MASTER OF BUSINESS ADMINISTRATION

VIT BUSINESS SCHOOL

ADVANCED SELLING AND NEGOTIATION SKILLS

J-COMPONENT

Sales activities report from the sales management team of Health and Glow
Organization (Lakme Brand)

Subject Code: BMT6138

Subject slot: G2

Professor name: Dr. Sundara Rajan C R

Submitted By,

NAVEEN KUMAR K - 22MBA0019

PREETHI V- 22MBA0194

DINESHKANNAN A R- 22MBA0152

GOPINATH B - 22MBA0201

RAGHUL S - 22MBA0215
 ACKNOWLEDGEMENT

I place on record my sincere thanks to the Management of VIT for providing an

opportunity to connect with industries that have supplemented classroom
learning. I place my sincere thanks to Dr. Vajihala Venkata Gopal, Dean, VIT
Business School, and Dr. Rajesh M, Head of the Department, VIT Business
School for their support and encouragement in carrying out this institutional
Training successfully.

I would like to extend my sincere thanks to all other faculty and staff members of
VIT Business School for their support and assistance.

I would like to express my sincere gratitude to my faculty guide Dr. Sundara

Rajan C R, faculty for guiding me throughout my project. His encouragement,
time, and effort are greatly appreciated.

I would like to thank my faculty guide, Dr. Sundara Rajan C R, Professor, VIT
Business School for all his valuable input and constant support me throughout my
institutional period providing me with an opportunity to learn outside the
classroom and constantly motivating me to give my best. It was a truly wonderful
learning experience.

I would also like to thank my parents for supporting and encouraging me to

complete this J-Component.
 TABLE OF CONTENTS

S.NO DESCRIPTION PAGE NO

1 Introduction. 1

2 Lakme. 3

3 Sales Activities Report. 4

4 Learning Outcomes. 16

5 Conclusion. 17

6 Appendix. 18
1. Introduction:

Health & Glow is a leading beauty and wellness retailer in India. It was
founded in 1997 by Venkataraman K. and has since grown to over 170 stores
across the country. The company offers a wide range of products, including
skincare, haircare, makeup, bath & body, and wellness products. Health & Glow
also has an online store where customers can purchase products from the comfort
of their own homes.

The company's mission is to "make beauty and wellness accessible to

everyone." It does this by offering a wide range of products at affordable prices.
Health & Glow also has a team of beauty experts who can help customers find
the right products for their needs.

In addition to its retail business, Health & Glow also has a CSR arm called
the Health & Glow Foundation. The foundation works to improve the lives of
women and children in India. It does this by providing education, healthcare, and
other support services.

Health & Glow is a trusted brand in the Indian beauty and wellness market.
It is known for its wide range of products, affordable prices, and knowledgeable
staff. The company is committed to making beauty and wellness accessible to
everyone, and its Corporate Social Responsibilities (CSR) work is helping to
improve the lives of women and children in India.

Brand details:

Health & Glow is a multi-brand retailer that offers a wide range of beauty
and wellness products from over 200 brands. Some of the popular brands that are
available at Health & Glow include:

 Biotique.
 Mamaearth.

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  Lotus Herbals.
 Lakme.
 Nivea.
 Ponds.
 Olay.
 Neutrogena.
 Dove.
 Garnier.
 Maybelline.
 The Body Shop.
 Colorevolution.
 Yves Rocher.
 Bath & Body Works.
 MAC Cosmetics.
 Urban Decay.
 Tony Moly.
 Innisfree.
 Etude House.

Store details all over India:

Health & Glow has stores in all major cities in India. Here are some of the
cities where Health & Glow has stores

 Bengaluru.
 Chennai.
 Hyderabad.
 Mumbai.
 Delhi.
 Kolkata.
 Pune.
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  Ahmedabad.
 Lucknow.
 Jaipur.
 Chandigarh.

Product details:

 Skincare Products.
 Haircare products.
 Makeup products.
 Bath and body parts.
 Wellness products.

We have chosen the LAKME Brand in this context to discuss the sales activities
taken by the sales management team.

