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“Diletto Carnation” A Cow’s Milk Product line

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“Diletto Carnation”

Cow’s Milk Ice Cream

Introducing an exciting neww 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. This unique product can be consume by all, by which it means it can be consumed my diabeties patients as well due to it’s extremely low sugar level in the milk it is highly induced with a unique taste that is the yummiest and nutritions which are countless when stats come in the mind.

Diletto Carnation Initially is going to offer three of the most common and highly demanded falvors in the market which are Strawberries, Vanilla and Chocolate. And it is going to be introduced in litre packages and directly going to target the posh markets as the cost of this product is considerably higher than the new successor of Walls market “Carte-dOr.”

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LETTER OF AUTHOIZATION

Institute of Business Management

Korangi Creek, Karachi-75190, Pakistan

UAN (9221)111-002-004, Fax: (9221) 509-0968

http://www.iobm.edu.pk

April 21, 2014

The report on the topic “Sales territory and time management” was authorized by Mr.

Navaid Ali Khan. This report was predominantly assigned to gather information about

the tools and techniques used in any FMCG company of Pakistan. This report provides

us an opportunity to practically understand all the sales management tool and processes

embodied in our course content, and leads to better understanding of our course. For

our research purpose we have selected “Unilever-Wall’s” to study its territory and time

management.

Sincerely yours,

Omair Amir

Bela Dal

Sarim Junaid

Shehroz Ahmed Adil

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Agha

LETTER OF TRANSMITTAL

Institute of Business Management

Korangi Creek, Karachi-75190, Pakistan

UAN (9221)111-002-004, Fax: (9221) 509-0968

http://www.iobm.edu.pk

Dear Mr.Navaid Ali Khan:

We are immensely indebted to you for providing us the opportunity to understand the

hypothesis and concepts of sales management by practically examining and applying

the concepts studied in the course through this research report.

In this report we have specifically gathered information about the sales management

practices in the context of Sales Territory and Time Management used by different

companies of Pakistan. For the purpose of this report we have specifically selected

“Unilever-Pakistan” and conducted an interview with the Territory sales manager.

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We’ll be more than happy to hear your feedback on our report work. Kindly let us know

if you have any queries or suggestions regarding this report on the following email

addresses:

Omair - Shehroz

Sarim – Bella

Agha

ACKNOWLEDGEMENT

First and foremost, thanks to THE ALMIGHTY ALLAH for giving us the strength and

wisdom to complete this research report on time.

We are highly grateful to our professor Mr. Navaid Ali Khan for teaching us the course

of “Sales Management” with so much dedication. His malleable knowledge in the field

and exclusive teaching style has developed our knowledge and interest. It has cleared

many essential and crucial concepts with a massive amount of learning. Also we would

like to thank him for providing us the opportunity to understand the theory and

concepts of sales management practices by practically groping and analyzing them

through this research report. His constant appreciation and supervision has helped us to

make this report work happen.

Finally we grant our thanks to all who have directly or indirectly supported us with their

assistance and guidance to compose this research report and accomplish broader vision

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to visualize things. We would also like to thank all the people who directly & indirectly

supported us in making this project possible.

Here is our research report on “Unilever-Wall’s” analyzing the tools, techniques and

methods used in Sales Territory Management and Time Management. We have

analyzed the techniques and methods used in Sales Territory and Time Management

followed our critical analysis, conclusion and recommendations. The questionnaire used

for the research purpose is affixed in appendix section. We hereby like to thank you once

again for all the cooperation, appreciation and support.

REPORT OBJECTIVES

This report has been assigned by the respected faculty in the course of “Sales

Management” in order to learn the practical aspects and the implementations of the

concepts studied during the course. The topic of this report is the analysis of the tools,

techniques & methods used in territory and time management by the FMCG companies.

For this purpose we have selected Unilever (Pakistan) to conduct analysis of how do they

practice sales territory and time management in their business.

The objective of this report is the learning of the students in the real life business

scenario. This report would help the students to learn and identify how the various

concepts studied during the course are actually practiced in a business environment.

Unilever (Pakistan) has been studied in the context of the tools, techniques & methods

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used in sales territory and time management. The analysis, conclusion and

recommendations in the study would turn out to be a learning confrontation for the

students.

