Part 3
FMCG trade practice
This is the part the first two were preparing for. A packet of biscuits passes through five or six hands before someone eats it, and each hand has its own targets, margins and paperwork. This part walks the chain from the brand's office to the kirana counter, so a stockist understands what the company wants, a salesman understands why the scheme exists, and everyone speaks the same language.
- 3.1What FMCG isHigh volume, low margin, fast rotation
- 3.2The chainManufacturer to consumer, and who holds stock at each step; general, modern and quick commerce
- 3.3Big brands and small brandsHow regional brands compete
- 3.4How a brand's sales team worksNSM, RSM, ASM, SO, DSR — who reports what
- 3.5Appointing a stockistTerritory, agreement, investment, ROI
- 3.6The price ladderMRP, PTR, PTS, company price; margin at each step
- 3.7Three sales of one packetPrimary, secondary, tertiary; why brands want secondary data
- 3.8Targets and trade spendSchemes, display, consumer offers; how spend is checked
- 3.9What brands measureNumeric and weighted distribution, outlets billed, lines per call, fill rate
- 3.10Launching a productSeeding, launch schemes, first-order targets
- 3.11Ordering from the companyPrimary orders, days of stock, order cycle
- 3.12Schemes and marginsTrade, display and free-goods schemes
- 3.13ClaimsScheme, damage, expiry and price-drop claims; why claims get rejected
- 3.14Damages, expiry and returns
- 3.15Credit and collection on the beatCredit days, van sales
- 3.16Salesman incentivesBy brand, by SKU, by collection, by coverage
- 3.17Many brands, one stockistBrand-wise or common salesmen; brand-wise P&L
- 3.18Beats and routesBeat plans, coverage, productive calls
- 3.19Kinds of retailersKirana, chemist, wholesale, modern trade
- 3.20Words from the fieldField terms and slang, with Tamil equivalents