Organizational Chart

CEO

COO

Productio Marketin Sales

n g

QA Distributi Procurem Trade Design Brands

Brands Area/Zone PM
on ent Brands
Promo s

PR CRM Branches Retail

Channel

Corporate
Finance MIS HR Affairs

Internal Accounts Legal & Network Tech Sup Sys Admin

Audit Tax Analysis

Purchase
 The Business Environment

Competition

Suppliers Customers
Store & Production Q&A Distribution Sales
Procurement

MIS
Marketing
Accounts & Finance
Admin & HR

External & Environmental Factors

Why Nirala Markets…?
– Differentiate & Position our selves as “Innovative” , “Value
Added” & “Leading” Brand

– Create awareness about new products, services, packaging

& branches

– Remind about existing products, services, packaging &

branches

⇑ traffic to shop ~ ⇑ products purchases ~ thereby ⇑ sales

 Management Information Requirements

For simplicity reasons, lets look at:

4 real information
requirements of
“Marketing Division”
at Nirala
1: Product Performance
 How is Sugar Free Doing?

• We need data:
– For each sugar free product range / entire category - should we
launch more products, advertise one, why one is doing better
than other?
– Branch wise & entire network – Region specific trends
– For a given duration, could be a day, week, month, year, to-date
– A very basic requirement for any analysis purposes
– As a % age of total Sales for same branch / entire network – Is it
following overall sales trend or has its own pattern
– Does data links with customer satisfaction index for same
branch – Any problem with data entry or response
– Graphical Representation – Picture worth thousand words
 Sugar Free Sw eets - Sales in KGs
18 May - 17 Oct '02

1400
1177
1200

1000
799
800
624
600 528 538
435 458 443
400 301
211
200

0
JR HC MM SP TWM DHA RWP ISB FSD KHI

Total Sales to date: 35,514 Kgs 7,102 Kgs/month Avg: 710 Kgs/month/branch
Note: Actual Sales have been disguised
 2:
Customers’
Feedback
 What our Customers Think

• About our Quality & Service

• How do they discover new
offerings by Nirala?
• Can we have a data base of
our customers?
• Can we have online
feedback – a touch screen
terminal at each store, for
accurate data entry and
customer's involvement?
• Can we send them birthday
cards, anniversary wishes?
 Customer Satisfaction Index

12.00

10.00
10.00 9.34 9.19 9.39
8.92 8.79 8.85 9.07 8.94
8.52 8.30 8.28 8.42
7.92 8.17
7.88 7.85 7.66
8.00 7.47
Scale of +10 to -10

7.21
6.32
6.07
6.00

4.00

2.00

0.00
JR DHA TWN MM SP HC KHI RWP ISB FSD Average
Branch Location

Quality Index Sales Staff Index

Note: Disguised info