rajeev s. thatte b. pharm (udct), m.m.s. (jbims), smedp (iim-a) enterprise excellence consultant...
Post on 19-Jan-2016
221 Views
Preview:
TRANSCRIPT
RAJEEV S. THATTE B. Pharm (UDCT), M.M.S. (JBIMS), SMEDP (IIM-A)
ENTERPRISE EXCELLENCE CONSULTANT
Managing Trustee, Health Foundation Trust
Editor, Mumbai Dinank, Marathi Fortnightly
SALES AND PROMOTION MANAGEMENT
Innovations
Relations
Support
Success
Value Additions
MARKETING Market Research
Product Development
Pricing
Advertising / Promotion
Sales team development & control
Positive Targeted Results
Profitability
Marketing supported by R&D, Productions, HRD, Finance, Legal Department
HISTORY OF “SALES”
AS A CONCEPT
Selling is Practiced for Thousands
of year
Individuals concentrated on their
abilities and “gathered” products or
services for “Sales:
Barter system was the first way to
exchange – sale goods or
services.
600 year B.C. money – currency
was developed and barter system
started diminishing
Between A.D. 400 to A.D. 1100
only Western Europe effectively
developed the concept of sale
with money – currency media.
People in the rest of the word
continued to make everything
within family or group of
families
Around A.D. 1200 towns started developing leading to specialized individuals with specific skills.
E.g. Cobblers made shoes, tailors sewed clothing, metal smiths created table ware and jewellary.
Some of these developed a mass scale
production (or making – or servicing) of
goods and hand over to merchants to sale.
Marchants travelled far and wide, and collected
good to “Sale”.
Industrial revaluation of 1700 AD and early
1800’s increased the importance of selling
machinery which replaced hands, started
producing articles in large quantity and better
quality.
In Spite of this people did not start
beliving brands or products and buy it.
This was the time sales entered as a
special technique to take products
personally to customers, likely users
and started explaining the usefulness.
In USA Sales concept developed more rapidly.
The traveling salesman started traveling with actual material to be
sold. It was rifles, rope, cooking utensils, fabrics, thread, combs,
axes, tools, ammunition, gun powder and dynamite.
The Salesman life at that time was
strenuous, lonely and hazardous.
Salesman walked themselves from
town to town, moved on horses, and
few lucky using bullock carts.
Modern Selling As nations expanded and economics grew,
Salesman’s role changed.
In 1900 the category of marchandizers
changed, became more complex and
sophisticated.
Salesman became very important link
between customer and company.
The 2000 came with great changes. New
products, new channels, new medias, new
characters of people, new economic classes
developed.
Studding this history of ‘sales’ may help us to
learn where we stand as on date.
It gives as a vision to understand “TODAY” and
have perfect vision to visualize next 50 years..
Upto 2060 !
Strategic Business Plan
Marketing Plan
Communication Promotional Plan
Strategies to move us from where we are to where we would like to be
Objective to realise these strategies
Objectives of each activity
Advertising Sales Promotion
PR and Publicity Direct Marketing
Programmes and Budget
Review and Evaluate
Detailed plans and budget allocation
Results measured and compared
Communication Planning
Personal Selling
Player Remarks
Sender He is originator of communication.
(Source) His communication objectives must be clear.
He must understand the field of experience and frame of
references of his receiver.
He has to consider the readiness of the receiver to receive the
communication. He could be a sales person, advertisement or
coupon.
Message It should be true to the contents of the communication emerging
from the sender. It must be so worded that the receiver is able to
decode it. The process of arranging the message, in words and
pictures is called encoding.
Message Once There is a choice, a channel or a channel mix that is most
effective must be chosen. The channel can be spoken word
(personal selling) or the mass media.
Communication Process in Essence
Communication Process in Essence
Player Remarks
Channels (advertising).
Receiver The communication must reach him. He must be prepared to
receive the message. He is the target of communication. On
the delivery of message, the receiver attempts to interpret
the message. It is called decoding.
