Lahore School of Economics

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Sales and distribution of fast moving goods

Khurram Javaid, Area Head of Brand Marketing South Asia Cluster, Pakistan Tobacco Company delivered a comprehensive session to participants of the Lahore School MBA Program on sales and distribution of fast moving goods.


During his session he clarified various terms such as route to market, brand activation and customer management. The job of distribution in any context was to ensure that consumers were able to obtain a company’s products at the right time, through the right channel, and with convenience. The product had to be available but also the distribution had to be both effective and efficient.

He also explained what the role of a salesman was. A salesman was supposed to sell brands, capture orders, make sure brands were available, manage trade relationships, ensure product freshness and achieve regular cash reconciliation. The Field Sales Officer was supposed to supervise distributor representatives or salesmen, coach them, execute cycles and drive a team’s volume target.

A very important part of the distribution process was incentive management of various stakeholders in the process. The incentives could be offered on the bases of volume sold, strike rate and so on. 

One important tip he gave to the MBA participants was that one could learn a lot, in fact an incredible amount of information, from the salesperson only if one was willing to respect the latter and be willing to learn.

At the end he answered a range of questions. In response to a question on what a winning organization was, he said it was an organization which improved its retention, reduced its regrettable losses, had employees committed to its vision and whose employees were ready to refer the company to their friends for employment.

Mr. Khurram Jawaid, is a regular visitor to the Lahore School and is respected by the MBA participants for his expertise and willingness to share industry best practices.

posted by S A J Shirazi @ 11/23/2018 10:51:00 AM,

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