Area Sales Executive( ASE)

🎯 Role Purpose

To drive primary & secondary sales of ice cream products within the assigned territory, expand distributor & retailer network, and ensure visibility & market share growth.

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🔑 Key Responsibilities

1️⃣ Sales & Target Achievement

• Achieve monthly & quarterly sales targets

• Drive primary (distributor billing) & secondary (retail sales) growth

• Ensure product availability across outlets

2️⃣ Distributor Management

• Appoint & manage distributors

• Monitor distributor ROI, stock levels & billing

• Plan stock replenishment (especially important for ice cream cold chain)

3️⃣ Retail Execution

• Increase numeric & weighted distribution

• Ensure freezer placement & visibility

• Monitor competitor schemes & pricing

• Implement trade schemes & promotions

4️⃣ Market Development

• Identify new outlets (General Trade, Modern Trade)

• Expand rural/urban coverage

• Conduct market visits & retailer engagement

5️⃣ Reporting & Analysis

• Daily Sales Report (DSR)

• Beat planning & route management

• Sales forecasting

• Track competitor activity

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📊 KPIs (Performance Metrics)

• Sales Target Achievement (%)

• Outlet Addition

• Range Selling

• Distribution Reach

• Market Share Growth

• Scheme Execution