HUL

South Mumbai
<2010-11> Sales Plan
AGENDA
 Introduction
 Opportunity statements
 strategic positioning
 Organisational structure
 Analysing sales situation & distribution network
 sales strategies
 Sales plan objective
 Sales force management
 Setting field sales force objective
 Sales budget
INTRODUCTION
 India’s largest consumer products company and was formed
in 1933 as Lever Brothers India Limited.
 Industry and market share:
The Rs 1,190-crore LUX, with 17 % share, is the second
largest after Lifebuoy (17.5 %)
 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.
 Major competitor
 Current trends in the market

<2010-11r> Sales Plan

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

<2010-11r> Sales Plan

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

<2010-11r> Sales Plan

Organisational structure
 HUL team
 Distributors team

<2010-11r> Sales Plan

Analysing sales situation

Quarter Target (In Cr) Actual % Decline

Q1 25 25 0

Q2 30 26.75 10.83

Q3 25 24.5 2

Q4 30 26 13.33

Total 110 102.25 7.04

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

<2010-11r> Sales Plan

ANALYSING DISTRIBUTION
NETWORK
 Distribution at Urban Centres (South Mumbai):
 Factory Company warehouse Sales Officer
 T.S.I. Distribution Agency Retail
 Big Departmental Stores
Sales strategies
 Strategy for Modern retail outlets:
80-20 rule
 Harnessing Information Technology:
 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

Quarter Sales for 2009-10 Target for 2010-11 % Growth

(In Cr)

Q1 25 28 12

Q2 26.75 30 12.15

Q3 24.5 31 26.53

Q4 26 31 19.23

Total 102.25 120 17.36

Improving Sales Performance

Sales
Analysis Planni
 Results ! ng

Execution
Sales plan objective
 Sales force management

Analyzing Sales Performance by District (South Mumbai):

Analyzing Sales Performance of Distributors:

Analyse Sales Performance of Territory sales in charge.

Cont...
 Setting field sales force objective

Develop Sales Strategies and Tactics for each variant in

The Lux basket:

Developing a Quarterly Action Plan:

Sales budget
 Budgeting by percentage of sales method:

 Salesperson performance Reports and Budget Analysis for

Year 2009-10:

 Territory wise budget allocation:

 Quarterly Budget Allocation for 2010-11:

Questions

<year> Sales Plan