SALES & DISTRIBUTION

MANAGEMENT

GROUP ASSIGNMENT 1

TOPIC
MANAGING SALES TERRITORIES OF GODREJ

SUBMITTED BY
ANANYA GHOSH - MBA/21-23/2

KIRTIRAJ SAHOO - MBA/21-23/10

PRABIN KUMAR JENA - MBA/21-23/15

SAI JYOTI MOHANTY - MBA/21-23/24

SUBHASHREE PATTANAYAK - MBA/21-23/34

 INTRODUCTION

Established in 1897, the Godrej Group has its roots in India's Independence and
Swadeshi movement. founder, Ardeshir Godrej, lawyer-turned-serial entrepreneur
failed with a few ventures, before he struck gold with a locks business.

Today, they enjoy the patronage of 1.1 billion consumers globally across consumer
goods, real estate, appliances, agriculture and many other businesses. In fact, our
geographical footprint extends beyond Earth, with our engines now powering many of
India's space missions.

With a revenue of over USD 4.1 billion we are growing fast, and have exciting,
ambitious aspirations.

But for them, it is most important that besides our strong financial performance and
innovative, much-loved products, they remain a good company. Approximately 23 per
cent of the promoter holding in the Godrej Group is held in trusts that invest in the
environment, health and education. they are also bringing together their passion and
purpose to make a difference through our Good & Green strategy of 'shared value' to
create a more inclusive and greener India.
 SALES PLANNING
Sales planning is a process of developing a strategy for selling a company’s products or
services to meet its revenue goals. For Godrej in the Odisha location, sales planning
would involve identifying the target market and developing a sales forecast for each
product category. Godrej would analyze market trends and consumer behavior to
understand what customers need and what products they are willing to buy. This
analysis would help Godrej to identify potential sales opportunities and develop
targeted marketing campaigns to increase brand awareness and drive sales.

Segmentation, targeting, positioning in the Marketing strategy of Godrej:

Catering to the needs of such large array of consumer segments is only possible
when the population is segmented based on the similar population characteristics.
Godrej uses the mix of demographics geographic and psychographic segmentation
variables such as income class, profession, age, gender, behavior, region etc.
Selective and differentiated targeting strategy is used by the company for offerings
of different group [Link] uses value-based and user benefit based
positioning strategy to highlight the intrinsic culture and attachment that the brands
have with the customers over the years.

Competitive advantage in the Marketing strategy of Godrej:

1. Big Conglomerate: Godrej have become a big conglomerate offering

services and products ranging from agri products to security to real estate
solutions. Experience in such a diverse nature of businesses is helping the
company supporting the businesses hand in hand and emerge as a prominent
player in the market.
2. Vast experience: More than 120 years old company, extensive experience
in the business it operates into, properties at some of the prominent
locations, financially strong and deep-rooted to understand the need and
wants of the customers, is what helps the company in being competitively
ahead of its peers.

Distribution strategy in the Marketing strategy of Godrej:

The Company operates with its own sales channel along with the authorized
distributors, resellers, retailers and e-commerce websites who help the brand in
making its offerings available to the remotest location of the country under
consumer goods and electrical appliances segment.

While in those of industrial products and real estate business, the Company have
its own sales team for growth and popularization of the business.

Brand equity in the Marketing strategy of Godrej:

 Godrej has been ranked 51 in Forbes magazine list of innovative growth

Companies. The brand has been valued at $ 8.8 billion as of May 2017 (market
capitalization value method) generating revenue of $ 4.6 billion.

The brand has been ranked 2 nd most trusted brand in India and is among the most
diversified and trusted conglomerate.

Competitive analysis in the Marketing strategy of Godrej:

The presence of the brand in such large product categories along with large SKU’s
(stock keeping unit) such as in-home care the company have offerings such as
Goodnight, Aer room/car/ washroom freshener, Hit for mosquito killing,
EzeeValon, in personal care Cinthol, Inecto, Renew, Roby and many more.

Being present in the market with such large number of options is what helping the
company in being competitively ahead of its competitors.

It competes with companies such as HUL, P & G, Palmolive etc. in FMCG

segment while in real estate it have competitors such as Jaypee builders, Tata etc.

Market analysis in the Marketing strategy of Godrej:

The macroeconomic environment will continue to impact and get impacted by the
socio-political and economic uncertainty. Due to which the international business
of the company is grappling with the dual challenges of weakening growth and
exchange risk. While the company focuses on innovation, customer centricity and
cost optimization for capturing the tremendous opportunities in the emerging
markets such as Asia –Pacific regions, Africa, Latin America and others.
Customer analysis in the Marketing strategy of Godrej:

Customers of Godrej in the retail segment are in the age group of 20-60 years.
Most of the customers are acquired by the company through the brand recall and
strong brand image that the company has built over the years.

