the process .
Approach for study:
Methodology followed:-
1. Secondary Data ( Research Papers and companies websites)
• Finding the factors which improve the sales efficiency if sales force
• Identifying the ways for designing effective distribution channel
2. Primary Data (Interview of company’s sales official and retail survey)Methodology
followed:-
a. Structured Interview of company’s sales official.
b. Understanding the role of Zydus wellness in retail market.

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Indian Health & Wellness industry
 Valued at over INR 590 bn, growing at CAGR of 18% - 20% p.a.
 Growth expected to continue.
 Industry growth being driven by:
 Increasing per capita spend on wellness from Rs.300 in 2008 to more than Rs. 480 in 2012.
 Rapid urbanization
 Improvement in overall standard of living though with a compromised quality of life
 Mounting health problems attributed to high pressure lifestyle
 Growing health consciousness and aspiration for a better life
 Increasing willingness to explore new solutions and make informed choices
Zydus Wellness – A niche in itself
Making Indians healthier since 1988
 Advocating ‘healthy living’ and anticipating the emerging day-to-day need for health foods
and healthy personal care
 Present in niche segments with strong brands
 A healthier alternative to sugar - leading the market with over 94% share in share of the
sugar substitutes category
 Skincare range - market leader in facial scrub and facial peel off and a strong presence in
face-wash
 India’s largest selling table spread - a healthier alternative to butter
 First Nutritional drink fortified with Prebiotic Actifibres that help manage cholesterol,
improve digestion and build immunity.
 Direct reach to all 50k+ population towns through strong field force
 Endeavouring to improve quality of life through continuous innovation

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Sugar Free- Largest Selling Low Calorie Sweetener
Leadership positions in variants of :-
 Aspartame with Sugar Free Gold
 Sucralose with Sugar Free Natura Present in several forms like pellets, liquid sachets,
powders and tablets to enhance consumer experience and offer wider choice
 Strategic initiative of driving consumption by
 A new theme campaign, starring famous Bollywood celebrity Akshay Kumar, that integrates
all products on one platform.
 Presence at key health care professional events
 For the future our focus is on driving growth by bringing in new users given the low
household penetration of sugar substitutes
 Everyuth – Celebrating Youth leadership position in facial peel-off and facial scrub despite a
hypercompetitive landscape.
 Presence in highly competitive face wash category
 A powerful new marketing program to support the re-launch with well known actress Nargis
Fakhri signed on as the brand ambassador.
 Extended the brand into premium soaps
 Expect to drive the business by focusing on
 an expanded portfolio and
 improving distribution reach to consolidate our position further

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Nutralite – ‘Health first , taste always’
 Cholesterol Free and has no trans fats or hydrogenated fats
 Largest brand in the margarine category in India
 Business conditions remained challenging with local players and new entrants vying for
market share
 We expanded our presence in the retail segment through the launch of a premium variant,
Nutralite with Omega 3 and an additional flavor variant with Cheese. Both products are free
of trans fats and are fortified with Vitamins A, D and E.
 Nutralite with Omega 3 has also been voted as “Product of the Year 2013”.
 Actilife- Nutrition for adults
 In 2011, forayed into nutraceutical space with launch of ActiLife, a nutritional milk additive
for adults
 Formulated based on guidelines of the National Institute of Nutrition, ICMR for Adults (men
and women above 18 years of age)
 Low on fat, enriched with prebiotic ActiFibres that improve digestion, reduce cholesterol and
improve overall immunity.
 Has stress busters such as 100% RDA of Vitamin C and Vitamin B complex to keep a person
active throughout the day.
 We face the usual challenges associated with category creation and are taking a measured
approach
 Continued efforts to increase distribution reach and tap new accounts to widen the
customer base.
 With Indian consumers adopting healthier lifestyles, Nutralite shall continue enjoying a
distinct position of being a ‘Good for the heart and health’ brand

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SWOT ANALYSIS:
STRENGTH:-
 Zydus wellness has a well-built image of excellence and innovation.
 It has a well logistics and distribution channel network.
 High brand image of Zydus in the market.
 Offering new products to the customers continuously.
WEEKNESS:-
 Trade schemes and margin of some competitors are better.
 No regular audit of the distributors.
 No training schedules for training of distributors salesman.
 Equal importance is not given by distributors to all retailors.
 Lagging much behind in advertisements and promotional activities.
OPPORTUNITIES:-
 There is a phenomenal scope for value addition in innovations in product
development, packaging and presentation.
 By solving the replacement problem they can maximize the attention of retailors
about selling the product.
THREATS:-
 Cut throat competition in the market.
 Amul focuses more on advertisement, as ads can be seen often.
 Customer are brand loyal ,
 Customer are not well informed.
Finanacial
Consolidated Financial Position as at 31st Mar ‘13 Rs. Mio.
 Net Worth : 2,565
 Net Fixed Assets : 943
 Net Current Assets : 1,564
 Cash & Bank Balance : 1,908
 Capex in FY13 : 25

