FINAL PROJECT SUMMERS’21

SUBMITTED BY:

Rida Zehra 12848

Muhammad Mustafa Mumtaz 12849
Ibtihaj Khan 12094
Syed Ali Raza Rizvi 13459
Syed Ali Raza Rizvi 13999

COURSE TITLE

SALES MANAGEMENT

FACILITATOR

SIR TAUSEEF IQBAL.

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Contents
1.1 HISTORICAL BACKGROUND.................................................................................................3
1.2 BUSINESS MODEL...................................................................................................................4
1.3 HANKIES....................................................................................................................................5
1.4 MARKET SHARE OF HANKIES..............................................................................................5
1.5 BRANDS PORTFOLIO..............................................................................................................6
Kitchen Towels........................................................................................................................................7
Pocket Tissues.........................................................................................................................................8
Napkins...................................................................................................................................................8
Sanitary Napkins.....................................................................................................................................9
Cotton Buds.............................................................................................................................................9
1.6 LEADING CATEGORIES IN TERMS OF MARKET SHARE...............................................10
1.7 SALES TEAM HIERARCHY...................................................................................................12
1.8 SALES PLANNING & FORECASTING..................................................................................12
1.9 SALES IMPLEMENTATION...................................................................................................13
1.10 CUSTOMER RELATIONSHIP MANAGEMENT & LOYALTY PROGRAM.......................14
1.11 RECRUITMENT, SELECTION AND TRAINING OF SALES...............................................14
1.12 COMPENSATION PRACTICES IN GENERAL FOR DIRECT SALES FORCE TEAM.......15
1.13 CHALLENGES AND RECOMMENDATIONS.......................................................................16

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1.1 HISTORICAL BACKGROUND

Paper Industry of Pakistan

Pakistan Industrial Development Corporation (PIDC) established the first paper mill at Chandargona in
East Pakistan (Now Bangladesh) followed by a high grade paper mills -Adamjee Paper & Board Mills at
Noshera in NWFP and a Newsprint Mill at Khulna in East Pakistan (Bangladesh) in 1959. Later on
Adamjee Paper and Board closed down its operation.

The paper industry in the has been going from strength to strength over the years. Now there are different
units across the country producing various grades of papers, using local and imported raw materials to
create new jobs for people.

Unfortunately, due to poor planning in 1980’s and 1990’s, many of the units are lying closed from that
time.

Pakistan's Paper Industry is not among the prime industries of the country. Consumption of Paper in
Pakistan is in far excess of the domestic capacity, so imports meet local demand for some types of papers.

Tissue Paper

The market for tissue products in Pakistan is growing by 12-15% each year. There is still a long way to go
as household penetration of these products remains low and limited to urban middle- and upper-class
consumers says.

11 years later in 1982 a high profile corporate company “Packages Ltd” launched its tissue brand “Rose
Petal”

As “Rose Petal” was not only a brand of high hygiene quality but had their own “Paper manufacturing
and Packaging” so they stood as the pioneer despite of being launched late.

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1.2 BUSINESS MODEL

Raw Material Supplier Production Warehousing

Customers Retailers Distribution

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1.3 HANKIES
By the mid of 90’s Health & Hygiene Products entered in the tissue paper market with the brand name
“Hankies” and started their journey with some baby steps. Entering in the new century “Hankies” comes
up with strong foots and giving tough time to “Rose Petal” but “Hankies” are converters due to which
they are still a lot behind from “Rose Petal”.

Hankies is Pakistan's one of the most trusted brand within the tissue paper industry. Hankies have
consistently maintained its stronghold by never compromising on the quality of the product. They
undergo strong manufacturing processes at their supplier end to create best quality products for Pakistani
market complies with the highest standards of quality & hygiene. Our aim to ensure that the
importance of good hygiene is entrenched in everyone’s mind and has come a long way in addressing this
issue.

1.4 MARKET SHARE OF HANKIES

The major competitors of Hankies are Rose Petal, Tux and Fay. However there are other competitors also.
The following figure shows the market share of HANKIES and its competitors.

MARKET SHARE

Rose Hankies Tux Fay Other

petal s

8%
7%

11%
58%
16%

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The business model of Hankies tissue comprises of seven steps; including seven major components such
as the manufacturer which is the Hankies Company itself. They carry out their manufacturing practices
after purchasing the raw materials from its trustworthy suppliers after which the company undergoes
manufacturing process. The products once manufactured are then kept in the warehouse for dispatching
according to the orders received from their retailers. However, the company possesses its own distribution
network. The retailers of Hankies tissue are mainly Imtiaz Super Market, Daraz, Naheed Super Market
and Metro. However, its other retailers include svbazaar.pk, cartpk.com, Carrefour.pk etc. From these
retailers, the customer can now purchase HANKIES TISSUES.

1.5 BRANDS PORTFOLIO

Tissue boxes

 Compact,

 Facial,

 Flora,

 Fun pack,

 Garden,

 Gloria,

 Gold,

 Hip Hop,

 Hop Up,

 Luxury,

 One Time,

 Premium

 Virsa.

