ABC SALES

CORPORATION

Get your Fruit

Rush
Background Information:
Our Company:

Our company, named ABC Sales Corporation aims to provide quality food items to the
community. In this regard we just take imported products and offer them to our valuable
customers.

Our Product:

For this particular task, we have an imported ‘Pulp Juice’ named, “Minute maid pulpy juice” in
orange flavor. The juice will be available to ultimate customers at the price of Rs. 80 in the Tin
of 300 ml, while we aim to sale it to wholesalers and retailers (some) at the price of Rs. 55/- We
aim to sale it in a carton of 12 PCs.

Purpose of this Report:

The purpose of this report is to design a sales territory for the above mentioned product to
achieve a monthly target of Rs.____________ {________ / Rs 55= _______ tins}. We
also have to identify how much sales force will be needed in order to achieve this target.
Furthermore we are also going to develop a monthly route plan of our salesman in order to
meet as many customers as possible in a given time.

Our Target Market/ Territory:

We target the upper class and upper middle class people specially the youngsters and try to
serve all wholesalers but some retailers and key accounts. Our territory to work on is: Sukkur,
Rohri, Khairpur and Ghotki. We will also try to visit PanoAqil as it is also a profitable territory
and comes before Ghotki so there would not be a need to pay special visit to this territory and
incur any extra cost.

Our Competitors:
Market Share
There are 2 direct competitors operating in the same market
with lots of indirect competitors. Our main concern is with 25% Rani Juice
75%
direct competitors one of which is very famous with the Pulpy Juice
name ‘Rani Juice’ while an other is ‘Pulpy Juice’ of Coca Cola
Ltd. Rani Juice is leading the market with the highest market
share. Figure 1
Exploring the Current Market:
Collecting the Competitors’ Sales data:

Our team members conducted the market survey to get first hand knowledge about current
sales of available pulp juices in our designated territories. Primary data collection method is
used. Some of the territories were visited directly while for some territories contacts were
used:

 Customers (Retailers and Wholesellers) were asked about the sales potential of pulp
juices.
 They were also asked about number of visits a salesman of competitors give.

Market Potential:

Sukkur Rohri Khairpur PanoAqil Ghotki Total

Suk
Figure 2

Over all Market Share (Comparison):

As we can see from market potential data that Sukkur has highest sale as compare to other
territories, it is just because it is bigger than other areas and is more populous. Khairpur follows
it, with also a good potential because of lots of colleges and educational institutes (youngsters).
The given pie chart shows a real comparison in terms of percentage of over all market shares in
the mentioned territories.
 Figure 3

Number of Visits:

The sales force of competitors either does not visit the market (in case of Rani Juice) or visit just
once in a week or once in 2 weeks. Some retailers purchase from wholesalers. While other
retailers + wholesalers purchase from Karachi.

Our Own Sales Force Deployment Strategy:

As we know sales force deployment involves 3 steps, so lets look into each one individually in
detail:

1. Allocation of Selling Effort:

At this very first step we are required to find out selling effort that is needed to be put
by our sales team. For this we are going to follow Single Factor Model, which says
classify all accounts on 1 single factor. So by using this approach we have classified our
customers on the basis of their sales potential. That is:

Customer Classification Apx No: of customers Sales Potential Number of Apx: Time per visit
Visits
A-Class 10-15 6-10 Cartons/day 8 30m
B-Class 20-25 3-06 Cartons/ day 6 25m
C-Class 25-35 0.5-3 Cartons/day 4 20m
D-class <35 >0.5 carton/day 2 15m

Selling efforts: A=3000 B=3375 C=2000 D=1050 total= 9625 (160.5 hrs.)
 2. Sales Force Size:
Keeping in view different conditions including productivity, organizational strategy etc,
and by using __workload _________ Approach, we have determined that we will need
just _____________to fulfill our target.

3. Designing Territories:
As we are already done with our main target markets those are Sukkur, Rohri, Khairpur,
Pano Aqil and Ghotki. Now the task is to divide them in a way that efficiently and
effectively, each of the above mentioned customer is served as per its time
requirement. We will be dividing Sukkur in different Trading Areas because it is a big
territory with 66 % market potential (mentioned above) and can not be served in a day.
Other territories will not be divided into trading areas because a salesman can cover
whole territory in a day with in given time.

Sukkur Territory (See Exhibit 1) Trading Areas

Trading Area 1 (See Exhibit 2)
Trading Area 2 (See Exhibit 3)
Trading Area 3 (See Exhibit 4)
Trading Area 4 (See Exhibit 5)

 Rohri+ Old Sukkur Territory: (See Exhibit 6)

 Khairpur Territory: (See Exhibit 7)
 Pano Aqil Territory: (See Exhibit 8)
 Ghotki Territory: (See Exhibit 9)

Dividing Target among Territories:

Our Market Share:
Refer to figure 1; we can see that whole market share is divided as 75 and 25 %. To capture the
market share from this and to achieve our mentioned target, in future the market share would
be like this:

Figure 4

Why 27 %?

______________________________________________________________________________
_____________________________________________________________________________-

Individual Targets:

Territories Overall market potential (Figure 2) (Our target)

Sukkur 1296000 tins
Rohri+Old Sukkur 57600 tins
Khairpur 288000 tins
Pano Aqil 192000 tins
Ghotki 216000 tins
Total 2049600 tins
Territory Wise Customer Data (Approx):

Territory Class A Class B Class C

Sukkur 10 12 15
Rohri+Old Sukkur 01 3 5
Khairpur 02 7 10
Pano Aqil 01 5 7
Ghotki 02 6 8

Planning Sheet of the Month:

Day1 Morning Area (09:00 am) Evening Area (05:00 pm)
Monday
Tuesday
Wednesday
Thursday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Saturday
Sunday

Appendix:
Exhibit 1
Sukkur City
1
Friday is Holiday
Exhibit 2
Trading Area 1
Clock Tower, Pan Mandi, Tombako Bazar, Nashter Road.

Exhibit 3
Trading Area 2
Exhibit 4
Exhibit 5
Exhibit 6
Rohri & Old Sukkur.

Exhibit 7
Khairpur Territory.

Exhibit 8
Panoaqil Territory.

Exhibit 9
Ghotki Territory