WEL COME

SALES MANAGEMENT &

SALES PROMOTIONPresented By: Kishorekumar R.

Nadigatla

WHAT IS FMCG ?

Fast Moving Consumer Goods (FMCG) are products

that are sold quickly at relatively low cost. Though the

absolute profit made on FMCG products is relatively

small, they generally sell in large quantities, so the

cumulative profit on such products can be large.

CONT…

FMCG Sector is the 4th largest sector in Indian economy.

It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010.

FMCG Sector expected growth 15% per annum.

http://www.india-fmcg.com/2010/08/a-look-at-indian-fmcg-sector/

FMCG PRODUCTS ARE…

Detergents

Cigarettes

Toilet soaps

Beverages

Toothpaste

Confectioneries

Shampoos

Food products

Creams

Powders

Etc…

INTRODUCTION

Ever wonder where toothpaste came from? Have you

ever thought about what people used for toothpaste

before the invention of …

Crest

Colgate or

Aqua fresh?

Source: www.sheffield-pharmaceuticals.com

CONT…

Dant Manjan

CharCoal

Tooth Stick

Source: www.sheffield-pharmaceuticals.com

TOOTH PASTE

One of the daily FMCG products is tooth paste.

This FMCG product plays a vital role in taking care of our oral health.

Overall Toothpaste Market estimates 3000cr.

Types of Toothpaste:

WHITE

GEL

HERBAL

Market growth: 7-8% CAGR

Per capita consumption: 82 gms

STAGES OF TOOTHPASTE

Tooth Stick • The activity of keeping the mouth clean from the tooth stick is from Buddha.

Tooth Powder• Earlier days people used to clean their teeth

with charcoal, or tooth powder know as “ “Dantmanjan”.

Tooth Paste • Then the Stage came to use the tooth paste

where people were started to clean their teeth with BRUSH for that they made TOOTH PASTE.

Source: www.dentalhealthsite.com

MARKET SHARE

Oral care market in India – 5800 Crores. Toothpaste - 60%

Toothpowder - 23%

Toothbrush - 17%

Source: www.ghallabhansali.com/admin/file/FMCG.pdf

HAPPY ORAL TOOTH PASTE

Stronger Teeth for Healthy n Happy Life

Happy OralLogo :

Tagline :

OUR PRODUCT HAPPY ORAL

INGREDIENTS AND FLAVORS

Fluoride in various forms is the most popular active ingredient in

toothpaste to Prevent Cavities.

Triclosan, an antibacterial agent, is an active ingredient in

toothpastes, used to prevent gingivitis.

The more usual flavorings are some variation on mint spearmint,

peppermint, regular mint. Other more exotic flavors include: apricot,

bubblegum, fennel, lavender, neem, ginger, vanilla, lemon, orange.

Source: www.dentalhealthsite.com/toothpaste-ingredients

WHY CHOOSE “HAPPY ORAL” TOOTHPASTE

Qualitative range of products

Unmatched innovation in product development

Customer orientation

Cost effective prices

Strong distribution network

Most important very hygienic

Mostly used natural ingredients

TARGET MARKET FOR “HAPPY ORAL” TOOTH PASTE

People Having Sensitive Gums – 34 Percent

For Strong Teeth- 29 Percent

For Cleaner And White Teeth – 24 Percent

For Childrens Age 5 to 10 Years – 13 Percent

PLACE

Mumbai

Delhi

Bangalore

ORGANIZATION CHART

C.E.O

Marketing Human ResourceOperations

Sales Manager

Marketing Manager

Sales Manager Delhi

Sales Manager Mumbai

Sales Manager Bangalore

Team – 1,2,3 Team – 1,2,3 Team – 1,2,3

Finance

Team – 1,2 Team – 1,2Team – 1,2,3,4

COMPETITORS

Overall Toothpaste Market estimates 3000 crores.

Two largest players constituting 84% of the market share.

Brand wise share:

Colgate – 51%

HLL – 33%

Dabur – 9%

CONT…

Colgate – Chairman : D. Samuel

- 51% Market Share in Toothpaste segment

PRODUCT SHAREColgate Dental Cream 39%Cibaca 5%Colgate Gel 4%Colgate herbal 2%Colgate Total 1%

CONT…

HUL Company – Chairman : Harish Manwani

India’s leading FMCG company

33% Market Share in Toothpaste segment

Pepsodent – 17.6%

Close up – 15.3%

CONT…

Dabur Company – Chairman : Dr. S. K. Burman

Acquired Balsara

30% share in Toothpowders

9% Share in Toothpastes

Babool 5%

Promise + Meswak 4%

PRICE

Toothpaste/ Grams

Happy Oral Colgate Pepsodent

50 grams Rs. 13/- Rs. 16/- Rs. 16/-

100 grams Rs. 25/- Rs. 29/- Rs. 30/-

200 grams Rs. 49/- Rs. 58/- Rs. 56/-

RECRUITMENT OF SALES FORCE

Sources of Recruitment: Newspaper classified

Post Required: Sales executives (20)

Interested candidate can apply by sending their CV at happyoral.toothpaste@gmail.com

CONT…

Basic Qualification for Recruitment:

Graduate from any stream.

Excellent in Communications and Body language.

Confident and Good looking.

SELECTION OF SALES FORCE

Observance of Candidate Before Interview Starts :

a. Dress Code

b. Interview Material (CV should be in proper form)

c. Time planning

First Round: STRUCTURED INTERVIEW

1. Tell me about yourself (Common Qsn.)

2. Positive and Negative Points

3. Technical Knowledge

4. Salary Expectation

Second Round: GROUP DISCUSSION

Inflammatory topic will be given to discuss.

In this round the candidate will be judged & short listed

on the basis its participation, soft skills, communication,

patience, understanding level and interpersonal skills.

Cont…

Third Round: STRESS INTERVIEW (Question put you in to

trouble or to think)

1. What do you mean by your name________

2. Why did you think that you are suitable candidate for this job.

3. If we give you this job are you ready to do? (Change in job,

they are checking objective of candidate)

4. Did you want to know about company or job profile? (Yes,

shows interest in company).

CONT…

Fourth Round: DOCUMENTATION

Documentation and offer letter

TRAINING MODULE

15 days full time Specialized Training Program for the newly recruited sales executive.

Training Objective:Aim – To provide initial Training needs eg. Job specifications, sales related marketing

policies To provide continues Training needs eg. Product, Sales Techniques, etc

Contain & methods

CONT…

Training Programs contain:Company InformationProduct Training including products of the competitorsMarket trainingSales TechniquesSupply Chain Management

Training Methods used:Lectures – Product, Markets, sales techniques, etcRole Playing – learn & improve the performanceCase Discussion – To analyze & learn by experience

MOTIVATIONS

Individual Incentive (monitory) after achieving the

target.

Team Incentive for the highest sales team like holiday

trip.

Annual awards.

PROMOTION

Using ‘Pull’ Strategy:Using aggressive TV & Radio

advertising strategy

Appointing Brand

Ambassador – Shahrukh Khan

Billboard in Retail shops,

Medical shops

Source: www.learnmarketing.net

CONT…

Using ‘Push’ Strategy:Good margins to Wholesaler &

Retailer prices.

Free Sample distribution in retail

and Whole Sale Shops.

Kiosks in Malls

Source: www.learnmarketing.net

“HEALTH IS WEALTH”TAKE CARE OF YOURS TEETH &

Your FAMILY MEMBERS& ENJOY THE JOLLY FOOD.

DON’T MISS YOUR MOST FAVOURITE MEAL JUST FOR TEETHSO HURRY UP!!!!!!!!!!

Thanking you