SALES MANAGEMENT PROJECT ON DALDA (PVT)

GROUP MEMBERS : AHSAN ABBAS UNAR (21065)

SANDESH (21251)
SUBMITTED TO : SIR KASHIF RASOOL
SALES MANAGEMENT SECTION : B
 Table of Contents
HISTORY, VISION MISSION AND MANAGEMENT PHILOSOPHY 2
SALES FUNCTION, COMPETITORS AND MARKETING STRATEGIES 3
INTERVIEWEE PROFILE, SALES FORCE , FORECASTING AND KEY ACCOUNTS
4
RECRUITING SELECTION, PERFORMANCE APPRAISEL, COMPENSATION, SALES
EXPENCE …………………………………………………………………………………………………………5
RECOMENDATIONS 6
 HISTORY OF DALDA
In July 2004, Unilever Pakistan accepted the offer of Rs. 1.33 billion for the sale of
its"Dalda" brand to Westbury Group in collaboration with Unilever Employee
WelfareGroup, who formed a separated company under Dalda Foods (Private)
Ltd.

– Vision and Mission

” make a positive difference in the lives of people with our products and services”

– Core values
integrity, Fairness, Trust, Accountability and People Reaching their Potential.

Management Philosophy
– To provide higher value based on consumer first principal

– To seek to be a company that grows together with our customers and

inspires their supreme trust

– To create a environment in which each employee demonstrates individually

under a sense of unity while respecting diversity
 SALES FUNCTION
– Sales function is responsible for the quantity of goods sold and the
finalization of the price at which it is sold. Sales are made through different
channels i.e. distributors and modern trade.

– Their responsibilities include;

a) Preparation of sales forecast,

b) Finalization of selling price,

c) Managing inventory position and making sure sales are not lost due to
stock out

Competitors
– The main competitors of dalda are:

1.Habib Oil

2.Soya supreme oil

3.Seasons canola

4.Sufi

MARKETING STRATGIES
– Key marketing strategies within them include:
– Advertising
– Sales Promotions
– Social Media Communication
– Public Forums
– Activation (Door to door selling and float marketing etc)
 INTERVIEWEE PROFILE
– Name: Mehran Solangi
– Designation: Regional Sales Manager
– Qualification: MBA in Supply Chain from University of Karachi
– Experience: worked in sales team for the last 5 years. First, worked as a
sales representative and now he has been the RSM for the past 2 years.

Sales force
– Sales force is a key strategic asset to companies’ success because they are
responsible for the overall sale of company. sales force budget is
established after keeping in mind all the necessary expenses that can incur
in the future.

Key Accounts
– It takes care of customers who require significant attention. They are also
termed as major accounts of a business. Such accounts are largely handled
by special sales people “Senior Sales Representative” or “Key Accounts
Manager” or by regional or direct sales manager.
– There major key accounts include: Imtiaz Super Market, Naheed and other
Retailers.

– Sales Forecasting and Planning

– Sales forecasting in any organization is a complex task. Dalda forecast its
sales on monthly basis.
– Data Collection and Analysis
– Identification of set of suitable sales forecasting methods - Once, the data is
collected a suitable method is chosen in consultation with experts
– Testing Methods: The developed solution is tested with historical data and
improvement in forecasts is made.
– Implementation
–

Recruiting and Selection

– The human resource department is responsible for recruitment
– Only the candidates fulfilling the recruitment criteria are approached for
interviews and the best candidate is selected
– Orientation is conducted for all the new recruits and on job trainings are
also provided so that they get proper knowledge of the work they do.

COMPENSATION
– Dalda offers basic salary and other perks and benefits like basic life
insurance, short -term and long-term disability. Competitive medical
coverage including dental and a comprehensive prescription drug plan is
available. Effective from first day of work.

Sales Expense
– Car allowances And Fuel expenses
Reimbursement of bill when sales person visits customer in restaurant.
– Travelling Costs are covered
– Miscellaneous expense (lodging, meals etc)

– Performance Appraisal
– Dalda performance appraisal is annually. They appraise employee on the
basis of their performance about goals of Sales department these goals are
setup at start of year if employees achieve the goals the get appraised
 – Recommendations
– Prior we mentioned that dalda launched their new products like
cup shup and knockout snacks which unfortunately has been a
problem child for them so we recommend them to transform
more profound knowledge of these products to sales force in
order to increase the sales of cup shup and knockout
 – Appendix

– Organizational chart
– Oragnaizational chart