Kalpa.pptx
- 1. W H Kalpa Neranjan Abeydeera National Diploma in Sales Management Stage II Registration No : 0000050108 Sri Lanka Institute of Marketing Be Local - Dilara Dry Sprats.
- 2. Company Overview For ten years, Dilara (Pvt) Ltd has been a local company that manufactures and distributes processed Canned fish to the retail and HORECA sector. They have a 50% market share in this industry, but in the last three years, they had only 15% year-on- year sales growth. With the 30- 40% inflation, they wanted to expand their business operation to some other products, and with the present business climate, 15% growth is not sufficient for sustainability. Dilara (Pvt) Ltd plans to produce and distribute Dry Sprats to the local market as a second business. Dilara (Pvt) Ltd promotes only Sri Lankan-produced Dry Sprats, expecting to generate 250M sales within 1st year, covering only the Western province. In the second and third years, they plan to grow their business by 30%, YOY growth and expand to Southern Province in the third year.
- 3. Political Economic Social Government support for e commerce plat forms. Government support Product Exports Low political pressure from fishermen and boat owners High Cost of living Increasement in interest rates for loan Highly changeable Currency rates & Tax rates Low purchasing power among a large group of customers in the domestic market Unequal income distribution and growing upper middle class Changed social life styles & trends. High digital literacy Rising demand for Lack of awareness on food safety, hygiene, certification (both high-value and low- value markets) Food safety and health problems due to poor fish quality The attitudes and beliefs of fishermen Lack of specialized education among fishermen PESTELAnalysis
- 4. Technology Ethical / environment Legal Lack of infrastructure (e.g. infrastructure facilities, machinery, tools, practices) Inferior boat design Inferior harbor and cold storage design Insufficient availability of freezing facilities Inadequate transport facilities, both roads and vehicles Less environment pollutions Rising interest in environmental conversations. Tropical weather conditions and climate change Pollution in harbor basin water Oil spills in harbors Hygienic conditions onboard boats and in harbors Government security policies. Environment policy Privacy policies Advertising and promotion policies. Regulations in foreign export markets (e.g. EU, United States and Japan) General trade agreements and tariff
- 5. Strengths . Availability of quality raw materials. Potential fish processing business scale of house hold Basic knowledge of traditional fish processing Support from local communities and government (community acceptance) Weaknesses Have not utilized the entire coastal potential The level of education and skills are still relatively low Community capital is still low Lack of fishery processing facilities, Unprocessed product marketing, especially in areas far from market Opportunities The existence of transportation support Employment Cooperation with other parties The development of fishery processing technology. Government's assistance and support to the development of fishery products processing. Threats Pressure on resources and environment due to activities that are not environmentally friendly utilization. Competition in the processing of fishery products from other regencies / cities. Competitors substitute products SWOT Analysis
- 6. Strategic Account Management Leveraged Analytics Sales performance Improvement Centralized and accessible data. Streamlined team communication and collaboration. An accurate view of customers. Sales rep performance reports. Few manual data entries. Automate sales rep workflows. Accurate sales forecasts and inventory management. Lead source ROI. Benefits of Sales Management software Sales management software is used by salespeople to manage and record their day-to-day activities and keep track of their pipelines, contacts, quotas, and more. It's also used by sales managers and leaders to identify trends, growth opportunities, and team wins as well as manage rep onboarding, coaching, and motivation.
- 7. SMART Element Goal Channel Specific Enhance the customer acquisition by 25% within first quarters Influencer Marketing Measurable Enhance monthly reach by 25% within first two quarters Search Engine Optimization Actionable Increase the monthly purchase level by 25% within first two quatres Social Media Campaign Relevant Increase the post purchase level within the 3rd quarter Social Media Campaign Time-bound Increase the purchasing turns by 10% within the last quarter of the year Content Marketing Social Media Promotion plan for Dilara Dry sprats
- 8. Pricing Strategies Strategy Description Penetration pricing A strategy used by businesses to attract customers to a new product or service by offering a lower price initially. Price skimming Price skimming is a product pricing strategy by which a firm charges the highest initial price that customers will pay and then lowers it over time. Premium pricing Premium pricing is the practice of setting a high price to give the impression that a product must have unusually high quality. Competition-Based Pricing Strategy Competition-based pricing is a strategy by which price varies according to variations in the price of competitors. Value-based pricing Value-based pricing is based on a consumer's perceived value of the product or service in question.
- 9. Qualitative Methods Quantitative Methods Jury of executive opinions Delphi techniques Sales force composite Survey buyers intentions Leading indicators method Moving average method Exponential smoothing Regression analysis Time series analysis Econometric models Sales forecasting Method Quantitative method. Among the qualitative methods, I believe that Exponential smoothing method is the most suitable method for the Dilara Dry Sprats. Because each territory get focus on this method. Company can be reached to the sales goals through this method easily. Recommended forecasting method for the Dilara Dry Sprats Recommended Sales forecasting approach to the Dilara Dry Sprats 1.Top-down approach 2.Bottom-up approach
- 10. Forecasting For 2023 Expected Sales volume in first year: 250M Dilara Dry sprats products should try to create a new sales plan for next year. This is the Targets for Next year including 30% growth. (2023 financial year) Month APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR TOTAL First year 25M 20M 25M 20M 15M 25M 25M 20M 15M 25M 20M 15M 250M Second and third years 32.5M 26M 32.5M 26M 19.5M 32.5M 32.5M 26M 19.5M 32.5M 26M 19.5M 325M 1st Regional Manager Western Province (Colombo, Gampaha) 125M 2nd Regional Manager Western Province (Kaluthara) 100M 3rd Regional Manager Sothern Province 100M
- 11. Marketing Budget Sales & Marketing Expenses Amounts Social Media & Blogs Design & Posting (per month) 4,000,000 Public Relations 3,000,000 Strategic networking & collaboration marketing events 3,000,000 Total 10,000,000 Total Revenue 250MN cost of goods sold 180MN gross profit 70MN Expenses Sales expenses Administration expense 10MN 17MN Net Profit 43MN Profit & Loss Account
- 12. Recommendations Monitoring, evaluating, and controlling the Sales budget and sales targets vs achievement is more important role until company objectives are achieved. Anticipating possibilities of entering new potential international market, the market research should be done regarding, market size, customers behavior, competition, products and prices, distribution network, government rules and regulation. To retain & gain expected market share, promotional effort such as BTL and ATL should be enhanced, and also publicity, web campaigns, personal relationship, CSR projects are most important components to get the attraction of the customers to the brand. Digital marketing activities are the cost effective and more realistic advertising method for the Dilara Dry Sprats Through motivating and rewarding the sales team, the company drives towards the prosperity of the whole organization.