Session by Miss Ujallah Sabir

November, 4, 2018

Miss Ujallah sabir, LSE alumni currently a Sales analyst, Philip Morris International (PMI), paid a visit to
the Lahore school on 4th November 2018 to talk to the MBA participants about Distribution network of
PMI and an overview sales analyst field.

She began with a brief introduction about her and how difficult it was for her to convince her family
concerning her recruitment of Jhelum post in PMI. She gave us a brief introduction of PMI with market
share of 33%, Pakistan Tobacco Company 46% and other small companies with 16% market share. PMI’s
leading brands are Marlboro, Red &white special, Morven Gold, Morven Gold Special, Highlight,
Diplomat, K-2 and its new brand extension Parliament. Primary and secondary sales where primary sale
is Company to wholesalers and secondary from whole seller to consumer through distributors. From
chairman to area sales manager are given monthly volume targets that they have to achieve.
Hierarchical structure of PMI includes National sales manager, Regional sales manager, District sales
manager, Area sales manager, trade marketing executive and Transporters. PMI has divided the Pakistan
in five region to facilitate sales which are Karachi, Lahore, Faisalabad, Islamabad, and Hyderabad. Miss
ujallah started her journey with PMI from Faisalabad region in Jhelum. Initially her KPI included the
cover stock concerning different distributors in Faisalabad. She enlighten several technical aspects
distribution and tricks on product promotions in retailers and 3 distribution models to cater retailers.
Her initial post was entirely the field work which requires her to go practically and keep a liaison with
distributors, keep checking distributor records and report to her regional manager in Jhelum. She stated
that treat everybody professionally with candor and respectfully further she emphasized to treat your
sales team as family. It is the responsibility of ASM to evaluate demand concerning his given target
regarding his area and set the target for distributors. The target report is send to district manager after
evaluation the stock is transferred to warehouse in all district headquarters. The warehouse in charge
on the order of the distributor through which it is delivered to whole sellers that is primary sales and till
this stage stock is companies responsibility after that wholesalers are responsible and stock cover up is
required to keep a check on sales volume.

Miss Ujallah mentioned about MSPO in every district who is responsible for all merchandising,
promotions, trade offers, sale plan implementation, and public relations and planning. This also includes
posters and promotions incentives given to retailers and she mentioned that PMI competitors are
providing Rs 2000 to retailers to put down PMI posters so MSPO also has to deal with such market
obstacles.

Distributor tasks includes visit outlets, make sure availability of all company products, helps PMI with its
promotion campaign , keep whole sellers and retailers align with company’s marketing & sales plan. She
keeps her check through daily sales report and stock cover up.

During her tenure in Jhelum one of the key factors in her career success was being an initiator in her
field although she did achieve all targets and KPI but what differentiated her from fellow employees was
taking an initiative and be distinct like in Jhelum she initiated that one person should be present at one
place rather than four people and waste company resources because there is no productivity and she
was also rewarded for working really hard as being a female in this field.