W H Kalpa Neranjan Abeydeera
National Diploma in Sales Management
Registration No : 0000050108
Sri Lanka Institute of Marketing
“Be Local - Dilara “Dry Sprats.”
• For ten years, Dilara (Pvt) Ltd has been a local company that manufactures and distributes processed
“Canned fish” to the retail and HORECA sector.
• They have a 50% market share in this industry, but in the last three years, they had only 15% year-on-
year sales growth.
• With the 30- 40% inflation, they wanted to expand their business operation to some other products, and
with the present business climate, 15% growth is not sufficient for sustainability.
• Dilara (Pvt) Ltd plans to produce and distribute “Dry Sprats” to the local market as a second business.
• Dilara (Pvt) Ltd promotes only Sri Lankan-produced Dry Sprats, expecting to generate 250M sales
within 1st year, covering only the Western province.
• In the second and third years, they plan to grow their business by 30%, YOY growth and expand to
Southern Province in the third year.
Political Economic Social
Government support for e commerce plat
Government support Product Exports
Low political pressure from fishermen
and boat owners
High Cost of living
Increasement in interest rates
Highly changeable Currency
rates & Tax rates
Low purchasing power
among a large group of
customers in the domestic
Unequal income distribution
and growing upper middle
Changed social life styles &
High digital literacy Rising
Lack of awareness on food
safety, hygiene, certification
(both high-value and low-
Food safety and health
problems due to poor fish
The attitudes and beliefs of
Lack of specialized education
Technology Ethical / environment Legal
Lack of infrastructure (e.g.
infrastructure facilities, machinery,
Inferior boat design
Inferior harbor and cold storage design
Insufficient availability of freezing
Inadequate transport facilities, both
roads and vehicles
Less environment pollutions
Rising interest in
Tropical weather conditions
and climate change
Pollution in harbor basin
Oil spills in harbors
Hygienic conditions onboard
boats and in harbors
Government security policies.
Advertising and promotion
Regulations in foreign export
markets (e.g. EU, United
States and Japan)
General trade agreements and
. Availability of quality raw materials.
Potential fish processing business scale of house hold
Basic knowledge of traditional fish processing
Support from local communities and government
Have not utilized the entire coastal potential
The level of education and skills are still relatively low
Community capital is still low
Lack of fishery processing facilities,
Unprocessed product marketing, especially in areas far
The existence of transportation support
Cooperation with other parties
The development of fishery processing technology.
Government's assistance and support to the
development of fishery products processing.
Pressure on resources and environment due to
activities that are not environmentally friendly
Competition in the processing of fishery
products from other regencies / cities.
Competitors substitute products
• Strategic Account Management
• Leveraged Analytics
• Sales performance Improvement
• Centralized and accessible data.
• Streamlined team communication and collaboration.
• An accurate view of customers.
• Sales rep performance reports.
• Few manual data entries.
• Automate sales rep workflows.
• Accurate sales forecasts and inventory management.
• Lead source ROI.
Benefits of Sales Management software
Sales management software is used by salespeople to manage and record their day-to-day activities
and keep track of their pipelines, contacts, quotas, and more. It's also used by sales managers and
leaders to identify trends, growth opportunities, and team wins as well as manage rep onboarding,
coaching, and motivation.
SMART Element Goal Channel
Specific Enhance the customer acquisition by 25% within first
Measurable Enhance monthly reach by 25% within first two
Search Engine Optimization
Actionable Increase the monthly purchase level by 25% within
first two quatres
Social Media Campaign
Relevant Increase the post purchase level within the 3rd quarter Social Media Campaign
Time-bound Increase the purchasing turns by 10% within the last
quarter of the year
Social Media Promotion plan for Dilara Dry sprats
Penetration pricing A strategy used by businesses to attract customers to a new product or
service by offering a lower price initially.
Price skimming Price skimming is a product pricing strategy by which a firm charges the
highest initial price that customers will pay and then lowers it over time.
Premium pricing Premium pricing is the practice of setting a high price to give the
impression that a product must have unusually high quality.
Competition-based pricing is a strategy by which price varies according to
variations in the price of competitors.
Value-based pricing Value-based pricing is based on a consumer's perceived value of the
product or service in question.
Qualitative Methods Quantitative Methods
Jury of executive opinions
Sales force composite
Survey buyer’s intentions
Leading indicators method
Moving average method
Time series analysis
Sales forecasting Method
Quantitative method. Among the qualitative methods, I
believe that “Exponential smoothing method “is the
most suitable method for the “Dilara Dry Sprats”.
Because each territory get focus on this method.
Company can be reached to the sales goals through this
Recommended forecasting method for the “Dilara
Recommended Sales forecasting approach to the “Dilara Dry Sprats”
Forecasting For 2023
Expected Sales volume in first year: 250M
Dilara Dry sprats’ products should try to create a new sales plan for next year. This is the Targets for Next
year including 30% growth. (2023 financial year)
Month APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR TOTAL
25M 20M 25M 20M 15M 25M 25M 20M 15M 25M 20M 15M 250M
32.5M 26M 32.5M 26M 19.5M 32.5M 32.5M 26M 19.5M 32.5M 26M 19.5M 325M
1st Regional Manager Western Province (Colombo, Gampaha) 125M
2nd Regional Manager Western Province (Kaluthara) 100M
3rd Regional Manager Sothern Province 100M
Sales & Marketing Expenses Amounts
Social Media & Blogs – Design & Posting (per month) 4,000,000
Public Relations 3,000,000
Strategic networking & collaboration marketing events 3,000,000
Total Revenue 250MN
cost of goods sold 180MN
gross profit 70MN
Net Profit 43MN
Profit & Loss Account
Monitoring, evaluating, and controlling the Sales budget and sales targets vs achievement is more important
role until company objectives are achieved.
Anticipating possibilities of entering new potential international market, the market research should be done
regarding, market size, customer’s behavior, competition, products and prices, distribution network,
government rules and regulation.
To retain & gain expected market share, promotional effort such as BTL and ATL should be enhanced, and
also publicity, web campaigns, personal relationship, CSR projects are most important components to get the
attraction of the customers to the brand.
Digital marketing activities are the cost effective and more realistic advertising method for the “Dilara Dry
Through motivating and rewarding the sales team, the company drives towards the prosperity of the whole
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