Feedback It completes the cycle of communication. It establishes for
the sender that the message has been received and
understood the way he wanted it to be received and
understood. It is the part of the overall response that is
measured by the sender.
Factor Interpersonal Mass
Communication CommunicationSpeed with which a large Slow Fast
audience is reached
Cost of reaching a large audience High Low
Attention – arresting capability High Low
Content Clarity Low Moderate to low
Accuracy flow traffic Two – way One – way
Feedback High Low
Comparison Between Interpersonal and mass Communication
Promotional Source Encoding Media Receiver Decoding Feedback
Mix Element
Advertising P & G ad Audio and Video TV Housewives Consumers Purchase
for Ariel in colour Commercial learn about of Ariel
The product’s Sales rise
stain removing up
Personal Eros Words, body Personal visit Doctors Safe anti- Prescription
Selling Pharmaceuticals language, inflammatory flow
anti – inflammatory Personal properties of
Diclofenac appearance Diclofenac
Sales Shopper’s Stop Discount Offer Local Women, Consumers Consumers
Promotion at a sales Newspaper children, Men judge the avail of offer
festival Direct of middle and benefits
mailings upper class
Publicity Interview of the Words, TV show Viewer in Viewers Viewers
chairman of gestures, India understand favorable
Hindustan Lever appearance how lever brings image about
useful products for lever
the consumers
End Consumer Demands the
Product
Retailer Wholesaler Manufacturer
Pulls Pulls Pulls
Product Product Product
Promotion
Pull Strategy of Promotion
Manufacturer
Wholesaler Retailer End Consumer
Push Push Push
Promotion
Push Strategy of Promotion
Promotion Promotion
Sales
Development Introduction Growth Maturity Decline
Sales
Time
Promotional Objectives
Generate awareness
Improve
awareness Improve
awareness Maintain brand preferences
Phase–out the product profitability
Motivate innovators adoption
Promote trials adoption
Further brand preferences
Promote new applications
Penetrate the market
Consolidate distribution
Consolidate distribution
Promotional Activity
Public relations Primary advertising
Brand advertising
Brand advertising
Ads phased out
Introductory ads Sales promotion for consumers, dealers
Sales promotion
Less S.P. S. P. phased out
Personal selling of dealers
Personal selling of dealers
More S. P. for / of dealers
S. P. for dealers phased out
Promotional Activities
Medias Available Hand Bills
Posters at POP
Wall paintings
Banners on roads / Bus Stops / Railways
Shop Boards
Advertisements on Rail / Bus / Air Tickets.
Sponsoring projects (special, commercial)
News paper Advt-News paper Tie – ups
Radio / FM / SW (Advt-Programme sponsorship)
TV Media Advt. – TV Media Tie –ups
Network – websites
Media Articles
Road / Mall flooring pasted Advt.
Hoardings
Man power (Door to Door sampling & Advt.)
Man Power (standing besides Highways major Roads
with T-Shirts/Banners in Hand
Festival Dress (T-Shirts etc. ) Banners, Posters etc.
Payment modes
Commission (for doing promotion)
Barter
Rupee / cash payment
Shares issued for the limited company
for advt. released in media (Times Group)
Generating Profits by using promotional medias
SMS: costing Rs. 7 (Rs. 1
to Airtel + Rs. 2 to TV
channel + Rs. 2 to Company
giving Advt. in media + Rs. 2
to cost of producing
Programme )
Case study of FMCG Industry
Sales / Promotion Activities
Instant Mixes (Gitts, MTR )
Heat & Eat Ready Vegetable (MTR / Kitchens of
India)
Spices (MDH, Everest, Badshah, Shan)
Edible Oils (Sweekar, Saffola, Mustard Oil)
Hair Oils ( Coconut Oil, Herbal Hair Oils, Non
Greasy Hair Oils)
Study : Market Size, Market share of
Each Company or brand,
Distribution strategy,
Promotional media used,
Sales Network in India. Media
cost incurred. Get POP print
Advt (Xerox) in class next
time.
top related