Sales Management

Presented to : Navaid Ali Khan

Presented By: Omair AmirBela DalSarim JunaidShehroz AdilAgha

Introduction

Formerly lever brothers Pakistan limited was established in Pakistan in 1948.

Now operating six factories at different locations around the country.

INTRODUCTION TO WALL’S1 - Its philosophy is to be an evangelist of pleasure: “a day without pleasure is a day lost.”

2 - Wall’s is sold in more than 40 countries making it the most widely available ice cream worldwide.

3 - Unilever is the global leader of ice cream manufacturing with almost 18% of the global market share.

4 - The heart brand was launched worldwide in 1999. The heart brand logo is common to every country and has come to be synonymous with quality treats.

“DILETTO CARNATION”COW’S MILK ICE CREAM

• Introducing an exciting new walls brand “Diletto Carnation” which is made for every person of a family.

• Ingredients which are solely from cow’s milk have only to offers benefits to their customers which is healthier than ever provided in an ice-cream

• means it can be consumed my diabetic patients due to its extremely low sugar level in the milk

Diletto Carnation initially is going to offer three of the most common and highly demanded flavors in the market

1. Strawberries2. Vanilla

3. Chocolate

“WE HELP PEOPLE AROUND THE WORLD MEET EVERYDAY NEEDS FOR NUTRITION, HYGIENE AND WELLBEING, WITH BRANDS THAT HELP PEOPLE

LOOK GOOD, FEEL GOOD AND GET MORE OUT OF LIFE.”

• VICE PRESIDENT MARKETING OMAIR AMIR

• VICE PRESIDENT SALES SHEHROZ AHMED ADIL

• NATIONAL ACCOUNTS MANAGERAGHA

• TRAINERSARIM JUNAID

• REGIONAL SALES MANAGER

BELA DAL

“VITALITY IS AT THE HEART OF EVERYTHING WE DO. IT'S IN OUR BRANDS, OUR PEOPLE AND OUR APPROACH TO BUSINESS.”

THE ORGANIZATION HIERARCHY

CEO Navid Ali Khan

VP Finance

Accounts

VP SalesShehroz Ahmed

Adil

National Accounts ManagerBella Dal

Sales Force

Regional ManagerSarim Junaid

Sales Force

VP MarketingOmair Amir

Regional Marketing

Marketing Team

VP Human Resources

TrainningAgha

VP Distribution

CORPORATE STRATEGY

• GROWTH STRATEGYFor growth, company should have a higher technology system compared to

its competitors; our unique product of cow’s milk has a competitive edge over its competitors on the basis of nutritions and quality

• RENEWAL STRATEGIESRenewal strategies would be considered, such as renewing the product with

shapes and characteristics and continuing the consistency in taste and quality.

• MANAGING AND EVALUATION OF STRATEGIESManaging and evaluation of strategies will be very crucial as the product is

unique and might be possible of a competition in the future if not captured the market strongly with the new range of products.

Marketing Plan

MARKETING OBJECTIVETo create awareness about the product, generate

maximum sales and enter the mass market by 2016.

TARGET MARKETNiche market i.e. upper and upper middle class, is the

initial target on basis of health to gain market share.

Micro environment

• CompetitorsMovenpick and Hagendaz.Omore and Hico.

• Customers• Distributors• SuppliersMacro Environment• Political• Technology• Economic

SWOT AnalysisSTRENGTH:• Financially strong• Can be consumed by sugar patients.• Renown Brand• Caters to every age group.

WEAKNESSES:• Low level of demand internationally• Targeting a limited market

THREATS:• Hico is making full cream buffalo ice cream that has a similar taste.• Major competitors such as movenpick and hagendaz capture a big market share of our target market.

OPPORTUNITIES:• Increase range of products.• A change in population, an increase in population• Awareness is increasing and people becoming more health conscious

Marketing MixPRODUCT• Chocolate flavor• Vanilla flavor• Regular flavor

PRICE• Initially high priced as we are targeting the niche.

DISTRIBUTION• With regular walls products (territory management)

PACKAGING• Specialized packaging to keep it hygienically safe.

PROMOTION• Celebrity endorsement• Point of sale displays• Sales rep near ice cream stands• Dicounts

SALES PLAN

The sales plan will include continuous modification as the product upwards in its life cycle.

It also involves, sales force and personal sellers to work in to coordination with the marketing department as a primary source of information for market condition.

Sales objective consist of setting quotas for each sales team and the focus will be on improving skills and productivity through training.

We will be more focused on territory management, training and retention of workers.

TRAINING AND DEVELOPMENT

Training is provided on several occasions• when a new product launch is

up coming

• refresher courses for new sales recruits

• training in the form of supervision/observation

All levels of employees receive more or less the same amount of annual training. • A slightly greater amount of

significance will be given to sales reps

Retention is a major aspect that needs to be focused• product our sales initially

would be low so we will motivate the employees by giving them non monetary benefits.

• more time to achieve sales quota

• allocate more sales budget

COMPENSETION AND SALARY

Salary is on the basis of a fixed salary and commission

but

for this new product launch we will set the salary high and low commission as there would be few customer at the

beginning.

We wish to retain the sales person by giving them a probation period of 6 months rather than a warning and laying them off.

