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Sales Management

Sales Management

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Published by Bhavin V Rayka

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Published by: Bhavin V Rayka on Aug 17, 2011
Copyright:Attribution Non-commercial


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Desk ProjectOn
Critically analyze the sales & distribution strategy of Cavin Care and Marico
Subject: Sales Management
Ms.Poonam Gurbaxani
Bhavin.V.RaykaIIPM,Ahemedabad. FW/9-11/ISBE/FIN
Sales management is a business discipline which is focused on the practicalapplication of sales techniques and the management of a firm's sales operation. It isan important business function as net sales through the saleof products and services and resulting profit drive most commercial business.These are also typically the goals and performance indicatore of salesmanagement.Sales management can involve any of the followingactivities:(1)formulationof salestrategy throughdevelopment of account management policies, sales forcecompensation policies, sales revenue forecasts, and salesplan,(2) implementation of sales strategy through selecting, training, motivating, andsupporting the sales force, setting sales revenue targets,(3) sales force management through development and implementation of sales performance, monitoring, and evaluation methods, and analysisof associated behavioral patterns and costs.Selling is the most important and the most difficult function in anyorganization. Without the sales function, a firm cannot stay in business for long.Therefore, managing sales in an organization is a critical activity. A sales manager needs to ensure that the salespeople are motivated to perform the selling functionin a way that will help the organization attain its goals.The industrial revolution brought about a dramatic change in the salesscenario and gave rise to modern sales and marketing practices. The setting up of industries led to mass production of goods and the opening of a large number of showrooms and sales offices. Advancements in transport and communicationtechnology in the form of the railways, the postal system, the telegraph, etc.,further revolutionized the selling process across the world. Over the years,substantial changes have taken place in the selling environment, sparking morechanges in the sales function.
In addition to helping an organization achieve its business goals, the sellingfunction performs various other roles as well, such as that of enhancing knowledgeabout both the internal and external environments, such as customers, suppliers,distributors, employees and other people; developing a positive relationship withthe customers, suppliers and distributors; and negotiating with customers to sell thecompany's products profitably. The sales team of an organization can play theseroles effectively only when it receives the required support from other departments. All the roles of the sales team are interdependent and the success of one role depends upon the success of the others.
Success is a journey not a destination. CavinKare began with a youngmind choosing the road less taken. In 1983 with a single product, CavinKarestarted out as a small partnership firm.The Company that began its journey as Chik India Ltd was renamed as CavinKare Pvt. Ltd(CKPL) in 1998. With innovativeEntrepreneur C.K. Ranganathan at the helm, CavinKareemerged into a successful business enterprise.In November 2003, the Chennai-based CavinKare Pvt Ltd. (CavinKare),the Rs 2.64 billion (bn) hair, skin and personal care company, announced theacquisition of the Andhra Pradesh-based Ruchi Agro Foods' pickle brand, 'Ruchi,'for Rs 150 million (mn).Smart marketing and clear product positioning not only ensuredCavinKare's growth but alsohelped the company broaden its product portfolio

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