Sales Planning and Operations

This presentation discusses the role of personal selling, promotional mix, buyer behavior, and sales team in sales planning and operations. It also includes a sales presentation for Nike Shoes.

Sales Planning and Operations
TASK 1

INTRODUCTION
▪ In this section, discussion is made on understanding
the role of personal selling within the context of
marketing strategy. Here, light has been thrown on
significance of personal selling and its linkage with
promotional mix. Further, buyer behavior is
discussed within different scenario. Moreover, role
of sales team is also included in it.
▪ Apart from it, sales presentation for Nike Shoes has
been taken into account.

PROMOTIONAL MIX
▪ Promotional mix is a
sum total of different
elements that helps
company in boosting its
sales volume by
influencing large set of
customers. It supports
in reaching to
customers in different
manner through which
overall sales can be
enhanced.
PROMOTIONAL MIX
• Advertising
• Personal Selling
• Direct Marketing
• Sales Promotion
• Public Relations

PROMOTIONAL TOOLS OF BRITISH
GAS
British Gas being a prominent company in the energy sector incorporates
different set of promotional tools in order to reach to large set of customers.
Following are the list of the same
▪ Sponsorship: British Swimming Team and Southern Football League of
England.
▪ Television Advertising
▪ Telemarketing
▪ Mobile marketing
▪ Hoardings
▪ Direct Marketing

ROLE OF PERSONAL SELLING
Personal selling can be understand as a formal and paid process of
presentation of products or services to a customer or groups by making a
direct and personal contact in order to follow up a successful sale.
Personal selling plays following role within the context of British Gas:
▪ High amount of response from the target customer
▪ Boosting the overall sales volume
▪ Aids in shifting customers from the competitors brand
▪ It helps in handling query and issues of customers
▪ Bridge out the gaps between company and end users.

BUYER BEHAVIOR
Buyer behavior is the type of action being carried out by the
customers while purchasing the goods and services of the
specific enterprise. However, there are different types of buying
situation, two of them are discussed below:
▪ B2B Buying Situation: It is a scenario in which British Gas
sells product to other business organization such as hotels,
restaurant, fast food chain, canteen and other related
establishments.
▪ B2C Buying Situation: In this, individual customer is
contacted to sell the product and services of British Gas. It
refers to household customers of mentioned organization.

BUYER BEHAVIOR IN DIFFERENT
SITUATION
Buyer Behavior in B2B:
▪ Organized decision making
▪ Large number of people
involved in decision making
▪ More time is taken by buyers in
this situation
▪ Major focus is on cost and
quantity.
▪ Main aim is to develop long
term relationship
Buyer behavior in B2C:
▪ Buyer makes decision based on
inputs and suggestions from
peer groups and friends.
▪ Decision regarding buying is
taken in less time period as
compared to other B2B buying
situation.
▪ Customers focuses on quality,
▪ Meeting with short term needs
is focused majorly.

ROLE OF SALES TEAM
Following are the roles of sales team within the context of British Gas:
▪ Gaining information about the market and needs of customers.
▪ Development of concept for new products
▪ Influencing individuals to make them buy particular set of products
▪ Developing healthy relations with customers
▪ Addressing the issues and grievances of customers
▪ Development of sales lead
▪ Retaining the customers
▪ Gathering feedback
▪ Offering necessary information to clients, etc.

CHARACTERISTICS OF SALES
ADVISER
▪ Sound Knowledge of Products
▪ Gaining lead of sales on regular base
▪ Sound Communication skills
▪ Good at handling negative situation
▪ Proper Time Management
▪ Leadership skills

SALES PLAN
▪ Product: For this section, Boat Shoes for
Nike has been selected. This is so because it
has high demand and hence Nike has an
opportunity to develop such products for
meeting with the market demand.

PRIMARY SALES OBJECTIVES
▪ Company aim to develop boat shoes with
trendy colors for boys in order to meet with
market demand. Primary, product will be
launch across UK and it will be available at
online and physical store of Nike. It aims to
sell approx. 100,000 units in initial two
months across UK.

TARGET CUSTOMER
▪ Target customers for this is boys that lies in the range from 16 years to
40 years. It is a huge base for target customers which will help
company in attaining the desired objectives in effectual manner.
Target customer
16 to 45
years
Men

POTENTIAL COMPETITORS
▪ Sperry
▪ Chatham Ltd
▪ Timberland UK
▪ Rancourt & Co.
▪ Paul Smith
▪ Deck Shoes

PROPOSED PRICE
▪ Company will follow psychological pricing and it will start
from price £39. This price strategy has been selected with a
motive to gain attention from different set of customers.
Company aims to cater the attention of customers of different
income class so that ultimate objective can be achieved.

PROMOTION
Promotion will be done in following manner:
▪ Viral marketing
▪ Social media campaign
▪ Emails
▪ Interactive advertising
▪ Hoardings and banners
▪ Television advertisement

CONCLUSION
▪ Hence, Boat shoes of Nike is one of the key concept
that will help in boosting the sales volume. Since,
Nike has prominent name in the shoes industry
across the globe and therefore Boat shoes is a
successful idea.

REFERENCES
▪ Storbacka, K. and et. al., 2010. The changing role of sales: viewing sales as a strategic,
cross-functional process. European Journal of Marketing. 43(7). pp.890–906.
▪ Márcio Tavares Thomé, A. and et.al., 2012. Sales and operations planning and the firm
performance.International Journal of Productivity and Performance Management. 61(4).
pp.359-381.
▪ Converse, P. D., 2010. Introduction to Marketing - Principles of Wholesale and Retail
Distribution. Meisel Press.
▪ Dewsnap, B. and Jobber, D., 2011. An exploratory study of sales-marketing integrative
devices. European Journal of Marketing. 43(7). pp.985–100.
▪ Burrows III, R. P., 2012. The Market-Driven Supply Chain: A Revolutionary Model for
Sales & Operations Planning in the New On-Demand Economy. AMACOM Div
American Mgmt Assn.
▪ Miller, T. C., 2012. Hierarchical operations and supply chain planning. Springer Science
& Business Media.
▪ Brown, S., Blackmon, K., Cousins, P. and Maylor, H., 2013. Operations management:
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▪ Caffarella, R. S. and Daffron, S. R., 2013. Planning programs for adult learners: A
practical guide. John Wiley & Sons.

Thank You!!