In August 2022, a senior sales executive at Dabur India Ltd. was facing mounting pressure to meet the company’s sales and distribution key performance indicators. He was responsible for urban retail expansion, as well as promoting new products in a territory where the company dominated the market. However, challenges such as retailer dissatisfaction and low sales were persisting due to expired products cluttering retailer shelves, among other issues. The senior sales executive was grappling to maintain sales efficiency and customer satisfaction, amid sales team governance setbacks. Key concerns included expired items on retail shelves, lack of in-store promotions, and competing sales forces becoming increasingly automated. The senior sales executive had to address these challenges to improve the territory’s performance and sales.
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