Established in 2000, Indians paints ltd, manufactures and supplies Industrial Paints, Primers and Thinners. Their range of products included Heat Resistant Paint, Anti Corrosive Paint, and Paint Thinner. They also manufactured powder coatings, floor coatings and other protective coatings. Their primary target was the industrial segment wherein they particularly catered to the automobile OEM’s, and consumer goods manufacturers.
The company located in Mumbai, India, is a medium-sized company employing 500 people, and about 150 of them are engaged in sales and marketing activities. The company potentially emphasizes on providing quality products with technical services to protect & decorate the products of their clients. They believe in manufacturing quality products at a competitive price and enhance it by providing excellent after sale service to the customer.
Through various marketing strategies and exclusive distribution the company had created a niche segment for themselves. With their superior quality product and excellent customer service the company attracted a loyal customer base and within a few years the company had created a strong position in the market. But for the past two years Mr.Sunny, the sales manager was in a grave concern as the sales team wasn’t able to meet the set target. They also were not able to retain and satisfy their loyal customers.
The company had a national sales team consisting of 14 sales representatives and four territorial sales managers. These sales representatives reported to a sales manager who was ultimately responsible to the marketing manager.
The company was spending huge sums on marketing but wasn’t seeing the expected revenue from generated leads. The situation was becoming serious since the sales were looming around the bottom line as compared to previous year sales. To make the situation worse, the company was facing an internal conflict between the marketing and sales...