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COMPETITORS IN THE INDUSTRY:
 AMUL
 BRITANNIA
 MARIGOLD
 VEELITE
 NUTDELIGHT
 NUTRELLA
Strategies for growth momentum
 New Products: Line extensions and upgrades of existing brands will ensure continued
consumer relevance. We are also evaluating new categories that fit our business philosophy.
 Explore relevant acquisitions that complement the current business with scope to enhance
sales and bottom line
 Innovative communication and promotion strategy to ensure superior visibility of all the
brands across the media
 Continuous category creation through unconventional media apart from mainline business
building strategies
 Distribution: Widening brand reach to fuel consumer demand and capitalize untapped
opportunities

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Business Model
B2B Business to business model is followed in Zydus wellness to generate sales and earn high profit.
1. Market based activity
Product Display on retail shop
Posters, banners in whole sale market
2. Promotions and Schemes
For e.g.:- Buy 5 Face wash get 1 free
3. Gift Scheme
Retail bonanza: - 2 percent of discount on each bulk buying with assured gift
4. Cash Discount
Amount/volume Discount Discount price Net price
1000 2% 20 980
5000 2% 100 4900
10000 2% 200 9800
50000 2% 1000 49000
5. Promotions by different medium such as :-
TV Commercials, News Paper, and Magazine: - all are covered in marketing expenses.
6. Field force availability of product to retailer.
7. To make aware about the product to retailer
8. Telling about various offerings, schemes, gift, coupons etc.

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Sales hierarchy
Vice President
Sales Manger
Zonal Sales
Manager
Territory Manager
Marketing
Executive

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Distribution Network
 7 manufacturing hub
 22 CFA’s
 2200 stockist
 50000 Retail store
Zydus Wellness
Manufacturing Hub
CFA’s
Stockist/ Dealers
Manufacturing Hub
Retailers

19. Zydus Wellness distribution in India has witnessed a paradigm shift. Before 1990, pharmaceutical
companies established their own depots and warehouses. Now they have been replaced by clearing
and forwarding agents (CFAs).
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 CFAs: These organizations are primarily responsible for maintaining storage (stock) of the
company’s products and forwarding SKUs to the stockist on request. Most companies keep
1–3 CFAs in each Indian state. On an average, a company may work with a total of 25–35
CFAs. The CFAs are paid by the company yearly, once or twice, on a basis of the percentage
of total turnover of products.
 Stockist: is the distributor, who can simultaneously handle more than one company (usually,
5–15 depending on the city area), and may go up to even 30–50 different manufacturers.
They pay for the products directly in the name of the pharmaceutical company after 30 to 45
days.
 The retail Store obtains products from the stockist or sub stockist through whom it finally
reaches the consumers (patients).
Plant Warehouse
Typical Supply chain structure
Margin Structure in Distribution
Direct
Route
 Margins are represented as % on the MRP (Maximum Retail Price)
 A sample cost structure is shown for a product with MRP of INR 100
Market
Indirect
Route
Distributor Market

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DISTRIBUTION TO MODERN RETAIL STORES:
Modern Retailing in India
In a sharp contrast to the Retail sector in developed economics, retailing in India though large in
terms of size is highly fragmented and unorganized. With close to 12 million retail outlets the
country has one of the highest retail densities worldwide. Retailers include street vendors,
supermarkets, department stores, restaurants, hotels .Where the ownership and management rest
with one person are classified as traditional or unorganized retail outlets. These formats typically
require employees with low skills and account for around two-third sectors output.
TRADITIONAL FORMATS:
 Kirana stores
 Grocery
 Exclusive/Multiple Brand outlet
 Bakery shops
MODERN FORMATS:
 Supermarkets
 Hypermarkets
 Departmental Stores

