DAY-1

CDM NIRAJ KUMAR

DATE : 23-2-2017 (THURSDAY)
 It was basically a theory session for
me but got good inputs from the
CDM Mr. Niraj Kumar.
The following inputs were:
How does the product move from where
to where
How many zones in Hyderabad and how
many stockists in one zone
OTOG (one team one goal)
Retail Environment
About the SSM, about their coverage per
day, per week
Operations of a Stockist
 Categories of the product
FDD (Fixed Days Dispatching)
On pack promos
 Hyderabad is divided into 3. They are
Hyderabad central city = 4 stockists
Hyderabad hi-tech city = 5 stockists
Hyderabad old city = 7 stockists
There are in total 16 stockists in these 3
areas.
 DAY-2
HOLIDAY SHIVRATRI
DATE 24-2-2017 (FRIDAY)
 DAY-3
WITH SSM BALRAM
STOCKIST DILIP AGENCIES
ZONE HYDERABAD OLD CITY
AREA ATTAPUR
DATE : 25-2-2017(SATURDAY)
 We went to Kirana stores in that area, there
were few General stores and few medical
stores as well.
SSM had his palm tops where he was
entering the orders of the customers. We
could achieve around 10 orders from
different customers.
Maximum in that area there were only
kirana stores, in which the orders were for
CAS, CMF in which there was an offer
saying if you buy 5 you get one free .
For Kirana stores there was offer only on
CAS and Super flexi black new launch
 Most of the kirana stores order in single
digits i.e 1 or 2
They try not to give the order if they
have atleast one in stock
In some kirana stores i saw colgate
products not properly kept in the shelf
I could channelize how a palmtop
actually works
In non occ general stores I did not find
palmolive products
 DAY 4
WITH SSM MD. RASHEED
ZONE HYDERABAD OLD CITY
AREA KARWAN ROAD
DATE : 27-2-2016 (MONDAY)
 This area constituted of Wholesalers,
medical stores and some kirana
stores
Cibaca toothpaste was overruled as
people are not asking it much often
Last week there was much focus on
the toothbrush so there were not
much orders for toothbrushes this
week.
There were some issues i.e. margin
issue, offers issue
 Wholesalers are ready to take at loss
of which when asked that you are
losing amount of percentage he says
I dont want to loose the customer
Customers were getting offers which
company was not running (offer
which we came through was 360
degrees TB was been selling at 6+1
offer)
Sale was around 70000 change
 DAY 5
WITH SSM MD. RASHEED
ZONE HYDERABAD OLD CITY
AREA VIJAY NAGAR COLONY
DATE : 28-2-2016 (TUESDAY)
 This area is covered into 2 parts.
And one of the SSM was on leave, so
we did covered both the parts
Market was dull as it was month
ending and few shops did not have
much sale this month
Reliance company is going deeper,
i.e. they are not even leaving a small
Kirana Store as well for the credit
system
As of now we are not effected by it
Sale was around 35000 change
 DAY 6
WITH SSM MD. RASHEED
ZONE HYDERABAD OLD CITY
AREA GUDIMALKAPUR AND MEHDIPATNAM
DATE : 1-3-2017 (WEDNESDAY)
 We captured 16 bills in gudimalkapur
and around 11 bills in mehdipatnam
route
Sale was around 45700 change in
gudimalkapur and 20000 change in
mehdipatnam
I started using the palmtop, like I
started taking orders with the
assistance of the SSM
Me and the SSM tried to rearrange
the shacks at some GS so that it is
easier to find our products to the
 DAY 7
WITH SSM MD. RASHEED
ZONE - HYDERABAD OLD CITY
AREA GOWLIGUDA ROUTE
DATE : 2-3-2017 (THURSDAY)
 I took the samples with me and tried to show
to the customers so that I can make him buy
more
At times if you carry the samples the
customer might get desperate to buy a
product
We got 19 bills and it amounted to 29646
which constituted of KS, MS and 1 wholesale
There a competitor named BEGUM BAZAR
who tries to manipulate prices and tries to
attract customer. Mostly he tries to reduce
the prices in he makes sure everyone comes
near him and buy with him only
 Few learning's from the market in
this week are :
Active stores and non-purchase list
Occ stores and non-occ stores
STT
Usage of palmtop
Sales route
How to tackle with a customer
Patience level should be high
Every time you need to carry the
samples
 FEW ISSUES
Margin Issue
Offers Issue
WEEK - 2
 DAY 1
WITH SSM MD. RASHEED
ZONE - HYDERABAD OLD CITY
AREA BASHEER BAGH ROUTE
DATE : 3-3-2017 (FRIDAY)
 Total bills were 18 it amounted to
36200 change
Did attend some customers and also
tried to enter some bookings in the
palmtop as well
Learned the operations of palmtop,
looks easy to handle but you need to
watch the pieces available in the
stock point then you need to enter it.
Palmtop is divided into different RE
i.e. (RETAIL ENVIRONMENT) KS, WS,
MS, MT
 So if you are visiting a Kirana Store then
you will find his name in KS, same for the
MS, MT, WS
You can check how many stores are there
in the route for today, you can track the
SSM summary till date how many stores he
visited for the following month
You can also review particular days bill and
amount
You can edit the order if you have entered
anything wrong
You can also check the offers in the
Palmtop if you have any doubt
 DAY 2
WITH CDO SIVA PRASAD
WITH SSM MOHIT
ZONE - HYDERABAD OLD CITY
AREA LB NAGAR ROUTE
DATE : 3-3-2017 (SATURDAY)
 Area was full of WS stores and also
KS, in which we covered some stores
which is not covered
The Product Knowledge ;
Categories : Oral Care, Personal Care,
Home Care and Others
Sub Category : TP, TB, Tooth Powder,
shower gel, Intra Dental, Hand Wash,
Shaving Cream, Shampoo, Dish Wash
Sub Brand : To give you an example of
this, CDC, CAS, CMF etc are the Sub
Brands
 SKU : for example CAS has skus named Colgate
active salt neem, Colgate active salt healty white,
Colgate active salt lemon
Pull and Push Sku, Pull sku(it is a demanded
product) is that where a ssm need not force or try to
convince a customer to buy for example CDC. Push
Sku(demand will be there but need to be convinced)
is where a ssm has to try and convince the
customer to buy for example new Palmolive shower
gel or the new Palmolive products has to be
convinced and push a customer to buy
Reason for margin structure variation between
wholesale and retail is wholesale tries to cover
ICRE(Indirectly covered retail enterprises) whereas
retail directly involves the end consumers so there
will be a difference of margin structure variation
 Selling stories differs for each and
every product
For example CMF 20 the selling story
for this is now buy 5 and get 1 free
likewise suoer jr 10+2
Zig zag black new Mrp 35 selling
story for it is 6+1 with CDC 50
 TERMINOLOGIES
Active Stores : These are the stores
which are buying or which purchases
at least once in a month
Effective Coverage is the ratio of
active accounts by customer list
Effective Route Coverage, it is the no
of outlets in the route list which have
purchased at least once in a month
 Productivity is the no of billings done
out of no of calls or you can also
term it as the ratio of productive calls
by schedule calls
Non-purchase lists are those who
have not bought the products
regularly
Average SKU is the ratio of total no of
SKUs by total no of bills
SUNDAY
 DAY 3
WITH SSM NARSING
ZONE - HYDERABAD CENTRAL CITY
AREA MOONDA ROUTE
DATE : 6-3-2017 (MONDAY)

