Channel Relationship Manager - Trade

Job Purpose

Adhere to call cycle plan, achieve sales and collection targets by maintaining relationship with channel partners in an assigned area (Territory) and effective communication of sales promotion activities to achieve set objectives.

Job Context & Major Challenges

UltraTech Cement is the largest cement manufacturer in India with an installed capacity of about 68 million tonnes. The company has production facilities in 17 locations spread across the country and has plans to grow further than acquisition and green field expansion. The Ultratech brand occupies a premium position with a market capitalization of Rs. 81438 crores. The Indian cement industry has a capacity of 409 million tonnes and a supply demand gap putting pressure of prices due to excess capacity. The market has strong regional Indian and MNC players in each Zone and has strong brand competition.
The challenge will be to create compelling differentiation in Cement sales for achieving premium in pricing & exceeding Customers expectations through service excellence. Align & adopt a "One UltraTech" approach and leverage on strong relationship with channel partners to provide end to end construction solutions and stay ahead of the competition.

Key Result Areas KRA (Accountabilities) (Max 1325 Characters) Supporting Actions (Max 1325 Characters) KRA1 Branding and Improving Brand Equity (R) Identify the locations for the hoarding placement, wall paintings etc. and timely distribution of the sales promotion material (R) Organize promotional activity as per the plan for Territory in order to drive positive brand equity index (R, A) Create awareness of value added services like Mobile Lab, Information Centre, Toll Free Number etc for dealers, retailers and end customers KRA2 Business Delivery R) Ensure easy availability and replenishment of allied products as per agreed SLAs, communication of pricing, discounts of allied products to UBS outlets (R) Ensure the achievement of the sales target for the Depot (including UBS allied products) at agreed price positions (R) Ensure timely collection of payments for keeping receivables under control / follow-up for timely collection of payment against sold material in the assigned area (R) Explore the possible locations for new inventory points within the assigned territory in line with i2 network analysis (R) Follow up with Zonal coordinator-UBS for setting up of UBS of identified counters KRA3 Business Development (R) Work towards increasing the business and profitability of channel partners by helping them in increasing sales from existing customers and in acquisition of more customers KRA4 Channel Management (R) Collect the security deposit at the time of appointment dealer and enhance it according to the norms of the company and exposure in the market place R) Ensure that UBS outlets deal in all category of products (R) Identify channel partners for prospective UBS format and develop UBS stores (R) Monitor dealers / customers credit worthiness and alert management in case of any adverse developments (R, A) Adhere to call cycle plan, collect the orders & payments and update SFA on real time basis (R, A) Execute the retailer meets, counter meets for sub dealers in assigned area (R, A) Track retailer level sales, stock replenishment through continuous monitoring KRA5 Competition Tracking (R) Obtain first hand information about competitors at retailer level on Cemtrak parameters (NR, DOD, CS, ACV, MS) KRA6 Customer Service and Responsiveness (R) Provide effective customer care service and attend the product and service related queries and resolve grievances as per SLAs to ensure customer loyalty and satisfaction KRA7 Influencer Management (R, A) Organize sales promotion activity at all UBS outlets and promote UBS outlets through technical / sales meet KRA8 Sales and Marketing Plan (R) Derive sales plan with dealer and retailer, product-wise, month wise to ensure desired counter share and market share achievement