EXECUTIVE SUMMARY

The Wall’s Heart brand stands for a good honest scoop of pleasure. Its philosophy is to

be an evangelist of pleasure: “A day without pleasure is a day lost.”

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

worldwide. Unilever is the global leader of ice cream manufacturing with almost 18% of

the global market share. And in Pakistan we have a new product line to introduce for

the consumer which is 100% made of pure cow’s milk and which provides the ultimate

amount of nutritions which no other sort of ice cream can provide. First time an Ice

cream Product line “Delitto Carnation” which will be completely depending on the

informative and awareness marketing strategy is a risk worth taking as in the current

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economic situation business are booming in every stable strong industry and Walls is

one of them

Walls have always tried to keep up its good work and maintain its name. Its team work

in every aspect of the business has a symbol for all other ice creams brands. Not only in

advertising, distribution but in its territory management. Walls sales structure is Product

based and Region based. The business is carried out fewer than two heads namely

General Trade and Ice Cream. General Trade covers all cosmetics and other stuff while

Ice Creams have its entire product. The territories of the distribution of ice cream are

divided in to 4 regions namely Karachi, Multan, Lahore and Islamabad. The Karachi

Region is governed by two territory sales managers, one of them is Mr Khan.

Hyderabad, Sukkur, Quetta and Rohri are also seen by him. His team comprises of Area

managers, Supervisors and the Sales Force. Whereas the hierarchy followed in his

department (to whom he reports) starts from the Regional Sales Manager followed by

Area Sales Manager then Territory Sales Manager.

Walls have different key accounts which vary from restaurants to cafés, universities to

schools, departmental stores to kiryanas. All of these accounts are given special services

so that they may increase their sales volume and reach targets. Walls give special

services to its accounts which are crucial in locations but generate huge sales volume.

Their problems are solved within six hours and the shop keepers are offered incentives

and discounts.

Sales force spends 15 minutes on average at every outlet taking orders and problem

solving. sales representatives devote their time effectively and efficiently in servicing

their customers and attaining new accounts. Thus territory management is handled in a

very perfect and efficient manner. Their teamwork has resulted so much lucrative that

at the moment they do not need any more territories. Walls cover 98% of Karachi. The

territory is a whole universe for them. Thus territory management is mandatory for all

FMCG companies.

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UNILEVER PAKISTAN

INTRODUCTION:

No matter who you are, or where in the world you are, the chances are that our products

are a familiar part of your daily routine. Every day, around the world, people reach for

Unilever products.

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was

established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for

setting up a vegetable oil factory. Unilever Pakistan is the largest fast-moving consumer

goods (FMCG) company in Pakistan, as well as one of the largest multinationals

operating in the country, now operating six factories at different locations around the

country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar Khan

site in the mid 60's

INTRODUCTION TO WALL’S

The Wall’s Heart brand stands for a good honest scoop of pleasure. Its philosophy is to

be an evangelist of pleasure: “A day without pleasure is a day lost.”

Wall's - Global Leader

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

worldwide. Unilever is the global leader of ice cream manufacturing with almost 18% of

the global market share.

Adding Vitality to Life

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With customers becoming more health conscious, Wall’s has also taken a conscious step

to providing healthier and nutritious products. Wall’s innovation centre in UK is

constantly working on making healthier products by reducing the fat content in the

products yet offering the same great taste. Even on Kids’ products, Wall’s is striving to be

the better choice by lowering sugar content and introducing nutrient rich offerings like

Moo which has calcium equal to one glass of milk.

History of the Heart brand

Though Unilever has been selling ice cream for decades, the Heart brand was launched

world wide in 1999. The Heart brand logo is common to every country and has come to

be synonymous with quality treats. Wall’s operates under different names in different

markets (Wall's in the UK and most parts of Asia, Algida in Italy, Langnese in Germany,

Kibon in Brazil, and Ola in the Netherlands).

Wall's Pakistan

Wall’s came to Pakistan in 1995 establishing the Wall’s factory on Multan Road in

Lahore. Fully equipped with state of the art machinery, the Wall’s factory is a standard of

hygiene and technology in the region and has become synonymous with quality. In 1998

Wall’s acquired Polka, a local ice cream manufacturer. Some of the most popular brands

loved by the masses were now linked to Wall’s; making an irresistible combination that

few could refuse.

Key facts about Wall’s Pakistan:

• Wall’s is the market leader of the Pakistani Ice cream market.

