Welcome to Lectures on

Sales Management
By Prof. V. K. Chhabra

India emerging as a super power & poised for consumer revolution

Greater emphasis

on Sales & Marketing Management

First Lecture: Introduction

Globalization of Indian Economy: Emerging Scenario

Investment of Indian players abroad & the vice versa Greater inflow of FDI Transfer of latest technology Globalization of Indian Economy (Post liberalization) Consumer revolution India emerging as mfg hub for global markets Expansion of International trade Focus on value added products

Evolution of Sales & Marketing Era in India Leading to Personal Selling

Production Sales Marketing 19912000 Marketing/Selling After 2000

Time Period

Before 1980 Make to sales

19801990 Selling

Objective
Orientation

Satisfying Building Relationships needs

Sell whatever Short-term Short-term Long-term produced seller needs customer needs of both needs
Supplier Persuader Problem solver Value creator

Role of Salesperson
Activities of Salespeople

Taking orders; Aggressive Matching Creating Delivering persuasion products new goods and needs alternatives

Some of Indias well managed Industrial groups/ Firms (Figures are turnover for 2008-09) Tata Group $ 70.8 billion/Rs325,334 crore in 2008-09
Hundred companies, most diversified & professionally managed. Steel, cars, trucks, telecom, IT, chemicals, watches, power, retail, etc

L Reliance Industries Ltd $48.44 billion/Rs. 245,706 crore in 2009

Turnover growth from around Rs 2000 crores in 1988 to Rs 2,45,706 crores in 2009 Vimal fabrics, Textile fibres, plastics, petroleum products, oil refining to exploration

Birla Group $29.2 billion

Textiles( Century), cement( Grasim) , aluminium( Hindalco),copper, telecom (Idea), fertilisers( MRPL), retail etc

Hindustan Unilever Ltd Rs17500 crs

Soaps, detergents, shampoos, ponds, tea, ice creams, food products, etc

ITC Ltd Rs24,000 crs Maruti Suzuki India Ltd Rs 20,358 crs ICICI Bank (Services) (Rs. 60,000 crs)

Cigarettes, Hotels, paper, ready to eat food items, Biscuits, potato chips, Life style, exports, etc Passenger cars

Banking

Hard core Sales Executives of the corporate world

Reliance Empire of Dhiru Bhai Ambani started his career as trader

The global steel king( Laxmi Mittal)

Chief of of Microsoft( Bill Gates)

PepsiCo( CEO Indra Nooyi)

Chief of Tata Empire ( Ratan Tata) Chief of of Infosys ( Narayan Murthy) Chief of of ICICI bank( K.V Kamath)

THE ORGANIZATIONAL HIERARCHY(SALES LEADER LEVELS)

CEO President Vice President of Marketing National Sales Leader Zone Sales Leader Regional Sales Leader District Sales Leader Assistant District Sales Leader Nonmanagerial Salespeople Sales Trainee Salesperson Key Account
To p S ale s L e ad e rs (S trate g ic )

Middle Sales Leaders (Tactical)

F irst-L e in S L ers ales ead (O eratio al) p n

Marketing Management: Major Activities

Marketing Management: Marketing management is aimed at satisfying the customer needs and meeting the corporate goal of growth and profit with social obligation. The Major Activities of the marketing management are:

Product planning

Assessing Market opportunities & targeting customers

Product positioning Pricing Channel selection, distribution & logistics planning Promotion and marketing Communication

Sales management: Personal Selling is key to sucess

The 4 Ps & 4Cs

Marketing Mix

Convenience

Product

Place

Customer Solution

Price

Promotion

Customer Cost

Communication

Marketing/ Sales Manager plays major role in marketing plan

THE SALES MANAGEMENT PROCESS

Sales Management Functions

Sales Management Responsibilities

Define sales goals and sales process Determine sales force structure
Tasks of Sales Management

Recruit and train sales force Compensate and motivate sales force Evaluate sales force

Questions that the Marketing/ Sales manager should answer What is our business? Who is our customer?

What does our customer need?

What will our business be?

Marketing & Sales manager should know Buyers Decision

Product Choice Brand Choice

Retailer Choice
Purchase Timing Purchase Amount

The market &sales Planning Process

Analysing Market opportunities Developing Marketing cum Sales strategies

Organising marketing cum sales Program

Managing the marketing cum sales efforts

Marketing/ Sales managers (Competency matching for job opportunities)

Textile factory Show room

Thanks for your participation!