2. LAKME:

Lakme is an Indian cosmetics brand, owned by Hindustan Unilever. It was

named after the French opera Lakme, which itself is the French word for goddess
Lakshmi who is renowned for her beauty. It was started in 1952 as a 100%
subsidiary of Tata Oil Mills, famously after Prime Minister Jawaharlal Nehru was
concerned that Indian women were spending precious foreign exchange on
beauty products and persuaded JRD Tata to manufacture them in India.

Lakme is the first home-grown successful cosmetics brand in India. It has

a wide range of products, including makeup, skincare, haircare, and fragrances.
Lakme is also known for its fashion shows, which are some of the biggest and
most popular in India.

Lakme is a popular brand among Indian women of all ages. It is known for
its affordable prices and high-quality products. Lakme is also known for its
innovative products and its commitment to research and development.

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 In recent years, Lakme has expanded its product range to include more
natural and organic products. The brand has also launched several new initiatives,
such as the Lakme Academy, which trains young women in the beauty industry.

Lakme is a well-known and respected brand in India. It is a pioneer in the

Indian cosmetics industry and continues to be a popular choice among Indian
women.

Some of the Lakme products:

 Lakme Absolute lipstick.

 Lakme eye conic kajal.
 Lakme 9 to 5 primer + matte lipstick.
 Lakme Sun expert fairness.
 Lakme Absolute Skin Illuminating Primer.
 Lakme Hair Spa Colour Care Shampoo.

We have chosen the LAKME brand in the Health and Glow Organization and we
have contacted the 2 Area sales managers (beauty advisors) remotely, 1 store
manager, and 2 Sales executives in Direct mode.

4. Sales Activities Report:

1. Sales activities report given by Area sales manager (Beauty advisor) in

LAKME Brand in Health and Glow Organization.

Name: Stephan and Vaibhav.

Experience:

Mr. Stephan and Vaibhav have been working as Area sales managers
(beauty advisors) for the Lakme brand in the Health and Glow organization for
the past three years.

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Roles and responsibilities:

 Stock Updation (Inventory).

 Counter management.
 Customer service and billing.
 Customer feedback collection.

Their Routine duties and functions in the sales management department:

 Customer seeking.
 Customer requirements.
 People and store management.
 Stock handling.
 Customer Relationship Management.
 Sales boosting like service providing and customer retention.

Hierarchy of the Sales Management Team (Health and Glow

organization):

Regional
Manager

Area Sales
Manager

Store
Manager

Supervisor or
Team leader

Sales Sales
Executives Executives

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Sales Professional skills preferred by the Top management:

The Top management from the Health and Glow sales team prefers some sales
professional skills from their below sales executives who are working in stores.

 Communication skills.
 Customer present ability.
 Grooming standards.
 Patience level.
 Product knowledge.
 Time management.
 Storytelling.

Training and onboarding sales executives in the Health and Glow

organization:

Initially, sales executives will go training for 10 days in various aspects like

 Product knowledge.
 Punctuality.
 Customer service training (Behavioral).
 Product handling.

In a later stage after sales executives onboard for daily duties and functions, they
will undergo monthly training to boost sales.

Sales Team goal – plan and motivation:

The main goal for the sales team is to maximize profit in sales. They have planned
to achieve goals like

 Stock replenishment.
 Inventory.
 Store hygiene.

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  Manpower is needed.
 Suggesting correct products based on customer requirements.

The sales management team will fix the sales target for their below sales
executives. The team will monitor the sales executive’s performance by tracking
their daily sales through billing systems in stores and based on employee
numbers, we can analyze the sales record through software. To maximize the
profit in sales the sales executives have to perform their duties complete the tasks
and also finish the sales target so the sales team management will motivate the
sales executives such as

 Recognition and rewards.

 Incentives.
 Employee Engagement activities.
 Employee Discount Coupon card.

Effective selling Techniques for Cosmetics products (Lakme):

 Demo.
 When to use what to use.
 Free sampling.
 Cross-selling- add on the product (diverting customers to buy the new
product)
 Upselling- enhancing to buy the Face cover with some discounts.

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Approach of Sales management process towards Lakme product:

Prospects

Contact

Qualify the prospects

Nuturing

Presenting the offer

Handling the objections

closing the deal

1. Prospects:

Prospecting involves identifying potential leads or customers who may

need the products or services offered by the company. This stage lays the
foundation for initiating sales conversations.

