CANDYLAND
Made By:
Abbas Mehdi (20191-26172)
Demetria Claudette Davids (20191-25752)
Javeria Tariq (20191-26674)
Kaleem Shah (20191-26354)
Marium Barry
Saad Khan (20191-26588)
Table of Contents
Company Background ...................................................................................................................1
Mission.............................................................................................................................................2
Vision ...............................................................................................................................................3
Industry Background.....................................................................................................................4
Contribution to GDP ........................................................................................................................5
Sales Organization & Hierarchy ..................................................................................................1
Marketing & Sales Department of the Organization .......................................................................2
Roles & Responsibilities of a Sales Department..........................................................................1
Key Roles of a Sales Manager .........................................................................................................2
The Selling Process ........................................................................................................................4
Prospecting .......................................................................................................................................5
Pre Approach ...................................................................................................................................5
Approach & Presentation .................................................................................................................5
Handling Approach ..........................................................................................................................5
Closing the Sale ...............................................................................................................................5
Follow Up ........................................................................................................................................5
Sales Planning, Budgeting & Targeting .......................................................................................1
Planning ...........................................................................................................................................2
Budgeting .........................................................................................................................................2
Targeting ..........................................................................................................................................2
Territory Management ..................................................................................................................1
Territory Design .............................................................................................................................1
Geographical Area ...........................................................................................................................2
Number of Outlets Covered .............................................................................................................2
Order Booking Process Journey Plan ..............................................................................................2
Van Feasibility .................................................................................................................................2
Sales Team Motivation ..................................................................................................................1
Key Performance Indicators (KPIs).............................................................................................1
Call Completion ...............................................................................................................................2
Productivity/Strike Rate ...................................................................................................................2
Drop Size .........................................................................................................................................2
SKUs per Bill ...................................................................................................................................2
Sales Team Compensation ............................................................................................................1
Sales Team Performance Management, Training & Improvement Facilities .........................1
Training Facilities ............................................................................................................................2
Improvement at Training .................................................................................................................2
Observations & Recommendations ..............................................................................................1
Company Background
CandyLand, Pakistan's largest candy brand, began operations on June 21, 1988. The initial
production factory was built on one acre of land, and the first brand was released in 1990. Since
then, the brand has consistently reached one milestone after another, and it has now expanded our
production facilities to more than 8 acres of land.
Candyland is a pioneer in jellies and has developed brands in technically challenging sectors such
as lollipops and marshmallows. The brand takes pleasure in providing high-quality items,
endeavours to satisfy their customers. Ensuring that they live up to their beliefs has also aided
them in establishing export in over 30 countries across the world.
The brand has consistently grown into new product categories and established cutting-edge
facilities, allowing itself to become one of the industry's most technologically sophisticated and
excellent brands.
Everything that is done revolves on clients and consumers. They endeavour to provide the highest
consumer value proposition possible, ensuring that their customers are completely satisfied with
every mouthful they take. They have a highly skilled and experienced technical and business staff,
as well as one of the largest sales forces in the category, to guarantee that they can reach out to
their clients even in the most distant corners of the nation.
Mission
Our mission is to lead the confectionery market in terms of consumer preference, product range,
innovation and quality. Our aim is to keep delighting our customers in a profitable yet
sustainable manner.
Vision
To ensure that each of our brands remain the overwhelming first choice for our customers.
Industry Background
Candyland is known as one of the leaders in the confectionery sector of Pakistan, providing a vast
assortment of goods in more than 30 countries across the globe. During 30 years of Candyland’s
existence, it has been renowned as one of the most original and creative enterprises. Candyland is
the pioneer in jellies and has created brands in technically demanding sectors such as pure
chocolates, lollipops and marshmallows. The foundations were put down in 1988 and since then,
the firm has consistently grown into other product categories and built up state-of- the-art facilities
that has allowed it to become one of the most technologically sophisticated and outstanding
companies within the sector. Candyland has attained this position by establishing and cultivating
several renowned confectionery brands that include Fanty sweets, Puffs Marshmallows, Funny
Bunny Lollipops, ABC Jelly and Chili Mili. Our assortment of Chocolates feature recognized
names such as Sonnet, Paradise, Now, and Novella. The dedication of Candyland is to provide
quality as validated by ISO 22000 Certifications. All products of Candyland proudly bear Halal
Certifications from SANHA. Today, the firm has a highly trained and experienced technical and
business staff, together with one of the biggest sales force in the sector. The purpose is to guarantee
the finest customer value proposition is offered in every area of Pakistan. Furthermore, an average
yearly growth rate of Candyland is about 10.5 to 11.5% between 2021 and 2022 (present).
