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Industry which I have selected to do my assignment is Electrical Industry, were their

products are sold to both consumer and Industrial customer segments. Products like cable and
wires, Switch plates and motors etc« In this assignment particularly I have taken a product
which we often use in our daily lives. Doesn¶t matter whether we are in our home or company
but we still use daily ³Switch plates´. Earlier switch plates as just used as an electrical device to
switch on or switch off something, but now even switch boards adds value to our home and
company not only in the terms of design and prestige but also in terms of safety. It is even safer
nowadays in home were there are children less than an age of six.

Some of the big players in switch gears or switch plates segments are Havells, Legrand,
Indo Asian, Schneider, Finolex and Anchor. This Industry has grown in huge because in India
many Industries has come in. many Retail business has started and because there is a huge
growth in IT and Bpo sector this indirectly develop construction business keep on growing for
which electrical equipment is one of the mandatory device or product used.

In this assignment ³Havells´ company as taken as a reference to identify customer

segment, Sales process, Sales organization and Sales force requirement and Motivation program.



 


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Switch plates is a consumer durable electronic good. This is a very mandatory product
were people use for construction of houses, new sites, new companies and also used for
renovation of old buildings and for replacing old ones or for extending new rooms or area. So
their customer segmentation is both consumer and company since it is used in both the segment.
Since switch plates is used in everyday life people think about long life, safety measures and to
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be attractive. Since it satisfy all the three needs psychological need, security need and esteem
need customer are less cost conscious about this product and never mind paying little extra for
getting good goods for satisfying all the three needs.

So taking Havells as a reference for this assignment, their segmentation of customer are
Upper middle income group people, lower upper class, middle upper class and upper upper class
but it mostly covers only urban areas and larger of sales in Metropolitan cities and some of
developing states. Since there is many lesser value brand like anchor and finolex are available
havells is not that much attractive in rural cities and some of undeveloped state, but if we take
whole switch plate product for the segmentation it attract all mode of people except people who
are very poor and who does not have house. Havells attracts mostly newly constructed building
may be house or company because for company and house holds it¶s a status and a measure of
safety to have havells in their home and also since people are very much interested in interior
decoration they would like to have everything unique and good looking. That is the reason they
are motivated to buy Havells modular switches.

  

A Sales process is a systematic approach to selling a product. Reasons for having a well
thought-out sales process include seller and buyer risk management, standardized customer
interaction in sales and scalable revenue generation.

Sales process for consumer and for Industrial customers. ?

Sponsoring in sports activities (T-20 worldcup, Ipl, England series India etc«)

Sponsoring for commercial dramas in Star plus.

Advertising in Paper, entertainments media etc«

Sponsoring in Home Exhibition conducted by Real estate companies, builders, promoters and for
companies who are in construction business.

These are the first step by how people would get recognition about the product. This is common
for both consumer and Industrial consumer.

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aonsumer sales process: ?

Sponsorship, advertising, promotion. Stalls in Home exhibition. Lead identification

(Or)

Electrical exhibition

After awareness or recognition of the product. alosing.

Dealers (were many brands are available ± were people can choose one among many)

Havells Galaxy (Backward Integration ± aompanies own shop were many collection of electrical
and fitting products are available for their customers).

Industrial consumer sales process: ?

Sponsorship, advertising, promotion, stalls in Home exhibition.

Initial aontact.

Sales lead.

Need identification

Qualified Prospect.

Proposal.

Negotiation and alosing.

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 These are the several steps followed in sales process for both consumer and Industrial
consumers. For consumer and Industrial consumer, process of recognition and brand awareness
may be same but getting about the lead or little different. In consumer selling role of Sales force
is not that much high when compared to the sales force required for Industrial consumers.
Though the sales force is needed for consumer also it does not require as that much required for
Industrial customers.

In consumer selling after the consumer become aware of the product the main most thing
for their company is to make product available for the consumer with the help of dealers were in
they can be both wholesaler and retailer or it can be done by the same way as Havells done it by
following a strategy called a backward integration and setting company¶s own shop ³Havells
Galaxy´ were only their brands available more easily and at discountable price. In consumer
selling, if we can see at figure: 2 we can identify that sales process is closed in one step for
acquiring that product in exhibition were in consumer who have build up new hose or people
who are looking for houses come there. So possible of closing the sales are easy in this kind of
product for consumer selling.

In Industrial consumer selling requirement of sales force is higher, but it also depends
upon the size of the Industry. If it is a small or medium sized Industries either they can get
directly from the wholesaler or directly they can go and approach to their companies own shop
Havells Galaxy and get at good discounts buying in bulk or else they can have a direct dealing
with the company to supply them.

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SMALL OR MEDIUM INDUSTRIAL aOMPANIES

 
  


 
  

   
    

 

 

  
  
 

 

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 As shown in the figure: 4 Industrial consumers receive their product or service as per the
size of their organization. But only in the case of small enterprise they can finish of their closing
sale very easily but in case of meeting medium and large industrial customers they have to
follow all the steps as shown in figure: 3.

