HUL

South Mumbai
<2010-11> Sales Plan
AGENDA
l Introduction
l Opportunity statements
l strategic positioning
l Organisational structure
l Analysing sales situation & distribution network
l sales strategies
l Sales plan objective
l Sales force management
l Setting field sales force objective
l Sales budget
INTRODUCTION
v India’s largest consumer products company and was formed
in 1933 as Lever Brothers India Limited.
v Industry and market share:
The Rs 1,190-crore LUX, with 17 % share, is the second
largest after Lifebuoy (17.5 %)
v Conclusion from market research:
Market share dropped in each of the five quarters even as
the overall soap market, according to ACNielsen, grew 18%
in the year to Rs7,967 crore.
v Major competitor
v Current trends in the market

<2010-11r> Sales Plan

OPPORTUNITY STATEMENT
l Promotional strategy and various campaign conducted by
the competitors.
l LUX international
l HUL – Distribution network.

<2010-11r> Sales Plan

STRATEGIC POSITIONING
l Market opportunity
Available in different variants
Per capita income
l Competitive edge
Positioning LUX as a superior brand
Generate more value

<2010-11r> Sales Plan

Organisational structure
l HUL team
l Distributors team

<2010-11r> Sales Plan

Analysing sales situation

Growing at least with the market growth rate is very important.

<2010-11r> Sales Plan

ANALYSING DISTRIBUTION
NETWORK
l Distribution at Urban Centres (South Mumbai):
l Factory Company warehouse Sales Officer
l T.S.I. Distribution Agency Retail
l Big Departmental Stores
Sales strategies
l Strategy for Modern retail outlets:
80-20 rule
l Harnessing Information Technology:
l Advertising and promotional strategy:
Pioneering new channels:
Out of home – vending machine
Point of purchase
Health & beauty services –Lakme salons
Sales plan objective for 2010-11
Improving Sales Performance

Sales
Analysis Planning
Results !

Execution
Sales plan objective
l Sales force management

Analyzing Sales Performance by District (South Mumbai):

Analyzing Sales Performance of Distributors:

Analyse Sales Performance of Territory sales in charge.

Cont...
l Setting field sales force objective

Develop Sales Strategies and Tactics for each variant in

The Lux basket:

Developing a Quarterly Action Plan:

Sales budget
l Budgeting by percentage of sales method:

l Salesperson performance Reports and Budget Analysis for

Year 2009-10:

l Territory wise budget allocation:

l Quarterly Budget Allocation for 2010-11:

Questions

<year> Sales Plan