Company Estimated annual turnover Market Share %
PKR
Candyland 5.855 Billion 38%
Contribution to GDP
GDP growth has been in the 6-8 percent range since 2010. Public anxiety about inflation has
increased from 4.08 percent in 2018 to 5.08 percent in 2020, mostly as a result of pandemic and
global increases in the price of gasoline and commodities. In addition, political and economic
unrest in Pakistan has caused a considerable drop in the value of the rupee.
Sales Organization & Hierarchy
GSM
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
RSM1 RSM2 RSM3 RSM4 RSM5 RSM6
4-5 ASMs 4-5 ASMs 4-5 ASMs 4-5 ASMs 4-5 ASMs 4-5 ASMs
5-6 TSMs 5-6 TSMs 5-6 TSMs 5-6 TSMs 5-6 TSMs 5-6 TSMs
8-9 Order 8-9 Order 8-9 Order 8-9 Order 8-9 Order 8-9 Order
bookers bookers bookers bookers bookers bookers
Candy land (Ismail Industries) located in Karachi, Sindh has a total of 5,000 employees in all of
its locations. The head of sales is called a General Sales Manager (Muhammad Ehtisham Khan) or
GSM, who has 6 regions under him. Each of these 6 regions has a Regional sales manager or an
RSM. However, big cities have 3 RSMs per region due to high sales. These big cities include
Karachi, Lahore and Islamabad. On the other hand, smaller cities have 1 Regional sales manager
(RSM). Each RSM has 4-5 Area sales managers ASMs, and each ASM has 5-6 Territory sales
managers TSMs. Every TSM then has 7-10 order bookers, depending on the territory. It is the
responsibility of these order bookers to receive and process incoming orders. Each of these order
bookers have 2-3 salesmen to facilitate them further.
Marketing & Sales Department of the Organization
Sales and marketing are two completely different business activities in any organization. Generally
we mixed both with each other. Marketing involves in a process of producing a products , creating
customer interest in those product and making sure they make a purchase. On the other hand sales
department deals with the selling of product and service primarily.
Roles & Responsibilities of a Sales Department
Sales is the money driven role and the only money making activity in a business. A sales
department is the direct link between company’s product/ service and its customers. Sales
department has many responsibilities aside from just making sales. Sales is a term used to describe
the activities that lead to the selling of goods or services. Salespeople are responsible for managing
relationships with potential clients (prospects) and providing a solution for prospects that
eventually leads to a sale. For the sales department, their primary goal should be to increase the
conversion rate. For instance, your sales team speaks to 100 potential customers per day, and 30
of these prospects result in a sale, then your sales team has a conversion rate of 30 percent.
Candyland’s sales department plays the following role in a company.
Sales department has their own KPIs.
✓ Looking after primary and secondary sales which are based brands, SKUs and customers.
✓ Developing more customers and increasing number of outlets.
✓ They have to achieve call productivity KPI which is around 80%. Order booker has to
close the deal with 32 out of 40 in total.
✓ Achieving call completion KPI. Which is that the order booker is visiting all the 40
outlets.
✓ Achieving SKU per bill or line per bill KPI. Which means an average order booker is
taking at least 15 – 20 lines per order in every bill.
✓ Achieving the drop size KPI. Which is a estimate of an order volume and value order
booker is booking.
Key Roles of a Sales Manager
✓ Looking after the primary and secondary sales.
✓ Achieving all the KPI’s.
✓ Creating and strategic plan for achieving all the KPIs and targets.
✓ Meet their potential customer and grow long lasting relationship.
✓ Track, analyze, and communicate key quantitative metrics and business trends.
✓ Oversee the sales team to ensure company quotas and standards are met by holding daily
check-ins with team to set objectives for the day and monitor progress regularly.
✓ Manage month-end and year-end close processes.
✓ Motivate their team.
The Selling Process
To connect with new and existing customers Candyland has an order-booking process and they
work on pre-order booking. what the order bookers do is, they go to the customer in their
permanent journey plans (PJP). one order booker goes to minimum 40 outlets per day which is
their PJP on their existing outlets. they book orders from there and the stock is then delivered the
next day.
