MBA SCHOOL BASIC MARKETING SESSIONS

1. Peshwa Acharya
ProfPeshwa@gmail.com

2. Sales Management
25 April , 2012

3. • Managing the Sales Force

4. • Selling vs
• Managing the sales force

5. • Effective Salesman
• Vs Effective Sales Manager

6. Managing Sales Force
• Planning sales force operations
• Organizing sales force opeartions
• Directing
• Motivating
• Reviewing
•

7. Challenges
• Changing demographics
• More oppurtunities
• Challenge of technology
• Better training

8. Role of sales manager
• Futurist
• Strategist
• CIO
• Leader of people

9. Functions of Sales Manager
• Sales managment planning
• Analysis : Relative market share , BCG / GE
screen
• Sales Objectives
• Sales strategies
• Tactical decsions
• Implementation

10. • OGSM

11. Review / Feedback / Control
• Sales Budgets
• Manpower planning

12. Organising
• Product based
• Territory based
• Customer / segment based
• Matrix

13. Sales Force Motivation
• Monetary
• Non Monetory
• R&R

14. • ROTI

15. • ROTI = GROSS MARGIN / COST OF SALE

16. Project work
• How does the role of the Area Sales manager
differ in the following industry :
– FMCG ..HLL/P&G/ITC
– CDIT/ N Durable …Samsung / LG / Godrej
– Service : Vodafone , Jet Airways

17. Distribution

18. TOM what comes to your mind

19. Managing Distribution
• Complexity

20. India
• 1.3 Billion population
• Towns + Cities : 3700
• Villages : 630000
• Road length : 3.5 Million Kms
• Rail length : 65000 kms
• Telecom connection : 900 million plus
• Retail Outlets : 7.5 Million

21. • Traditional / un organized
• Modern / organized

22. Role of Intermederies
• Availability
• Information
• Price stability
• Promotion
• Financing
• Title

23. Channel members
• Distribution
• Supply chain
• Suppliers of inputs
• Transport
• Losgitics
• IT/ Telecom / Support
• Banks etc

24. • Channel members : viewed as a set of
interdependent organisations involved in the
process of making a product or service
available for use or consumption ..

25. Types
• Merchant
• Agents
• Facilitators

26. Channel Level
• Zero level = direct marketing
• On line

27. Distribution
• Length
• Width
• Hub & Spoke

28. Factors
• Size of market
• Order lot size
• Product variety

29. Distributions Decsions
• Market Characteristics
• Company Characteristics
• Product Charecteristics
• Intensity of competition

30. Impact of Internet
• Death of distance
• Time barrier collapse
• Irrelevance of location
• Can increase customization
• Customer care

31. Types
• Intensive : FMCG
• Extensive : CSD
• Selective : MENS SUITS , AUTOMOBILE
• Exclusive : ROLLS ROYCE , ROLEX , LLARDO .

32. Commercial policy
• Price policy
• Payment terms
• Returns policy
• Territorial rights
• Mutual services

33. • Evolution of channels
• Channel BCG

34. VMS
• Corporate VMS
• Administered VMS
• Contractual
• HOROZONTAL MS / symbiotic

35. Channel Evaluation & Control
• Sales Performance
• Sales Revenue
• Invt turnover ratio
• Growth
• Servicing
• Delivery standards
• Technical service
• Technical advise

36. • Policy
• Returns / defectives / warranties
• Promotional
• Bill payment
• Return / rebooking
• Reporting
• Warehousing
• Business planning

37. Dealer Evaluation checklist
• Marketing
• Financial
• Admin

38. Channel conflict
• Vertical level
• Horizontal
• Multi channel

39. Logistics
• Forecasting Demand
• Physical distribution
• ROI
• Costs

40. Factors
• Costs
• Dependability
• Transit loss
• Reach of the mode
• Speed

41. • Warehousing

42. • JIT

43. • 3PL

44. • C&F

45. • New channels
• Tele shopping
• Internet
• Mobile
• Tele shopping
• MLM

46. Project work
• ONMOBILITY …new category ..

47. Delivery
• Sales & Distribution strategy
• Marketing Strategy

48. • Peshwa Acharya
• Email : ProfPeshwa@gmail.com