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MKT-403: SALES MANAGEMENT
Taha Altaf 20141-17081
Bushra Nayyar 20141-17126
Mufassir Khan 20141-16984
Nimra Azeem 20141-17974
Muhammad Hussain 20141-17712
Dabur
Asian Consumer Care
Dabur Amla
Dabur Vatika Shampoo
Dabur Hajmola
Product Line
Introduction
Industry Overview
Asian Consumer Care Overview
Segment and Grading like students
VISION
“Being dedicated to the health and well-being of every
household.”
Dabur Pak Pvt Ltd
Asian Consumer Care
Geographic Orientation
Karachi Hierarchy
Regional Sales
Manager
Area Sales Manager
(2)
Area Sales
Executive(6)
MERCHANDISER(5)
DISTRIBUTOR (NPD)
(head of Sales)
RSM
ASM (3)
ADO (8)
ORDER
BOOKER
(35)
DELIVERY MEN
(18)
7 Step Sales Process
“failing to
prepare is
preparing to
fail”
4*20 Rule
Store Check
and
Merchandisi
ng
Review of
Objectives
Presentation
and Close
Records and
Reports
Post Analysis
Sales Channels
Regional
Sales
Manager
Retail Wholesales
Key
Accounts
Sub-
Distributor
Sales Forecasting and Estimation
Rolling Sales
Forecast
Monthly Quarterly Annually
• Market Share
• Shelf Share
• Top Down
• Bottom Up
Product Availability Sales Strategies
 Push Strategy
 Pull Strategy
 DABUR’s VIEW ABOUT “SALES LOST IS LOST FOREVER”
Sales are never lost, they are returned. The reasons of sales return are as follows:
 Damage
 Nearness of expiry date
 Recent Example: Chyawanprash:
Sales Team Motivation
Motivation
Intrinsic
Motivation
Extrinsic
Motivation
Rewards
Bonuses
Appreciation
Recognition
Sales Team Compensation
SALARY PACKAGES
FIXED
SALARY
VARIABLE
SALARY
• Attendance
• KPIs (7 key performance indicators), the major
ones being:
• 0Monthly Targets (comprises 50% of
the variable component)
• Range of SKUs
• Number of delivery
• Customer productivity
• Call productivity (call frequency)
• Value per bill
Sales Team Recruitment
Lateral Hiring
Traits:
Ethics
Winning attitude
Empathy
Self Esteem
Persistent
Extraordinary Personality
Training and Development
 Existing sales personnel are responsible for training
 . According to the Company, classroom training has its advantages, but it is on-the-field
training which contributes greater value.
 The NSM was of the opinion that training led to creating a better and more holistic
understanding of the entire sales process. This in turn, enables the sales people to better
impart their learning and experience to newly hired sales personnel. Lastly, it instills a sense
of working collectively towards shared goals, which is to effectively contribute to overall
organizational growth.
 Recent Refresher Course:
 Merchandiser Training PLANOGRAM
Planogramming is a skill which is used in merchandising and retail space planning. It explains
that how and where specific retail products should be placed on retail shelves or displays in
order to increase customer purchases.
Human Resource and Sales Integration
 The HR department helps the sales department in number of
ways. Sales People have on field jobs so they need different
things from time to time which include:
 Cell phones, Visiting cards
 Timely Availability of Cars
 HR department told us usually hiring is based on referrals.
Whenever sales department requires new people they usually
hire who are refereed by sales team because of the built trust
level.
Conclusion
 Dabur is a Multi National FMCG, with huge sales but in Pakistan it is still introduction life
cycle.
 Currently, Dabur`s problem is the availability of their products throughout the small
stores; this issue is being worked on. Dabur Pakistan has launched two famous products in
the market, Dabur Amla and Dabur Hajmola from which the company expects a greater
market share in the country.
 They also plan on creating the need of Dabur Honey and red tooth paste plus other
products in the market.
 They need intense market and superior supply chain to compete with Unilever P&G and
Engro foods too.