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Channel Design
Zydus Wellness has two types of channel selling ‐
i. Regular (traditional) retail channel,
ii. Direct Selling Channel in the name of Zydus Wellness Network .
Zydus Wellness has a well-entrenched high distribution model which comprises of C&FAs,
Redistribution Stockists, wholesalers and retailers (as shown earlier). Zydus Wellness distribution
network is recognized as one of its key strengths. Its focuses on Product availability, Brand
communication, and higher levels of brand experience.
Channel Structure (Special Focus is on NCR)
Typically, the goods produced in each of the ZYDUS WELLNESS's 40 factories are sent to a depot with
the help of a carrying and forwarding agent (C&FA). The company has its depot in every state of the
country. The C&FA is a third party and gets servicing fee for stock and delivery of the products. In
each town, there is at least a redistribution stockist (RS) who takes the goods from the C&FA and
sells them to retail outlets.
Redistribution Stockists:
The ZYDUS WELLNESS management realized certain problems with the existing sales model. First,
the model was not viable for small towns with small population and small business. ZYDUS
WELLNESS found it expensive to appoint one stockist exclusively for each town. Secondly, the retail
revolution in the country has changed the pattern the customers shop. Large retail self-service shops
are becoming commonplace.
Total number of RS in NCR = 3 (at Gurgaon, Delhi, Ghaziabad). This is going to be reduced to only one
with effect from next month of this year.
 Sales Margin: 4.76% which includes cash discount, unloading expenses from depot,
distribution expenses to retailers, incentive schemes & other incidental expenses.
 Modes of transport used: Rickshaw, tempo, truck.
 Incentive schemes: Before 2000 holiday packages and tours but after 2000 no non‐monetary
incentive for RS.
 Software systems and Information System: UNIFY 8.3 (Developed by IBM & CMC). This
software needs to be synchronized daily and the system updates any information/ incentive
schemes / sales figures etc to and from the common shared platform.
 Areas of Operations: Marked for each of the RS.
 Selling Operations: RSs sells the goods to ‐ Wholesaler (gets 1.5 % max. discount from RS)
Retailers (gets 1.0% max. discount from RS)

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Wholesaler:
Gets cash discounts and other schemes promoted by ZYDUS WELLNESS
Retailers:
 Total retailer base in NCR: Approximately 570.
 Sales Margin: Depends on the product
 Face wash ‐ 8% on MRP
 Sugar free ‐ 10% on MRP
 Nutralite ‐ 8% on MRP
Incentive schemes:
Company programs (Scheme Discounts + Cash Discounts)
TPR schemes based on Sales (1 % to 4 %)
Field Sales Force:
To meet the ever‐changing needs of the consumer, ZYDUS WELLNESS has set up a distribution
network that ensures availability of all their products, in all outlets, at all times. This includes,
maintaining favourable trade relations, providing innovative incentives to retailers and organizing
demand generation activities among a host of other things.
The important activities that ZYDUS WELLNESS field sales force does are (i) target chasing and (ii)
reporting on a daily basis. Account information is maintained on palmtops given by ZYDUS
WELLNESS. During our research and informal survey of ZYDUS WELLNESS field sales force, we came
to know that for the last two years, training is not being given at all to the sales force.
ZYDUS WELLNESS has limited the network channel selling to categories of Home & Personal Care
with exclusive brands for this channel. That is, these particular brands (products) are all exclusive to
specifically developed for the Direct Selling channel, and not available in the retail channel. The
general trade comprises grocery stores, chemists, wholesaler, kiosks and general stores. Hindustan
Unilever services each with a tailor‐made mix of services.
Initiatives taken to improve the Distribution Network
Zydus Wellness has taken the following initiatives to improve its distribution network:
1. Setting up of full‐scale sales organisation comprising key account management and
activation to impact, fully engage and service modern retailers as they emerge.
2. Servicing Channel partners and customers with continuous daily replenishment.
3. Leveraging scale and building expertise to service Modern Trade and Rural Markets.
4. Delayering of sales force to improve response times and service levels.