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Tissue Rolls

 4 The Big Ones

 , Decora

 , Decora Single

 , Jumbo

 , Maxi

 , Multi Rolls

 , Simple

 , Toilet Tissue Big

 , Toilet Tissue Mini

 , Toilet Tissue Small

 , Toilet Tissues Economy Pack and Twin Pack

Kitchen Towels
 Decora,

 Decora Single,

 Jumbo,

 Maxi,

 Simple,

 Twin Pack

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 Pocket Tissues
 Anytime Pocket Tissue

 , Hankies Pocket Tissue

 , Hearts Pocket Tissue

 Soft Pack Pocket Tissue

 Wettish

Napkins
 Hot Pot,

 Royal Napkin

 Table Napkins

 Tea Time

 Napkins

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Sanitary Napkins
Feminine Napkins (10s, 16s, 20s), Maxi Thick (Extra Long, 18 Long, 8 Extra Long, 9
Long), Ultra-Thin (14 Extra Long, 16 Long, 7 Extra Long, 8 Long) and X-tra Feminine
Napkins 10s

Cotton Buds
Cotton Buds (Bottle) and Cotton Buds (Box)

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1.6 LEADING CATEGORIES IN TERMS OF MARKET SHARE

ROLL CATEGORY

8% 2%
7%

11%
14%

7%
20%

17%
4%
1% 4%
5%

Decora Single Pack Decora TWIN JUMBO

Kitchen Twin Pack Maxi Multi
SUPER KITCHEN ROLL Toilet Mini TOILET 4X (THE BIG ONES)
TOILET ECONOMY MAGIC Toilet Magic TOILET ROLL MAGIC SMALL

NAPKINS
v
Hotpot Royal Table Tea Time

3%
10%

11%

76%

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 BOX CATEGORY
Compacta Facial Flora Funpack

GLORIA
Garden Hopup Gold Virsa Hip Hop
Soft Pack Luxury Onetime
Compacta Facial Flora Funpack
PREMIUM SOFTPACK
GLORIA
Garden Hopup Gold Virsa Hip Hop
Soft Pack Luxury Onetime
PREMIUM SOFTPACK

8% 2%
7%

11%
14%

7%
20%

17%
4%
5% 4%
1%

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1.7 SALES TEAM HIERARCHY

H&HP makes use of a easy geographic hierarchy as they're promoting out steeply-priced items
and are with inside the marketplace given that closing decade in order that they assign character
salespeople a separate place to carry out their task. The hierarchy layout as follows:

1.8 SALES PLANNING & FORECASTING

The tissue paper enterprise in Pakistan suggests a few speedy boom and the call for is growing
each different day. Considering such conditions H&HP launches and promises diverse new
merchandise with inside the marketplace through reading the needs of the marketplace. This
takes a few critical issues earlier than launching a brand new product or imparting the identical
product with inside the marketplace.

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H&HP values their worker and take their hints on priority bases. Moreover, while H&HP going
to release a brand new product they pass qualitative approach of forecasting the income i.e. Sales
Force Composite because the salespeople have sound understanding of the tissue paper
enterprise and feature a few handful understanding of the enterprise which facilitates to forecast
income of latest release.
Another manner utilized in H&HP to forecast income is Simple Moving Average as they
examine the preceding facts of the income and units a goal via way of means of growing 10% at
the common because the enterprise is in developing level so there are nonetheless diverse
approaches to enhance the income. The income document of H&HP indicates that from the
beyond decade H&HP indicates 50% boom of their income and if transferring at the equal steps
or via way of means of taking a few formidable choices they deliver a few difficult opposition to
Rose Petal as well.

1.9 SALES IMPLEMENTATION

The sales implementation technique makes use of in H&HP is as follows:

1. The Area Sales Manager analyzes the marketplace and prospects new clients with inside
the marketplace. There are motives for prospecting new clients i.e. both there's no
birthday celebration running in that specific location or to make an amazing phrases for
destiny in case the running birthday celebration land up the paintings.

2. If the birthday celebration suggests hobby to paintings with H&HP the A.S.M proposed
the marketing strategy and defines the R.O.I to them with a few more bargain to begin the
business.

3. Once the birthday celebration agreed to paintings at the described roles. A settlement
letter is signed among each approximately the phrases and situations from each sides.

4. The first order can handiest be positioned whilst the birthday celebration will pay
enhance quantity values to the inventory they required.

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 5. The T.S.O and Order Bookers take price from right here and offers the entirety with the
birthday celebration i.e.to take orders, to distribute inventory in marketplace, declare
adjustment or every other issue.