(CAME FROM THE MIDDLE OF THE MARKET AS I WAS NOT FEELING WELL)
 DAY 4
WITH SSM SAI
ZONE - HYDERABAD CENTRAL CITY
AREA PARSIGUTTA ROUTE
DATE : 7-3-2017 (TUESDAY)
 The SSM routes were changed so it was a
new route to the salesman
There is one thing which came to my notice
was, when we enter into the shop and say
them we are from Colgate they ask where is
the other salesman who used to come
It actually made a impact that customers
are so attached to the salesman and so as
the salesman too
Customer relationship is everything for any
FMCG company if you dont maintain it
properly the company is at loss
 DAY 5
WITH SSM ARVIND
ZONE - HYDERABAD CENTRAL CITY
AREA WARSIGUDDA ROUTE
DATE : 8-3-2017 (WEDNESDAY)
 Today the productivity was far better
from the last week as the last weeks
productivity in this last route was
very less i.e. 13000 change
respectively
Thing is if the customer doesnt clear
the bill, the SSM cannot take further
orders
Town Classification is done for setting
of promos, DD(distribution drive) etc
Town classification is divided into
Metro town, Middle town, ROU( Rest
 Market Hygiene an area where a
stockists & SSMs has to check out,
be very careful and dispatch the
orders according to the orders
Checking of delivery is must and
should be done by the SSMs
Likewise replacement of damaged
stock i.e ullage issues should be
considered and addressed by the
SSMs
 DAY 6
WITH SSM KRISHNA
ZONE - HYDERABAD CENTRAL CITY
AREA UPPAL WHOLESALE ROUTE
DATE : 9-3-2017 (THURSDAY)
 Today did FCLC and got an experience on
how to use palmtop
There were 51 stores in the route could cover
every store but we generated 32 bills with an
amount of Rs. 1,24,536/-
Attended one new store and asked him to tie
up and he accepted and asked us to visit the
next week
As it was wholesale we tried to push the
focused SKUs like 2 sheets of super flexi
black and also 1 dozen of cdc 200g with
charcoal toothpaste free and many other
SKUs as well
 Now there is a product knowledge wherein I can pitch
in into the shoes of the ssm and deal with the
customer and also got familiar with the terminologies
which is really mandatory while attending a customer
Palmtop usage which I felt difficult is easy to handle
now
Margins are the biggest part where in we need to tell
our customer how much each single product costs to
him because what customer looks for his PROFIT
The customer comes with various reasons by saying
that this wholesaler gives me x% extra margin, we try
and make him understand with our own fundas which
is actually true and finally we get his deal anyhow for
say like -
 You save your fuel cost
Service required by you is given by us
Any ullage issue you can tell us we fix it; etc