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 Since Havell have different product under electrical Industry and also because they have
their own shop Havells Galaxy their sales organization can be divided as shown in Figure no:5.

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General sales Manager
            
            
            
            
            
            
 Sales
 Manager for      Sales
 Manager
 for 
      or Store
Shop  Manager
  consumer
  products.
 
Industrial consumers.
            
            
            
            
            
            
            
            
  
Training directors
    
Sales Promotional Managers
    
Director of sales analysis
            
            
            
            
            
            
 Sales
 personnel
   Sales
 personnel
    Sales personnel
  

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From the above Figure: No. 5 we can see the sales organization of an havells company.
They have three sales forces team one for aonsumer product, other for Industrial consumer
product and another one for store. For which they are controlled by Sales Manager for aonsumer
Product, Industrial Product and Stores respectively. For all the three categories there are three
common activities Training, Sales promotions and Sales Analysis which is done by training
director, Sales manager and Director of sales analysis respectively which help the sales force
team to capture the correct and segment market and perform better.

For E.g.: Training makes people more skillful, efficient and knowledgeable.

Promotional activities make people aware and remember about the product
which make sales force job very easy to introduce.

Sales analysis makes sales force team to understand their target, roles and
responsibility and work accordingly. For all this department front line employee i.e. sales
personnel act as a key player for creating and generating business. In shop their role his to help
the customer to find the things, in Industrial consumer he would be responsible to do Initial
contact and sales lead. In exhibition also sales force is used very effectively. Thus sales force
plays a major role in almost all the activities.

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Sales force requirement is nothing but Recruiting and selecting of sales personnel. In
Electrical Industries while recruiting the sales force the preliminary activity of the company is to
do job analysis, write job description and prepare job satisfaction. Since electrical industry
needed sales people who have knowledge about technology needed since they are the front line
employee and the role of sales personnel also very huge here since India is a developing country.
So, Recruiting can be done by sales manager itself to understand knowledge about the sales
personnel. In this Industry its better to fill some main or critical area with the people who are
already existing with their company as a Internal. Recruiting referrals is of major advantage
because a person who refers his or her friend for their organization knows their roles and
responsibilities it is better to select a sales personnel in Referrals system. Nowadays there are lot
of ways to recruit people, many consultancy are there who helps us to get the exact sales person
required, aampus recruitment, advertising through paper and through employment agencies
etc«

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 First step of selecting sales personnel is to do pre-interview screening were the people
would be rejected and selected for interview based on their experience, qualification and skill set.
Here they filter the resume for selecting a effective sales force. Second step is to Interview the
person. Third would be doing credit checking and checking with references and in selection
process they should not forget about doing physical examination of an employee and final would
be offering employment.

 required in electrical industry Bachelor¶s of marketing or electrical

engineers. If it bachelor¶s of marketing they need some experience in same industry or if he his
fresher some extra training should be given. If it is an engineers and have no prior experience in
marketing need an additional training in building their marketing skills. Some fundamental
knowledge of the power, cable and wires business and market in the world is required.

!"#$#required are having technical background, having marketing and sales skills,
presentation skills. Strong interpersonal relationship and team spirit. Technical marketing skill
and product knowledge in electrical market. Strong strategic thinking and problem-solving skills
are essential. Ability to work under pressure and to be focused on customer and time
management.


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Motivation is nothing but setting a major goal and setting up a path. Effective motivation
would be Appreciation of good job done, Helping on personnel problem by the manager, Job
security, good wages, Interesting work, promotion and growth in the economy, work culture and
personal loyalty to employee. Motivating employee would result in less absenteeism and high
productivity with quality and for exploring new methods. People, who are motivated, are highly
committed to his/her work.

In this electrical industry people is motivated in following ways:

People can be motivated by giving them exact role specification.

Giving adequate training to their employee. This helps new sales person to understand
more about the company, process since it is a technology oriented industries.

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 Linking sales person in group performance activities like promotional campaign, trades
and exhibitions were they can meet new people and know about their competitors and more over
being a part of the team is esteem for a front-line employee.

À Setting up of achievable goals.

À Giving them routine feedback and encouraging them on their performance.
À Helping their employee in case if he needs any help in handling certain customers.
À Promotions to reduce employee attrition.
À Incentives as a factor, for which company pay them extra for the extra target
achieved.
À Rewards and recognition: Setting up individual goals and seeing individual effort
and calculating their individual performance and rewarding them.
À Leadership should lead like an example for their sales person.
À Leader should take their salesperson into confidence while achieving challenging
goals.
À aontribution of leader to achieve group goals.
À Encourage and advice them to use effective sales techniques.

In this electrical industry, these are the identified sales process, sales organization and
motivation program followed by the companies whose products are sold to both consumer and
industrial consumer segments.





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http://www.havells.com/

http://www.laynetworks.com/Theories-of-Motivation.html

Sales Management Still, R R & aundiff, E , (5th ED), Prentice Hall

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