Sales planning for cosmetics company, projection plan by Amit Kankar

1. THIS IS YOUR
PRESENTATION
TITLE

2. Introduction of Skin
Care
Skin Care trands

3. Skin is a part of the body which gives shape to the beauty of a person and for a company like ABC,
which emphasizes on the aspect of beauty with glamour; it can't ignore the skin care product line.
Major products line in Sunscreen, Facial, Serum and mask provide within this area are: cleansers &
toners, skin care, moisturizers, problem solvers, antiaging.
We dividing types of skin in three category :
▫ Dry Skin
▫ Combination Skin
▫ Oily Skin
3

4. Current Market in Skin care
The Indian beauty and personal care market,
given its growth of 25% each year, is
anticipated to have a CAGR of 9%, from
EUR 12-12.8 billion (USD 14-15 billion)
in 2017 to EUR 18.8-19.7 billion (USD
22-23 billion) in 2022
4
Now:
75% :- Business comes from General trades or
A-class stores.
22% :- Business is growing in Modern-trade
like : Large format, Multi-brand outlets,
direct sales and by Salon and clinic.
3-4% :- Business comes from E-commerce.
(But its growing rapidly)

5. Product Positioning
High
Quality
Price
Middle
Low
We can segmentation our range
Demographic, Geographic, Psychographic, Behavioral
5
13-25 Age Use Bright make-up
25-45 Age Use light and sober make-up
Class – A High product range :
Class – B Less costly product :
Rural Use low quality product
Urban Depend on living style

6. SWOT ANALYSIS
6
STRENGTHS WEAKNESSES
New in market
OPPORTUNITIES THREATS

7. 4Ps
7

8. 4P
Price
Price could range between Rs: 750- 4000
Place
West Bengal region
Cities : Kolkata, Burdhwan, Siliguri, Durgapur
Stores :
 A-B Class retail stores
 Modern trade
 E-commerce
Promotion
 Online Marketing : E-mail, Social media, SEO, PPC
 Visibility display, Scheme, BTL promotion
 Entered in direct marketing strategy by contacting
 Awareness of our range to direct to customers.
8
Product
Skin care range
All Dot & Key SKU.

9. OUR PROCESS
9
Team
Started from team extention and
should be target oriented focus
membrs.
3
Area Covered /
Distribution
Area extention in West bengal like :
Kolkata, Siliguri, Asansol, Howrah,
Durgapur, Kharagpur, Burdhwan,
Haldia, Sherampore, Purulia, Nadia,
Birbhum, Midnapore.
A & B class Stores.
2
Sales / Customers
Connect end customers by marketing
and ground level visibility for making
new customers size with help of after
sales service for keep existing
customers. (Brand loyal customrs)
1

10. Supply / Distribution Chain
10
Dot & key Distributor
Retailer/
Shop Customer

11. Team Planning.
11

12. Team planning
12
RSM
ASM 1 ASM 2
Sales Executive 4
Sales Executive 3
Sales Executive 2
Sales Executive 1
B.A
1
B.A
2
B.A
3
B.A
4
B.A
6
B.A
7
B.A
8
B.A
9
B.A
10
B.A
11
B.A
12
B.A
13
B.A
14
B.A
15
B.A
5

13. AND TABLES TO COMPARE DATA
Distributor Covered (per) Outlate Coverd (Per) Team Qty
ASM 04 240 02
S.O / Sales Executive 01 80 16
B.A -- 1 32
13

14. Staff & Distribution plan (Projection)
Projected Working Staff
▫ Total No. of Regional Sales Manager : 01
▫ Total No. of Area Sales Manager : 02
▫ Total No. of Sales Officer / Executive : 16
▫ Total No. of Beauty Adviser : 32
▫ Total No. of Sales Team : 43
▫ Total No. of Distributor (Exp.) : 08
▫ Avg. expected sales per Distributor : 2 Lac
Expected Turn Over of Region 08*2 Lac = 1,40,00000
14

15. Operation Expenses (Projection)
Operation Expenses
▫ 32 B.A ……@ 12,000………… 3,84,000
▫ 16 S.O ……@ 22,000…………… 3,52,000
▫ 02 A.S.M …@ 35,000…………… 70,000
▫ 1 R.S.M … @ 75,000…………… 75,000
▫ O.H Exp…. @ 2.5% …………… 3,50,000
▫ Sales Promotion …@ 5% ……… 7,00,000
▫ Sales Infrastructure .…@ 5% ……… 7,00,000
Total ∑ 26,31,000
15

16. Condition for Sales team
▫ To be on lower side even if treat purchase of only 2,00,000/- per distributor.
▫ One S.O / Executive will visit 40 counters per day. Assuming his productivity is 25%, ie. his
10 counters are productive. Our average per counter is approximate Rs. 3500/-.
▫ Accordingly Rs. 3500 X 10 counters = Rs. 35,000/- per day retail. Hence Rs. 35,000/- per day
X 25 days = 8,75,000/-
Then, 16 S.O/executive will covered = 16 X 8,75000 = 1 CR, 40 Lack.
▫ So, the distributor has to repeat order in 15 days itself, He needs to clear the payment of
Stockiest before forwarding further order.
And 2 S.O will reported on distributor point.
16

17. Area wise planning
17
4000
3000
2000
1000
0
E
x
p
e
n
s
e
S
e
c
o
u
n
d
r
y
P
r
i
m
a
r
y
E
x
p
e
n
s
e
S
e
c
o
u
n
d
r
y
P
r
i
m
a
r
y
E
x
p
e
n
s
e
S
e
c
o
u
n
d
r
P
r
i
m
a
r
y
E
x
p
e
n
s
e
S
e
c
o
u
n
d
r
P
r
i
m
a
r
y
City - 2
City - 1 City - 3 City - 4

18. TIMELINE
18
DEC
NOV
OCT
SEP
AUG
JUL
JUN
MAY
APR
MAR
FEB
JAN
Start from May 2021
(Kolkata & Howrah)
B Class City
Siliguri, Burdhwan,
Durgapur, Asnsol,
Khargpur coverd with
atleast 1 distributor.
Market extention in A
& B class city.
Minimum 2-3
distributor in a city.
Phase – 2nd
Kolkata, Howrah local
area coverd 90%.
(Distribution and
Sub-distributor)
Market extention in A
& B class city.
Minimum 2-3
distributor in a city.
Full coverage in A &
B class city.
Minimum 2-3
distributor in a city.
Phase – 3rd
6 months planning – Area wise
FY2021-22

19. 19