Sales and Distribution System ofPureit Water Purifiers Brand

of

Presented by : Dhiraj Khare Prabhas Ranjan Das Radha Govind Indwar Ramawtar Mishra

Industry Profile

• The domestic water purifier appliances market is estimated to be Rs 1200 Crore.

• category is not growing very fast because of the high cost of the product.

Company Introduction

• Earlier known as Hindustan Lever Limited

• Was formed in 1933 as Lever Brothers India Limited.

• Headquartered in Mumbai,

• HUL is the market leader in Indian products such as tea, soaps, detergents etc.

• The company’s statement of corporate purpose is to “meet the everyday needs of people, everywhere.”

• India's largest Fast Moving Consumer Goods company• Anglo-Dutch company Unilever-52.10%• 15,000 employees, including over 1,300 managers • 40 factories across India• HUL's distribution network Comprises:

• 4,000 redistribution stockists.• 6.3 million retail outlets.

Company Introduction Contd…

Past Milestone

• Entered India in 1988, by exporting Sunlight Soaps Bar

• Lifebuoy was introduced in 1895

• Vansapati was launched in 1918

• Dalda Brand come into market in 1937

• Unilever initial Indian subsidiary

1. Hindustan Vanaspati Manufacturing Company (1931)

2. Lever Brothers India Limited (1933)

3. United Traders Limited (1935)

These three companies merged to form HLL in November 1956

• Hindustan Unilever, which once pioneered distribution in India, is today reinventing distribution - creating new channels, and redefining the way current channels are serviced.

• In the process it is converging product availability, with brand communication and brand experience.

• HUL holds 100 factories across India for manufacturing its diverse product range.

• With 35 brands and 1,200 SKUs (stock keeping units), HUL also plans to rationalize the number of SKUs in its portfolio.

Company Facts

Introduction (cont’d)Some of its brands include Kwality Wall's ice cream, Lifeboy, Lux, Breeze, Liril, Hamam, Pureit Water Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent and toothpaste and brushes and many more.

Organizational Structure

ZONAL MANAGER

Sr. SALES MANAGER

AREA SALES MANAGER

TEAM LEADER

SALES EXECUTIVE

GENERAL MANAGER

VICE PRESIDENT

TERRITORY SALES OFFICER

• Pureit - The world's most advanced in-home water purifier.

• Price of just Rs. 2000.

• Germ Kill Battery Technology

• Pureit has been launched on a pilot basis through the company's rural initiative - Project Shakti.

• The company plans to add 2,500 more executives over the next nine months to Pureit’s existing sales team of 7,500.

• Besides traditional advertising such as television commercials, the company is promoting the product through non-traditional channels such as hospitals, clinics, government and non-government bodies and health care agencies.

Market share of purifiers

• Aquaguard is the market leader with approximately 68% market share.

• Aquasure and Pureit, together account for 20% of water purifiers sold and are reported to be growing at 100 percent per annum.

• two thirds of the existing water purification market belongs to UV water purifiers and one third is shared between reverse osmosis purification systems and chemical purifiers.

Distribution Channel

These are sets of interdependent organizations involved in the process of making a product or a service available for use or consumption.

Rural distribution

Sales Forecasting

This is a process of predicting the future level of sales based on current information.

Why forecasting is necessary….?

• Supply chain and value chain management depends on demand patterns for the category.

• Procurement can be channelized as per demand • Inventory level can be managed

• Future sales pattern is determined

Forecasting Techniques

Non-quantitative Quantitative

Judgment Methods Counting Methods Time series methods

Casual or association

methods

Sales Forecast for Pure It

Seasonality in Forecast

•Monsoon – The tap water is contaminated. ( July to September) • Marriage – Pure it is used as a gift. (April to June)

Forecasting technique used

Sales force composite method

Organization asks its sales personnel to come up with their forecasts. The individual forecasts are then combined to get an overall demand forecast for the organization.

Bottom Up Approach - Sales Force Composition Method

Sr. Sales Manager

Area Sales Manager

Territory Manager

TDP1 review

SWZ MOC Target TDP 1 Target TDP 1 Ach % ach

Rajwada 200 66 25 38%

LIG 128 42 16 38%

Sapna Sangeeta 152 50 28 55%

Sudama Nagar 99 33 12 37%

Sales Target setting and Achievement for the month June

• TSO - Territory Sales Officer• CDO - Consumer Durable Outlet• MOC - Month of Closing• KSP - Key sales Person• TL - Territory Leader

Terminology Used in Sales

Motivating Sales force

• Fixed pay – Rs. 5000• Salesperson get 100 point on selling each

water purifier• Hero of The Day (outstanding performer is

rewarded on daily basis)

• Selling more than 10 water purifiers in a month, a sales executive gets commission of Rs. 150 per water purifier

• Accumulating more than 5000 point, sales executive gets different gifts

Thank You