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FMCG Marketing.
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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