Group 4

Diamond ❏
❏
Shweta Sharma
Pikashi Chaudhary
-PGP20146
-PGP20179

Industries Ltd.
❏ Lakshay Bhateja -PGP20072
❏ Yash Vardhan Sharma -PGP20175
❏ Akshat Srivastava -PGP20022

(DIL)
❏ Atul Kumar -PGP20035
❏ Navneet Kumar -PGP20088

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 About Diamond Industries Ltd.
❏ Diamond Industries Ltd.(DIL) has been operating in the highly
fragmented Indian innerwear/hosiery industry for over the last 20
years.
❏ It is one of the leading player in both market share and wide
geographical presence in almost all states of North India.
❏ It has setup sales terms in all the states in which it is present and
supported it by a network of dealers.

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 Indian Innerwear Market
Total Innerwear
Market in Indian
(Rs 18,000 Cr.) Only 5 Branded players
Most of them with wider network like
are National DIL. (Account of 25% of
Players. total market share.)

❏ Industry estimated that they are growing at the rate of 15% to 20 % per year.
❏ About 10% of production of major player are also being exported.
❏ Some of the major player have also made efforts at backword integration by:-
❏ Setting up their own spinning mills.
❏ Setting up processing factories for dyeing of grey fabric.
❏ Setting up knitting machine for converting yarn to fabric.
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 PROMOTIONS
❏Some of the leading brand companies like DIL have hired in
celebrities to promote their brands.
❏Companies also focus in innovation of their product to meet
the customer interest.
❏These companies build strong distribution network to reach
their product into millions of outlets.

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DIL Sales Organization
National Sales Manager(NSM)
1 NSM

Regional Sales Manager(RSMs)

4 RSM’s

Area Sales Manager(ASMs)

24 ASM’s

Territory Sales Officer(TSOs)

65 TSO’s
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 Questions From the Case
Q1.How to work closely with HR to ensure that attrition of valuable
salespeople is managed better?

Some Ways we can reduce attrition by Using good HR techniques :

❏ Offer equitable and modest salaries

❏ Employee’s Personal Emotional Quotient
❏ It’s not always about pay hike or promotion
❏ Conduct survey about employee satisfaction
❏ Define the responsibilities and roles clearly
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❏ Offer equitable and modest salaries:Fair compensation single-handedly will not
guarantee the loyalty of the employee, but offering wages below market makes it
more likely that the employee would look for a job at some other place.
❏ Employee’s Personal Emotional Quotient: Sometimes family concerns trigger the
employees performance manytimes. To get the spirit up and flowing and to ensure
the employee feels valued and recognized, the HR should take into consideration
data factors that touch upon a few personal spaces and talk to them to offer any
assistance.
❏ It’s not always about pay hike or promotion : the HR should understand and take
into consideration that employee satisfaction and attrition are not always connected
to pay hikes and promotions. There are values beyond them on emotional and
personal levels that can be causing increased attrition rates. 7
❏ Conduct survey about employee satisfaction:You won’t be able to
understand what is going right or wrong in the organization unless you ask
about it. To check the functioning of the company conduct an anonymous
survey related to satisfaction of the employee on a regular basis. Ask the
employee what they want less of and what they want more of.
❏ Define the responsibilities and roles clearly: Make a formal job description for
each position or title in your department. Ensure that your employee is aware
of what is expected from them on a daily basis, what type of decisions they
are allowed to make by themselves and to whom they need to report.
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 Salespeople function with HR
1. Performance of Sales Team to Date :The performance of a sales team to date gives
HR leaders a clear understanding of what’s working and what’s failing on the personnel
side of sales and gives recruiters a key reference point to leverage when choosing
candidates.

2. Understand Sales Strategy before Making assumptions about Talent Requirements :

❏ Understand Sales Strategy before Making Assumptions about Talent Requirements.

❏ HR can only help contribute to sales success by first investing the time to
understand a company’s sales strategy. A deep understanding of the company’s
products and services is a prior condition to figuring out the type of talent needed,
where to source it, attract it and how to acquire it.
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3.Job Descriptions: Although no doubt sales leaders have a good idea what they want in
a candidate, HR can take the job description you give them and put it in standard
company format and check to be sure it is within the law.

4. Understand the Type of Sales Roles Required and How they Will Work Together: It is
important for HR to understand how various roles within the sales department work
together so the right kinds of talent are sourced and recruited. One common mistake:
over time, too many sales resources lose sight of their lead generation responsibilities
and instead focus on ongoing customer service.

5. Do More with What You Have: Deploy the Right People in the Right Roles : HR can
provide significant value by conducting a broad-based audit to evaluate whether or not
the current sales force is optimally deployed.

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 Conlusion
❏ Acknowledge that you have the same purpose and social accountability: An
organization most likely has a great product to meet people’s needs. Strategic marketing,
brand management, and Human Resources use this purpose as a feed and driver of all
decision making. Keep it in mind and use it as your most meaningful reason to exist in the
organization. Collaborate to make it happen.
❏ Measure the impact: Discuss with the Marketing or HR colleague how you can combine
your plans or metrics to demonstrate the ROI of your strategy.
❏ Clarify roles and responsibilities: People work better together when they know what
their role is. Whatever strategy you decide to collaborate on with your peer make sure you
first clarify roles and responsibilities to ensure efficient and excellent execution.
❏ Be authentic and don’t be afraid of conflict: Conflict is inevitable whenever people
work together on a common goal so embrace it, learn to manage it and watch the creativity
flow. 11