SDM

SALES AND DISTRIBUTION MANAGEMENT (MK – 212)
Instructor: Prof. Rakesh Ranjan
OBJECTIVE
The objective of the course is to provide a customer centric approach to the sales and distribution
function. The customer centric approach helps in (a) integrating advertising, salesforce and
channel members by building non-conflicting and non overlapping routes to fulfill the needs of
the consumer and (b) developing frameworks for decision making keeping the customers as the
primary focus. The course will use Indian environment as the backdrop but will also draw from
international experiences whenever needed. The perspective will be effective managerial
decision making in these areas.
After going through this course, the participants are expected to:
1. Understand the roles and responsibilities of the Sales Managers

2. Manage and enhance the sales force productivity and performance
3. Plan and implement an effective sales strategy for their organizations.
4. Design and implement distribution channel strategy.
5. Manage the Channels efficiency and effectiveness; wholesaling, and retailing.
EVALUATION
Mid Term: 20%
Assignments: 15%
Group Project: 25%
Phase I: One Page write up
Phase II: Project Report
Presentation: Session 19 & 20
Final Exam 40% (Subjective Exam)
TEXT BOOK
• Sales Management- Analysis & Decision Making –Johnston & Marshall (Tata
McGRAW Hill 9th Edition, India Edition
• Marketing Channels- Louis Stern, Adel El Ansary, Coughlan, Anderson & Natarajan (Pearson-7th
Edition) [SAAN]
• Other Readings: Handout
PEDAGOGY
Pedagogy for this course will be a mix of lectures, group work, role play; class exercises case
studies and class participation based on reasoning.
To benefit from this rich mix of pedagogical tools, the students are required to go thru the given
readings and cases for each class.
PROJECT
Option 1: Students are expected to choose a company in groups of 5-6 and do thorough analysis
of its marketing and sales and distribution strategies. The objective of the same will be to
appreciate the link between the two and if the chosen company has been able to establish that or
not and if not what are the suggestions from your side. This should be like a review paper based
on both secondary and primary data collected by the group.
Option 2: Groups are expected to critically comment on the sales force management & channel
Management of any one company. As far as possible the data should be collected via means of
interview with the company officials and survey of dealers and distributors of the respective
company. The Project report should have commentaries on the following:
1. Sales management:
a. Sales Organization
b. Recruitment & Induction Process
c. Territory allocation Process & Strategy
d. Reporting structure and systems
e. Compensation structure
f. System of Evaluation
g. Training & Development
2. Channel Management
a. Channel environment
b. Channel strategy
c. Channel Design & structure
d. Managing the channel members and conflict
e. Appraisal and evaluation of channel members
In your Project Report please ensure to have the following sections:

1. Disclaimer
2. Introduction
3. Objective of the study
4. Methodology
5. Description of the Sales & Distribution System of the company
6. Analysis/critique
7. Recommendations, if any
8. Limitations
Project will be evaluated on the content/coverage, flow, originality, quality of critique and
analysis. Groups should take care that they submit original work.
Each group is expected to give a one page write up on project they want to undertake by 4th
session. This should include the details of the company as well.
COURSE OUTLINE:
MODULE 1: Sales Management
Session In Class
Topic Readings
No. Activity
1 Introduction to Sales Chapter 1 of Text Book Discussion
& Distribution
Management
2 Personal Selling Chapter 2 of Text Book Role Play
Process-I Readings: Understanding Selling
What makes a Good Styles Using
Salesperson (HBR Article) Transactional Analysis
Note on Transactional
Analysis
3 Personal Selling Case Discussion: Siebel
Process-II Systems: Anatomy of a
Sale
4 Sales Planning & Chapter 5 of Text Book Lecture & In-class
Forecasting Exercise: Catchment
Analysis & Market
Mapping
Assignment 1
5 Managing Sales Chapter 5 of Text Book Exercise: Designing a
Territories & Quotas Sales Territory
6&7 Sales Training, Chapter 6-11 of Text Book Discussion
Motivation & Exercise: Designing
Compensation Sales Incentive Scheme
Case: Anupama
Cosmetics
8. Evaluating & Chapter 12 of Text Book Lecture, Discussion &
Controlling Sales Role Play: A Theatre
Performance Exercise: Billie Daniel
Assignment 2
9 Sales Organisation Chapter 4 of Text Book Discussion &
Structure Case Discussion : Komal
Food Products Company
Ltd.
10 Guest Speaker from Industry
MODULE 2: Distribution Channel Management
Session In Class
Topic Readings
No. Activity
11 Distribution Channel [SAAN] Lecture and Discussion
Management Readings:
1. Distribution Policy
2. Strategic Issues in
Distribution
12 Marketing & Case: Safari Batteries

Selling:
Interrelationships
13 Channel Design: [SAAN] Case Discussion: Dell
Key Issues Reading: Computers
1. Designing Channels of Exercise: Designing
Distribution Channels
2. Reorienting Channels
of Distribution
14 Managing Channel Readings: Channel Conflict: Case Discussion:
Relationships When is it dangerous? Managing Channel
Conflict/ Clogging of the
Channels
15 Wholesaling, and [SAAN] Case Discussion:
Retailing-I Reaching the Bottom:
Uniglobe’s small local
stores dilemma
Exercise: Choose the
Right Party
Assignment 4
16 Wholesaling, and [SAAN] Exercise: Calculating
Retailing-II ROI of a Distributor
Discussion: Based on
Small Caselets
Assignment 5: Gino SA:
Distribution Channel
Management
17 Non-store retailing Case Discussion: Mary

and electronic Kay Inc.
channels
18 Guest Speaker from Industry
19-20 Group Field Project Presentations & Course Wrap Up

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SALES AND DISTRIBUTION MANAGEMENT (MK – 212)

Instructor: Prof. Rakesh Ranjan

1. Understand the roles and responsibilities of the Sales Managers

In your Project Report please ensure to have the following sections:

MODULE 1: Sales Management

MODULE 2: Distribution Channel Management

12 Marketing & Case: Safari Batteries

17 Non-store retailing Case Discussion: Mary

19-20 Group Field Project Presentations & Course Wrap Up

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