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The organization of the sales force at Unilever is Combination Organization. The structure of most sales forces is combination of two or more of the types of specializations, such as combination of Product specialization and Customer Specialization, or combination of Customer specialization or Geography specialization. Unilever too uses a combination of Product and Geographic specialization.
Strategic actions are taken by RSM Administrative actions are taken by NSM
DIVISIONS IN PAKISTAN
Pakistan is divided in three geographic regions for the sales operations; these divisions are supervised by the General Sales Manager. Central South North
REGIONS IN PAKISTAN
Unilever has 7 regions in Pakistan on where they send a direct sales force. These seven regions include: Karachi and Hyderabad Lahore Islamabad Sukkur Multan Faisalabad Jhelum
In rest of the regions, Unilever sends its outsourced sales Team which is hired through their distributers.
TERRITORY
Unilever defines territory as a customer base in which they operate. All the current and potential outlets that are counted in a geographical boundary represent a sale territory.
Territory Management
Ideally sales territories at Unilever are structured in a way that facilitates planning and control of the selling efforts. A strong territory structure has helped Unilever in implementing selling discipline and demarcates the operational span for their distributors. Good territory management contributes to the development of: Strong business partnerships Achievement of growth targets Better use of resources
There are many elements that help and interact to determine the type and character of the territory, some of them are: Number and types of outlets Type of major channels Shopper base and profiles (Population Census) Geographical Spread
TERRITORY BASES
The Bases for territory formation followed in Unilever Pakistan is Sales Potential. Territories are divided according to the Income groups. For the skin Cleansing Products, the territories are formed according to the Income Groups and according to the turnover each Income Group brings in for the company. The accounts are divided in three types of Income Groups: Income Group A: Income group A, that bring in a business of more than Rs. 25000 in a month. Income Group B: Income Group B, that bring in a business of more than Rs. 15000 in a month. Income Group C: Income Group C, that bring in a business of below Rs. 15000 in a month.
ROUTING
Routing refers to establishing a sequence of locations a sales person visit Unilever Follows straight line pattern called Permanent Journey Plan. The sales person starts by visiting the customers at the outer perimeter of territory and then works back to home base