2. Contact:

Sales executives will approach the customers at the initial stages after
finding the prospects by

 Will approach new customers by explaining the product information.

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  The marketing mix strategy used by the Lakme.

3. Qualify the Prospects:

The sales executives find people who need or want your product or service.
Establishing that the prospect can pay for your product or service. Determining
the accessibility of customers to Lakme products.

4. Nurturing the Prospects:

We will be regularly in touch with the customers through customer

feedback and giving additional product suggestions to routine customers.

5. Presenting the offer:

Sales executives have to demonstrate the product in front of customers by

explaining the unique features of the product. While presenting features of the
product the executives must be specific about the product price in terms of offer.
The sales executives maintain a positive impression throughout the entire
presentation.

6. Handling the objections:

Sales executives handle the customer's objections by

 By giving rewards and gift vouchers to keep customers cool.

 Customer issues will be handled smoothly by providing solutions to
customers.
 Example: Demo giving of makeup while the customer wrong in handling
makeup like fadeout makeup.

7. Closing the deal:

Finally, customers buy the Lakme product based on the needs or

requirements of the customer.

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8. Follow Up:

Contact number while billing offers should reach the customers regularly.

Ethics involved in selling:

 We do not force the customers to buy the products and we provide solutions
to the customer concerns.
 The sales executive must be honest and transparent with customers about
the product they are selling and not make misleading statements.

2. Sales activities report given by Store Manager in Health and

Glow Organization showroom Chennai:

Store Manager – Mrs. Amutha in Health and Glow organization Showroom in

Chennai, Anna Nagar.

She had 15 years of experience in the cosmetics field and 8 years of experience
in the health and glow organization alone.

Sales process handled by sales executives:

 Initially, they wish the customer who enters the showroom.

 They will ask about the needs of the customer and their preferences.
 They will understand the stages of the customer mindset.
 After that, they will focus the customer on their need and show the
product and relevant product with the preferences.
 Then they follow the general sales process of demonstration with the
customer.
 Handling objections of the customers.
 Closing the deal with the customer.

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Relationship with customers:

The relationship is built with the customer by providing concern towards

health care and giving suggestions related to beauty and Skincare so maintaining
this relationship with customers their customer retention and loyalty is more.

Customer Loyalty and Retention:

They maintain the customer relationship and follow up regularly, The

customer will fill out the willing form after post-purchase with details like phone
number, so it is connected to all pan India health and glow organization system
details and also it automatically saves the wallet coin on their account based on
the purchase then again some other day it places vital positive role on purchase
decisions for customers.

Customer Relationship Management:

Generally, executives from the individual Health and Glow organization

follow the Customer relationship by calling the top 100 customers monthly and
talking about product feedback, issues, and upcoming offers in the month.

Sales executive daily routine activities:

 Grooming.
 Cleaning the workplace.
 Opening and closing the orders.
 Quantity checking.
 Customer handling.
 Sales activities.

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Sales Target:

Top
Managemnt

Zone level

Regional level

Outlet 1 Outlet 2 Outlet 3

Store Manager Store Manager Store Manager

Sales Executive Sales Executive Sales Executive Sales Executive Sales Executive Sales Executive
1 2 1 2 1 2

Sales target is given based on the hierarchy from the top-level management
to the sales executive of the organization, Initially, the sales target is given to the
outlet store manager of around Rs.38 lakhs per month then they segregate the
sales target to the sales executive based on the last month performance.

For example, if the sales executive achieves the target of around 2lakhs
sales margin regularly then it has been increased from 30,000 to 50,000 sales on
the festival time by the store manager based on the previous sales performance.

Objection handling:

Sales executives will not force people to buy the product and also, and they
handle the objections from difficult customers by providing the relevant product
information and suggesting the benefits of the product and usage of the product.

Lakme's uniqueness and competitors:

Lakme is an Indian brand with 20 years of presence in the cosmetics field

which is well-known to the customers. So, the customers are more preferred this
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brand over their competitors due to Lakme has the product starting from the base
range itself.

The competitors for the Lakme are

 Colorevolution.
 Colorbar.
 Maybelline.

3. Sales executive from the Harish Food Zone:

Experience:

The executive has 2 years of working experience in the Lakme brand.

