Sales Plan

Download as pptx, pdf, or txt
Download as pptx, pdf, or txt
You are on page 1of 16
At a glance
Powered by AI
The key takeaways are that LUX soap is the second largest soap brand in India with 17% market share. However, its market share has been dropping over the past quarters even as the overall soap market grew by 18%. The document discusses HUL's 2010-11 sales plan and strategies to improve the sales performance of LUX soap.

LUX soap currently has a 17% market share and is the second largest soap brand in India after Lifebuoy which has 17.5% share. However, LUX soap's market share has been dropping over the past 5 quarters. The overall soap market in India grew by 18% to Rs. 7,967 crore according to AC Nielsen data.

The opportunities identified for LUX soap include promoting its brand through various campaigns to compete with competitors' strategies. Leveraging its international brand image and improving HUL's distribution network are also seen as opportunities.

HUL

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

<2010-11r> Sales Plan


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

<2010-11r> Sales Plan


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

<2010-11r> Sales Plan


Organisational structure
l HUL team
l Distributors team

<2010-11r> Sales Plan


Analysing sales situation

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

<2010-11r> Sales Plan


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

Sales
Analysis Planning
Results !

Execution
Sales plan objective
l Sales force management

Analyzing Sales Performance by District (South Mumbai):

Analyzing Sales Performance of Distributors:

Analyse Sales Performance of Territory sales in charge.


Cont...
l Setting field sales force objective

Develop Sales Strategies and Tactics for each variant in


The Lux basket:

Developing a Quarterly Action Plan:


Sales budget
l Budgeting by percentage of sales method:

l Salesperson performance Reports and Budget Analysis for


Year 2009-10:

l Territory wise budget allocation:

l Quarterly Budget Allocation for 2010-11:


Questions

<year> Sales Plan

You might also like