Sales Management Project

Prepared By
Name : Ms. Pooja Patil
Roll No. 44
Subject : Sales Management
MMM 2nd Year

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1. State the Name and Business of your company?

Ans: Company Name: Hammer Plus Jewellery Pvt. Ltd.

Hammer Plus Jewellery Pvt. Ltd was launched in Mumbai, in July 2003. It is the
Indian distribution arm of Hammer Group.

With nearly 150 years of experience & reputation Hammer Group continues in the
peruse to deliver quality service incorporating Indian heritage of design excellence
& distinct craftsmanship. Hammer & Sohn being the largest Multinational German
Jewellery Group in the world, currently manufactures & distributes to over 4500
retail outlets over 250 cities across 4 Continents

Nature of Business:

Hammer Plus is B2B distribution company for Jewellery collections. A company

that offers independent retailers complete retail solutions, providing concept based
jewellery complete with packaging, visual merchandising, PR & training.

2. State the Mission and Goals of your company?

Ans: Mission Statement of the company

To create fine jewellery brands crafted with technology and linked in unusual and
innovative ways to Gold, Platinum, Diamond and Precious Stones uniting the past,
present and the future

Goal of the company:

Penetrate various segments of the jewellery market by providing fine class product
congruent to the needs of the customers. To achieve 1000 retailers target by 2011

3. Describe the products/ services of your company?

Ans: Hammer Plus is a B2B distribution of fine Jewellery collection in the domestic
market. Hammer Plus Jewellery is having 20 Jewellery collections in the Market.
(16 collection – Spiritual Jewellery collection i.e Divvya Vinayak, Panchbhuta
Rudra, Sapta Svasti etc. And 4 collection- Commercial Jewellery Collection i.e.
Vallaya, Motimmo, Tamorri ,ekkam etc. ) Through extensive countrywide projects
and their visionary way of thinking the team has developed new solutions for their
customers, which are as inventive as they are unique. Instead of just selling fine
jewellery Hammer Plus has launched collections for retailers as total turnkey
solutions. Offering contemporary designs and consumer understanding thanks to
their R&D and marketing teams they are able to offer inspiring solutions that give
added value to our clients while inspiring innovative solutions. Each collection of
Hammer Plus has its individual characteristics, a distinct identity and an image of its
own targeted at a specific audience.
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 All of the collections are based on the market requirements congruent with
merchandising at specific price points.
With adequate support of the various elements of marketing, consumer research and
visual merchandising, each collection has a character of its own.

The different collections are positioned at various price levels suited to the
purchasing propensity observed in the market for fine branded jewellery and in effect
creating new market segments in which the collections are set to occupy leading
positions.

4. The Industry- Competitors (the top three)

Ans: 1. Gitanjali Group

The Rs. 3500-crore Gitanjali Gems Ltd., India’s largest integrated diamond and
jewellery manufacturer and retailer, today announced the complete acquisition
of Nakshatra Diamonds - DTC’s most premium brand. Nakshatra was a
brand owned by the DTC, with manufacturing, distribution and marketing rights
held by done by Brightest Circle Jewellery Pvt. Ltd. (a joint venture between
Gitanjali and two other companies.). This acquisition gives Gitanjali Group sole
rights over the world’s most supreme diamond jewellery brand.They are
dominating market by spending huge amount for promotion, PR .

2. Varaarkam

Introduced by a 25 years old group of company named "BHIMRAJ DHARMAJI

CO". which manufacture studded diamond Jewellery for Indian & Western look
with using precious and semi precious sparkling stones in 18kt gold with
diamonds in vvs1 purity. Also dealing with the Top Jewellers of India and also
Exports our Jewellery. Varaarkam make lightweight diamond Jewellery.

3. Kisna

Harikrishna Group, launched ‘KISNA’, brand diamond jewellery for the Indian
market in 2005. Kisna is the only branded diamond jewellery which is available
in over 2664 jewellery outlets in India & thus become the largest distributed
brand in India. Distributed through area wise distributors to the retailers. The
jewellery is crafted with only VVS quality diamonds, 18K hallmarked gold,
prepaid excise duty and certificate by IGI.

5. The Market- The customer segments and the Channels

Ans : Hammer Plus is B2B company which caters into the domestic market. They are

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 targeting various customer segments It is possible due to various collection of
Hammer Plus. Hammer Plus is having Strong presence in West, South and north
region of the country. They have divided there customer in 3 category

1. A class Customer ( Which give sales to company more than Rs.15 L )

For eg.

