WEL COME

SALES MANAGEMENT

&

SALES PROMOTION
Presented By: Kishorekumar R. Nadigatla
 WHAT IS FMCG ?

Fast Moving Consumer Goods (FMCG) are products

that are sold quickly at relatively low cost. Though the

absolute profit made on FMCG products is relatively
small, they generally sell in large quantities, so the
cumulative profit on such products can be large.
CONT…

 FMCG Sector is the 4th largest sector in Indian economy.

 It has been estimated that FMCG sector will rise from

around Rs 56,500 crores in 2005 to Rs 92,100 crores in

2010.

 FMCG Sector expected growth 15% per annum.

http://www.india-fmcg.com/2010/08/a-look-at-indian-fmcg-sector/
 FMCG PRODUCTS ARE…

Detergents  Confectioneries

Cigarettes Shampoos

Food products

Toilet soaps Creams

Beverages Powders

Toothpaste Etc…
 INTRODUCTION

Ever wonder where toothpaste came from? Have you

ever thought about what people used for toothpaste
before the invention of …
Crest

Colgate or

Aqua fresh?

Source: www.sheffield-pharmaceuticals.com
 CONT…

Dant Manjan

CharCoal

Tooth Stick

Source: www.sheffield-pharmaceuticals.com
 TOOTH PASTE

 One of the daily FMCG products is tooth paste.

 This FMCG product plays a vital role in taking care of our oral health.

 Overall Toothpaste Market estimates 3000cr.

 Types of Toothpaste:

 WHITE
 GEL
 HERBAL

 Market growth: 7-8% CAGR

 Per capita consumption: 82 gms

 STAGES OF TOOTHPASTE

Tooth Stick The activity of keeping the mouth clean from

●

the tooth stick is from Buddha.

Tooth Powder Earlier days people used to clean their teeth with
●

charcoal, or tooth powder know as “ “Dantmanjan”.

Then the Stage came to use the tooth paste where people

Tooth Paste
●

were started to clean their teeth with BRUSH for that they
made TOOTH PASTE.

Source: www.dentalhealthsite.com
 MARKET SHARE

 Oral care market in India – 5800 Crores.

 Toothpaste - 60%
 Toothpowder - 23%
 Toothbrush - 17%

Source: www.ghallabhansali.com/admin/file/FMCG.pdf
 HAPPY ORAL
TOOTH PASTE
Logo :
Happy Oral

Tagline : Stronger Teeth for Healthy n Happy Life

OUR PRODUCT HAPPY ORAL
 INGREDIENTS AND FLAVORS

 Fluoride in various forms is the most popular active ingredient in

toothpaste to Prevent Cavities.

 Triclosan, an antibacterial agent, is an active ingredient in

toothpastes, used to prevent gingivitis.

 The more usual flavorings are some variation on mint spearmint,

peppermint, regular mint. Other more exotic flavors include: apricot,

bubblegum, fennel, lavender, neem, ginger, vanilla, lemon, orange.

Source: www.dentalhealthsite.com/toothpaste-ingredients
 WHY CHOOSE “HAPPY ORAL”
TOOTHPASTE
Qualitative range of products

Unmatched innovation in product development

Customer orientation

Cost effective prices

Strong distribution network

Most important very hygienic

Mostly used natural ingredients

 TARGET MARKET FOR “HAPPY ORAL”
TOOTH PASTE
 People Having Sensitive Gums – 34 Percent

 For Strong Teeth- 29 Percent

 For Cleaner And White Teeth – 24 Percent

 For Childrens Age 5 to 10 Years – 13 Percent

 PLACE

Mumbai

Delhi

Bangalore
 ORGANIZATION CHART

C.E.O

Operations Marketing Finance Human Resource

Team – 1,2,3,4 Marketing Manager Team – 1,2 Team – 1,2

Sales Manager

Sales Manager Delhi Sales Manager Mumbai Sales Manager Bangalore

Team – 1,2,3 Team – 1,2,3 Team – 1,2,3

 COMPETITORS

Overall Toothpaste Market estimates 3000 crores.

