Comprehensive Sales Management Analysis: A Case Study of Unilever

This report provides an in-depth analysis of sales management principles and structures within Unilever plc, a multinational consumer goods organization. It explores key principles such as consistency, delegation, equality, and conviction, and their impact on sales planning and reporting. The report also examines different sales structures, including geographic, marketing, and functional structures, highlighting the benefits and how Unilever utilizes a divisional structure to manage its global sales operations effectively. Furthermore, the advantages of selling through retail channels are discussed, focusing on distribution reach and customer engagement. The analysis emphasizes Unilever's strategic approach to sales management, which enables the company to maintain a competitive edge in the market. Desklib offers a platform to explore similar solved assignments and resources for students.

Sales management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Sales management is related to those management of the organisation under which the managers
has develop effective sales personnels, coordinate all the activities of the sales and apply
different sale techniques which helps the organisation to achieve their sales targets. Sales
management is one of the important part of company which enables the organisation to maximise
their revenues by increasing their sale. It is essential for the management that they focuses on
different types of sales strategies and techniques so that company can achieve their targets. The
sale targets of the company must be effective and clear to all the employees of the organisation
because if the goals are not communicated to the sales force then the workers does not have any
direction to make efforts in the organisation. The organisation which are selected here to make
this report is Unilever plc. It is a well known consumer goods organisation of United Kingdom
and also include in the multinational organisations list. The management of this organisation has
spread their business in many parts of the world and provide range of products there such as
home care products, skin care and many more. This report includes key principle of sales
management and also the benefits of sales structure. It also explains the advantages and
importance of sale through others. It also provides brief discussion related to the development of
sales strategies in the organisation.
TASK
P1- Explanation related to the different principles of sales management in relation to sales
planning
It refers to those management of the organisation under which the managers has
conducted different types of activities for the sales promotion such as planning and organising
the sales force and provide them effective coordination so that the useful information can be
transferred from one place to another (Danyliuk and Dashkevych, 2020). The sales of the
organisation has huge importance in the success of the organisation so that it requires more focus
from the management towards them. There are different types of principles are present in the
market which helps the management of the organisation to achieve their sales targets. These
principles of sales provide effective direction to the management so that all the employees makes
efforts in right direction.

Consistency-
It is one of the important and valuable principle of sales management under which the
management of the organisation has developed effective rules and regulations in the
organisation. All the employees of the sales department has to follow these regulations and rules
developed by management. It is very important for the management that make their policies and
rules consistent which means it does not change in short span of time. If these guidelines are
continuously changed by the management than they confuse the sales force and makes difficult
for them to achieve these targets. This principle of the sales management is related to sale
planning and reporting. It is very important for the management of Unilever that they developed
effective and consistent sales policies in their workplace so that their targets of sales can
effectively be achieved.
Delegation-
This principle of the sales management are based on the efficiency on work. It enables the
managers of the organisation to focus and concentrate those efforts in the organisation which
helps them to achieve their targets with great efficiency (Groza, Zmich and Rajabi, 2021). It is
very important for the management of the organisation that they develop effective schedule in
their organisation which is followed by the sale employees. The management of the organisation
has to provide considerable freedom to the employees to take decisions and makes their efforts
more competitive in the organisation. This principle of the sales force helps the employees to
provide their new and creative idea to increase the sales of the company. It helps the employees
to increase their productivity in the organisation because the company has provide considerable
resources to them. It is essential for the managers of Unilever that they delegate considerable
powers to their employees so that it becomes easy for them tom achieve their targets.
Equality-
It is one of the common principle of sales management which is used by many organisation of
the world. As per this principle, the management of the organisation has developed those culture
in their organisation which promotes the equality so that the employees are motivated towards
the organisation. Under this principle of sales management the management of the organisation
has to developed different ethical practises in their workplace so that the employees makes

efforts to achieve the goals and objectives. It is the duty of the managers of the organisation tht
they treat all the employees equally and does not biased on any employee. This principle helps
the management of Unilever to operates their business in highly competitive market because of
high morale of the employees.
Conviction-
It is the last principle of sales management under which the management of Unilever has find
many benefits while performing their duties of sales planning and reporting. This principle of the
sales management helps the management of the member and other staff of sales department to
operate their functions with accuracy and without any problem (Harrington, 2020). It is very
helpful for the management to deal with the competition present in the market. It enable the
management of the organisation to focus on marketing of the organisation so that the
organisation can achieve their sales targets. It enables the managers
P2- Explanation of sales structure benefits and how the organisation has used this structure
There are different types of organisations are working in the market and uses different type of
sales structure inn their business. These sales structure helps the organisation to develop effective
sales strategies and makes possible the achievement of organisational goals and objectives. The
brief discussion related to different sales structure and their benefits are given below
Geographic sale structure-
This structure of sales is related to the geographical locations of the customers under which the
management of organisation has developed effective segments in term of geographical locations.
Under this methods the managers has applied different workforce on those location where the
availability of potential buyers are more and high. The main aim of the managers behind this
segmentation is target different types of customers from different geographical locations. It is
very important for the managers of the organisation that they analyse the nature and conditions
of different geographical area so then developed effective sales strategies to positioned their
product in the selected area. It is not easy for the management to achieve their sales targets in
new geographical area so it is important for them to establish effective collaborations with
different local companies so that the,y can use their markets to established their business. There
are many benefits and advantages of this sales structure are present. It helps the sales force of the

