The document discusses key aspects of sales management in the fast-moving consumer goods (FMCG) industry. It covers trends in the FMCG sector, organizational sales structures of companies like Nestle, Hindustan Unilever Limited, and ITC. It also discusses sales manager functions, types of selling jobs, recruitment and training processes, performance evaluation, target setting approaches, distribution channels, and technologies used for customer relationship management and rural sales promotion.

1. SALES MANAGEMENT
AN OVERVIEW

2. INDUSTRY PROFILE - FMCG

3. KEY TRENDS IN FMCG INDUSTRY
• Consolidation
• Product innovation
• Global expansion
• Backward integration
• Focus on rural markets
• Third party manufacturing

4. SALES MANAGEMENT IN THE
FMCG INDUSTRY

5. SALESFORCE HIERARCHY - NESTLE

6. ORGANIZATION DESIGN BY
TERRITORY

7. ORGANIZATION DESIGN BY
MANAGEMENT FUNCTION

8. ORGANIZATIONAL SALES STRUCTURE –
HINDUSTAN UNILEVER LIMITED

9. SALES ORGANIZATION –
GEOGRAPHY BASED (HUL)

10. SALES STRUCTURE - ITC

11. SALES MANAGER FUNCTIONS

12. TYPES OF SELLING JOBS
• Product type or specific products.
• Account type or specific account.
• Type of distribution method
• Order size

13. RECRUITING AND SELECTION

14. TRAINING AND DEVELOPMENT
• Area Sales Manager
• Management Trainee program
• Sales stint – 3 to 6 months
• Regular training programs
• Sales Executive
• 15 day induction program
• Tag along
• Salesmen
• 3-4 day training
• IT and computer system training
• Market introduction
• SKU analysis and information

15. EVALUATION AND
COMPENSATION

16. QUOTAS AND TARGETS
• Industry growth
• Last year sales
• Company growth
• Advertising budgets
• Annual operating plan
• Top down approach – data flows
• Targets based on 2D matrix of pack and brand

17. MAJOR ACCOUNTS

18. DISTRIBUTION CHANNEL - ITC

19. DISTRIBUTION CHANNEL - NESTLE

20. CRM IMPLEMENTATION
• Uses technology to organize, automate and synchronize sales, marketing,
customer service and technical support
• Effective tool for managing company-customer relationships

21. CRM IMPLEMENTATION

22. SALES PROMOTION ACTIVITIES

23. MOBILE RETAILING
• United Villagers is using
mobile technologies to
bring big brands to rural
India.
• Dabur and HUL use
technology to improve
sales and reach