Setting Sales Targets in FMCG GT is Like Cooking Biryani ??—Get the Proportions Right, and You’ll End Up With a Winner ??!

Here’s How to Validate Your Targets Without Giving Your Team Ulcers:

? Dos

1. Contribution to National Business ??

Your sales target is not just about individual markets; it should align with the national business objectives. For example, if biscuits ?? contribute 20% to your overall sales, a reasonable growth target could help uplift the entire business in Bangladesh. Focus on high-growth regions like Dhaka or Chattogram, which contribute heavily to national sales.

2. Category-Wise Focus in Different Markets ??

Different categories perform differently in various markets. For example, cold creams ?? might perform well in the northern regions like Rangpur in winter, but not in Cox’s Bazar. Validate category-wise growth potential based on geography.

3. Brand Launch and Alignment with the Marketing Team ??

Launching a new product? Your sales target needs to be aligned with the marketing team’s plans. For instance, if you’re launching a premium biscuit brand, marketing activities like promotions, sampling, or advertising should be synchronized to boost sales.

Pro Tip: For a successful launch, work closely with the marketing team to set realistic targets based on product visibility, consumer demand, and campaign reach.

4. Dig Into History ??

Look at past sales trends. If biscuits ?? grew by 10% last year, aiming for a 50% growth this year is like expecting magic. Unless you've introduced a new product with exceptional demand, use historical data wisely.

5. Break It Down ???

Split targets by cities, regions, or even specific retail points. “Sell more” is not a strategy—it’s a vague prayer ??. Assign clear targets for Dhaka, Sylhet, and Chattogram based on their potential.

6. Understand Market Potential ??

You can’t sell cold drinks in the winter in Rangpur ??, just like you can't sell cold cream in the middle of summer in Barisal. Always check if there’s room for growth in the category in specific markets.

7. Seasonal Spices ??

Adjust for festivals like Eid ??, Pohela Boishakh ??, and Durga Puja ??, or seasonal changes. During Ramadan, products like beverages and snacks spike. Cold creams, on the other hand, should be prioritized during the winter.

8. Talk to the Troops ??

Your field team knows the local realities in Jashore, Rajshahi, and Khulna. Before setting a 20% growth target for biscuits in Chattogram, consult them. They might know something you don’t, like distributor capacity or local competition.

9. Competitor Watch ??

If your competitor is offering buy-one-get-one-free on detergents ??, be cautious with your growth targets. Watch what your competitors are doing to adjust your strategy.

? Don’ts

1. No Overambitious Targets ??

Want 100% growth? Be realistic. Targeting high growth is one thing, but expecting the impossible could burn your credibility. Start small and aim for gradual growth.

2. Don’t Ignore Distribution ??

Even the best targets are meaningless if your product isn’t available in stores. Make sure to focus on distribution, especially in regions where it’s lacking, such as Bogura or Barisal.

3. Don’t Assume Uniform Growth ??

Dhaka isn’t the same as Khulna or Rangpur. Growth varies across regions, so validate your targets accordingly. What works in an urban market might not fly in smaller towns.

4. Don’t Forget ROI ??

Your distributor has to make a profit. If they lose money hitting your target, they won’t last long in the business. Ensure that your distributor is making healthy margins while growing sales.

5. No Emotional Decisions ???

Avoid setting targets based on gut feelings or unrealistic aspirations. Rely on data, history, and your team's feedback to set reasonable expectations.

?? Quick Example: Setting Biscuit Sales Target for Dhaka

Bottom Line:

Set your sales targets like a chef making biryani—get the data, understand the market, align with marketing, and use a pinch of common sense. ?? Nobody wants unrealistic sales targets that cause heartburn ??, just like no one wants to chew on undercooked biryani ??.

#FMCG #MarketShare #BangladeshBusiness #SalesStrategy #NielsenInsights #Leadership #Innovation #ChangeManagement #FMCG #BusinessStrategy #SmallBusiness #Agility #BangladeshMarket #DigitalTransformation #TradeMarketing#LeanOperations #NicheMarketing #FMCGStrategy #SmallBusinessWins #RouteToMarket #BangladeshFMCG #TradeMarketing #SalesGrowth #MarketAgility #DigitalTransformation #BrandStrategy #LocalBusinessSuccess #ConsumerTrends #ShopperMarketing #BusinessInnovation #DistributionExcellence #CompetitiveAdvantage #EmergingMarkets #SalesExecution #GrowthHacking #RetailStrategy