organisation to establish their business I geographical area in effective manner. It helps the
employees of the organisation that they develop effective skills in their personality because of
the experience of different areas. It helps all the employees of the organisation to achieve the
favourable outcomes so that their career development can be possible. If the organisation has
perform their sales functions in different location then the volume of sales are increases and cost
per unit of the company can be decreased which is great benefit for the company.
Marketing sale structure-
It is one of the successful and used structure of sale which is also called consumer sale force
structure. This sale structure of the company are based on providing duties and responsibilities to
different types of sales managers of the organisation. It is the duty of these managers that they
provide considerable opportunities to the employees so that they becomes successful in their
sales targets (Honerkamp, 2020). Under this structure of sales, the managers of the organisation
has try to develop effective relations with customers so that their product can be successful in the
market. The main benefit of this sales structure is that the employees are motivated towards the
organisation because they have considerable growth opportunities in the market. It provides
effective management in the organisation so the achievement of sales targets are very high.
Functional structure-
It is one of the most important and valuable structure of sales which is based on the
specialisation of employees. Under this structure of the sales the management of the organisation
has provide duties and responsibilities to each employee of the sales department on the basis of
their speciality. It is very important for the managers that they evaluate the personality of the
individual and then find their strength. As per this structure the whole organisation are divided
in small department such as human resource, information technology and many more. There are
different types of advantages are present for this sales structure. It helps the managers of the
organisation to evaluate the strength of their employees. It helps to achieve effectiveness and
accuracy in the work because each employees has duty according to their speciality.
Product and marketing sale structure organized in Unilever plc

The management of the Unilever are very dynamic which has used different measures in their
organisation so that their organisation becomes more competitive in the market. It uses divisional
structure in their organisation because of their huge sales volume. Under this structure , the
whole sales department of the organisation are divided into smaller sections such as information
technology, marketing and human resource. All the departments has their functions and duties in
the management. The management of the organisation has operate their business in different
countries of the world so the level of sale are very high (Hu and Xu, 2021). The management of
Unilever has distribute their product from three points such as stores, retailers and kiosk. The
structure which is used by the company has many advantages because of their effectiveness. It
helps the organisation to achieve their sales targets effectively. The division of sales departments
in different units helps the company to manage all the activity effectively and minimise the
chances of deviations in the in the strategies. It enables the management of organisation to makes
their functions more competitive in the market. The division of the departments helps the
company to develop effective sales strategies.
P 3 Explanation in relation to the advantages of Sales through method
The sale through concept are very important for the management of Unilever because it helps the
management to understand the volume of the sales in comparison to the total products of the
company. It helps the organisation to develop effective supply chain in the organisation. It is
very helpful for the company because it enables them to focus on the development of effective
cost measures in the organisation.
Advantages of selling goods through retail channel
Distribution Channel-
The retail channel of distribution is one of the most important and valuable channel
which is used by many organisation of the world. The management of Unilever has also used this
method because of their huge profit margins in the market. The products of the Unilever are
visible in most of the retailer shops which is a result of their effective distribution channels, it is
very important for the management of Unilever that they provide their product at right place on
right time.

Reach-
The reach of the company plays a important role in the success of the organisation in the
market. The business of Unilever are spread in different countries of the world which has huge
customer reach. The high reach of the company helps the management ton earn huge sales of
their product in the market. It is very important for them to develop effective marketing
framework in their organisation so that the information of their products can be reached at huge
number of buyers. This helps the company to attracts new buyers from the market which helps
them to get huge revenue from the market.
Customers-
The use of retail distribution by the management of Unilever are very effective in term of
cost saving in the variable expenses on sale of product (Le, 2018). The retail outlet of the
company has provided huge reach of the customers which helps to increase the level of quantity
sale of the company. It is very important for the management of the organisation that they
develop effective and efficient feedback criteria in the organisation so that the customer becomes
loyal towards the organisation.
Selling-
Selling is important part of the organisation under which the management has developed
many effective strategies in the organisation to improve their selling percentage of the company.
The selling of the products from them retail distribution are not the easy task of the business
because it requires effective communication and training to the employees. It is essential for the
management of Unilever that they develop effective training framework in their organisation so
that they can work effectively.
Marketing
Marketing is one of the most important aspect of the organisation and modern day
business as it helps the organisation to stimulate the demand of the products in the market. The
management of Unilever has developed systematic marketing framework in the organisation
which helps to increase the sale of their product. It uses television and social media marketing
which provided them high level of customer attraction and preference.

