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Sales Forecasting and Estimation
Monthly Quarterly Annually
• Market Share
• Shelf Share
• Top Down
• Bottom Up
Product Availability Sales Strategies
DABUR’s VIEW ABOUT “SALES LOST IS LOST FOREVER”
Sales are never lost, they are returned. The reasons of sales return are as follows:
Nearness of expiry date
Recent Example: Chyawanprash:
Sales Team Compensation
• KPIs (7 key performance indicators), the major
• 0Monthly Targets (comprises 50% of
the variable component)
• Range of SKUs
• Number of delivery
• Customer productivity
• Call productivity (call frequency)
• Value per bill
Training and Development
Existing sales personnel are responsible for training
. According to the Company, classroom training has its advantages, but it is on-the-field
training which contributes greater value.
The NSM was of the opinion that training led to creating a better and more holistic
understanding of the entire sales process. This in turn, enables the sales people to better
impart their learning and experience to newly hired sales personnel. Lastly, it instills a sense
of working collectively towards shared goals, which is to effectively contribute to overall
Recent Refresher Course:
Merchandiser Training PLANOGRAM
Planogramming is a skill which is used in merchandising and retail space planning. It explains
that how and where specific retail products should be placed on retail shelves or displays in
order to increase customer purchases.
Human Resource and Sales Integration
The HR department helps the sales department in number of
ways. Sales People have on field jobs so they need different
things from time to time which include:
Cell phones, Visiting cards
Timely Availability of Cars
HR department told us usually hiring is based on referrals.
Whenever sales department requires new people they usually
hire who are refereed by sales team because of the built trust
Dabur is a Multi National FMCG, with huge sales but in Pakistan it is still introduction life
Currently, Dabur`s problem is the availability of their products throughout the small
stores; this issue is being worked on. Dabur Pakistan has launched two famous products in
the market, Dabur Amla and Dabur Hajmola from which the company expects a greater
market share in the country.
They also plan on creating the need of Dabur Honey and red tooth paste plus other
products in the market.
They need intense market and superior supply chain to compete with Unilever P&G and
Engro foods too.
Increase different SKUs for products in small places
Separate marketing and sales for more focus
Increase the promotional activities in malls and social media
More advertising and bring in Pakistani Brand Ambassador like
Change the name of Chyawanprash product
Make the product packaging Pakistani friendly, Dabur Amla and
Vatika Shampoos, and advertise by reinventing them.
Introduce more products like gels, sprays and conditioners