XAVIER INSTITUTE OF SOCIAL SERVICE

REPORT ON
SALES PLAN [KENT WATER TAP GUARD]

SUBMITTED TO
PROF. DR. AMAR TIGGA

SUBMITTED BY
SAGAR KUMAR VISHAL -11

CONTENT

PRODUCT
Current market situations
SWOT
Sales Objectives
Sales Strategy
Action Programs
Financial Projections
Implementation / controls

PRODUCT
KENT Tap Guard is best suitable for washbasins to brush teeth, gargle or splash
face and eyes with germ-free and odour-free water. It is also an excellent choice for
kitchen sinks to wash fruits, vegetables, meat and sea-food with bacteria-free and
cyst-free water.
REMOVES BACTERIA, MICRO-ORGANISMS, CHLORINE AND FOUL
SMELL
KENT Tap Guard is based on twin-purification technology of Granular Activated
Carbon and Advanced Multi-Layered Hollow Fiber UF Membrane which remove
most of the microscopic contaminants. The high grade Granular Activated Carbon
is a powerful de-chlorination agent, which removes residual chlorine and
unpleasant odour from the tap water. The Advanced Multi-Layered Hollow Fiber
UF Membrane Filter removes rust, bacteria, cyst, coliform bacilli, micro-organisms
& microscopic impurities from the tap water.
SUITABLE FOR ALL TAPS
KENT Tap Guard fits on all types of taps in bathrooms and kitchens. Its versatile
design and multiple adaptors allow installation on almost all types of taps &
faucets.
EASY TO USE
KENT Tap Guard comes with a see through window to check contamination buildup and figure out when it's time to replace the filter cartridge.
SUITABLE FOR DIFFERENT REQUIREMENTS
Comes with an easy to use 3-mode water selection lever that provides a choice of
Purified Water, Unfiltered Straight or Unfiltered Spray to suit everyones needs.
HIGHLY DURABLE

The twin-purification technology based filter cartridge has a long life of upto 1500
litres (approx. 6 months) and it also comes with a facility to backwash the cartridge
to increase its life.

CURRENT MARKET SITUATION

The Rs 1,500 crore water purifier market, growing at an annual 15-20%, is seeing a
flurry of brand launches
Its raining water purifiers. If Amway, the countrys largest direct selling company,
is planning to launch its popular eSpring brand of water purifiers in the near
future, almost all the existing players such as Kent Mineral and Hindustan
Unilever have come up with new variants of their brands in the last couple of
months. Smaller companies such as Okaya Power Group recently diversified into
water purifiers under the Nasaka brand name.
So whats driving this flurry of activity? Its still a small industry with a turnover of
Rs 1,500 crore but one that is growing at 15-20 per cent annually. And the
expectation is that the growth rate will increase manifold with many parts of the
country still grappling with the shortage of potable water and increasing consumer
consciousness about clean drinking water.
Apart from other water purifiers it is slightly different from them as it is tap fit and
no electricity is required so in India in some places like ranchi where water has
high content of iron in it people can use this product for their daily purpose routine.

SWOT

STRENGTH
New product in the market in its type .
low cost comparatively to other water purifiers.
strong brand name.
WEAKNESS
lack of awareness among customers
Low filtration capacity.
OPPORTUNITY
Very few competitors in the market
untapped market.
THREAT
other water purifiers which comes at a lower price range.

SALES OBJECTIVE

 Coordinate the development of a new ad campaign with advertising agency

with goal of increasing brand recognition to [xx].

Complete product launch plan and obtain sign off from sales and engineering
by [date].

Meet or exceed quarterly sales target

Obtain at least [xx] new customers per month.

Write press releases each quarter and ensure it appears in at least [xx] industry
journals.

Track competitor activities so organization learns about new developments no

more than [xx] days after they occur.

Add [xx] distribution partners and achieve sales volume of $[xx] through these
partners by year-end.

Increase market share for [xx] product to [xx] by [date].