Awareness of brand-
The awareness of the brand is an important factor which influence the success of any
organisation in the market. The management of Unilever has developed multiple range of
distribution in the market such as retail, kiosk and company stores. These multiple distribution of
the company has provide effective brand image to the company which helps them to increase the
volume of their sales in the market. It is very important for the management of the company that
they make their marketing more diverse so that the awareness of their brand can be increased.
P 4 Explanation related to the principles and methods of selling Principles
Retention of clients-
The retention of the customers is one of the most important and significant aspect of the
company because it helps the organisation to manage the level of their volume for long period of
time. It is essential for the managers of Unilever that they understand it is easy to satisfy the
existing customers of the company in comparison to formed a base of new customers (Misra,
2019). It should be the first priority of the managers to focus on the needs of existing customers
of the market. If the existing customers of the company are satisfied with them then the chances
of success of company in the market are possible. It can be possible that if the existin g
customers are happy with the company than they recommend the product of the company to
company to new customers also.
Social Media-
It is one of the most biggest and successful method of marketing in modern day business.
There are different type of social media applications are developed in the market such as
Instagram Facebook and many more. These social media websites has provide many
promotional tools which can be used by the organisation to advertise their product and services
in the market. The main point of attraction towards this method of marketing by the business
organisations is the high reach of people in these social media platforms. The management of
Unilever has used this method to advertise their products.
Sense of data-

It is very essential for the management of Unilever that they organise effective sources of
data in their organisation. It helps the organisation to develop effective sales and marketing
strategies in the market.
Utilizing technology-
The impact of technological advancement are very high on the business of the
organisation if they use in effective manner. There are different types of new and advanced
technology came in the market which has an ability to develop efficiency in the business. The
important barrier which restricts the company to gain the advantage of new technology is need of
huge amount of funds which is not possible for most organisation. The financial position of the
Unilever are very good which enables the company to acquire different types of technology in
their workplace and enjoy their benefits.
Positive Culture of Sales-
The culture of the organisation plays a important role in the achievement of sale targets
by the managers of organisation (Rapp and Beeler, 2021). It is the duty of the top level
executives of the company that they developed effective working culture in the organisation so
that all the employees are stay motivated towards the organisation. The culture of the
organisation should promotes the employee rights and equalities. It is very important for the
managers of organisation that they treat all the employees in the organisation equally which is
very important for their motivation.
Avoid change of routes-
It is very important for the management of Unilever as well as for their customers that the
locations distribution remains the same and will not be changed regularly. It is essential for the
managers of the organisation that they develop effective selling points in the market.
Website-
The website of the company is the important source of information for the customer of
the organisation. It is very important for the management of Unilever that they develop attractive
website of their company and provide all the information related to their company on those
websites.

How they contribute to building and managing customer relationships'
The effective relationship of company with their customers are very important for their
customers because it helps the company to develop effective strategies in the organisation. It is
very important for the management of organisation that they focuses on customers relationship
while forming the strategies in the organisation
P5 Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures.
The importance of strategy development are very high in the management because it provides
direction to employees as well as to managers towards the achievement of organisational goals
and objectives. All the strategies developed by the company has similar ultimate objectives that
to make the organisation more competitive and effective (Razmochaeva and Klionskiy 2019) . It
is important for the management of the organisation that they focuses on different internal and
external factors of the company so that the chances of deviations can be minimise in the
organisation.
Helps to identify the target markets
It is very important for the managers to develop effective strategies in their organisation
because It enables the company to develop and identify targets markets for the company. Target
markets refers to those market of the company under which the demand of the companies
product are high and where the company can positioned their product.
Helps the company to develop effective distribution channels
Distribution channels refers to those channels of the organisation which is used by the
management to distribute their product and services to their customers. The distribution channels
of the company are developed in such a way that promotes to provide the right product at right.
The development of sales strategies are very important for the development of effective channels
in the market. The managers of the organisation has evaluated all market conditions in
development of sales strategies for the organisation and the deviations and problems faced by the
company in the development of channels are minimised.
Helps to mitigate competition in the market
As there is a cut throat competition present in the market which has created price war in market.
The presence of this condition are not beneficial for the company as the profit margins of the

organisation are negatively impacted from this. It will lead many problems to the organisation. If
the organisation has developed effective strategies in relation to the sales and marketing the then
the number of chances of their success in the market can be increased (Shan, 2020). The
effective marketing strategy of the company helps them to mitigate the competition present in the
market.
CONCLUSION
The development of effective sales strategies in the organisation are very important
because it helps the organisation to deal with the competition in the market are concluded in this
report. There are different types of sales principles are present in the market which can be used
by the management are concluded in this report. There are different advantages are present in the
market which helps the organisation to make themselves competitive are concluded in this
report.