Sale & Distribution
Management of Asian Paint
BY
Aarohi,Amarjeet, Ekta,Md Waseem, Shubhangi and Vivekanand
Introduction
Vision:” We want an innovative ,agile and responsive world class research technology organisation that aligned to future
customer need and catalyses growth of the company across existing future business.”
Mission: “Asain paint to become on of the top five decorative coating companies world-wide by leveraging its expertise
in the higher growth emerging market. Simultaneously company intends to build long term value in industrial coating
business through alliance with established global partners”
Company Profile
Company Name Asain Paint
Type Public
Industry Chemicals
Founded 1st February 1942
Headquarter Mumbai, Maharashtra
Key People ● Ashwin Dani (Chairman)
● Manish Choksi (Vice Chairman)
● Amit Syngle (CEO)
● Abhay Vakil (Non Executive Director)
Products ● Chemical
● Decorative Paint
● Industrial finishing product
Website https://www.asianpaints.com/
Objective
Main objective of sales and distribution of Asain paint is to increase the overall volume of product sold in order to
generate revenue and to achieve the target assigned to the sales executive and channel partner.
Quality of sales executive appointed
Eligibility: Negotiation skills
Minimum Graduate degree Problem solving skills
Preferred MBA/ PGDBM in Sales & Marketing Analytical skills
Should have scored minimum 60% throughout Strong in planning and execution
qualification.
Role requires pan India mobility as it is transferable
Previous Experience: 0 - 2 Years. in nature
Verbal and written communication skills Proficiency with MS Office, ie., MS Excel, MS-
PowerPoint is mandatory.
Cont.
Besides the eligibility criteria and the required subset of skills the sales executive of Asian Paints must also have hard
skills as well as soft skills to excel at their job profiles.
Awareness about the products and their specifications. Awareness about the hierarchy within the organization. Awareness
about the sales territories. Developing effective sales program for their team to acquire as well as retain new consumers.
Good interpersonal skills and communication skills to mend ways within the team should there be any conflict within the
team. Improving efficiency so that the skills can be galvanized for multiple functions.
Ultimate goal of any sales executive is to successfully implement the sales plan while also maintaining the cohesion of
the team.
Recruitment & Selection process
Level 1): <Age 25yrs.
:No year gap.
:>60% throughout.
Level 2):Aptitude test(Reasoning + Math+ English)
:30 minutes for 24 questions.
Level 3): Personal Interview
Technical+ HR+ Manager round.
Level 4):Regional Manager round.
Territory Design
AREA
STATE(Bihar)
Unit(1) Unit(2) Unit(3)
Territory(1) Territory(10) Territory(10)
Territory(2) Territory(10) Territory(10)
. . .
… …
….
. .
. …
. .
. .
.
Territory(10) Territory(10) Territory(10)
Contd.
• Each territory has 2 or 3 districts.
• Patna has 4 territory.
• Every territory has one dealer with overall
business of ₹10 crore for each dealer.
• If business exceeds ₹10 crore then the
appointment of new dealer.
Sales Force Motivation
Managing Director and CEO Amit Syngle said in a
news report, “I see this as a big opportunity to step in
and interact with every single employee and assuage
their concerns in an uncertain marketplace. We are not
in the hire and fire business and as a mature brand have
reassured employees that we all are together in this.”
While some companies are laying off employees
and cutting salaries, Asian Paints has decided to
take another road, the one surely less travelled by
and decided to raise employees’ salaries. As a
mature organization Asian Paints rather looks at
this crisis as an opportunity to connect and
strengthen their bond with its employees.
Sales Force Target
Asian paints sales force target is done to motivate desired performance by setting targets
for the sales person. They use sales targets for inspirational purposes, basing them almost
entirely upon what they think individuals can be inspired to achieve in their respectives
sales territory.
Asian Paints implemented JobPts, an employee rewards and recognition solution for its
sales team this way the the sales personnel feels that they are motivated to achieve the
target as their work will ne recognised by the management
Distribution Structure
Dealer Member Selection
contact your territory sales officer
contact your territory sales officer
Asian Paints Dealership Cost
Asian paints dealership cost you around 6 lakh to 8 lakhs in India. Here is the breakdown of total
investment,
Initial Stock Purchase & Fee 3.5 lakh to 4 lakhs (including GST)
Color mixing machine 1.5 lakh to 2 lakhs
Shop Interior – 1 lakh to 1.5 lakh ( racks, interior, signage boards, furniture, etc. )
Computer system & printer 50,000 rupees
Hierarchy of Asian Paint
Divisional manager (DM) cover 3-4 Region
Regional Manager (RM) cover 2-3 state
Area Manager (AM) zone wise
Senior sales executive (SSE) cover 2-3 Districts
Territory Sales Executive TSE cover Districts
Licenses and Registrations Required
Authorization certificate from the Asian paints
Trade license
Gst registration
Land Documentation
Shop registration from Local Govt.
Six month bank statement
Channel conflict
Channel conflict occurs when manufacturers disintermediate their channel partners, such as distributors,
retailers, dealers, and sales representatives, by selling their products directly to consumers through general
marketing methods or over the Internet.
Asian Paints has developed its business on the B2C business models, where the brand manufactures and
distributes products direct to consumers.
This is done over the internet and by opening outlets where only asian paints products are sold.
Channel automation
A manufacturer could use channel automation to solve big problems for both the distributors and Asian Paints.
The objective is to deliver an effective way of providing business-critical information to dealers.
To reduce the demand for customer support’s bandwidth for distributor’s queries.
This can be done by Captain Asian Paints which is an AI powered digital assistant.
A collaboration of Asian Paints and YellowMessenger.
Continued
This digital assistant is able to answer queries posed by distributors on whatsapp business account.
It can show distributor’s past orders, track current orders to send the invoices as PDF’s inside whatsapp.
It can be used in multiple languages also anytime anywhere.
Asian Paints’ internal call center for support queries is receiving 25% fewer calls since Captain Asian Paints'
deployment.
It has improved distributor participation with reduced service time per request.
Appraisal of channel Member
Target based incentive.
Based on the growth rate of sales from the base year.
Incentive upto 20%.
Product based incentive.
Different incentives for the selling of different products.
Apcolite Premium emulsion for wall.
Adhesive product.
Asian paint Primer.
Wall putty.
References
https://www.asianpaints.com/more/research-and-technology/vision.html
https://en.wikipedia.org/wiki/Asian_Paints
https://www.slideshare.net/SunilChitragar/asian-paint-ppt
https://www.freshersbee.com/asian-paints-ltd-recruitment
https://www.google.com/url?sa=t&source=web&rct=j&url=https://en.m.wikipedia.org/wiki/Channel_conflict%23:~:text
%3DChannel%2520conflict%2520occurs%2520when%2520manufacturers,and%252For%2520over%2520the%2520Inte
rnet.&ved=2ahUKEwip9ciGiqD0AhWQXisKHWbwBwEQFnoECAcQBQ&usg=AOvVaw3OaFnmyRYltmhIZ2y7I3Gv
https://coe-dsai.nasscom.in/sales-channel-automation-on-whatsapp/