• All Wall’s products are Halal and are made with Halal ingredients in a Halal

compliant manner.

Ice Cream Makes You Happy – Its Official!

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Wall’s carried out scientific research which shows that ice cream actually makes you

happy. The study was carried out using FMRI brain scanners, and showed that eating

Wall’s had an immediate effect on the part of the brain that is activated when someone

is really enjoying themselves – the pleasure areas.

So we now have scientific evidence to prove what we all already knew, that ice cream

really does make you happy!

Walls Heart brand – Products

Feast was one of the first Products introduced by Wall’s in 1995 and to date remains one

of the most popular treats that Wall’s has to offer. Truly a chocolate lover’s delight, Feast

comprises of 3 layers: a thick chocolate coating with rich chocolate ice cream inside and

a smooth chocolate bar in the centre. In 2009, Feast launched the ‘bite for a bike’

campaign which is widely recognized by consumers as one of the most memorable

campaigns of Feast. Feast awarded the bike, a “Suzuki Boulevard S40”, to Shan Samuel, a

resident of Lahore.

Donut was launched in 2005 and has quickly become one of the most loved products to

date. Donut’s unique shape and quirky packaging makes it a favorite with both kids and

adults alike. Boasting a thick chocolate coating with a generous sprinkling of peanuts

and a premium vanilla ice cream inside, Donut satisfies the hunger and the ice cream

urge alike.

Jet Sport and Choc Bar were acquired by Walls in 1998 with the acquisition of Polka.

These are two of Walls most popular brands to date.The following team has been bought

together in order to achieve maximum efficiency:

Vice President Marketing

Omair Amir

Vice President Sales

Shehroz Ahmed Adil

National Accounts Manager Bella Dal

Trainer Sarim Junaid

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Table of Contents Vision Statement ......................................................................................................................................... 14

Mission Statement ...................................................................................................................................... 14

Company Overview ..................................................................................................................................... 14

The Organization Hierarchy .................................................................................................................... 15

Corporate Strategy ...................................................................................................................................... 16

1. GROWTH STRATEGY ........................................................................................................................ 16

2. STABILITY STRATEGY ................................................................................ Error! Bookmark not defined.

3. RENEWAL STRATEGIES .......................................................................................................................... 16

MANAGING AND EVALUATION OF STRATEGIES .................................................................................................. 16

Marketing Plan ............................................................................................................................................ 17

THE MARKETING ENVIRONMENT .................................................................................................................... 17

COMPETITORS ..................................................................................................................................... 17

Economic Factors ................................................................................................................................ 18

SWOT ANALYSIS ........................................................................................................................................ 19

TARGET MARKETS ....................................................................................................................................... 20

MARKETING OBJECTIVES ............................................................................................................................... 21

MARKETING CHALLENGES ............................................................................................................................. 21

Markset Research ................................................................................................................................... 21

Regional Sales Manager Agha

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Research Questionnaire ......................................................................... Error! Bookmark not defined.

Analysis and Results ............................................................................... Error! Bookmark not defined.

Marketing Mix ......................................................................................................................................... 22

Product ................................................................................................................................................ 22

Price .................................................................................................................................................... 22

Distribution ......................................................................................................................................... 22

Packaging ............................................................................................................................................ 22

Promotion ........................................................................................................................................... 23

Sales Plan .................................................................................................................................................... 23

Sales Forecasting ......................................................................................................................................... 25

Sales Force Composite ........................................................................................................................ 25

Sales Budget ........................................................................................................................................ 25

Survey of Buyer Intention ...................................................................... Error! Bookmark not defined.

Organizing of the Sales Force ...................................................................................................................... 26

Recruiting ............................................................................................................................................ 26

Sales Force Need ................................................................................... Error! Bookmark not defined.

Salary and Compensation Plan ............................................................ Error! Bookmark not defined.

Sales force Launch Strategy ........................................................................... Error! Bookmark not defined.

PHASE I: (Weeks 1-2).............................................................................. Error! Bookmark not defined.

PHASE II: (Weeks 3-6).......................................................................................................................... 26

PHASE III (Week 6 and beyond) .......................................................................................................... 26

Training ....................................................................................................................................................... 26

Sales Staff ............................................................................................................................................ 27

Formal sales Program ......................................................................................................................... 27

Training new sales people ................................................................................................................... 28

Retraining experienced salespeople ................................................................................................... 28

Informal Training ................................................................................... Error! Bookmark not defined.

