Sm technologies Developing Sales & Distribution Strategies. Sales & Distribution case Study.

1. SM Technologies Ltd.
Developing Sales & Distribution Strategies
Arun Kumar ( Bidyut Bikash Das)
Branch Head ,
Bangalore Branch Office , SM Technologies

2. Company Background
Fully owned subsidiary of a UK based group.
Has operations in 20 countries across 5 continents.
offered broadband enabled services such as voice, data & video.
Provides services in 10 major cities in India with plans to roll out to other cities.
Satish Mehta is the CEO for Indian operations.
Company registered office in Mumbai.
Launched it services in India in 2001.

3. Competitors
Relience Infocom
Airtel
VSNL ( Tata Teleservices )
BSNL
Hathway
Satyam Infoway (Sifi)
Spectranet

4. STP of SM Technologies Ltd
Segmentation
• Broadband
• Dial Up Internet
Target
Customer
• Corporate
• Domestic
Positioning
• Downloading Speed
• Fantastic surfing
• Cost Saver for international calls

5. Marketing Mix Of SM technologies
PRODUCT
PLACE
PROMOTION
PRICE

6. Marketing Mix Of SM technologies
PRODUCT
PLACE
PROMOTION
PRICE
• Bangalore
• Hyderabad
• Chennai
• Mumbai
• Pune
• Ahmedabad
• Surat
• Baroda
• Visakhapatnam• Delhi
North East
SouthWest

7. Marketing Mix Of SM technologies
PRODUCT
PLACE
PROMOTION
PRICE
National & International
Trade Shows
Exhibition
Telecom Journals Internet
Sponsoring Cricket
Matches
Third Party References

8. Marketing Mix Of SM technologies
PRODUCT
PLACE
PROMOTION
PRICE
Company’s Internet Telephony service is a great cost saver for
users who want to make international calls.

9. Sales Organisation Structure
Branch Head
Sales Manager
- Corporate
Asst. Sales
Manager –
Corporate
Sales Manager
- Retail
Asst. Sales
Manager –
Retail
Salespersons -
Corporate
Salespersons -
Retail

10. Sales Force
Corporate (B2B)
Sales Force
Direct Employees
(Sales Engineers)
Fixed Salary &
Commission
( Based on
Performance )
Domestic (B2C)
Sales Force
Contract Basis
Straight
Commission
Method

11. Present Sales Strategy
Sales Persons were given monthly sales quotas.
Which were divided into weekly & daily sales targets.
Salespersons had to submit daily reports to Asst. Sales managers.
The Daily Report Includes
 Information about Client visits.
 Outcome Of the visit.
 Competitors’ Price , Strength , Weakness.
 No Chance Of doing any manipulation, such as over promising customers to
achieve the sales quotas

12. Skill Requirements & Training of sales force
Technical Knowledge
Communication skill
Negotiating Skill
Selling Skill
Steps to achieve these
 Effective Training program .
Tie Up with a leading sales training institute at all its branch offices
 Mock sales presentations by Sales Manager.
This includes video recording , in order to identify the causes of performance decline &
suggested area of corrections.

13. Distribution Channel
• Ensuring long term relationship
• Customer SatisfactionSales Force
• Mainly Used For Prospecting
Website
Tele Marketing
Engineers
 Mainly used For Prospecting
 For Installation.
 After Sales Service.

14. Q) Do You have any comments on the existing strategies & practices ?
Yes , I have. Those are
For Corporate sales, there are many different kinds of services offered. However, the sales
force isn’t divided on the basis of such services. This Insufficient knowledge leads to
decrease the sales.
For domestic sales only hired contractual Sales persons . They might introduced the permanent
sales person with more Sales quotas & market capturing bonus.
Asst. Sales manager must also be trained in effective supervision since they are in direct contact
with the salespersons . There might be any loop hole in understanding the salesperson.
The company is only selling through direct channels of company workforce. Online selling like
website & telemarketing is just using for prospecting. It could used be changed.

15. Precaution should be taken that there is no channel conflict in the distribution channel.
There was no focussed strategy of promotion for the domestic customer market.
The company isn’t making any significant efforts to ensure that the products are taken into the
consideration set of more and more consumers in the target market.

16. New Strategy & Tactics
To
Achieve 40% growth in Sales & Profit Set

17. PLACE
• Bangalore
• Hyderabad
• Chennai
• Mumbai
• Pune
• Ahmedabad
• Surat
• Baroda
• Visakhapatnam• Delhi
North East
SouthWest
Expand Business to the Northern &
Eastern
Part along with Southern part.
Top Growing Cities like Kolkata
,Bhubaneswar,
Noida & Gurgaon , Kanpur could be
targeted.

18.  Service wise Salesforce should be divided.
 The salesperson should be given combination quotas.
 Past client reactivation
 Value Sell
 Motivate the contractual sales force by offering benefits to top performers

19. New Promotional Strategy
 Develop a focussed strategy of promotion for the domestic customer market
 Co – Branding
 Television advertise
 Free trial Offer
New Distribution channel
 Introducing Retail Outlet to sell directly to domestic customer.
 Introducing Television for selling .

20. New Organisation Structure
• Introduction Of Sales Training Manager who will look after the problem with regarding training.
• Introduction of Market Research Manager who would do market research & promotional activities to help
the company.
Change In Skill Requirements & Training
 Introduction Of Customised training for Corporate salesperson & domestic salesperson.
 On Job training.
 Training & Skill Developing & motivating activities for whole the branch.

21. Thank You for your time.