23. 5. Revamping of its sales organisation in the rural markets to fully meet the emerging needs
and increased purchasing power of the rural population. ZYDUS WELLNESS’s distribution
network in rural India already directly covers about 50,000 villages, reaching about 250
million consumers
6. Implementation of supply chain system that connects stockists across the country, and also
includes a back‐end system connecting suppliers, all company sites and stretching right up to
stockists. IT tools have been deployed for connectivity across the extended supply chains.
Backend processes have been combined into a common Shared Service infrastructure.
7. Launching of Project Shakti through which the company is able to extend its operations in
villages. ZYDUS WELLNESS has also included several NGOs and state governments as the
initiative helps rural women to improve their financial position.
8. Launching of ZYDUS WELLNESS Network to leverage the channel of direct selling by
presenting customised offerings in 11 home and personal care and food categories. Started
in 2003, it already has a base of 300,000 consultants across the country.
9. Finding out Innovative ways to reach out to its consumers, particularly in rural areas by
leveraging non‐conventional media like wall paintings, cinema vans, weekly markets (haats),
fairs and festivals.
10. Initiating the concept of Super Value Stores (SVS) in urban areas to partner traditional stores
to provide a range of services ranging from managing their inventory to setting up POS
(point of sale) banners. In addition to this, to boost up traditional retail in the face increasing
in‐roads made by large, modern retailing chains like Spencer’s, Reliance Fresh etc (where
ZYDUS WELLNESS is squeezed harder for discounts), ZYDUS WELLNESS started restructuring
some of the selected SVSs into the form of self‐service retail shops a la modern retails. This
is to protect & maintain the competitive advantage that ZYDUS WELLNESS has over its
biggest competitors in the other markets (e.g., P&G), with its very deep distribution reach
through traditional retail.
11. Launching the several scheme with upmarket pharmacies and retailers to sale its premium
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brands.
12. Undertaking several initiatives for traditional channels in order to improve its capabilities at
the front‐end by developing skills for stockists' sales force.
13. Launching of several promotional schemes for existing wholesalers and distributors. For
instance, it has started the scheme last year to provide a platform for the wholesaler and
ZYDUS WELLNESS to grow the business by earning points and redeeming them.

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Field Force Management
The working cycle of a typical ZYDUS WELLNESS field force member is from 21st of every month to
the 20th of the next month. During this period he is given various targets that helps to achieve
company objectives and gives him a chance to prove his performance relative to other.
To start with the field force member is given a particular area and his responsibility is to cater to all
the retailers in that area. While deciding the area for each member of the field force, the company
makes sure that the operating area of each field member doesn't overlap with his other colleagues.
There are various methods used by the company to incentivize the field force ‐ Monetary and Non-
Monetary.
Analytical Framework
We tried to analyse ZYDUS WELLNESS’s distribution network in the light of 20 most significant
variables that affect the distribution part of channel management for any organization in the
business of marketing & selling of goods. The variables, their explanations and their impact on the
ZYDUS WELLNESS’s distribution network are given below –
1. Number of Consumers
In retail business dominated by traditional stores like Kirana Stores etc (Indian retail business
falls in this category), higher the no. of consumers, higher will be the no. of channel
intermediaries. The implication of this is that there will be many layers in the channel in such a
situation and managing such a complex distribution network by keeping tabs on every player will
be a huge task. Moreover, Transport & Logistics (“T&L”) support provided by the organization
needs to be well organized.
Implication for ZYDUS WELLNESS
ZYDUS WELLNESS’s key strength lies in managing its distribution network in India. ZYDUS
WELLNESS's distribution network comprises about 2,000 redistribution stockists, covering about
4.3 million retail outlets reaching the entire urban population, and about 250 million rural
consumers in India. It’s said that ZYDUS WELLNESS is able to touch the lives of about 1 out of
every 10 Indian consumers. This achievement is due to the sheer strength of its distribution
network (products should be good as always, otherwise they will find no buyers in the long run).

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2. Geographic Dispersion of Consumers
Again, this is closely related with the previous variable, more so in a large, geographically diverse
country like in India. With the increase in this dispersion level, more intermediaries and more
layers are required in the distribution network so as to effectively reach the length & breadth of
the country. Obviously the T&L management for such an organization would be critical to
accomplish this.
Implication for ZYDUS WELLNESS
For a country as geographically diverse as India, pan‐Indian presence & marke t leadership can
only be possible when products reach even the remotest parts of the country. ZYDUS WELLNESS
is very successful in achieving and maintaining this reach due to its distribution network.
3. Frequency of Purchase
If the frequency of purchase is high, then transport intensity in “the last mile” (i.e., from
distributor to retailers) increases manifold. For FMCG products, as a thumb rule we can take that
the mean time between two purchases is ~ 90 days. With the introduction of smaller form factor
packaging for FMCG goods (Re.1 /‐ shampoo sachets being a very good example), the transport
intensity increased further.
ZYDUS WELLNESS has about 2000 redistribution stockists, who supply to approx. 4.3 million
outlets across India. Since manufacturing is done at 40 plants around the country, rationalizing
the logistics and planning is a huge task. An innovative step in that regard has been the
formation of the Mother Depot and Just in Time System (MD‐JIT). Certain C&FAs were selected
across the country to act as mother depots. Each of them has a minimum number of JIT depots
attached for stock requirements. All brands and packs required for the set of markets which the
MD and JITs service in a given area are sent to the mother depot by all manufacturing units. The
JITs draw their requirements from the MD on a weekly or bi‐weekly basis and supply to stockists
in that area, who, in turn, supply to retailers.
4. Tendency to Postpone Purchase
If the tendency to postpone purchase is lesser, then the product will be easier to distribute. For
example, products/services like Fire Extinguishers, Life Insurance etc. are such that though these
are needed, the overall tendency for the consumers is to postpone the purchases – these
products/services can be termed as “necessary evil”. For this kind of products, regular
reinforcement in the minds of consumers becomes necessary, sales field force becomes critical
and use of “expert” field force is commonplace.
Implication for ZYDUS WELLNESS
Since FMCG products are used regularly and these products are not “necessary evils”,
distribution network of ZYDUS WELLNESS does not require any expert field force to sell its
products. Only the recent diversification of ZYDUS WELLNESS into Home Water Purification
business (“Pure It” brand) needs dedicated field sales force.

