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Slaes Management Assignment no.

Submitted To: Prof. Agha M. Ali

Submitted By: Urooj Fatima Hassan ALI Saira Javed Bilal Hassan


Dated: 23rd may, 2012

Goals and Objectives for Direct Sales Channel

The following are the goals that are designed by keeping in mind the development of new direct sales channel. 1. Increasing sales target both in terms of value and volume

2. Making the product more reachable to the end consumer through more efficient productivity 3. Increasing the consumers consumption level 4. Enhancing customer loyalty, customer service and increasing market share 5. Creating brand awareness

1. 2. 3. 4. Increasing annual sales by 10% Expanding PJP by directly targeting 300 new accounts Productivity target per sales person will be 10 customers per day To improve customer service, 5-6 new sales persons will be hired to cater new accounts directly 5. Brand activation and promotional campaigns will be arranged per week as per the PJP in order to create brand awareness

Consumer Behavior in Spice Industry:

Food industry is one of the largest and fastest growing industries in the world as well as in Pakistan. And so is the spice industry, because spices have always been main ingredients being added into any type of food. Spices are regularly used by everyone everyday. From household to restaurants and even at small dhaba wherever there is food, there are spices. Being a commodity product consumption pattern of people regarding spices is such that it is very frequently used, two times or even three times a day. Due to high consumption level, people are quite concerned about the variety and taste in foods. Due to the changing and lavishing lifestyle, nowadays number of restaurants and hotels are popping up day by day and people like to visit these places very frequently. These restaurants are designed to cater different target markets and are diverse in their taste and requirements of ingredients. Restaurants are one of those places where food is consumed at a very high level and so it is prepared in the respective manner. The question is how and from where these restaurants and hotels purchase spices that are being used in their recipes. Mainly 60% of market purchases loose spices from local traders. And only 40% of the whole market is served by branded and packaged food and spice companies including Shan, National, Habib etc. The loose spices are cheaper in price but the quality of the spices may vary from stock to stock. Secondly, the shortage of some spices in the market is another issue. It is a natural produce and the supply depends upon the yield of that season, and thus prices fluctuate consequently. Thirdly, there stays a risk of impurity in loose spices as it has become almost an industry norm.

Every business promises to provide good quality products to its customers and so is true with the restaurants and caterers. These are highly trusted by people based on their good quality and consistent performance that meets the customers expectations. Customers have high involvement level in both the cases. As far as the food quality is concerned the customers judge the food quality by measuring through sensory receptors including smell, sight, and taste, etc and it is the basic determinant of consumer perception regarding the food. Spices are the core ingredient that gives smell and taste to any food item and the customers want to have the same level of taste, every time, particularly in food items as they have experienced before. This experience leads to customer satisfaction and customer loyalty. Consumer perception is very strong determinant of making a decision regarding a product and in case of health related items consumer always remains highly conscious and make decisions very carefully. As mentioned above, restaurants are highly preferable because of their ultimate quality of products, specialties and services therefore it is important for the restaurants to deliver consistent quality.