Job Purpose
Coordinate & achieve the specified sales areas sales targets of white cement & new products in trade sales through prospecting, identifying project sites through retaining & attracting new customers, demand generation activities, product promotion activities so as to contribute in achieving the sales targets & manage overall depot operations

Job Context & Major Challenges
Job Context Birla White is the 7th largest White Cement plant in the world and largest in India. Birla White has emerged from a single commodity premium product to a multi specialty product Organization for decorative and construction applications commanding market leadership in domestic market and catering the exports to 26 countries in 6 continents. Birla White specialty products include Wall Care Putty, Textura, Level Plast, GRC and Primer under the Construction Product Directives (CPD), Birla white Cement has been the pioneer in obtaining “CE Mark” for its products CEM I & CEM II. All commercial specialty products of Birla White has the distinction of becoming the “India’s first Eco-Friendly product meeting the requirement of Indian Green Building Council (IGBC) rating system for green Building Construction. Birla White is a strategic business unit with growth plans at diversified locations. This is a standalone profit centre, in which operations and marketing both for domestic as well as overseas market is centralized and integral part of SBU. In addition to White Cement, the product portfolio includes Wall Care Putty, Level Plast, Textura and Primer. The business is growing at a CAGR of 23% on revenue since 2001-02. Wall Care Putty started in 2002 with meager size of 5000 MT per annum is now grown to 6. 26 lac MT in financial year 2015 with the commissioning of new location of green field Katni plant.

Major Challenges

The White Cement industry currently has surplus capacity. The advent of substitutes has resulted in a major decline in White cement applications. The trend is towards use of modern and convenient applications. The other direct competitor (JK) is not firm on policies and resorts to heavy price cutting and extended credit. JK is also not serious when it comes to expansion of market. Birla White has to lead in expanding the market by promoting applications. Adding to this is the heavy MRP based excise which results in high prices for white cement as compared to grey cement White Cement is a low involvement product. It is an ingredient in exterior/interior finishes but the company cannot showcase a readymade finished product. All applications are through outside agencies hence the company has no control over the finish. Timely accounting, storage & transportation of material, retaining & adding new customers with maintaining profitability of stockist, and high margins in local unbranded products, competition from substitutes.

Key Result Areas

KRA1 Depot operations: Ensuring proper depot operations so as to maintain proper stock position.
KRA2 Sales collection, C form collection & Ugai management: Monitoring & reviewing company’s & freight outstanding.
KRA3 Achieving sales targets: Achieving sales targets of white cement & new products.
KRA4 Gathering market feedback.
KRA5 Promoting products & applications.
KRA6 Ensuring proper utilization of budget for promotional activities and review with CASC team on Plan requested by Team vs. Actual.