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Sales Quota
 Goals set by company for marketing unit for specific period.
 Marketing unit may be regions, territory, branch, salesperson, a distribution or a dealer.
 Can be set on sales unit, expenses, profit margin, activity, customer satisfaction etc.
 Annual sales quota for each unit - broken down to quarterly/monthly.
Objective of sales quota
 Making available performance standard:
 Act as a tool to measure performance of sales person, act as a goal/target setter.
 Performance standard set against which actual performance is compared to evaluate
salespersons performance.
 Controlling performance:
 By setting quotas for special activities, sales volume & selling expenses.
 The SM (sales manager) controls performance for e.g.:-10 calls per day i.e. 5 calls of business
customer’s indirectly monitors/controls the activities of sales person by setting quotas.
 Can keep an eye on wasteful expenditure on customer (travelling, lodging, entertainment &
meals)
 Control over reporting &can influence sales performance.
 Motivating people:
 Sales quotas are set by motivating sales people by money.
 Performance is recognized by awards/rewards like trips abroad.
 Financial compensation/ rewards are called incentives.
o Incentives linked with quotas which are made achievable for sales person. So that he
puts in extra effort to achieve his quota.
 Identifying strength &weakness:
 Actual performance compound respective quotas of difference territories & salespersons.
 The SM can identify successful &unsuccessful performance.
o Analysis of causes of poor performance may reveal training program needs
improvement, better product quality required to meet customer needs &
positioning strategy.

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Types of Sales Quota
1. Sales volume quota
2. Activity based quota
3. Combination quota
Zydus Well ness use combination quota:-
Sales Volumes Quota
Person
Sales
Quota
Actual
Sales
Volume
Difference
Performanc
e Index
A 1000 1100 100 110% 1.10
B 1100 1000 -100 91% 0.91
C 1200 1300 100 108% 1.08
D 900 600 -300 67% 0.67
376% 3.76
Average of Performance
Index 94% 0.94
Figures are in units
Activity based quota includes:
 Explain new products and new applications of both old and new products
 Product demonstration
 Call on prospect
 Generate sales lead
 Develop new business

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Recruitment and Selection Process
 Zydus Wellness recruitment process is well established, they give ads in newspaper,
company’s website, Institutions ,etc.
 Zydus Wellness recruits MT’s from premier B schools.
 They mostly offer PPO’s to the Summer Interns.
 Employee references and consultancy includes lateral recruitment.
SELECTION PROCESS INVOLVES:
 Group Exercise
 Interview
 Presentations
 Psychometric tests
Training and Development
1. Induction training
2. Internal training
3. On Job training
4. Competency development

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Induction training includes
Internal Training
Sales Trainee
Duration: 1 week
Place: HO
For Sales
Trainee and
AUT
Duration: 1
month
In Branch
office

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Competency training
Performance Evaluation of sales personnel
Wholesale Distributor Employee: Recruitment and Compensation
Recruitment
The salespersons of distributors are appointed by the distributor himself in consultation with ITC
officials
Compensation
Branch Manager
recommends AE and
AM for training
Location: Head Office
Duration: 6 Days
•Monthly Sales Target
•Visibility Target
Monthly Target
• Sales Volume for each product category
•Market share growth rate
Performance of the branch

