Principles of Sales and Marketing: IBM Case Study and Marketing Plan

This report provides a comprehensive overview of sales and marketing principles, using IBM as a case study to illustrate key concepts. It begins by defining core marketing and sales concepts, including the impact of a changing marketplace, and delves into ethical marketing and sales practices, emphasizing honesty and fairness. The report then outlines a detailed marketing plan for IBM, focusing on the 4Ps (product, price, promotion, and place), and includes a SWOT analysis, financial planning, and key performance indicators (KPIs) for monitoring and controlling the plan's effectiveness. The report also examines the impact of marketing from both consumer and organizational perspectives, offering insights into how marketing strategies influence customer experiences and business outcomes. Overall, the report provides a practical application of marketing theory and its implications in a real-world business scenario.

PRINCIPLES OF
SALES AND
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing and Sales concepts of changing marketplace.............................................................3
Ethical marketing and sales practices..........................................................................................4
Marketing theory through the formulation of a marketing plan..................................................5
Impacts of marketing from a consumer perspective....................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Principles of sales of marketing means the fours P's of marketing such as product, price,
promotions and place. For the effective marketing and sales strategy very important ti be used 4
P's correctly.
IBM manufacture is a public company, which is established in Armonk, New York, U.S. in June
16, 1911. It is American multinational company which is deals in cloud computing, computer
hardware and software and artificial intelligence. In this study will discuss the marketing and
sales concepts of changing marketplace (Sahaf, 2019). Also, this study will include practices of
ethical marketing and ethical sales marketing. This study describes the marketing plan along with
the marketing theory and also shows the impact of marketing from a consumers and
organizational perspective.
Marketing and Sales concepts of changing marketplace
Production Concept: This the oldest concept of marketing. In this concept customers will
favour products that are accessible in market and also have the low-cost. Organization accept this
concept just because of high production and that will be questionable for misplace sight of the
genuine objectives. IBM manufacturing company also use this concept for improving the
productions and sales of Advance Smart Gadgets. With the help of this concept company sale
their products those peoples who are want to check their pulse, identifies their customer moves
etc.
Product Concept: This concept represents that customer support the products and also favour
the quality, performance and innovation features. Company use these concepts just because with
the help of this method organization can focus upon marketing strategies. IBM manufacturing
company sue these concepts for focus and improving marketing strategies of their firm (Sanjeev,
2016). With the help of this method company also improve their product quality and
performance. For an example company manufacture an advance smart gadget which is radar
band, with the help of this products company not only gain customers attention but also improve
their market image, because quality of product is good.
Selling Concept: The idea behind this concept is that the customer will not purchase adequate of
the company goods unless it yields an ample scale selling and promotion efforts. Here the
management of organization focus upon the gross sales transactions rather than on build long
term, gainful consumers relationships (Snyder, McKelvey and Sutton, 2016). Typically, the

selling idea is pattern with undesired products. Unsought products are that purchaser does not
normally think of purchasing. IBM manufacture company using this concept when the
management of company evaluate that the product of company is not much getting attention and
company wants the product sales.
Marketing Concept: The marketing concept clasp acquiring company goals and objects
depends on deliberate the needs and wants of target market and delivers the desirable adequate
better than challenger do. In this concept's management take “consumer first” approach. The
marketing concept is completely based upon the customers. In this concept marketing team not
search for appropriate customers for the products and services but find out the better product
which satisfy consumers needs. Go Outdoor store use this concept for selling Advance Smart
Gadgets in market. So, the stores find those customers which are ready to purchase IBM
company product. Also, the management of IBM manufacturing company also design
appropriate strategies for selling their products in market.
Societal Marketing Concepts: This concept holds marketing practices should deliver worth to
client in a way that keep or enhancing both the costumers and society well-being. It is stands for
sustainable marketing, environmentally responsible marketing and socially that meets the
existing needs and wants of customers and businesses while also conserving or heighten the
power of coming generation to meet their demand. These type of marketing put human welfare
on the up-most before the net profit and gratifying the needs (Meynerts-Stiller and Rohloff,
2019). The global warming panic button is pushed and a revelation is required on the way
humans are use the resources. So organization are completely or partially implement the concept
of societal marketing. IBM also focus on this concept and partially accept this method. Just
because company manufacture the product which is very helpful for human beings. With the
help of this band person can live a healthy life and also that products is eco-friendly. It will not
maker any type of bad impact on the globe.
Ethical marketing and sales practices
Ethical marketing and ethical sales marketing isn't really marketing practices. Through sales
ethics and ethical marketing, responsibility, fairness and honesty are promoted. There are some
practices of ethical marketing and ethical sales:
The common standard of truth will be observed in all forms of marketing and sales
communication: In this type of marketing ethics it is important that all the provided information