Got to know there are age old customers with

us still and they still stand and support our
company with all due respect and the
productivity is increasing day by day
Mandatory assortment if we talk about, it is one
of the most essential part in placing the
products at particular stores which is to be
known by the SSMs because if you place a
premium TB say 360 degrees charcoal in KS he
really cant sell because of the clientage he has
WEEK 3
 DAY 1
WITH SSM KRISHNA
ZONE - HYDERABAD CENTRAL CITY
AREA CHILAKANAGAR ROUTE
DATE : 10-3-2017 (FRIDAY)
 SSM Krishna is working in CP from past 3
years and with his help and experience I
did some FCLC again in this route
Could make sale of 18000 with 16 orders
He tried explaining where and when to
show the samples
Got trained in which stores you need to
place a particular SKU. For suppose in KS
you particularly place CDC of Rs. 5/-, in MS
pain out is to be placed compulsory etc
He also made me train in how to make the
visibility if its not properly kept
 DAY 2
WITH SSM BHANU
ZONE - HYDERABAD CENTRAL CITY
AREA NALLAKUNTA ROUTE
DATE : 13-3-2017 (MONDAY)
 We pushed ourselves hard as we kept a
target of reaching 1,50,000 as it was
HOLI but we could not. We made 27 bills
which amounted to 1,05,000
Again did the FCLC again with him for few
stores
There were MS, WS and KS in this route
We made it clear in our minds to focus on
each and every product and try to place
the mandatory assortments in the stores
and we pushed some new products to
increase the range in the stores
 DAY 3
WITH CDO NIRAJ KUMAR
WITH SSM SUDARSHAN
ZONE - HYDERABAD CENTRAL CITY
AREA ROUTE
DATE : 14-3-2017 (TUESDAY)
 Again learned about calculation of
margins and also about additional
margins which is to be calculated on
the MRP
Understood what are the parameters
are set for the Hero No 1 and STEP
(Stockist Excellence Programme)
incentive
Apart from Hero No1 for SSMs
company gives LIC & HEALTH
insurance benefits to the SSM
18 orders were booked and
 DAY 4
WITH SSM RAJESH
ZONE HYDERABAD OLD CITY
AREA MEHDIPATNAM-1 AND RED HILLS ROUTE
DATE : 15-3-2017 (WEDNESDAY)
 We could do only 6 bills at Mehdipatnam
route which amounted to only Rs. 28500/-,
only 6 bills because of the earlier weeks bills
have not been cleared by the customers
And the Red Hills route had 13 bills
amounted to Rs. 20600/-
Learned how to upload the orders and how to
download the next days route on the
Palmtop
We have got trade promos and consumer
promos and also there are additional benefits
for MS, MT, WSP (wholesale pharma), WS
 DAY 5
WITH SSM RAJESH
ZONE HYDERABAD OLD CITY
AREA KHAIRATABAD ROUTE
DATE : 16-3-2017 (THURSDAY)
 This routes consisted of WS, KS, GS and few MS
This is the biggest route for this SSM as his target
is around 5L-6L for the month
15 orders were taken, amount was Rs. 46491/-
Customers were complaining about the margins
again
Today the WS customer showed me the bill of his
taking Zig Zag buy2 get1 free from the best price
online seller where the SSM after cutting out extra
additional margin from the distributor purview
which amounted to Rs. 40.5/- and he took it for
35.65 Rs/-, there is one more point the stocks
which they are getting is a fresh stock
There is a huge difference of Rs. 4.85/-
 Customers like KS, WS, GS, MS are
asking for 30g Palmolive instead of
the new Palmolive of 65g
WEEK - 4
 DAY 1
WITH MERCHANDISER RAJ KUMAR
ZONE HYDERABAD CENTRAL CITY
AREA PANJAGUTTA ROUTE
DATE : 17-3-2017 (FRIDAY)
 Here they are not called as SSM they are
called as the Merchandiser
SSMs use PalmTop, here they use ZING
mobile
ZING ZERO INSTORE GAPS
These gaps may be Visibility Implementation
Gap and SKUs placement gaps
ZING is to know the width and depth of the
distribution and also to know investments
are achieved properly for instore visibilities
There were mix of REs which we went today
i.e. MT, CS, MS, GS
 Merchandiser use ZING mobile to
upload photos
Here are some of the visibilities
which you can see in the OCC stores
SIDE KICK PARASITE STAND
 IMAGE
FLAG WINDOW
BRUSH BOX