Two largest players constituting 84% of the market share.

Brand wise share:

 Colgate – 51%
 HLL – 33%
 Dabur – 9%
 CONT…

Colgate – Chairman : D. Samuel

- 51% Market Share in Toothpaste segment

PRODUCT SHARE
Colgate Dental Cream 39%
Cibaca 5%
Colgate Gel 4%
Colgate herbal 2%
Colgate Total 1%
 CONT…

 HUL Company – Chairman : Harish Manwani

 India’s leading FMCG company

 33% Market Share in Toothpaste segment
 Pepsodent – 17.6%
 Close up – 15.3%
 CONT…

Dabur Company – Chairman : Dr. S. K. Burman

Acquired Balsara

30% share in Toothpowders

9% Share in Toothpastes

 Babool 5%
 Promise + Meswak 4%
 PRICE

Toothpaste/ Happy Oral Colgate Pepsodent

Grams

50 grams Rs. 13/- Rs. 16/- Rs. 16/-

100 grams Rs. 25/- Rs. 29/- Rs. 30/-

200 grams Rs. 49/- Rs. 58/- Rs. 56/-

 RECRUITMENT OF SALES FORCE

Sources of Recruitment:
Newspaper classified

Post Required:
Sales executives (20)

Interested candidate can apply by sending their CV at

happyoral.toothpaste@gmail.com
 CONT…

Basic Qualification for Recruitment:

Graduate from any stream.

Excellent in Communications and Body language.

Confident and Good looking.

 SELECTION OF SALES FORCE

Observance of Candidate Before Interview Starts :

a. Dress Code
b. Interview Material (CV should be in proper form)

c. Time planning
First Round: STRUCTURED INTERVIEW

1. Tell me about yourself (Common Qsn.)

2. Positive and Negative Points

3. Technical Knowledge

4. Salary Expectation
Second Round: GROUP DISCUSSION

Inflammatory topic will be given to discuss.

In this round the candidate will be judged & short listed

on the basis its participation, soft skills, communication,

patience, understanding level and interpersonal skills.

 Cont…

 Third Round: STRESS INTERVIEW (Question put you in to

trouble or to think)

1. What do you mean by your name________

2. Why did you think that you are suitable candidate for this job.
3. If we give you this job are you ready to do? (Change in job,
they are checking objective of candidate)

4. Did you want to know about company or job profile? (Yes,

shows interest in company).
 CONT…

 Fourth Round: DOCUMENTATION

Documentation and offer letter

 TRAINING MODULE

15 days full time Specialized Training Program for the newly

recruited sales executive.

Training Objective:
Aim – To provide initial Training needs
eg. Job specifications, sales related marketing policies

To provide continues Training needs

eg. Product, Sales Techniques, etc

Contain & methods

 CONT…

Training Programs contain:

Company Information
Product Training including products of the competitors
Market training
Sales Techniques
Supply Chain Management

Training Methods used:

Lectures – Product, Markets, sales techniques, etc
Role Playing – learn & improve the performance
Case Discussion – To analyze & learn by experience
 MOTIVATIONS

Individual Incentive (monitory) after achieving the

target.

Team Incentive for the highest sales team like holiday

trip.

Annual awards.
 PROMOTION

Using ‘Pull’ Strategy:

Using aggressive TV & Radio

advertising strategy

Appointing Brand

Ambassador – Shahrukh Khan

Billboard in Retail shops,

Medical shops

Source: www.learnmarketing.net
 CONT…

Using ‘Push’ Strategy:

Good margins to Wholesaler &

Retailer prices.

Free Sample distribution in retail

and Whole Sale Shops.

Kiosks in Malls

Source: www.learnmarketing.net
 “HEALTH IS WEALTH”
TAKE CARE OF YOURS TEETH &
Your FAMILY MEMBERS
& ENJOY THE JOLLY FOOD.

DON’T MISS YOUR MOST FAVOURITE

MEAL JUST FOR TEETH
SO HURRY UP!!!!!!!!!!
Thanking you