1. GRT – ( South Zone )

2. TBZ - ( West Zone )
3. Krishna & Krishna – ( North Zone )

2. B class Customer ( Which give sales to company more than Rs.8 L- less than
Rs. 15 L)

For eg.

1. Chinatamani Jeweller – ( West Zone )

2. Joy Alukas – ( South Zone )
3. Jetha Bhai – ( North Zone )

3. C class Customer ( Which give sales to company more than Rs.3 L- less than
Rs. 8L)

For e.g.

1. Satyam Jeweller – ( West Zone )

2. Aabhusan – ( South Zone )
3. Kapoors – ( North Zone )

Hammer Plus is believed in Direct Selling. Our Head office is in Mumbai and we
have other 5 sales offices in Gujarat, Delhi, Karnataka, Tamilnadu and Andhra
Pradesh. This is managed by the Zonal sales manager supported by a team of sales
person.

6. The Sales Organization of your Company

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Managing Director
 National Sales Manager

Asst. National Sales Manager Asst National Sales Manager

( West & North Zone ) (South & East Zone)

ZSM ZSM ZSM ZSM ZSM ZSM

(Maharashtra) (Gujarat) (Delhi (Tamilnadu) (Andhra Pradesh) East

RSM RSM RSM RSM RSM RSM

(Maharashtra) (Gujarat) (Delhi (Tamilnadu) (Andhra Pradesh) East

ARSM ARSM ARSM ARSM ARSM ARSM

(Maharashtra) (Gujarat) (Delhi (Tamilnadu) (Andhra Pradesh) East

Sales Sales Sales Sales Sales Sales

Executive Executive Executive Executive Executive Executive

ZSM : Zonal Sales Manager

RSM : Regional Sales Manager

ARSM : Asst. Regional Sales Manager

7. What are the specific Quantitative and qualitative objectives of the Sales
Department of your company?

Quantitative Objective of the sales Department

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 1. To achieve 1000 retailers target by 2011
2. Achieve the sale target of 20 crore
3. Increase sales in subsequent years.

Qualitative Objective of the sales Department

1. Give the best service in the Industry

2. Introduce fine Product
3. Increase product market penetration by enticing new consumers to the brand
4. Give qualitative promotion support to the consumer
5. Maintain 0 complaint from customer
6. Timely Service

8. What are designations of people in the Sales Dept.?

1. National Sales Manager ( NSM)

Below are the responsibilities of National Sales Manager

• Supervising by motivating ,monitoring & Guiding the sales team to achieve the
preset goal in terms of sales
• New Products/ services management & Distribution
• manpower planning
• Sales Asset planning
• Budgeting
• Update sales report to the management
• Coordinate with Asst. National Sales Manager
• Business Development
2. Asst. National Sales Manager ( ANSM)

Below are the responsibilities of Asst. National Sales Manager

• Assist to National Sales Manager to achieve the Goal

• Monitor & Guiding to zonal Manager to achieve the target
• Submit time to time report to NSM
• Business Development
• Update the information about new product & services
• Motivate the respective team
• Budgeting ( Respective zone )
• Manpower Planning

3. Zonal Manager (ZM)

• Control measures
• Sales contests
• Retailer promotions,
• Training program
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 • Zonal Budgeting exercise,
• New territory plans
• Business Development

4. Regional Sales Manager (RSM)

• Channel development plans

• Market/ customer development,
• promotional activity
• Sales Order / reorder
• Collection of payment from the retailer
• Order follow up
• Payment follow up

5. Asst. Regional Sales Manager ( ARSM)

• Assist Regional Sales Manager for his day to day activity

• Salesman’s quota and monitoring
• Event plan
• Same as salesman for certain customers

6. Sales Executive

• Work on ground
• Collect the retailer information
• Plans calls
• tour plans
• customer visit
• Submit customer report to customer

9. Who are the Customers of your company’s products and services?

Ans : In the late 1990s, the Indian jewellery market witnessed a shift in consumer
perceptions of jewellery. Instead of being regarded as only an investment option,
jewellery was being prized for its aesthetic appeal. In other words, the focus
seemed to have shifted from content to design. Trendy, affordable and lightweight
jewellery soon gained familiarity. Branded jewellery also gained acceptance
forcing traditional jewellers to go in for branding.