Prospecting
Prospecting is the process of searching potential customers or buying organizations and
determining whether they our in need of our product. Candyland’s sales force tries to find new
customers through finding gaps in the market by seeing where in the market their product is not
available and which shop out there does not have their product. they then market their product to
those shops or retailers to stock their products.
Pre - Approaching
This is the step where the salesperson starts preparing for the first meeting with their customer and
carries out customer research thoroughly by collecting relevant information such as their industry
background, location and products/services they are in need of. In this step Candyland sales team
acquires information regarding their potential retailers/customers and tries to find out what kind
of credit policy they stick to.
Approach & Presentation
This is the step where the sales team meets the customer for the first time and may try to give free
product samples to their customers so that they can review or evaluate the products and services
the company has to offer. sales representatives try their best to answer all the questions which the
customer poses. in this step, Candyland sales team informs the retailer of their products such as
what range of products they offer and that they are a very famous and most selling confectionary
brand in Pakistan. they inform them that how they are recognized as a leader in the confectionery
market of Pakistan, recognized as a leader in the confectionery market of Pakistan, offering a large
selection of products in more than 30 countries around the world.
Handling Approach
In this step, the salesperson is responsible in addressing various customer needs and issues. they
listen to the prospect’s concerns and address them. successfully handling objections separates good
salespeople from bad. in this step, Candyland addresses its customer needs and concerns through
offering discounts to the retailers in order to cut back the cost of buying their products. their goal
is to ensure the best customer value proposition is delivered in every corner of the country. they
have the best
Closing the Sale
In this stage, the sales team gets reaffirmation and commitment from its customer and gets the
signal from the client to move forward. it is not a transactional event but rather the end of the sales
process. in this step, Candyland ensures that the buyer agrees to the condition of the sale and takes
order from the customer.
Follow Up
This is the step where the salesperson plays a critical role long after the sale is closed. they keep
in touch with the customer as much as it is necessary. in this stage, Candyland sales team delivers
its order the very next day of order placement and whatever issue the customer is facing, the sales
team handles it.
Sales Planning, Budgeting & Targeting
Planning
Candyland’s sales planning is carried out on the basis of how much they have achieved in the last
year. they set their targets on the basis of GOLY which stands for “growth over last year”. for
example, if they have achieved 300,000 cartons nationally in the previous year and if they are
aiming to grow by 20%, then they will set the target as 360,000 in the next year.
Budgeting
Candyland’s sales budgeting depends upon the different channels they have. their GT channel has
separate budgeting and IMT/RMT also have separate budgeting. They offer discounts to their
customers.
Candyland considers IMTs as a separate head of account therefore they breakdown the
contribution percentage of retail and whole sale. They have only two head of accounts namely:
Retail and Whole sale. It incorporates kiryana shops, cold shops, institutional sales, LMTs,
general stores etc all in retail channel which together contributes 45% to the total business of
Karachi. On the other hand, we have whole sale channel which includes numerous wholesalers
spread round the city such as liaqatabad, Joria bazar etc, this channel contributes to 55% to the
Candyland’s Karachi’s business
There are 2 types of discounts which they offer. One is “trade discounts” and the other is
“consumer promotion discount”.
trade discounts are generally for the stores/retailers. for example, if any ABC store is buying
chili milli or Young’s from them and if the actual price of their carton is Rs. 1000, then they
might offer them a discount of let’s suppose 3% and reduce the price to Rs. 970 from Rs. 1000.
generally they have established this rule to provide 3% discount to their retail outlets and 6%
discount to their wholesalers. This is how they keep the budget fixed and rates controlled. But
this is general. over or above if they want to achieve a certain target then they can also go for an
increase in the discount somehow. 3% for retailers and 6% for wholesalers is their nominal
discount on trade price.
The other discount, “consumer promotions”, is the one which they offer to the actual consumer.
for example, if they provide a free packet of marshmallow with a carton of chili milli, then this
discount will be considered as the consumer promotion discount. the purpose of offering this
discount is to enhance and grow their sales.
Targeting
Candyland’s sales targeting is done through GOLY and on the basis of both value and volume.
where value is basically how much they are selling in terms of revenue and volume is how much
they are selling in terms of the quantity.
Two factors are crucial for indication of their upcoming month’s target setting
1) Sales of current month.
2) Sales of the same month in recent year.
they assign target on the basis of their last month sales and considering weather conditions.