Female v/s male ..................................................................................... Error! Bookmark not defined.

Evaluation of the Sales Force ...................................................................................................................... 29

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Vision Statement 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.

Mission Statement Vitality is at the heart of everything we do. It's in our brands, our people and our approach to business.

Company Overview No matter who you are, or where in the world you are, the chances are that our products are a

familiar part of your daily routine. Every day, around the world, people reach for Unilever

products.

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The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was

established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up

a vegetable oil factory. Unilever Pakistan is the largest fast-moving consumer goods (FMCG)

company in Pakistan, as well as one of the largest multinationals operating in the country, now

operating six factories at different locations around the country. The Unilever's Head Office was

shifted to Karachi from the Rahim Yar Khan site in the mid 60's

THE ORGANIZATION HIERARCHY

CEO

Navid Ali Khan

VP Finance

Accounts

VP Sales

Shehroz Ahmed Adil

National Accounts Manager

Bella Dal

Sales Force

Regional Manager

Sarim Junaid

Sales Force

VP Marketing

Omair Amir

Regional Marketing

Marketing Team

VP Human Resources

Trainning

Agha

VP Distribution

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Corporate Strategy

We will be focusing on three main types of corporate strategies that is growth, stability

and renewal strategies.

1. GROWTH STRATEGY For growth strategy ones technology should be higher when to be compared with the

competitors, our unique product of cow’s milk completely beats every competitor on the basis

of nutritions and quality. As advancement in the quality as well as technology will increase the

strength of our products and increases the market shar once penetrated in the market.

2. RENEWAL STRATEGIES RENEWAL STRATEGIES SHOULD BE CONSIDER TO EXCHANGE IDEAS IN BETWEEN THE PRODUCTS WITH

DIFFERENT SHAPES CHARACTERISTICS AND CONTINUING THE CONSISTENCY IN TASTE AND QUALITY FOR

THE CONSUMERS FOR E.G “THE BIG THREE” THE FAMOUS WALLS PRODUCT WHICH HAD BEEN CHANGED

3 TIMES INTO “BIGGER THREE” & “PANDA” WITH THE SAME FLAVOURS OF CHOCOLATE VANILLA AND

STRAWBERRY HAD BEEN THE LEADER OF A CERTAIN TARGET MARKET WHOSE BUYING POWER WAS

LIMITED TO 15-20 RUPEES FROM 1997-2005.

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3. MANAGING AND EVALUATION OF STRATEGIES Managing and evaluation of strategies will be very crucial as the product is unique and might be possible

of a competition later in the future if not captured the market strongly with the new range of products.

How ever evaluation will be completed after the initial 6 months when the target is set on capturing 3%

of the market in the start.

Marketing Plan

Our products are made from high quality cows milk and firstly we would be making litters

pack for families and we would be targeting only the niche market at first. When we get the

result and the market gets educated we will be coming for the mass market and . In order to

achieve our growth plans, we need to keep sharp eye on market conditions and introduce the

product with appropriate marketing and sales team with a good amount of marketing budget

so that initially we would be able to survive te market and then achieve our goals to introduce

ice crem for the mass market.

THE MARKETING ENVIRONMENT Micro economic environment

COMPETITORS We don’t have the same competetors that are making ice cream with cows milk but initially we have

movenpick and hagen daz as a competitor for the nieche market. While going to the mass market our

competitor is omore and hico.

Customers

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Initially our customers are a niche those people are health conscious and who want to try

something new as cow milk has much more nutrients and has a better taste. With the name of

unilever it is easy for us to capture market share as we are an old anr reputed name in the

market.

DISTRIBUTORS We have distribution channels all over Pakistan for walls we would be using the same but we would be

emphasizing more on those retaile stores where our target market comes.

suppliers

initially we have to find areas where we would be able to find cows milk and we will set up contracts

with them to purchase cows milk weekly to fulfill our needs. We have our procurement departmentbut

it collects buffelos milk but now we need cows milk so we need to find new suppliers . When our

product starts being successful we will have our own dairy farm to ensure that the milk we use in our

farms is of the finest quality and if free from any kind of mixing.

