WEL COME
Nov 22, 2014
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 [email protected]
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