Case Study - MM Marketing

Co.
Satyam Roy
Anant Saboo
Bhautik Popat
Gaurav Dulani
Harshal Nath
S.C.M.H.R.D.

2015B61
2015C03
2015C07
2015C11
2015C13
1

Select Control Unit

Designing Sales Territory

1. Control Unit :
. This is done by selecting a geographical territorial base, as it will be used in further analysis.
. In the given case, we can take one CU for Metro i.e Mumbai, one for Tier 1 cities and one for
Tier 2 cities. This will help to obtain:
Thorough coverage of market
To reduce sales expense
To benefit Sales people and company

S.C.M.H.R.D.

Contd..
2. Location and Potential of Customers:
Here the following things are determined:
Identification of buyers as precisely as possible (based on their earning potential)
Present and Potential buyers will indicate Market Potential
Market potential is converted to Sales potential by analyzing the historical market share,
adjusting for changes in company & competitor selling strategies
3. Decide Basic Territories:
Using build up method.
1. Decide upon call frequencies
We suggest that Mr. Kumar
2. Calculating the total number of calls in each control unit should first divide the market
into two (Maharashtra &
3. Estimating workload capacity of a salesperson
Gujarat) and then target the
4. Making tentative territories
metro and tier-1/2 cities with
5. Developing final territories
his sales force of 7
S.C.M.H.R.D.

Salespeoples task

Time spent(%)

Administrative task

15

Service calls

13

Face-to face sales

32

Waiting/traveling

21

Telephone selling

19

Total

100
Metro

The number of service

calls will be different for
different control units
(depend on the size of
the market).

Tier-1

Tier-2

Customer
type

Call
frequenc
y/month

No. of
custom
ers

No. of
No. of
No. of
calls/year customers calls/year

No. of
customer
s

No. of
calls/ye
ar

Household

20

15

3600

12

2880

10

2400

Commercial 15
organization

10

1800

900

540

Assignment of Salesperson to Territories

Mr. Krishna Kumar should consider the following criteria while
assigning salesperson to the sales territory :

Relative ability of Salespeople

which consists of Product knowledge, Market Knowledge, Post
Sales Performance, Communication and Selling skills

Sales person Effectiveness in a Territory

the Social, Cultural and Physical connect with the territory
Mr. Kumar should also make use of I.T. in territory management
for greater transparency and ease of doing business
S.C.M.H.R.D.

Designing Sales Quota

Parameters for establishing Quotas:
Territory Potential
Total Market Estimates
Executive Judgement
Compensation plan
Factors to be considered for setting sales quota:
Historical trends
National standard
Territory Analysis
Growth Expectation(Realistic, Challenging)
In-acceptance with the Sales Team
Review

We suggest that he should

go by Executive Judgement

Name:Year:Responsibility Area:-

Output

Results Expected
Pessimistic

Sales Volume
Selling Expense
No. of sales call
per day

Realistic

Optimistic

Results

Thank You

S.C.M.H.R.D.