salesmanagementfmcgpresentation 130806120436-phpapp01
DESCRIPTION
FMCG Marketing.TRANSCRIPT
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SALES MANAGEMENTAN OVERVIEW
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INDUSTRY PROFILE - FMCG
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KEY TRENDS IN FMCG INDUSTRY
• Consolidation• Product innovation• Global expansion• Backward integration• Focus on rural markets• Third party manufacturing
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SALES MANAGEMENT IN THE FMCG INDUSTRY
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SALESFORCE HIERARCHY - NESTLE
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ORGANIZATION DESIGN BY TERRITORY
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ORGANIZATION DESIGN BY MANAGEMENT FUNCTION
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ORGANIZATIONAL SALES STRUCTURE – HINDUSTAN UNILEVER LIMITED
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SALES ORGANIZATION – GEOGRAPHY BASED (HUL)
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SALES STRUCTURE - ITC
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SALES MANAGER FUNCTIONS
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TYPES OF SELLING JOBS
• Product type or specific products.• Account type or specific account.• Type of distribution method• Order size
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RECRUITING AND SELECTION
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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
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EVALUATION AND COMPENSATION
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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
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MAJOR ACCOUNTS
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DISTRIBUTION CHANNEL - ITC
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DISTRIBUTION CHANNEL - NESTLE
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CRM IMPLEMENTATION
• Uses technology to organize, automate and synchronize sales, marketing, customer service and technical support
• Effective tool for managing company-customer relationships
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CRM IMPLEMENTATION
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SALES PROMOTION ACTIVITIES
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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