3.

1 Questionnaire:

1. What are the different verticals in Asian paints?

2. What is the Hierarchy in Project & Retail Sales ?
3. What is Sales Territory of Retail & Project ?
4. What is Sales process of Retail & Project ?
5. What is the Difference of Retail & Project in terms of providing discounts ?

4.1 Selling process practice

There are 6 different verticals
1. Retail sales
2. Project sales
3. Customer service-Esy colour
4. resource for architect and IDS
5. Sleek by Asian paints
6. ESS ESS bath fitting by Asian paints
Mr. Rahul Maral discussed 2 verticals In brief:
Retail consumers and project consumers.

Retail Sales :
They are responsible for the vast network of dealers across the country – supporting them in
growing their business profitably.
Project Sales :
They work with developers, and housing societies to provide building solutions for paint and
waterproofing
Buying process and situations differ for retail consumers and project consumers.

Retail consumers :
For dealers.
Routine decision-making
Limited decision-making
Extensive decision-making

Project consumers:
For developers ,corporates and societies.
New task / New purchase
Modified rebuy / change in supplier
Straight rebuy / Repeat purchase
Retail consumers selling process:
1.Territory sales officer has product knowledge which he discuses with dealers.
2.Dealers are in contact with contractors or retail outlets representatives.
3.Contractors or retail outlets representatives pitch product to end consumers(Household)
4.Retail consumers usually place order to the contractors or retail outlets representatives.

Project consumers selling process:

1.PSO (Project sales officer)work for long term for acquiring projects related to
builders,corprate and societies.
2.PSO after pitching the prospects wait for the order placement.
3.Usualy PSO uses is product knowledge and budgeting skills to beat competitor to acquire
projects. Selling process for Project sales are customised according to brand involved.

4.2 Territory management

In Asian Paints they use Combination of Build-up-method & Break Even Method
• Estimate company sales potential for total market
• Calculate total customer calls in each control unit
• Forecast sales potential for each control unit
• Make tentative Territories
• Estimate sales volume expected from each salesperson
• Develop final territories
Mr. Rahul Maral sited an example as if the company headquartered at Mumbai makes some
estimation of potential sales of 400 crores which is to be distributed in Pune (upcountry & city
country). Some upcountry location viz. Solapur, Nagpur, Latur, Baramati and city locations viz. Peth
area, Kothrud , Karve Nagar are allocated according to their sales potential.

Use build method

Select a Control Find location and

Decide basic
Unit potential
territories
customer
Use breakdown
method

4.3 Sales Quota allocation

A sales quota refers to a time-bound sales target set by management for a particular region, sales team,
or individual rep. Sales quotas are often attached to a daily, monthly, or quarterly period. Sales quotas
are the sum of the total sales of a future period and duties to achieve the component of total sales by
each salesperson are handed down to them at the beginning of the period. According to Philip Kotler, ‘A
sales quota is the sales goal set for a product line, company division, or sales representative.
Mr. Rahul Maral gave us a brief about sales quota allocation according to seasonality
Festive seasons usually come under season quotas viz. Diwali, Christmas, Gudi Padva, New Year where
as non seasonal quotas are bifurcated viz. monsoon from June to August where the target is lowered.
For instance he cited Baner and Hinjewadi during peak seasons are allocated 20-40% sales quota which
are reduced during non seasonal (monsoon) to 10-20%.

4.4 Sales organization type

Basic Types of Sales Organizations Sales organizations. In are generally classified into four basic types:
• Line Organization
• Line and staff organization
• Functional organization
• Horizontal organization

• Line Organization is been used in Asian Paints

Characteristics: All managers have line authority to direct and control subordinates.
Used in small firms / departments
Advantages: Simple organization, clear authority, quick decisions, low cost
Disadvantages: No support to line managers from subordinates who have specialized knowledge / skills.
Less time for planning / analysis
In Asian Paints Mr. Rahul Maral discussed 2 verticals In brief:

1. Retail Sales
2. Project Sales

# Note:
 Both retail and project sales are B2B sales
 Pune has 4 area sales manager 2 in retail and 2 in project sales.
  In retail it has 9 TSO ( Territory Sales Officers)
 Under one TSO 50-55 dealers are marked

Retail Sales :
Retail Sales hierarchy is as follows

Regional
Manager
(Mumbai)

Area Sales
Manager

Senior Sales
officer

Territory Sales Territory Sales

Officer(4 for Officer (5 for
PCMC ) Pune City)
Project Sales :
Project sales hierarchy is as follows

Regional
Manager
(Mumbai)

Area Sales
Executive

Senior Sales
officer

Project Sales
Officer

Key Learning Points written by Mrunal Waghchaure:

1. Understanding the products and various and different verticals of Asian Paints.
Understanding their role and services towards their employees and customers. Their
management regarding their dealers is very appropriate. The best part of Asian paints is
that they don’t compare or reduce prices of their product according to their competitors
product. They manage their sales territories and quotas systematically.