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Presented by Dharani & Jeten

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S nap-shot

The Valley Winery, founded in 1933 in Napa,California.

S tarted with only $7500 investment at the end of prohibition, it has become the leading producer of low-priced, consistent-quality wines.

Favorite Brands include Santo Rey, Astral sparklingwines & Valley brandy etc.

Valley produces a low-grade, fortified sherry(Sneaky Pete).

Valley Winery is believed to be the best managed and most innovative.

The Valley winery sells more than 40% of all wine produced in the United S tates eachyear.

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Factors-Growth & S uccess

Producing Wines consistently high quality at

relatively low prices.

Sales force using a push strategy.

Valley s phenomenal growth and success can be traced to 2 factors :

Ex : Turn your back on a Valley sales rep, andyour store becomes a Valley warehouse.

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S an Francisco Division

Here Valley owns the distributor .

There are 3 sales groups :

First group calls on liquor stores and bars.

Career type : Sales people dominate this groupand most are older.

Salary : Sales reps are paid a straight commission of 6% sales.

95% are male.

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S an Francisco Division

Second group calls on restaurants, resorts,hotels, and motels.

Salary : Predominantly female sales group ispaid a straight salary ($39,532-$46,233) plus acompany car.

Third Group is the chain division.

Salary : Receives a straight salary ($45,563-$52,263) plus car and an year-end Bonus.

99% are male.The chain group is considered the major source of future sales managers.

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Sales Manager

Area Manager

District Manager District Manager

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

S alesRepresentatives

District Manager District Manager

Area Manager

Di st ric t Mana ger Di st ric t Mana ger Di st ric t Mana ger

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

District Manager District Manager

San Francisco division : chain store division organizational chart-DEC 2006

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Sales Manager

Area Manager

District Manager District Manager

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

S alesRepresentatives

District Manager District Manager

Area Manager

Di st ric t Mana ger Di st ric t Mana ger Di st ric t Mana ger

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

SalesRepresentatives

District Manager District Manager

San Francisco division : chain store division organizational chart-June 2007

Safety Division Lucky & Alpha Beta division

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GrowthAfter the valley Winery brought out the San Francisco distributor, sales of Valley Wines increased dramatically.

Due to the increased number of sales reps calling on chain stores from 15-

50.Each Sales rep is personally responsible for a specific number of storestaken from all major grocery chains.Sales rep s territory : Total number of outlets.Sales rep is responsible for reaching monthly display quotas on each lineof products.Ex : One month the representative is responsible for displaying 50 cases of Santo Rey in 1.5 liters and 4.0 liter sizes. The next month the rep may havea display quota of 50 cases of Santo Rey in 3.0 liter sizes. This patternrepeats itself through out the year.

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Hiring and recruting

John rupert(account manager)

Wined and dinedSpends a day with a experienced

sales person

Distributorships top manager

Youth and physical characteristics

Wehner interviews

Motivation and enthusiastic

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Travelling with sales reps

M arv fanigan

Late

S tretching the sales estimatesBill murphy

calls late in night

objectives could be accomplished by email.

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Motivation