In the B2B segments, Godrej serves to the needs of the companies of various
industries through its offerings such as that of Godrej & Boyce, Godrej Industries,
and Agrovet.

Promotion & Advertising Strategy:

The promotional and advertising strategy in the Godrej Industries marketing
strategy is as follows:
Godrej spends a huge sum of money when it comes to advertisement and
promotional expenses. Such promotional activities help Godrej to be connected
with customers and help build up a good relationship with them. Primary
promotional activities include Television advertisement, newspaper, magazines,
billboard, hoardings and distribution of Pham plates in strategic locations. Over the
years, Godrej has roped onto famous personalities and Bollywood stars to play the
role of their brand ambassador. Godrej is involved in various Corporate Social
Responsibility projects, which gives them build trust among consumer and
government enterprises. Activities include Go Green projects which help revive the
dwindling Mangrove cover. They are also involved in educational activities. They
are also manufacturing innovative products like smokeless mosquito repellent
cards and huge investments in green buildings. Hence, this summarizes the
marketing mix of Godrej Industries.

SALESPERSON PLANNING
Salesperson planning is an important part of sales planning, as it involves
recruiting, training, and managing the sales team. For Godrej in the Odisha
location, salesperson planning would involve identifying the skills and experience
required for each sales position and recruiting candidates who meet those criteria.
Godrej would provide regular training to its sales team to keep them updated on
new products, features, and marketing strategies. The company would also use
various incentives such as bonuses, rewards, and recognition programs to motivate
its sales team and improve their performance.

PRESALES PROCESS OF GODREJ:

Sales executives
suggest the right
Customized design product and layout
layout using to client in the
software tools form of a
Take presentation.
measurement and asper
give to design measurements
Enquiry generation and suitable
through follow up engineers
product

MANAGING OF SALES FORCE IN GODREJ:

 Recruitment is at the center of an effective sales [Link] approach in the
selection is asking a customer what characteristics they look for in a sales
representative.
 Training is essential to remain ahead of the competition. sales force needs
training before entering the market as well as training as different stage of
the product life cycle.
 Supervision on sales force is decided on the profile of product portfolio. A
general supervision is maintained with respect to sales people dealing with
potential client call to closing of the deal.
 Motivation is a key aspect for management of the sales force. Here
compensation plays an important in driving up the motivational level.
  Evaluation is essential to management of a sales force. Sales report sent by
the sales force serve a good starting point of evaluation.
SALES FORCE ORGANIZATION:
COMBINATION OF GEOGRAPHIC AND PRODUCT SPECIALIZATION:
The sales organization in a matrix form combines geographic and product. In the
sales organization the structure show for northem region is repeated for the east
west and south. The sales executives, sales engineers, sales officers and supporting
staff reporting to each regional sales manager.

ORGANIZATIONAL HIERARCHY:
A sales force consists of field selling and inside salespersons. Both the positions
have important roles to play. In a typical sales organization ,sales representatives
report to a first line supervisor or a branch manager or an area manager. The
designation vary from organization to organization.

SALES TERITORY PLANNING

Sales territory planning involves dividing the market into smaller geographic areas
and assigning salespeople to each territory. For Godrej in the Odisha location, sales
territory planning would involve analyzing the demographics, market size,
competition, transportation, and sales history of each area. Godrej would use this
information to design effective sales territories that optimize its sales performance
and maximize customer satisfaction. By doing so, Godrej would ensure that each
salesperson has a manageable workload and can focus on providing high-quality
customer service.

FACTOR CONSIDERED WHILE DESIGNING

SALES TERRITORIES:
Godrej considers various factors while designing sales territories in the Odisha
location. Some of the key factors include:

 Demographics: Godrej analyzes the demographic characteristics of potential

customers in each area, such as age, income, education, and occupation.
 Market size: Godrej considers the potential market size and growth rate in
each area to determine the sales potential.
 Competition: Godrej assesses the level of competition in each area to
understand the challenges and opportunities.
 Transportation: Godrej considers the transportation infrastructure and
logistics in each area to ensure efficient product delivery and customer
service.
 Sales history: Godrej evaluates the sales history of each territory to identify
patterns and trends in customer behavior.

By considering these factors, Godrej can design effective sales territories that
optimize its sales performance and maximize customer satisfaction in the Odisha
location.