Training provided:

The company provided training like

 Product launch – to elaborate on the uniqueness of the product.

 Grooming – to groom themselves at the counter and be presentable to their
customers.
 Approach the customers – the executive delivers their greetings to the
customers with a smile.
 Educate them on the regular and new launches of the Lakme brand regards.

Daily routine:

 Grooming themselves by using the Lakme cosmetics on the counters.

 Maintaining and cleaning the counters at the store.
 Checking the availability of the products on the counter which are kept for
the testers for the consumers and if there is no sufficient product soon
inform their Team Leaders (TL).

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Ethics they follow:

 To follow the protocols of both the store and the Lakme brand.
 To maintain punctuality.
 To maintain attendance and not to take unnecessary leaves.

Selling techniques:

 Encourage the Customer – When any customer crosses through the counter
the executive greets them with a smile and asks them to have a look at the
products. Even if the customer doesn’t like the cosmetics the executive will
encourage them to try the testers and encourage them by complimentary
that they look more beautiful than before.
 Cross-selling customers may assume that just by using one or two products
like kajal and eyeliner they look beautiful at the time. The executive
motivates them by explaining the proper makeup procedures and
suggesting other substitutes (primer, foundation, eyeshades).
 Upselling – When the customer wants a foundation for Rs200 products the
executive might suggest the products which are in premium prices. By
explaining its quality for instance lasting more than 8 hrs., on the face and
water resistant. The customer's desire will increase and go for the
foundation which is Rs 800.

Handling objections:

When customer express their objection it’s necessary to remain calm and
not force them.

Example:

When there is misconduct by the customer it’s essential to remain calm and
try to understand their needs, if in case the executive cannot handle it, they should
contact their superiors.

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 The executive should tolerate the uncertainties and not react towards the
misconduct from the customer side.

Motivation:

 The executive gets motivated by rewards and incentives.

 They also want to achieve growth by competing with their fellow
executives in Vellore.

4. Sales executive from Pachaiyappas Vellore:

Training:

 Sales executives will be given training for 2 months once a year provided
by the Lakme brand manager in Chennai.
 They provide information in the meeting about the Product Information
and knowledge (new product).
 Product Demonstration process.
 Benefits, features, and uniqueness of the product.

Target prospects:

Sales executives have stated that the target customers are teenagers and
adults.

Sales target and monitor:

The sales target for the executive is 1.5 lakhs per month. The team leader
will monitor the performance of sales executives through the Lakme app analyse
their performance and motivate the employees to achieve their Targets.

Motivation:

Motivation is given to the sales executives depending on the performance

in weekly meetings by the team leader and they provide rewards and incentives
every month for the sales executives.

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4. Learning Outcomes from the Sales Activities Report:

 Sales functions which are taken by the sales management team to make
sales effectively.
 The sales process (8 steps) taken by sales executives to cover the customers
and make sales conversion positively.
 Routines duties and job responsibilities of sales executives, sales
management team, and store manager.
 Ethical point of view on sales which is followed by sales executives during
sales activities.
 Training is provided to sales executives by the sales management team for
new employee onboarding and ongoing employees.
 Selling techniques of a product.
 Customer retention and follow-up by the sales management team.
 How customer loyalty is maintained by the sales management team.
 The sales target set up for sales executives and store managers along with
the hierarchy.
 Evaluation process of sales performance for sales executives and store
manager by sales management team.
 Sales professional skills required by sales managers from their
subordinates (sales executives).
 How customer relationship management is maintained by the sales team.
 What motivates or drives the sales executives to achieve their target?
 Lakme brand is attracted by customers more in which context.
 Lakme competitors and in what way they are different from their
competitors.

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5. Conclusion:

We have learned about the sales process, sales functions, sales professional
abilities, work duties, and responsibilities of the sales management team
(Manager, store manager, and Sales Executives) from the mentioned sales
activities report. Then, we looked at how the sales management team sets the sales
target for the sales executives and how they assess their own sales success.
Overall, the sales management staff at the Health and Glow Company treats the
customers well to success in the sales.

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Appendix:

Sales Knowledge:

1) Could you share your background and experience in selling cosmetics

products?

 As a Beauty Advisor for 3 years’ experience.

 How to attend to the customers.
 Understand the Customer requirements.

