Company Objective Marketing Goal Sales Force Goal

Acquire new corporate clients

Intensify efforts in industrial

category to increase market share

Increase consumption for existing

clients

Maintain 40% market share in next

5 years Increase penetration in existing
market

Consolidate position in current

decorative segment

Increase per capita consumption

in the category

Retain existing customers more

aggressively
Sales Force Strategy Sales Force Tactics

1. Provide capability demonstration through pre-sales and technical

Identify and target potential
customers
consulting
2. Capabilities in setting up highly sophisticated plants of large capacities
are based on comprehensive in-house resources and expertise.
3. Organising on-site visits for the consultants to the already commissioned
plants

1.Synchronizing sales activities using CRM tools in order to update key

Increase client acquisition via customers databases with valid, accurate and complete information.
PPG (Partner Companies) 2. Knowledge management - Recommendations to management regarding
training methods and participants at the relevant Training Center.

1. Build incentive metrics around lead generation, sales conversion, cross

selling etc
Incentivize client acquisition 2. Ensuring a quick turnaround of proposals, contracts and other
correspondence with the industrial clients.

1. Collaboration with the clients to identify their needs and specifications

regarding product performance and applications.
Promote Specialized to
General cross selling 2. Inform technical and R&D departments of changes in customer
requirements

1. Channel management, expansion of dealer network and launching new

Increase distribution base in
rural/unorganized sector
distributors in new territories
2. Manage Professional relation with all the existing and new Authorized
Dealer, Architecture, and contractors, Builders via meeting, telephone calls
and emails.

1. Educating key existing and potential customers on the use and

application of the company products, equipment and documentation both
at the customers location and within retail stores

Connect with customer while 2. Helping the customer at the customers location, performing technical
scans and audits, and proactively informing customers of the various
in store products like interior coating, exterior coating, various finishes etc.

3. Previewing colour schemes using simulations and photographs prior to

painting to help them choose just the right combination prior to actual
painting.

1. Recommend specialized solutions like waterproofing, heat resistant,

Increase cross selling reflective coating, adhesives etc

Build proactive long term

relationship with contracters

Build proactive long term

relationship with consumers