Sales Management

Project
Submitted to:

Sir Tauseef Iqbal

submitted by:

Sameen Mushk 13497

M. Wahaj Ashraf 13499

Contents

Introduction:..............................................................................................................................................2

Product Range:..........................................................................................................................................3

Sales Organization:...................................................................................................................................4

Sales Hierarchy:........................................................................................................................................5

Forecasting Model:....................................................................................................................................7

Forecasting Methods:................................................................................................................................8

Subjective Analysis:...................................................................................................................................9

Target Market........................................................................................................................................9

Shan Foods sales team:........................................................................................................................10

Recruitment:........................................................................................................................................10

Training:..............................................................................................................................................10

Methods to Train:............................................................................................................................11

CRM:........................................................................................................................................................11

Challenges and Recommendations:........................................................................................................11

Introduction:
Shan Foods (Private) Limited is a Food products Manufacturing and Marketing Organization. It

was founded in 1981 in a single room as Shan Masala. Later, due to its popularity, the company
was named Shan Foods. It has presence in more than 50 countries today and deals in several

broad

categories of offerings. Shan Foods has capitalized on the changing market trends and consumer

tastes and through product trials, it has made sure to churn out offerings that are best in line with

consumer tastes. A huge part of their sales consists of Recipe Mix Category. Recipe Mix

Category consists of 64 variants, classified into 9 ranges. The share of products from Chaat

Masala in the Recipe Mix Category Sales is significantly larger than any other range, and it is

due to the popularity of Shan Chaat Masala. This report is to understand the forecasting methods

Shan Foods has adopted, for the regular bottle SKU (100 gm), of Chaat Masala. But primarily,

we must look into the product range and brand portfolio and their procedure of sales forecasting,

to understand the complexity of the company’s Sales Organization.

Product Range:
Shan Foods have a brand portfolio of two brand names, Shan and Delve, which are further sub

divided into several categories and ranges of different variants of products. Primarily, it is

important to understand the broad categories of offerings by Shan Foods. Following is a

summarized list.

• Shan Variants

– Recipe Mix 64

– Plain Spices 16

– Oriental Recipe 10

– Salt 2
– Pickle 7

– Paste 3

– Sauces 5

– Rice 5

– Vermicelli 1

• Delve Deserts

– Jelly Crystals 4

– Custard Powders 3

– Pudding Mix 3

Sales Organization:
Sales Organization of Shan Foods is divided into two Departments, which are International and

Local Sales. Local Sales department is more like traditional Sales Department. Shan Foods Sales

Organization is lead by the CEO himself. Sales as a function is monitored and advised by COO,

while the controlling is in the Scope of GM Sales Management. Under his supervision there are

RSM (North and South), ASMs, Key Accounts Managers, Sales Executives (Head Office only),

and Sales Representatives. Reporting within the sales function is performed on daily basis, while

COO and CEO review the performance on weekly basis with the management committee. Sales

Automations are only used by the sales team working in urban regions. To meet Sales objectives,

GM Sales has a responsibility to coordinate with other functions within the company. For this

reason, they together develop SNOPs and budgets, respectively. Following is the hierarchal

structure for the reporting system.

Sales Hierarchy:

CEO

COO

GM Sales

RSM NORTH KEY ACCT. MNGR RSM SOUTH

ASMs ASMs
SALES

EXECUTIVES SRs
SRs
Sales Forecasting:

Shan Foods follows a standard procedure to forecast and further synchronize it with actual and

improve the Sales Forecasting Methods. Sales forecasting is performed annually, before the

beginning of the Fiscal Year. These forecasts are verified for any variances on quarterly basis, by

which these are fine tuned. Every Product and their SKU’s have separate forecasting method.

The process of Sales Forecasting is conducted by Sales Forecasting Committee, which

constitutes of members from Strategic, Operations, Marketing, and Sales functions. This

Committee is headed by CEO, and seconded by COO. The input from GM Sales Management is

always given the highest weight – age, amongst all other members. Following are the Core

functions and responsibilities of the Sales Forecasting Committee.

Forecasting Model:
Each Offering’s sale forecast is a significant and unique composite of estimate using several

methods for forecasting. These forecasts are assigned percent weight – ages, and then combined

to make a composite sales forecast model. This is also dependent on the company’s strategy for

the offering. For example, if the company wants to set aggressive targets, the committee will

increase the weight – age of Historical Extrapolation, with respect to the required growth rate.

Several Qualitative and Quantitative methods are used to collect data and estimate forecasts.

Some are listed under the heading of Estimates.

Forecasting Methods:
Shan Foods Sales Organization uses a separate model for every offering. Following are the

reasons behind this activity.

• Buying behavior for several offering is unique and related to seasons, occasions, etc. For

example, the sales of Shan Foods, Chicken Tikka and Bihari Kabab Masala, significantly shows

a cyclic increase after Eid – Ul – Azha, while Chat Masala sales increases during Ramadan till

Eid – Ul – Fitr.

• Buying behavior for different SKUs of a single product, also changes with territory, occasion,

etc. For example, Bombay Biryani Regular pack is not demanded in several areas at all, while its

15 gm Sachets are purchased on relatively higher frequency. They use the above mentioned

forecasting methods for several significant reasons. Following are some explanations, based on

examples, which justifies the inevitability of each of these methods.

Market Surveys

By Market Surveys, they recognize the numbers of the existing and potential buyers and specific

buying behaviors they possess. These can be translated into the expected Sales.
Subjective Analysis:
Target Market
The Target market is defined in the following table.
Shan Foods sales team:
Shan foods sales department is led by Maqbool Ahmed the director of sales. They have

approximately 100 members in their sales team.

Recruitment:
They hire externally by posting jobs on website and on linked in and other related media

platforms. Along with this they also provide the job description and all requirements they need

for the sales force. They start selection process with and initial screening which involves

reviewing candidates’ applications or resume and take their interviews ensuring that the

candidates must possess the abilities like positive and forward thinkers have passion and

integrity. The candidates who possess these abilities and full filed other requirements and passed

the interviews must takes to another step by testing their knowledge about sales and his world of

competition. They test them by giving targets and reward them by giving incentives which

motivates them to achieve more than targets. Applicants that pass all the test and achieve their

target will receive the employment offer.

Training:
Methods to Train:
1. Discussions

2. Role playing

3. Lectures

4. Panels

CRM:
CRM of Shan foods increases the interaction with customers, suppliers and other prospects with

more touchpoints. It enables them to find the right customers. Data analytics enables to have a

deeper understanding of the sales data collected and what that data means. These insights can

help sales teams understand and make more effective decisions about prospects and customers,

product lines, market opportunities, and sales team performance.

Challenges and Recommendations:

Firstly, through comprehensive interview with the area of manager of Shan Foods, we identify

the Gray of the company. According to our knowledge of the work, we find out that Shan Foods

are not providing the fringe benefits to their sales bookers or sales reps Like issuance. As for as

we studied that there is highest turnover rate in Sales department. We identified that sales

bookers are one, who travels a lot through motor bike and other vehicles. So, there is great

possibility of happening an accident. That is reason why there is great turnover in Sales

department. We recommend them to give their sales bookers fringe benefits.

Secondly, we recommend them to implement the Performance management system, Systems that

facilitate the attainment of individual and corporate goals. Performance

- Objective of the Performance Management system will be, Lists of Accomplishments

. Goals and Objectives

. Results from 360-Degree Feedback Processes

- Supervisor Ratings

- Individual Development Plans.