Implementing Sales Management Knowledge on "Oyster Pharmaceuticals Limited."
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Welcome to the Presentation
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Implementing Sales Management Knowledge on -
“Oyster Pharmaceuticals Limited.”
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“Sales management: The attainments of sales force goals in an effective and efficient manner through planning, staffing, training, directing, and evaluating organizational resources.”– Charles M. Futrell, Fundamentals of Selling
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Theories of SellingSelling is considered an art by some and a science by others and has produced two contrasting approaches to the theory of selling.
1) Seller Oriented ( AIDAS & Right Set of Circumstances)
2) Buyer Oriented ( Buying Formula & Behavioral Equation)
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“AIDAS” Theory of Selling
The theory - popularly known as the AIDAS theory, after initials of the five words express it . Attention, Interest, Desire, Action and Satisfaction).
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“Right set of circumstances” Theory of Selling
It is also called the “situation-response” theory.
The major emphasis of the theory is that a particular circumstance prevailing in a given selling situation will cause the prospect to respond in a predictable way.
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“Buying Formula” Theory of SellingThe theory is based on the fact that there
is a need or a problem for which a solution must be found which would lead to purchase decision, as shown below:
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Behavioral Equation” Theory of SellingFour essential elements of this model are –Drive – a strong internal stimulus that impel
the buyer’s response- Innate drive (psychological)- Learned drive (status/social)
Cues – Weak stimuli when the buyer’s respond- Triggering cue- Non – triggering cue - Specific product
Response: What buyer does?Reinforcement – event that strengthens
buyer’s tendency of response.
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Howard incorporates these cues in an equation: B= P*D*K*V
B = ResponseP= Predisposition/ inward response
tendency habitD= Present drive levelK= incentive potential i.e.
value, product/potential satisfaction of the buyer Example if predisposition is positive then automatically
K is activeV= intensity of all customer
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Sales ForecastingThe forecasting process is defined as
the series of decisions andactions taken by a business
organization in:Identifying the forecasting
objectivesDetermining the independent and
dependent variablesDeveloping a forecasting procedureUsing the available data in the
selected method to estimate the sales in future
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Sales Forecasting Methods: The sales forecasting method is a procedure for estimating how much of a given product (or product line) can be sold if a given marketing program is implemented.
Quantitative methods &Qualitative methods
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Sales Force SizeThe size of the sales
force greatly depends on the way the department is organized. In its simplest terms, one can keep on hiring until the last sales person does not produce more in sales than they earn.
Equalized Workload MethodIncremental Productivity
Method:
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Equalized Workload MethodSuppose average number of calls 1000 per year. Sales force size can be calculated as:Sales force size = Total workload + Average number of calls per salesman= 39000 + 1000= 39Company’s sales force size is 39 salesmen. It needs 39 salesmen to meet its workload.
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Incremental Productivity Method
In this method, additional (incremental) cost of salesman is compared to additional (incremental) sales revenue.
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Organization Identification
Oyster Pharmaceuticals Ltd. started its operation on April 2010. Initially it launched countrywide sale with 17(Seventeen) of 29(Twenty Nine) licensed products and covered total 38 districts by the selling network. Presently Oyster produces 18(Eighteen) generic products and other several new products are in the pipeline for production. Location:
Factory: Borhanuddin Road, Kushighat, Sylhet Head Office: 101,102 Loudi Vaban Housing State,
Sylhet Register Office: Pritom Hotel, Tupkhana Road, Dhaka.
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Mission, Vision & Core ValueTheir mission is to emerge as a
technology-driven manufacturer of quality medicine and offer cost effective healthcare.
Their vision is to become a highly efficient generic manufacturer of Pharmaceuticals products, which will satisfy the needs of customers.
In order to achieve this Vision, they undertake to create value for all the constituents they serve: their customers and the community
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Product line & Capacity:
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Strength & Target:Its strength lies in the commitment
of both management and workers to deliver value to the clients, customers, consumers and well-wishers.
To maintain customer trust and satisfaction nationwide that includes local and international compliance of 46 LDCs (Least Developing Country) barrier and opportunities within the year of 2016 with trusted name in quality medicine.
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Management PolicyProceed always with ambition and
youthfulness. Respect sound theory, develop first
ideas and make the most effective use of time.
Enjoy your work and encourage open communications.
Strive constantly for a harmonious flow of work.
Strive to address important environmental and safety issues.
Shaping dreams with creativity and ingenuity.
Creating consistent quality nationwide.
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Oyster Pharmaceutical’s Selling Theory
Oyster Pharmaceutical Ltd. follows the AIDAS theory of selling. As pharmaceuticals Oyster’s prospects are.
DoctorsChemistDrug dealersForeign PharmaceuticalsAnd others who are directly or
indirectly associated with drug buying or selling.
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Oyster Pharmaceutical’s Sales Forecasting
Oyster Pharmaceutical Ltd. doesn’t have forecast professionals, the sales staff to generate the sales forecast. Because it is a small organization which is newly opened and doesn’t have the high capacity to forecast sales. However, the company impose 15% target on MPOs to increase sales than last year’s volume.
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Oyster Pharmaceutical’s Sales Force Size
Factors influencingThe optimal reach (how many
physicians to see) and Frequency (how often to see them)
for each individual physician, How many sales representatives to
devote to office and group practice How many to devote to hospital
accounts if needed.
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They use additional information such as:Profitability of a prescription (script), Accessibility of the physician, Tendency of the physician to use the Oyster
Pharmaceuticals company's drugs, Effect of managed care formularies on the
ability of the physician to prescribe a drug, The adoption sequence of the physician (that
is, how readily the physician adopts new drugs in place of older treatments), and
The tendency of the physician to use a wide palette of drugs
Influence that physicians have on their colleagues.
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Work load Method1) Classify customer both present and
prospective into sale volume potential category:
2) Decide on the length of time per sales call and desired call frequencies on each class:
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3) Calculate the total work load involve in covering the entire market:
4) Determine the total work time available per salesperson:
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5) Divide the total work time available per salesperson:
6) Calculation of the total number of salesperson needed:
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FindingsLower performanceLower customer loyaltyLack of market coverageSales personnel (MPOs) incentives and
motivating level is not much justifiedLower changes in market or product policyProduct line is narrowOyster Pharmaceuticals Ltd is in chemist
market positionThe head office is in Sylhet, this is the reason
supply flows in overall country is lowFor reason of being new in market the risk is
higher to manage the business flowsLack of technological development
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RecommendationsIncreasing the business performanceAchieving customer loyalty Managing supply chain risks and increasing
commodity costs Improving information for decision-makingProduct line should be broadenShould enter in prescription marketHead office should be placed in DhakaChange & develop technological advancementAttracting, retaining and developing top
talentManaging company risk
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Conclusion
Sales Management knowledge is a solution that allows salespeople to quickly and easily retrieve the exact just-in-time knowledge and content they need can drive the buying process forward, build deeper trust with prospects
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Thank you Everyone…….
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The End