1.10 CUSTOMER RELATIONSHIP MANAGEMENT & LOYALTY PROGRAM

H&HP has a strong price in their client. They dealt with them like kings. For any queries or
troubles that arise at the client end, the group is prepared to reply the queries and resolving the
troubles.
The salespeople have a handful records approximately the clients to facilitate them on
precedence basis. There are instances while client clears their stability H&HP gives unique
reductions to them to construct a sturdy dating. Besides 30% vendors, 70% vendors and different
company organizations are running with H&HP in view that ultimate decade, the motive of this
sturdy dating is that H&HP gives excellent product with inside the marketplace and facilitate
their channels very well.
On the opposite hand, H&HP additionally derives unique coupon scheme location sensible
wherein they have got presents to provide their vendors, it consists of Umrah Tickets, 800 cc
cars, 70 cc motorcycles, and different unique items. These are a number of the primary motive
that organization has strongholds over their client and channels.

1.11 RECRUITMENT, SELECTION AND TRAINING OF SALES

Salesforce is essentially the face and pressure of any business enterprise and without them,
fulfillment could now no longer be viable. Since income employees are often the primary people
new customer’s accomplice with the business enterprise; we need to have a sturdy income
section. Effective recruitment is performed at a low cost, which incorporates doing the whole lot
efficaciously with inside the first place.
Steps for recruitment constantly have a primary crucial step which is “Identification of Need”. A
business enterprise constantly works in formulating and refining the function of latest consultant
to be employed in addition to perceive the tasks, challenges, and context and running situations
for them.
The procedure of hiring income reps need to be included in standard income recruitment

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strategy, which need to be primarily based totally at the wider perception of organizing a first-
rate income crew. Following are the recruitment steps being accompanied in our business
enterprise for the choice of income crew pressure; Application – Being an identical possibility
employer, we welcome all the ones applicants who're in search of for the possibilities in the
market, to finish and application. All submitted requisitions through applicants are very well-
reviewed through the recruiting crew and shortlisted applicants are contacted inside per week
duration of time.

1.12 COMPENSATION PRACTICES IN GENERAL FOR DIRECT SALES FORCE

TEAM

Compensation Plan

Pay Mix
It relies upon on every rep form of selling, duration of income cycle and quantity of transaction.
For skilled sales representative average incentive reimbursement is appx 29-55% of base pay.

Team Trophy
Usually layout for group meeting, in which sales pressure group take part in distinctive sports as
a group. Also implemented on overall performance of Region primarily based totally businesses
this is North, South or Central vicinity in attaining month-to-month target.

Training/Meetings Rewards
Provided to sales crew all through participation in schooling consultation Compensation plans
also are evaluated and revised on the idea of the subsequent components:
Business Objective – Motivation of sales body of workers to reap quantity and income increase
Feedback – Gathering remarks on reimbursement packages thru questionnaires and surveys
amongst inner stakeholders
Evaluation and revision of incentives, rewards and reputation schemes is typically completed on
an annual basis and modifications are made accordingly.

1.13 CHALLENGES AND RECOMMENDATIONS

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(1) Distribution Strategies:
In case of hunkies tissue, the distribution could be very critical due to its competitive call for
with inside the market. Main undertaking of H&H is the provision of the product

Recommendation: H&H must use direct advertising and marketing channel for the client
advertising and marketing. As nicely as intermediaries events like wholesaler.

(2) Promotional strategies:

Rose petal is largest competitor of H&H in market. Promotional campaigns of Rose Petal tissues
are very robust in view that its release in 1982.

Recommendation: H&H must paintings on their promotional strategies. Advertisement on

Television, Billboards, Magazines, Newspapers, Radio and on stops and buses are very
marvelous and attractive.

(3) Power and Energy Crisis:

Power and electricity is a critical component for the manufacturing manner, for electricity zone
must be improved. It could be very hard to keep manufacturing manner without electricity. As
for as Pakistani fabric zone is problem it's miles confronted eight to ten hours electric powered
load shading consistent with day and a couple of to four days Gas load shading consistent with
week.

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Recommendation:
Government should provide electricity and gas for textile industry

(4) Pricing:
Pricing is also a big challenge for H&H. The market needs high quality product on reasonable
price.
Recommendation: To improve the quality H&H products the industry should consider on the
quality of raw material by the help of research and development institution.

(5) Increasing Cost of Production:

Production cost of industry has increased due to rising interest rates and rising inflation as well
as declining value of Pakistani currency. It became a gigantic challenge for the H&H industry of
Pakistan to compete and survive in the international markets.

(6) Covid 19 and hygiene products:

When the covid arise in world hygiene is main task of consumer

Recommendation: H&H should manufacture a wide variety of cleaning, hygiene and

disinfectant products for different purposes. These are either used for household purposes, or in
professional and institutional environments such as hospitals, homes for the elderly and food
factories. Our members are also an important provider of hydro alcoholic gel.

(7) Lack of New Investment:

There is not any new heavy investment in this sector for a long time. Due to current
circumstances of Pakistan nobody is interested to invest in Pakistan. Reasoning to that it seems
difficult for Pakistani textile to compete in the international markets

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