FSU FLOOR
STACKING UNIT
 DAY 2
WITH MERCHANDISER RAJ KUMAR
ZONE HYDERABAD CENTRAL CITY
AREA BEGUMPET ROUTE
DATE : 20-3-2017 (MONDAY)
 As we have Sales Call process for SSM we
have ZING Call Process for Merchandiser
Today I did the ZING call process for few
stores, only for few stores because we werent
allowed to take pictures for few stores
You need to check out the day plan i.e. how
many stores to visit
Before going to any store check what are all
need to be checked in that store
After entering into the store you need to make
sure the visibilities are proper if not the
merchandiser has to set it proper and take
pictures and upload it on ZING
 You have got different modules for
different REs in the ZING mobile,
they are :
SOS & SKU Tracking
Planogram
Promo Availability
Asset Tracking
 Today came across 3 different visibilities

END CAP
SHELF IN
SHELF

HIV IN MXL
STORE
 DAY 3
WITH SSM FAROOQ
ZONE HYDERABAD OLD CITY
AREA L.B. NAGAR ROUTE
DATE : 21-3-2017 (TUESDAY)
 12 orders amount Rs. 19700/-
Covered 2 new outlets with the SSM which
happened to be both KS only
There is been increase in the prices of some
SKUs such as the kids 2+ brush has been
increased from Rs. 20/- to Rs. 25/-, CAS 23g
which was Rs. 10 earlier now its Rs. 12
Even in toothbrush zig zag and zig zag
black the prices have increased
These increase in CAS and 2+ brush had
some impact in orders but for zig zag and
zig zag black there is no effect in orders as
of now
 This route has KS, MS to the
maximum extent
One thing is for sure how much the
competition be you need to try and
just crack the order every week when
you visit the same RE every time
Thats when an PRODUCTIVITY
happens
 DAY 4
WITH AN UNTRAINED SSM
ZONE HYDERABAD OLD CITY
AREA CHANDRAGUTTA 2
DATE : 22-3-2017 (WEDNESDAY)
 As the SSM was absent I was sent to go and
do the route for this particular day
This route had an average business of 60K
There were around 8 wholesale stores and
around 16 KS, MS stores
I was accompanied by an untrained SSM
who is actually the delivery boy who has the
clear idea of that route and he knew which
stores to go
I could track 19 orders amounted to 30-35K
One wholesaler could make the difference
of the average sale who did not give an
order as he had stock
 One learning is that you need to know how
to convince the customer if you are not
able to convince or mould the customer
then you cannot crack the deals every
time you go
Secondly the SSMs need to know all the
SKUs, MRP, the margins and also the
schemes properly
When I did my FCLC I was accompanied by
the trained SSM who actually helped when
I was doing wrong
This day was no back up so that I could
crack the deal but its a learning
experience where you learn from it
WEEK - 5
 DAY 1
WITH SSM SRIKANT
ZONE HYDERABAD OLD CITY
AREA HASTINAPUR
DATE : 24-3-2017 (FRIDAY)
 We got 20 orders which amounted to
Rs. 34293/-
His ERC was 241 out of 315
Had an issue where there was delay
in dispatching of goods due to there
were absents of delivery boys in that
particular week
This stockist has some issues such as
SSMs not coming, I mean there are
lots of absenteeism which makes a
issue of reaching the end target to
the stockist
 So these were some of the issues
raised by the REs and some have
bought some of the SKUs from the
market
In this route there are many inactive
stores as well
Covered one MS convinced him to
take the orders from the stockist and
he said YES
 DAY 2
WITH SSM ESWAR
ZONE HYDERABAD OLD CITY
AREA MALLAPALLY & S.BAGH ROUTE
DATE : 25-3-2017 (SATURDAY)
 This SSM has almost reached his ERC
and also the month target too
In this route there are many stores
which are inactive stores and many
of them are closed
The sales of MS in this route are very
less
There are good key wholesale stores
in this route who always achieved
their targets and regularly they get
their reward at the end of which is
discount
 DAY 3
WITH SSM VENKATESH
ZONE HYDERABAD CENTRAL CITY
AREA METTUGUDA ROUTE
DATE : 27-3-2017 (MONDAY)
 This SSM is been associated with
Colgate for 7years
The type of customer relationship he
had with the REs was amazing
This is a small route where there
were most KS, one MT and few MS
22 orders were taken and amount
was Rs. 28273/-
 DAY 4
WITH SSM MOHIT
ZONE HYDERABAD OLD CITY
AREA BNREDDY & VANASTALPURAM ROUTE
DATE : 28-3-2017 (TUESDAY)