Achieve a sales run-rate of $[xx] per quarter by year-end.

SALES STRATEGY
Affordable Range
KENTs aim is to provide healthcare solutions at an affordable price to one and all
around the world. All its products are designed to suit varied needs of customers
and for different types of end usage. The entire range of products is competitively
priced to provide value for money and easy reachability.
Nationwide Network
KENT has its offices at over 20 locations across India with over 1200 channel
partners nationwide. Its service network is present at over 600 locations to make
sure that customers experience a continued and trouble-free after sales support for
their products.
Premium Quality
Innovation has been the lifeblood of KENT and forms not a part but its existence.
KENT is an ISO 9001:2008 company and most of its products are tested and
certified by renowned laboratories of the world such as WQA and NSF in USA. All
its products also conform to CE certification.
Wide Range of Products
With its trademarked KENT's Mineral RO TM expertise in water purification
industry as a triumphant treadstone, KENT has extended its brand portfolio to air
purifiers, vegetable and fruit purifiers and water softeners. It thrives to achieve its
larger brand goal of making the world a healthy and a happy family. With all this
and more it continues its pursuit in creating many such products.

ACTION PROGRAM
TOOLS & TECHNIQUES
TRADE FAIRS AND EXHIBITIONS:
Trade fair and exhibitions are extensively used sales promotion tools. They also
form one of the oldest practices in sales promotion. They provide companies with
the opportunity of introducing and displaying their products. This brings the
company's products and the consumers in direct contacts with each other. Seeing
believes is the underlying concept here.
In case of high cost industrial products, trade fairs have become a handy and
effective sales promotion tools. This is a especially so in international marketing.
Orders and inquiries worth billions get generated at international trade fairs.
COUPONS:
Coupons are certificates which offer price reductions to consumers for specified
items. Coupons are distributed through newspapers and magazine advertisement,
or through the package of the merchandise, or by direct mail. Firstly, they enthuse
the consumers to exploit the bargain.
Secondly, they served as an inducement to that trade for stocking the items. They
are useful for introducing a new product as well as strengthening the sale of an
existing product.
EXCHANGE SCHEMES:
In the consumer durables market, this has become the latest sales promotion tools.
Customer can surrender their old models and take home new models.
SALES PROMOTION ON INTERNET:
On advertising management, we saw that the internet is emerging as the new
advertising medium. For sales promotions too, people are turning to internet.
Marketers run promotion on specific sides that attract audience who are interested
in promotions and contests.

FINANCIAL PROJECTION

YEARLY
Particular
s
No of
customers
Gross
sales
warranty
(1% of
gross
sales)
net sales
volume
Net
commissio
n @ 11%

M1

M2

M3

M4

M5

M6

M7

M8

10

11

12

13

14

14

16

17

22
50
0
22
5

247
50

292
50
292
.5

31
50
0
31
5

31
50
0
31
5

36
00
0
36
0

382
50

247
.5

27
00
0
27
0

22
27
5
24
50.
25

245
02.
5
269
5.2
75

26
73
0
29
40.
3

289
57.
5
318
5.3
25

31
18
5
34
30.
35

31
18
5
34
30.
35

35
64
0
39
20.
4

M9

M1 M1 M1
0
1
2
18
19
20
21
427
50

382
.5

40
50
0
40
5

472
50

427
.5

45
00
0
45
0

378
67.
5
416
5.4
25

40
09
5
44
10.
45

423
22.
5
465
5.4
75

44
55
0
49
00.
5

467
77.
5
514
5.5
25

472
.5

IMPLEMENTATION/CONTROL
QUARTER WISE PLAN
Particulars
No of customers
Gross sales
warranty (1% of
gross sales)
net sales volume
Net commission @
11%

Q1

Q2

33
74250

41
92250

742.5
73507.
5
8085.8
25

Q3

Q4

922.5

52
11475
0
1147.5

61
13500
0
1350

91327.
5
10046.
03

11360
2.5
12496.
28

13365
0
14701
.5