Plan, execute and control the sales and collection operations of Key Accounts in region and act as single point contact to maintain the required service levels and customer relationships for continuous growth of business.
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 players in each Zone and has strong brand competition.
Key Accounts Business was a pioneer initiative that aimed to provide focused attention to the top 100 institutional customers (mainly construction companies in India). The aim was to provide them with a dedicated sales force responsible for identifying customer needs and understanding emerging trends so as to ensure effective brand positioning and building market share. In this segment, it is vital to nurture strong relationships with clients and consultants to understand their specific needs and act as a trusted advisor to the business.
Although it is an established business with 3000 crore revenue and 18% of total cement sales, the major challenges being to serve Key Customers across India, complex supply chain and strong customer interface. The increasing complexity of construction practices, demanding application for infrastructure projects like metros, highways, ports & airports and meeting specifications of international standards pose a constant challenge to provide the required quantity and quality of cement.
| KRA (Accountabilities) (Max 1325 Characters) | Supporting Actions (Max 1325 Characters) | |
|---|---|---|
| KRA1 | Key Account Management | ⢠(R) Build long term customer relationship with all key stakeholders (e.g. purchase, stores, and finance) through CRM with the objective to leverage growth and new business opportunities ⢠(R) Identify customers business needs to deliver long term competitive advantage |
| KRA2 | Business Delivery | ⢠(R) Achieve the sales target in terms volume, product mix & segment ratio at agreed price positions to achieve maximum NCR for the Zone ⢠(R) Ensure increase in share of business by identifying opportunities to service at PAN India locations ⢠(R) Ensure timely delivery to key accounts by looking into product mix, customer mix, segment mix etc. and achieve assigned strategic account objectives for the Zone ⢠(R) Recommend pricing of Key Customers based on market intelligence ⢠(R,A) Plan and execute call cycle for region and report findings to superior and other stakeholders for tracking and monitoring purposes |
| KRA3 | Market Strategy | ⢠(R) Devise the market strategy based on customer feedback, consultants and new projects to recommend new markets, capacity enhancements and quantity requirements for the Zone |
| KRA4 | Market Intelligence | ⢠(R) Monitor competitive activities including sales, pricing, product innovations and new construction practices, close interaction with key stake holders like consultants, industry experts and professional bodies |
| KRA5 | Partnering with Customers / Value Added Services | ⢠(A) Assist key accounts to achieve their project progress targets by providing construction related support â Project Ownership Module ⢠(A) Organize training programs with the assistance of technical services cell ⢠(A) Provide value added services like mix design, bulk delivery, inventory management, etc. |
| KRA6 | Product Promotion and Brand Equity | ⢠(R,A) Develop a healthy relationship with existing customers to get future orders and keep watch upon upcoming projects |
| KRA7 | Revenue Plan and Budgeting | ⢠(R) Make yearly forecasts based on cement consumption pattern and projects on anvil |
| KRA8 | Sales Administration | ⢠(A) Ensure timely collection of payments for keeping receivables under control / Follow-up for timely collection of payment against sold material for respective key accounts ⢠(R) Management of debtors including setting of credit limits based on financials of key customers, monitoring of credit control and achieving budgeted targets |
| KRA9 | Coordination | ⢠(A) Coordinate with IT / Logistics and C&F teams for order processing based on the criticality of order ⢠(A) Get clarification from sites / customers and provide the same for updation in system and order execution; Make necessary entries in the system for order execution in time |