Each section has specific route, there are 5 different ranges and each range possesses different
categories. they allocate different given targets with respect to their assigned ranges. Range A
possess Jellies and Range B possess Chocolates. Considering example of Territory: Fb Area,
Range A is served on Monday and its execution is on Tuesday. Similarly range B is serve on
Thursday and its execution is on Friday.
If sometimes, they are unable to meet the targets of the current month, then they adjust them to
the next month. they set their targets for a year. approximately they sell around 4-4.5 lac of
cartons monthly so yearly they somewhat set a target of selling 50 lacs of cartons. in value, if
their monthly sales are of Rs. 1.5 billion, then they set an annual target of somewhat 12-15
billion. If the monthly targets are not achieved, they add up or adjust it into the next month. they
make sure that by the end of the year, they are able to achieve their yearly or annual targets.
Territory Management
The distributors and order bookers play an essential role in candy land territory management since
they are responsible for the sales of candy land in each area. Candy Land has 15 distributors in
Karachi and more than 100 distributors nationwide. All distributors are assigned to a certain region
to service in order to accomplish their tasks of planning, execution, and workload management
successfully and efficiently.
Some of the distributors for Karachi at candy land are:
Safa Distributor (Looks after the territories of DHA and Clifton)
IBM Distributor (Looks after the territory of Korangi)
Habib Distributor (Looks after the territory of Gulshan)
Territory Design
The territory is created with a number of critical aspects in mind, such as:
Geographical area - An examination of the region is required because the area must be
conveniently accessible to order bookers in order for inventory to be delivered on time. The
location should have good infrastructure, roads, and fewer political interference, which might
cause delays.
Number of outlets covered — In order for the order booker to be lucrative, a region needs have
a reasonable number of stores. An location with a limited number of outlets may appear
disadvantageous to an order booker, or he may try to combine one route with another in order to
save gasoline and serve both areas.
Order booker permanent journey plan - A permanent travel plan is a predetermined path that
order booker follows based on the shops and outlets he needs to visit on a given day. The distributor
will cover different places on different days of the week; as a Safa distributors employee, Sajid
already has a permanent route plan. The route plan outlines how many regions he will visit, how
many days he will work, and how many stores he will visit.
Van feasibility - A van feasibility study discusses the costs and profits generated by the delivery
of products. The study provides a thorough examination of how things are transported, what
expenditures are paid in the process, such as fuel and labour, and how much money is made.
Sales Leadership
About 70 to 80 percent of sales of Candyland’s products are generated by their sales workforce
via the wholesale channel. Wholesale channels account for the lion’s share of overall sales for all
except Hilal and B.P. Sales managers used to advertise significantly on electronic media to build
brand pull for their brands so that it pushes merchants to purchase them in bulk, which in turn
boosts their sales via this channel. In order to make retail distribution profitable for their
distribution partners, these two businesses only cover a small portion of the retail market, since
they lack high-priced products that generate enough money for their partners.
Their Sales Manager, Mr, Sadat Haider, developed a Decision Support System to coordinate with
their working sales team and sub-ordinates. This system is used at the managerial level (DSS) to
promote enterprise resource planning (ERP) sales solution for the business. It is capable of the
following tasks:
✓ Click-through analysis: It offers zonal overviews whilst also product and sales, TSR
performance by brand and classification in comparing to targets set.
✓ Objective-based analysis: Overall daily objectives achieved and staying to meet the
intended to reach a mass both monthly and annually.
✓ Mobile App: ILLS has a mobile app for sales stats that is also used to track the movement
of goods from warehouses to distribution centres and finally to retail locations. After each
day of sales, a summary of the day’s data is compiled and sent to other systems to keep
them up-to-date.
Sales Team Motivation
Sales executive are always looking for ways to motivate their sales teams. Announcing weekly or
monthly bonuses , promising lavish trips, holding sales contest and many other. Candyland has
come up with two different factors to motivate their sales team.
Intrinsic and extrinsic motivation. Intrinsic motivation comes when they feel totally accomplished,
appreciated and achieved. Candy land motivate them intrinsically by celebrating their achieved
targets, presenting them awards and making their achievement appreciated at all level of the
organization.
Whereas the extrinsic motivation comes when they are rewarded which comes under the
commission. Taking them to the trips and promoting them in their career. Also candy land has
SKU based targeted commissions. That means if they are targeting a chilli milli brand this month
only so they not give get the incentives on their individual sales but also on the sales of a brand
itself.