Hammer Plus is the B2B company. Our customer is the retailer of Gold and
Diamond Jewellery with a independent retail outlet. Who can do the minimum
business of Rs. 50000/- per year

Below are the some retailers of Hammer Plus

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 1. GRT
2. TBZ
3. Lagu Bandhu
4. Bhima
5. Prince Jeweller

10. Is the Pareto’s Law applicable to the customers of your company

Ans . The Pareto principle states that 80% of your sales come from 20% of your clients.
Yes it is applicable to Hammer Plus.As major part of sale comes from our old
Retailer in form of re-order or purchase of new collection. It is observed that the
old customer easily accept new collection as compare to new customer because
they know company well , they are aware about the company policy. Due to world
class service they are becoming loyal customer of this company

11. Elaborate the method followed in your company to develop the market
potential and the Sales forecast.

Ans : To develop the market potential company is doing various marketing activity. i.e

1. Print Advertisement
Which create brand awareness among end consumer

2. Point of Sale
Hammer Plus Jewellery provide concept based jewellery with attractive
packaging, Display & other promotion material.

3. Promotional activity to the retailer

Various promotion activities Hammer Plus is conducting at the retailer place to
boost the sale.

4. Visual Merchandising
Hammer Plus is giving visual merchandising facility to all the customer. Visual
Merchandiser Executive is taking care of all the Hammer Plus counter at the
retailer end.

5. Sales Staff training

All the Hammer Plus Jewellery is the concept based jewellery so company is
giving product information to all the sales staff by conducting training cum
entertainment program
Sales Forecasting
A sales forecast is a prediction based on past sales performance and an analysis
of expected market conditions.

We are using simplest forecasting method is an annual sales forecast.

last year's annual sales + (last year's annual sales X rate of inflation) = next
year's sales forecast

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 Below are the sources of information assist for the sales forecast

• Competitors
• Trade suppliers
• Downtown business associations
• Trade associations
• Trade publications
• Views of sales Person

12. Identify the Personal Selling objectives for your firm

Ans : Below are the personal selling Objective of the company

1. To achieve set target of the company

2. Give best service to customer
3. Work hard and Earn Legally
4. Create Interest about the Product among the retailer
5. Stimulating Demand
6. Reinforcing the Brand
7. Building Product Awareness
13. Identify and explain why your company chose the specific marketing policies to
guide the Sales pertaining to:
1. Product Policy

1. Each collection of Hammer Plus has its individual characteristics, a distinct

identity and an image of its own targeted at a specific audience.
2. All of the collections are based on the market requirements congruent with
merchandising at specific price points.
3. Each brand of Hammer Plus is unique than the other competitor brands.
Nobody can imitate that
4. Hammer Plus give authenticity with every product
5. Life time return policy which build trust in mind of retailer which help to
enhance the sale

2. Distribution Policy

All brands will be backed up by an EFFICIENT and EFFECTIVE

distribution network led by a Hammer Plus Regional Service Manager in each
region. Every brand has a target specific audience, thus a different medium of
distribution each time, keeping in mind the basic traits of the brand.

Hammer Plus is B2B company we don’t have a distributer in channel

therefore company sales person directly deal with retailer. Retailer is enjoying
distributor profit
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 Its outright basis sale. With lifetime return policy. We dispatch the jewellery
to our regional offices and after that out sales person deliver to the respective
retailer

3. Pricing policy

The different collections are positioned at various price levels suited to the
purchasing propensity observed in the market for fine branded jewellery and in
effect creating new market segments in which the collections are set to occupy
leading positions.

For eg.

Vallaya , Tamorri are the brands follow skimming Pricing where as Sapta
Svasti, Ashtavar Ganesh this brands come under Penetration pricing

14. Concerning selling your company’s products in Western India

From last two months our west zones stand 1st in high sale zone. As 60% of Hammer
Plus product is spiritual jewellery & we are getting good response from west zone at
the same time there is competition. South zone is of more Gold conscious in south
people like to purchase Gold jewellery rather than Diamond Jewellery. Which affect
the sale of Hammer Plus for south zone hammer Plus has introduced Gold jewellery
with minimum diamonds. As compare to south zone west zone is much more
potential due to standard of living, cosmopolitan culture, branded jewellery
awareness. Increasing purchasing capacity.

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