SALES MANAGEMENTAN OVERVIEW

INDUSTRY PROFILE - FMCG

KEY TRENDS IN FMCG INDUSTRY

• Consolidation• Product innovation• Global expansion• Backward integration• Focus on rural markets• Third party manufacturing

SALES MANAGEMENT IN THE FMCG INDUSTRY

SALESFORCE HIERARCHY - NESTLE

ORGANIZATION DESIGN BY TERRITORY

ORGANIZATION DESIGN BY MANAGEMENT FUNCTION

ORGANIZATIONAL SALES STRUCTURE – HINDUSTAN UNILEVER LIMITED

SALES ORGANIZATION – GEOGRAPHY BASED (HUL)

SALES STRUCTURE - ITC

SALES MANAGER FUNCTIONS

TYPES OF SELLING JOBS

• Product type or specific products.• Account type or specific account.• Type of distribution method• Order size

RECRUITING AND SELECTION

TRAINING AND DEVELOPMENT

• Area Sales Manager• Management Trainee program• Sales stint – 3 to 6 months• Regular training programs

• Sales Executive• 15 day induction program• Tag along

• Salesmen• 3-4 day training• IT and computer system training• Market introduction• SKU analysis and information

EVALUATION AND COMPENSATION

QUOTAS AND TARGETS

• Industry growth• Last year sales• Company growth• Advertising budgets• Annual operating plan• Top down approach – data flows• Targets based on 2D matrix of pack and brand

MAJOR ACCOUNTS

DISTRIBUTION CHANNEL - ITC

DISTRIBUTION CHANNEL - NESTLE

CRM IMPLEMENTATION

• Uses technology to organize, automate and synchronize sales, marketing, customer service and technical support

• Effective tool for managing company-customer relationships

CRM IMPLEMENTATION

SALES PROMOTION ACTIVITIES

MOBILE RETAILING

• United Villagers is using mobile technologies to bring big brands to rural India.

• Dabur and HUL use technology to improve sales and reach