Key Performance Indicators (KPIs)
KPI basically has 4 key pointers.
Call completion
One order booker has 35 to 40 outlets that he has to visit. For example, if an order booker has to
cover Mohammad Ali society on Monday and he checks he needs to cover 38 outlets. Now his
progress and location is tracked through a GPS device and will show that he has visited the outlet
so through this it shows his call completion. The visits should therefore always be made as the call
completion should be 100%. The order booker should visit even if the shop is closed or the
shopkeeper not available since he is being tracked by a GPS system.
Productivity/ Strike rate
Now if an order booker visits 40 outlets a day it is not necessary that all 40 outlets place an order
because sometimes, they already have it in stocked or don’t have high demand, or don’t have
enough cash at hand or the outlet is closed, so order booker should at least have 80% productivity.
So, if he is visiting 40 outlets then at least take orders from 32 of those outlets.
Drop size
Drop size means how much stock the order booker gives to one outlet. For example, minimum
drop size is at least 3 cartoons and cannot be lower than that. It does not have a maximum limit
but the least should be 3 in order to maintain productivity.
SKU per bill's/ Lines per bills
How many brands bill does an outlet have? A minimum of 2 lines per bill is necessary. For
example, an order booker takes ‘now’ chocolate’s order of 100 pieces, the lines per bill would be
1 line. So, if he takes 1 carton order for different chocolates like sonnet, paradise etc. the lines per
bills would be 2 lines now, and the lines and drop size have to be maintained and balanced.
Sales Team Compensation
In Candyland, the Sales team is compensated through in intrinsic and extrinsic motivation and
through monetary incentive approach. Moreover, they provide yearly bonuses to their sales team
and sometimes they provide one year salary as a bonus. Other than that, they also provide brand
wise targets. If a salesperson achieves the target of a particular brand, he would be rewarded with
additional money.
An example may be:
●●●●●●
Basic salary of order booker = 18000
Fuel money = 2000
Daily allowance = 300 rupees for coming. Works for 26 days a week so 26*300 = 7800. If he
achieves his target gets paid 3000
So total 30800 rupees per month as an order booker.
But for-example, if he doesn’t come to work one day his daily allowance of 300 rupees will be
cut so all the extra cuts depends on how work.
Sales Team Performance Measurement, Training & Improvement Plan
Sales team performance measurement is done by keeping regular meetings monthly or sometimes
bi monthly depending upon the target and timeframe. They also use SAP based software to track
the performance and reports are generated and analysed for future meetings.
✔ Training facilities
Target achievement is the main Key performance indicator at the sales department of candy land
followed by availability, visibility and accessibility. Also in training, sales personals are trained
about merchandising through either on the job or off the job training methods. Such as a new sales
personal will be given a tour of the route and will make visits to all the outlets. He will analyse
and note how to handle customers as a merchandiser? Also, if there is a new Territory sales
manager in candy land, he is being trained about the whole product portfolio, Boxes in each SKU,
what to keep at low level and what to keep at high level? We also provide them training like what
should be kept are high levels in aisles at supermarkets and what should be at an eye level and low
level. Like bubble gum and lollipops are more of a kid’s item so they should be at low level. On
eye-levels those products are placed which are not so running or higher priced items like chocolates
and truffles. On a high level, those products are kept which are sold by names like jellies, bun-ties
etc. For these training the employees get a time of 3 to 4 months after which they are examined
orally or in written format about what they have learned through their training. At times classroom
training is also given but that is very rare.
✔ Improvement at Training
Candy land is taking new measures to improve training facilities in its sales department. Visual
experience is now planning to be a part of training of the sales force. In visual experience, candy
land is also planning to improve their employees training by merchandising training at empty
shelves at an IMT or LMT. This will further enhance the learning of the employees. As a
PowerPoint explanation of how to put or keep a stock? Is not enough and providing new sales-
personnel a practical market experience is a must.
Observations & Recommendations
✓ According to the amount of work, compensation of Order Bookers should be increased.
For example if they complete 100% of their target they receive Rs.2000/-. However, if they
achieve a 105% target, they should receive Rs.4000/- as it is extra work.
✓ The Sales Team of Candyland should make sure their products remain available at all times
and is suitably displayed through merchandising efforts.