Macro economic factors

I. Political Factors

Until and unless the government puts some kind of restriction on the consumption of

cows milk there are no problems in procurement and making icecream out of it.

II. Legal Regulations

Our name is so unique that it would have no copy right issues and medicaly it will be

tested and we will get it approved from Islamic scholars that the product we are using

is halal.

III. Technological

Initially we would be importing a small plant which we will increase gradually when we reach

into the mass market. So that we have the latest equipment and the best plant in the country.

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SWOT ANALYSIS

Strength:

Healthy

Can be consumed by suger patients as the sugar content will be very low

Rich and creamy

Brand name WaLLS

Weaknesses:

Non availability of cows milk

Limited places to be kept at innitially

Targeting a limited market

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Threats:

Hico is making full cream buffalo ice cream that has a similar taste but our prices are high.

Opportunities:

Range of the products can be increased for kids

The biggest opportunity for the company are kids

A change in population, an increase in population

The brand unilever it self is a big opportunity as the brand is known internationally.

We offering in litre packs and we will try to overcome the mass markets after

accomplish the initial

TARGET MARKETS Our target market is a niech and we will devide our market into three segments youth, helth

coutiounous and adults who want healthy alternate of icecream for their children which is full of energy

and nutrients.

Our market is segmented on these basis

Demographics

Income group

Awareness

Youth

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MARKETING OBJECTIVES To create awareness and generate maximum sales and go into mass market quickly. Promote the health

benefits of consuming cows milk. Reach into mass market by 2016 and capture maximum amount of

market share and maintain it. Nish markets target on basis of health to gain market share

MARKETING CHALLENGES After the success of Cart’e dOr in Pakistan with a persuasive marketing strategy the biggest

marketing challenge would be the informative awareness of the new product line which has its main

objective to clarify the targeted consumer about the nutrition which are being provided in our new set

of products.

MARKET RESEARCH Primary research consists of a collection of original primary data collected by the researcher. It is

often undertaken after the researcher has gained some insight into the issue by reviewing secondary

research or by analyzing previously collected primary data

Secondary research (also known as desk research) involves the summary, collation and/or

synthesis of existing research rather than primary research, where data is collected from, for

example, research subjects or experiments

Dependant Variables

Dependant variable does always comes with an independent variable in our product the

independent variable is the main ingredient which is cows milk. However our production

depends on the supply of milk and any sort of shortage of supplying problem will be

independent variable in this case which will be strictly avoided.

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MARKETING MIX

1. PRODUCT

COWS MILK ICE CREAM Chocolate flavor

Vanilla flavor

Regular flavor

PRICE Initially high priced as we are targeting a nieche but soon prices wil come down after seeing the

response if positive we would be going into the mass market and our procurement would in much more

quantity which will initially lead to affordable and competitive prices. (pricing strategy)

DISTRIBUTION With regular walls products (territory management)

PACKAGING Hig grade long lasting cooling packaging so that ice cream doesnot melt quickly as cows milk has a low

melting point.

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PROMOTION

According to research, consumer marketing of cow milk ice cream will occur via:

Celebrity endorsement

Social networking

Point of Sale displays

Sales rep near ice cream stands

Apart from online and social media campaign, we would be setting up stalls in various places

such as aghas dolmen mall , mottas naheed shazz and amies etc.

Sales Plan

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

Sales objective consist of setting quotas for each sales team and the focus will be on improving

skills and productivity through training. 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. We will be more focused on territory management, training, retention of

workers.

TRAINING AND DEVELOPMENT

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Training is provided on several occasions: When a new product launch is upcoming, refresher courses

for new sales recruits, as well as training in the form of supervision/observation whereby sales managers

accompany sales reps on their visits and observe their pitches and methodology, providing assistance

and rectification wherever needed.

Evidently, all levels of employees receive more or less the same amount of annual training. However, a

slightly greater amount of significance is given to sales reps (as their job duties require a considerably

greater skill set than an average sales rep) and area or field managers (as their skills, abilities and

knowledge in turn impact the eventual productivity and performance of their subordinates as well as

their ability to offer direction, support and guidance.)

Retention is a major aspect that needs to be focused as we are introducing a new product our

sales initially would be low so we have to motivate the employees by giving them non monetary

benefits and give them more time to achieve sale quota and allocate more sales budget as the

new product is totally different from the rest of the products.