Recommendation
 Increase different SKUs for products in small places
 Separate marketing and sales for more focus
 Increase the promotional activities in malls and social media
campaigns
 More advertising and bring in Pakistani Brand Ambassador like
Mawra Hocane
 Change the name of Chyawanprash product
 Make the product packaging Pakistani friendly, Dabur Amla and
Vatika Shampoos, and advertise by reinventing them.
 Introduce more products like gels, sprays and conditioners

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Sales management

  • 2. MKT-403: SALES MANAGEMENT Taha Altaf 20141-17081 Bushra Nayyar 20141-17126 Mufassir Khan 20141-16984 Nimra Azeem 20141-17974 Muhammad Hussain 20141-17712
  • 8. Introduction Industry Overview Asian Consumer Care Overview Segment and Grading like students VISION “Being dedicated to the health and well-being of every household.”
  • 9. Dabur Pak Pvt Ltd Asian Consumer Care
  • 11. Karachi Hierarchy Regional Sales Manager Area Sales Manager (2) Area Sales Executive(6) MERCHANDISER(5) DISTRIBUTOR (NPD) (head of Sales) RSM ASM (3) ADO (8) ORDER BOOKER (35) DELIVERY MEN (18)
  • 12. 7 Step Sales Process “failing to prepare is preparing to fail” 4*20 Rule Store Check and Merchandisi ng Review of Objectives Presentation and Close Records and Reports Post Analysis
  • 14. Sales Forecasting and Estimation Rolling Sales Forecast Monthly Quarterly Annually • Market Share • Shelf Share • Top Down • Bottom Up
  • 15. Product Availability Sales Strategies  Push Strategy  Pull Strategy  DABUR’s VIEW ABOUT “SALES LOST IS LOST FOREVER” Sales are never lost, they are returned. The reasons of sales return are as follows:  Damage  Nearness of expiry date  Recent Example: Chyawanprash:
  • 17. Sales Team Compensation SALARY PACKAGES FIXED SALARY VARIABLE SALARY • Attendance • KPIs (7 key performance indicators), the major ones being: • 0Monthly Targets (comprises 50% of the variable component) • Range of SKUs • Number of delivery • Customer productivity • Call productivity (call frequency) • Value per bill
  • 18. Sales Team Recruitment Lateral Hiring Traits: Ethics Winning attitude Empathy Self Esteem Persistent Extraordinary Personality
  • 19. Training and Development  Existing sales personnel are responsible for training  . According to the Company, classroom training has its advantages, but it is on-the-field training which contributes greater value.  The NSM was of the opinion that training led to creating a better and more holistic understanding of the entire sales process. This in turn, enables the sales people to better impart their learning and experience to newly hired sales personnel. Lastly, it instills a sense of working collectively towards shared goals, which is to effectively contribute to overall organizational growth.  Recent Refresher Course:  Merchandiser Training PLANOGRAM Planogramming is a skill which is used in merchandising and retail space planning. It explains that how and where specific retail products should be placed on retail shelves or displays in order to increase customer purchases.
  • 20. Human Resource and Sales Integration  The HR department helps the sales department in number of ways. Sales People have on field jobs so they need different things from time to time which include:  Cell phones, Visiting cards  Timely Availability of Cars  HR department told us usually hiring is based on referrals. Whenever sales department requires new people they usually hire who are refereed by sales team because of the built trust level.
  • 21. Conclusion  Dabur is a Multi National FMCG, with huge sales but in Pakistan it is still introduction life cycle.  Currently, Dabur`s problem is the availability of their products throughout the small stores; this issue is being worked on. Dabur Pakistan has launched two famous products in the market, Dabur Amla and Dabur Hajmola from which the company expects a greater market share in the country.  They also plan on creating the need of Dabur Honey and red tooth paste plus other products in the market.  They need intense market and superior supply chain to compete with Unilever P&G and Engro foods too.
  • 22. Recommendation  Increase different SKUs for products in small places  Separate marketing and sales for more focus  Increase the promotional activities in malls and social media campaigns  More advertising and bring in Pakistani Brand Ambassador like Mawra Hocane  Change the name of Chyawanprash product  Make the product packaging Pakistani friendly, Dabur Amla and Vatika Shampoos, and advertise by reinventing them.  Introduce more products like gels, sprays and conditioners