Selling and sales Management Project Report

PROJECT REPORT

Submitted By:

Ghulam Dastagir 0021

M.Zeeshan 0052
Tariq Aziz 0055
Abrar Nasir 0069
M.Munzir Khan 0070
Shoaib Akram 0079
Subject:

Selling and sales Management

Class:

BBA-3B

Date:
09-03-2019
Submitted To:
Prof. Asad Ali Shah

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Selling and sales Management Project Report

Table of Contents
INTRODUCTION:..........................................................................................................................4

Products:………………………………………………………………………………………..…3

Our Visit: ........................................................................................................................................ 5

Abstract: .......................................................................................................................................... 5

Aim of Study: .................................................................................................................................. 5

SALES OBJECTIVES: .................................................................................................................. 5

SALE STRATEGY:....................................................................................................................... 6

SALES CHANNELS: .................................................................................................................... 6

TERRITORY MANAGEMENT: ................................................................................................... 6

SALES PROMOTION STRATEGY:............................................................................................. 6

SALES AND TIME MANAGEMENT: ......................................................................................... 7

BRIDGING UP SALES GAPS: ..................................................................................................... 7

KEY ACCOUNTS MANAGEMENT: ........................................................................................... 7

SALES FORECASTING: ............................................................................................................... 8

SALES FORCE TRAINING AND MOTIVATION: ..................................................................... 8

Findings and Conclusion: ............................................................................................................... 8

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Selling and sales Management Project Report

Acknowledgement:

We would like to express my special thanks of gratitude to my Sir Prof asad Shah as well as our
principal Prof Jahanzeb Yousuf who gave me the golden opportunity to do this wonderful project
on the subject selling and sales management, which also helped me in doing a lot of Research and
i came to know about so many new things I am really thankful to them.
Secondly i would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

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Selling and sales Management Project Report

RAFHAN MAIZE FAISALABAD

INTRODUCTION:
Rafhan Maize Products Company Ltd., is located at Faisalabad, about 1100 kilometers north of
Karachi, in Pakistan.
The Company processes thousands of tons of corn every year to produce high quality food
ingredients and industrial products.
Rafhan Maize is the pioneer in producing diversified type of starches and sweeteners for multiple
applications in more than 50 types of industries

Products:
1. Industrial Base
2. Consumer Base

1.Industrial Base:
Industrial base products are not finished goods. They require to go through some more processes
to be mould in finished products.
1. Starches
2. Sweetener’s

2.Consumer Base:
These products are finished goods.
1. Jelly
2. Custard
3. Jams
4. Cooking Oil etc

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Selling and sales Management Project Report

Our Visit:
We met the Manager of Sales Department Mr. Ihsan Ahmad of Rafhan Maize Faisalabad. A
meeting was set with him and we asked him some questions. All of the following points and whole
project is based on the detail obtained by Mr. Ihsan Ahmad.

Abstract:
We met the Sales Manager of company and asked him about the sales structure of company
He told us that they got 2 kind of objectives .
They have three different strategies of sales and they actually don’t need to segregate their sales
channels because they only sell through distribution channels and if we take a look at retailers and
whole sellers then they all are same but they have different teams for their key accounts and routing
is based on person to person they have got their areas and they visit them regularly and they only
got 20 minutes for each of their shop in which they take order and also merchandise and when it
comes to gaps they mostly have communication gap and if it comes to rates they give the best rates
in town and best profit margin.
Their forecasting is based on market or on growth rate and they have qaurterly motivation and
training programs for their employees

Aim of Study:
The aim of this study is to know the sales strategies and sales functions of the company and how
to distribute it to others.

SALES OBJECTIVES:
Rafhan have two sales objectives:
1. Our Numbers
2. SMART

1. Our Numbers:
They define following three numbers in sales objectives:
1. Volume
2. Net Sales
3. Operating Income

2. SMART:
The goals and objectives should be
1. Sustainable
2. Measurable
3. Achievable
4. Realistic
5. Timely

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Selling and sales Management Project Report

SALE STRATEGY:
To achieve their target they adopt three sales strategies:
1. They provide with the best rates as compare to their competitors
2. They give more margins to their sales
3. They provide quantitative incentives to key accounts if they achieve their monthly target.

SALES CHANNELS:
Distribution:
They only use distribution network. All their products are sales through distribution
network.
There are two things in distribution:
1. Wholesale (30% Distribution given)
2. Retail (70% Distribution given)

TERRITORY MANAGEMENT (Routing):

First the Sales Manager will conduct a meeting with his Managing Director and order takers and
ask them what area you guys will cover? How many shops are there in your beat plan? The sales
manager will route ride with his order taker person. Different order takers will be given different
territories according to the potential of the area and capability of order takers Sales managers and
Director will manage the territory by route riding
Territory management based on the beat plan given by the company
Beat plan is based on the sales of the salesperson.It include that shops which buy regularly as
given by salesperson command so they will visit them regularly and ask them for order.
Mr Ihsan Route plan

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Selling and sales Management Project Report

SALES PROMOTION STRATEGY:

Rafhan have three sales promotion strategies:
They promote sales through
1. Print Media
2. Events
3. Direct Marketing

SALES AND TIME MANAGEMENT:

The salesperson has to cover the 15 shops daily and they are given a device to punch the order and
they have 20 minutes to deal in every shop. They will utilize their time of twenty minutes in which
they will do the merchandizing as well as punching the order.

BRIDGING UP SALES GAPS:

Mr. Ihsan told us that our business base is communication. If there is a communication gap between
the seller and the customer then there will be no sale. So, our main objective is to minimize the
communication gap and this is the only sales gap in our business Training sessions are done every
quarter to minimize the gaps in sales. Training session remove the hurdles for sales person and
communicate with shopkeepers and to deal them properly.
Secondly, if there is any other sales gap like the pricing issue then they compensate with the
customer.
Thirdly, they provides the quantitative discounts for bridging up sales gaps.

KEY ACCOUNTS MANAGEMENT:

1. Key account management is manage by a special team consisting of three members and
they dealwith key accounts
2. Quantative discounts and Low possible prices are given to these accounts.
3. Local distributors do not distribute their supplies to them

Key Accounts:

1. METRO
2. AL FATEH
3. IMTIAZ
4. CHASE UP

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Selling and sales Management Project Report

SALES FORECASTING:
Rafhan Maize forecast on two basis i.e: Market based and Growth based
1. In Market based they just target the market and retain the customer
2. In Growth they increase their sales
3. Annual operating plan is done at the end of every year and the target is analysed, how
much target we received to achieve and how much we achieved.
4. They will use the growth factor and they analyse how much they will increase the
Numeric and Weighted growth
5. Forecast is also done by keeping in view the seasons

SALES FORCE TRAINING AND MOTIVATION:

For sales force training, the professionals came from the headquarter (which is in USA) of Rafhan
after every three months, they give training to the top four managers of sales, and then these four
managers give training to the further team members of sales.

Findings and Conclusion:

After meeting with Mr. Ihsan and studying on them we came up to know that:
 They provide the best rates in town
 They uses fully advanced IT system e.g SAP Software
 They give incentives to their employees if they reach their goals.
 They arrange the tour (for USA Headquarter) for their successful employees.
 They gives the quantitative discounts to their key accounts.

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