CHALLENGES

Following are the challenges prevailing over productivity of sales:

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

The turnover rate at sales representative’s level is really high. The salespeople

are provided with several allowances like travel allowances are given on daily

basis then come the mobile allowances, medical allowance and insurance

allowances. The basic salary of a salesperson is around Rs 10000; moreover,

incentives are given on the basis of performance. If he is an achiever and

achieves more than 100% sales then he might get an incentive of Rs. 10,000 up

20,000 which would increase his monthly salary to Rs. 40,000 maximum but if he

is not an achiever then his salary would be around 15,000 which is not enough as

the prices of petrol ,gas are rising day by day but these allowances remain

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unchanged. Hence, a person at a sales representative position tends to switch a

lot of jobs which results in the high turnover rate.

2. LACK OF INTEREST BY NEW ENTRANTS :

Another challenge in the field of sales is the lack of interest for new fresh

graduates/entrants. These days B.A or a B.Com pass people apply for a job of a

sales rep. The business graduates who are entering the market do not prefer a job

of a sales representative as the salary is quite low and non-motivating and also

the opportunity to develop and grow is really low and limited.

SALES FORECASTING

Past sales records

Sales Force Composite

Product Life Cycle

Economic Conditions

SALES BUDGET Initially high and around 20% of the cost of the product. Gradually it will be reduced down when we

enter the mass market.

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ORGANIZING OF THE SALES FORCE

PHASE I :RECRUITING (WEEKS 1-6)

Where phase 1 is all about icebreaking and getting the sales force familiar with their work getting the top performers to move ahead of the rest of the pack . market and management training. The first two week consist of making the newbies 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

marketing and all the promotions will be awarded to the existing employees on whoms position

will be the newbies working. Eventually after that is will be all about sustaining and growing

with the same procedure. As our company always is and will be aainst a misconception about

sales people which is “Salepeople are born not made”.

TRAINING Training is conducted regularly to keep staff upto date and motivated we usually have training sessions

and for this product we will have more training sessions on information basis. Our staff is very much

focused on sales and is quiet good at achieving there targets but this new ice cream is a challenge and

we would prefer internal salesperson to conduct training so that this new product is kept secret till its

launch.

Internal employees for training are choosed because of containment of the new brand a secret from the

market as well as the competitor and other 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

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SALES STAFF

Individual’s career cycle is the career stage where a salesperson goes through. There are four

stages:

Preparation

Preparing and managing one’s self to be used to work in a specific environment which a

well known company like Walls has to offer it’s employees.

Development

Developing Skills such of strategies and ways to persuade new customers and tackle

new competitors in the market. Achieving the given targets or to surplusing them

reflects the developing stage of an sales person during his/her marketing activities.

Maturity

Maturity is the stage which is most as a senior position in the staff where an individual

makes and advice decisions relating the a certain situation, with obvious amount of

impact on the decision made in the end.

Decline

It is the Last stage where the employee is not achieving the performance goals derived

for him under any circumstances is known as Decline which is mostly due to the age

factor as well as rapid change in market due to technology and advancement.

FORMAL SALES PROGRAM A formal sales program should be well designed in order to be effective.

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

What should the training program cover

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Stress reduction n motivate to work hard

How should the training be done

On the job

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

Ppl within organization

“ Which sales people should be trained and at what point”

TRAINING NEW SALES PEOPLE We at 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 as they are in more need of experience then just knowledge.

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:

Helth and nutrition benefits

About milk related allergies

Selling skills for a unique product

Attitudes which the employees should have

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.

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EVALUATION OF THE SALES FORCE

Evaluation would be done on the basis of achievement of sales quota and retention of large

customers. And considering all the New order achieved by the saleperson and old customer

retainment.

DISTRIBUTION STRATEGIES

There are 2 main strategies that walls have used very efficiently and effectively and these are

• Push strategies

They have provided a lot of incentives for the distributers like free deep freezers, free shop boards and

major discounts on bulk purchases.

• Pull strategies

2Campaigns 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.

2. 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.

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Discount and offering: 5% discount in off season.

3. 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. Your choice of how to price your ice cream will reflect the type of customer

you wish to attract.

Social and cultural factors:

Most of the targeted population are middle class who are potential customers of walls icecream.

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 and most of the promotion is done considering the cultural values

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