2) How long have you worked in the cosmetics industry, and what roles have you
held?

3 years and working as a Beauty Advisors (BA)

Roles and Responsibilities:

 Stock updation (Inventory).

 Counter management.
 Customer service and billing.
 Customer feedback collection.

3) What techniques are most effective when selling cosmetics products?

(Personalization and Consultation, Demos and Samples, Color Matching, Before-

and-After Visuals, Educational Content, Product Bundles and Sets, Limited
Editions and Collections, Storytelling and Branding, Social Proof, Interactive
Experiences, Influencer Collaborations, Emotional Connection, Cross-Selling
and Upselling, Ethical and Sustainable Selling)

 Demo.
 When to use what to use.
 Free sampling.

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  Cross-selling- add on the product (diverting customers to buy the new
product).
 Upselling- enhancing to buy the Face cover with some discounts.

4) How do you showcase different cosmetic items' unique features and benefits
to potential customers?

Why the customers buying Lakme products? (Chemical-free)

 Product unique features.

 Long-lasting makeup free from fade.
 skin looking plump and refreshed
 Affordable prices.

5) How do you identify the specific preferences and needs of customers when it
comes to cosmetics?

Party makeover and regular makeover as per customer feedback. So we

can approach to buy new products.

6) How do you establish and nurture relationships with customers in the

cosmetics industry?

We will be regularly in touch with the customers through customer

feedback and giving additional product suggestions to routine customers.

7) What strategies do you employ to enhance customer loyalty and encourage

repeat purchases?

 Quality services and genuine products lead to customer loyalty.

 Customer services by giving redeem points and offers for repeat purchases.

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8) How do you address customer concerns about ethical and cruelty-free
cosmetics? How do you communicate the values of your products?

Values:

 Use natural and sustainable ingredients.

 Visuals of products in stores.
 Mindful packaging.

9) Can you provide an example of a situation where your commitment to ethical

selling positively influenced a customer's decision?

We do not force the customer to buy the products and we can provide
solutions to the customer's concerns.

10) What are all the sales professional skills you preferred from your below sales
executives?

 Communication skills.
 Customer present ability.
 Grooming standards.
 Patience level.
 Product knowledge.
 Time management.
 Storytelling.

11) How will you follow up with your customers after sales?

Contact number while billing offers should reach the customers regularly.

12) What were the routine duties of your job?

 Customer seeking.
 Customer requirements.
 People and store management.

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  Stock handling.
 Customer Relationship management.
 Sales boosting like service providing and customer retention.

13) How you will approach and contact new customers at the initial stage while
selling a product?

 Will approach new customers by explaining the product information.

 By marketing mix strategy used in Lakme.

14) How will you handle the objections from the customer's side?

 By giving rewards and gift vouchers to keep customers cool.

 Customer issues will be handled smoothly by providing solutions to
customers.
 For example: the Demo gave makeup while the customer was wrong in
handling makeup like fadeout makeup.

15) How will train and onboarding sales executives as per the LAKME?

 Product knowledge.
 Punctuality.
 Customer service training (Behavioral).
 Product handling.

16) How will you monitor your sales executives' performance?

 On track, their daily sales through billing systems in stores.

 Software analysis through the sales.

17) What are the difficult steps in the selling process and how can be overcome?

 Customer convincing and challenges to buy the product.

 Explaining the product features based on customer requirements.

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  For example: woman has a pimple on her face we suggest some skincare
products.

18) Whether you doing B2B sales or B2C sales?

B2C sales like retailing

Approach:

Customers walk in to approach of sales.

19) What motivates you to achieve the sales target?

 Recognition and rewards.

 Incentives.
 Engagement activities.
 Employee discount Coupon card.

19) What are the goals for the sales team and how do you plan to achieve them?

To maximize the profit in sales.

Plan:

 Stock replenishment.
 Inventory.
 Store hygiene.
 Manpower is needed.
 Suggesting correct products based on customer requirements.

20) How does the product address the needs of the target market?

 Lakme product.
 High-quality products.
 Always Lakme creates a positive approach towards the brand.

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21) How do you manage Customer Relationship Management (CRM)?

 Customer engagement like festival offers.

 Attracting the customers to offers.
 Free sampling products.

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