Sales Force Management

UNILIVER PAKISTAN LTD.

Introduction
AngloDutch multinational consumer goods

company World's third-largest consumer goods company measured by 2011 revenues and the world's largest maker of ice cream. Owns over 400 brands Established in Pakistan in 1948 375 SKUs in Pakistan

Companys Goal
1.3 billion by 2015

13?

14?

15?

Annual Operational Plan (AOP)

Quarterly basis Plans 123 4 (years)

JC Plan

Weekly Plan

Marketing Goals

Brand Team

Pricing Packaging Aesthetics

DDS (door-toBrand door selling) Activations Focused Groups

Marketing Goals (Cont)

Media Customer/Trade Marketing:
(Push Strategy)

Trade Offers
POS (point of sale) BTL (below the line) Marketing Strategy

Field/Sales Team
Market Share:
Current Market Share is 60% Desired Market Share is 66% by the end of 2013

Current growth rate is 11%

Sales
Sales Structure
Indirect distribution

Sales Targets
Targets General Sales Regional Area Yearly (m) 266.68 38 9.5 Quarterly Monthly (m) (m) 66.67 22.22 9.5 2.375 0.6 3.17 0.8 0.2

Territorial 2.375

Sales Structure
CM VP (SALES) Director Sales VP (Fin) VP (HR) VP (Mkt) VP (works)

GSM

GSM

GSM

RSM

RSM

RSM

ROM

AM

TM

Distributor

CRM
Rabbta

Reimbursement
ROI Corporate Affairs Department

Sales Territories

Sales Force Hiring

Employee Required Send Request to HR Department

Job Posting
Recruitment Interview Hiring

Current Sales Issue

No Technical support for TM Communication Gap Integration with Software by getting online

on the spot

Gap Analysis
Companys Goals:

Major Focus on Business Goals Lack of focus on Team and Individual Goals No Calculated measurement for Division of work load No criteria to measure over burden

Sales Target:
Equal division of work load create individual problem Do not assess individuals capability

Sales Structure:
Lack of integration with distributors

hierarchy/structure Lack of Communication with ultimate salesmen

Gap Analysis (Cont)

CRM
Rabbta Communication setup (No Gap)

Sales Territories Gaps

Distribution areas are not efficiently divided Extra Cost (e.g., Okara & Sahiwal)

Customer Life time Value

No System to measure potential benefits from a

customer Neither Calculated the past benefits

Sales Force Hiring

References Top Institutes

Current Sales Issue

Recommendations
Enter into a new market and build long term relationship with their customers

Stress missionary selling in sales training and supervision and stress salary elements in compensation plan so that they can achieve their ultimate Goal
Sales person should be involved while setting Major Goals and then define goals and then

define process to achieve that goal

Recommendations (Cont)
Arrange their territory by seeking their Geographical area and also keep in mind the

traveling cost and distribution time Must identify the life time value of their customers, so due to this thing they can segment their customer, which will ultimately increase profits While hiring primary focus should be on knowledge, skills and ability Leader should be capable of problem identification and make resources available to them