Challenges

1. HIGH TURNOVER RATE AT THE LOWER LEVEL IN THE COMPANY:

2. LACK OF INTEREST BY NEW ENTRANTS

SALES FORECASTINGPAST SALES RECORDS

We would be keeping our past sales record on board but this is totally a new product so initially it might be difficult but later on after a quarter we

will be able to get to a proper prediction method.SALES FORCE COMPOSITE

Sales force market study is very important and if they are in the market but the sales manager who are doing the desk job do not amount much from the sales force in the field as they consider there opinion inferior

but in our product it will be very important.PRODUCT LIFE CYCLE

Forecasting as per product life cycle is very important as it is the basis of forecasting because it tells us how much demands required at what stage.

ECONOMIC CONDITIONSEconomic conditions are directly linked to sales forecasting such as if

there is inflation in the economy, prices of the product would shoot which will lower sales number. Therefore economic situation of country helps to

forecast sales for a particular region.

ORGANIZING OF THE SALES FORCE

• PHASE I: RECRUITING (WEEKS 1-6)• Where phase 1 is getting the sales force familiar with their work,

working environment, organization’s structure and later promoting top performers. Market and management training is given throughout. The first two week consist of making the recruits aware of the product in depth analysis by providing all the details, the second two week are all about management training means all the work of indoors and finally the last two week consists of the outdoor training as marketing the products in front end consumers.

• PHASE II (WEEK 6 AND BEYOND)• In the second phase which starts after the first 6 weeks is the

probation period in which we evaluate the new recruits and selects them for indoor jobs as management and outdoor jobs as field managers. Eventually after this is will be all about following and growing with the same procedure, as our company does not support the notion “salespeople are born not made”.

TRAINING

• Training is conducted regularly to keep staff up to date and motivated we usually have training sessions and for this product we will have workshops conducted on information basis. Our staff is very well focused on sales and quiet good at achieving their targets.

• As this Diletto Carnation is a new product so we prefer internal salesperson to conduct training in order to keep secret till its launch.

• Internal employees for training are chosen because of containment of the new brand a secret from the market as well as competitors than that its employees who are well aware of the company’s culture and trend to set-up a new breed in new recruitments of their own

FORMAL SALES PROGRAM• We answer four critical questions through our formal sales training:

• • Which sales people should be trained, and at what points in their career.

• He/she should train others once they are matured members of the organization.

• • What should the training program cover• Stress reduction n motivate to work hard.

• • How should the training be done• On the job, in the organization.

• • Who should train salespeople, and where does training fit into the organization

• People within organization

“ WHICH SALES PEOPLE SHOULD BE TRAINED AND AT WHAT POINT”

TRAINING NEW SALES PEOPLE:• Unilever have great amount of salesperson on board and

we prefer to retain them so we are less likely to hire new sales person. But if we need to hire new sales person we would give them on the job training rather then off the job.

• WHO SHOULD TRAIN SALES PEOPLE AND WHERE DOES IT FIT IN OUR ORGANIZATION?

• Training would usually be done by existing employees of top management and the best sales person as they are the ones who have the maximum amount of knowledge about there customer.

RETRAINING EXPERIENCED SALESPEOPLE

WHAT SHOULD THE TRAINING PROGRAM COVER?

Our training program consists of 4 main things which are delivered to the employees in our training sessions:

• Information on Health and nutrition benefits• About milk related allergies• Selling skills for a unique posh product• Attitudes which the employees should have

EVALUATION OF THE SALES FORCE

• Evaluation would be done on the basis of achievement of sales quota.

• Retention of large customers.

• Considering all the new order achieved by the sale person.

• Retaining old customer.

Distribution Strategies There are 2 main strategies that walls have used very efficiently and effectively;

• PUSH STRATEGIES 2 campaigns including vast advertisement that reminds and persuades the buyers

which is facilitated by price offs which are offered by the company on a frequent basis.

• PULL STRATEGIESProviding a lot of incentives for the distributers like free deep freezers, free shop boards and major discounts on bulk purchases.

Sales Promotional Strategies

Walls has been doing a number of sales promotional actibities and these include

• Cycling system: started it as a system of awareness, later it was modified for sales promotion as it proved very helpful in terms of promotion and sales.

• Discount coupons: launch of low price products.

• Discount and offering: 5% discount in off season.

Pricing Strategies

• An ice cream pricing strategy should communicate to customers whether your products are accessible comfort food or treats for sophisticated eaters.

• Some customers will select a brand of ice cream because of its low price while others will be drawn to a higher-priced product because of their perception that cost correlates with quality.

• The choice of how to price your ice cream will reflect the type of customer you wish to attract.

• Hence as we cater to upper middle and middle class market, the price of our product would be relatively higher than a average ice cream price of of hico and omore, but less than movenpick and hagendaz.

 

Social And Cultural Factors• Most of the targeted population is upper middle and middle class who are

potential customers of walls ice cream. Thus the scope is high of the company.

• On cultural festivals and occasions walls offers many new schemes and coupons for customers,

lucky draws are done to attract customer, most of the promotion is done considering the cultural values and events

are organized which reflect the culture and social outlook of our country.

Conclusion

We are targeting a niche market our sales force is competent enough and well aware of their cream market and will reach

the target.

People who are health conscious will be attracted towards the product and a pull will be created and in a year time we will be able to launch the product into the mass market and at

fairly competitive rates.