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• Their fixed salary is paid by the distributor but is reimbursed by the company
• The variable salary of salesmen is decided on his meeting of sales target
Control mechanism
• The performance and work of WD employees is evaluated by company’s officials weekly
• Their daily sales order is monitored by Area Executive
• The salesmen is given a geographical territory which doesn’t consider sales potential
• Salesmen has to cover 30 outlets each day
• They are given a beat plan for each day
• If a WD employee is not performing then the company can sack him
Roles of Salesman
• Prospecting- Searching for new outlets
• Targeting- Visiting potential outlets
• Communicating- Informing about products and offers
• An order taker- As per requirement in retail and convenience outlet
• Selling to retailers and convenience outlet
• Servicing- Removal of damaged/expired(DND)products
• Information gathering- About needs/ preferences of customers
• Allocating- Fixed time to each outlets
• Cash collection

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Role of Brand Manager – Sugar Free
Job description
 Manage & consolidate existing business on brand : This will include growing share of the
brand, generate brand salience, trial and repeats. Will involve planning of ATL and BTL
activities on the brand, packaging, sales promotion and pricing.
 Develop and implement brand strategy: Formulation of overall brand strategy as per the
current competitive context and growth strategy for the future. Implementing the overall
strategy and monitoring it against the against the agreed performance parameters. Work in
close co-ordination with the sales team and working with them to understand the retail
dynamics and consumer feedback.
 Innovation & New product development: Manage the development of innovations and new
products in the category. This will involve consumer understanding, leading innovation
projects and interaction with the R&D, packaging, regulatory team and other support team.
 Developing brand communication: Work in close co-ordination with the creative and media
agency, create sharper consumer insights and develop effective brand communication.
Develop 360 degree communication approach.
 Market research and retail audit: Retail audit analysis of the respective brand wrt to
competition and generating other competitive insights to grow the brand. Action consumer
research as per the requirement of the brand.
 Overall brand health and profitability: Ensure optimization of brand spends and attaining of
desired top line results of the brand as per the budgets approved.
 Experiential marketing/Digital/ Unconventional communication strategy: Develop and
implement brand activation for higher degree of consumer engagement and interaction
using unconventional/ non-traditional and experiential strategy to reach out to the
TG/potential TG and build up consumer affinity towards the brand.
 Sales planning: Sales planning basis the brand initiatives planned and tracking the sales
performance of the brand and respective SKU’s on regular basis.
 Operational responsibilities: Day today operational responsibilities on the brand to ensure
smooth functioning and performance on the brand.

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Conclusion and Recommendation
 Launch of Zydus Related Products:
Zydus should launch more Nutralite butter and other products, since consumer want more
butter related product.
 Reward To Good Retailers:
Zydus should give the rewards to the good retailers who are giving good sales. The small
retailers who are not giving good sales, Achievable targets should be given and should be
rewards in terms of gifts on achieving the targets.
 Improvement in Supply:
Improvement in supply is required as Distribution frequently get stock out from a
particular type of butter which is having more sales. This should not be a repetitive
condition. The company should send exactly that what is required by the Distributor.
Sending some others flavours which are not demanded can reduce the sales of the
popular brand lead to decrease in transparency between the Distributor and the Retailers
as the Distributor is going to avail the same policy with the retailers as the company is
availing with him. Sending proper supply can strengthen the relation of the company.
Distributor and the Retailers.
 Improvement in Packaging:
Packing can be made more attractive by using cartoons to influence the person. As per the
consumer survey, the packaging of product related the best.
 Should adopt more flexible Replacement policies:
The major reason of dissatisfaction among the other retailers was replacement policy of
expired products. It was also the reason for many of the closed outlets. The Distributors
gets replacement of 1.4% of total sales by the company. This percentage can be increased
to provide more flexibility to the Distributor. The Distributer gets replacement from the
company twice in a year. The Distributor should get the replacement monthly so that he
can also replace expire products of retailers regularly.
 Regular Audit of all the Distributors:
A regular audit to all the Distributors should be made by the company officials to check
the condition of all the supply vehicles so that proper delivery of butter is made to the
retailers. It was observed that some of the supply vehicles of the Distributor were not
working properly and the supply was made in boxes.

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References
pdf.marketpublishers.com
http://in.linkedin.com/jobs2/view/18190203
www.researchandmarkets.com › Categories › Company Reports
store.globaldata.com/.../zydus-cadila-healthcare-limited-cadilahc-financia...
http://www.zyduswellness.in/
http://www.zyduswellness.in/investor.html
Other Sources:-
 CMIE Prowess Database
 Magazines
 Journals and Research papers
 Google scholar