must be clear and base on the truth. It will not happen that provided information mislead the
company and organization customers also the products of the company. Because in marketing
and sales it is very important that all the provided information are observed and clears. So, for
the IBM manufacturing company it is essential that they always provide all the information to
customers is the base on truth (Kubacki and et.al.,2015). And the provided information about the
company product never confuse the customers and also never become harsh towards the
customer's belief, value and attitude.
Advertising is set apart from entertainment and news and the line is clear: Also, it is very
important in marketing or sales activity that provided information are clear and understandable to
customers. All the created advertising is set apart from the entertainment purpose and give the
clear message about company product and services. Because if the advertising not give the clear
detail about their product and services than it can be confused and mislead the customer of
organization. So, for IBM manufacturing company it is very essential that they follow the basic
ethics of marketing and selling. Which are give clear picture of company goods and services.
Also, the advertisement design by the company not hurt any person emotions and ethics.
Consumers will be treated fairly: The customers is the most important part of whole selling
and marketing process. So it is very necessary that all the customers of company are treated
appropriately and fairly. It is also depended on who the customer is and what the goods and
services is. It will also important part that company always provide the best product and services
to the customers and also mention the quality and product price clearly. IBM manufacturing
company also treated their customer fairly, because customers are the base of an organisational.
Also maintain the privacy of the customers and never hurt the religion, ethics of the consumers.
Ethics should be discussed in all marketing ans sales decisions: It is also very important that
all the ethics which are required in sales and marketing approaches should be clear (Kiseleva and
et.al., 2016). If the al things and ethics are clear in marketing and sales operations than no one
values, belief and attitude get hurt. Also, it is important that these types of decisions are must be
honest and open to each and every person. So, for IBM manufacturing company it is essential
that they follow all ethical practices in their sales and marketing decisions.
Marketing theory through the formulation of a marketing plan
Executive summary

IBM manufacture is the technology development organizational, it introduced the advanced
technological product “ wrist band”. The mission behind this product is to be lead in the
innovation and vision the company is improvement of the community (Kelly, 2017). The major
objective of this marketing plan is improving marketing share and enhancing the customers
experience. In this marketing plan company introduced their product, price, promotions
strategies and the places where the product is available. Also, this marketing plan conclude the
total expenditure at the time of manufacture such as salary of workers, promotion cost etc.
Mission: The mission of IBM manufacture is to lead in the creation improvement and fabrication
of the business most advanced information technology.
Vision: The vision of IBM manufacture is to be best in global giant and improving the
communities.
Objectives-
To increase the market share by 30% till the end of year 2022
To enhance consumer experience by 10% in upcoming 6 months
To increase the profitability by 20% till the end of year 2020.
Market strategy- 4P'S
Product: It is the first Ps of marketing. A product can be tangible or intangible service that fulfils
a need or wants of customers. The product of IBM manufacture company is the Advance Smart
Gadget, which is a smart band (Johnson and Chvala, 2017). It has the quality of checking pulse
of person, also have featured of radar that is helpful for identifying movements of the consumers
and also evaluate the person who is next to 10minute. It is advanced feature wrist band.
Price: Once the products details are understood, consumers goes for the product price. Price
change will affect profits margins, supply, demands and marketing strategy (Jelinek, 2017). The
IBM manufacture company product price is £39.99. Company also sale that product on 5%
discount on the discount card in Go Outdoor store. So, it is very effective price of product that
will attract the customers.
Promotion: It is the third and main strategy of marketing. Promotion looks at the many ways
marketing authority broadcast relevant good info to customers and distinguish a specific product
or services (Ing-udomnoogoon, 2019). Promotions strategies are public relations, advertising,
search engine marketing, public relation, video marketing etc. IBM manufacture company using

social media, online and other media, marketing channels such as TV, radio, websites for the
promotion of their product.
Place: This is the last but not the least step of marketing strategy. In this strategy organizational
select the particular place by which they are sell their products and services. The IBM
manufacture company sale their wrist band with the help of Go Outdoor online and the store.
Consumer can purchase that band from Go Outdoor store directly.
Situational analysis- SWOT
Strength Weaknesses
It is the latest technological and live saver's
wrist band in the market (Huang, and Hao,
2017). This band will attract all types and age
customers in the market. Also, this band can
charge within the 3 hours. And this advanced
wrist band can be utilized by the multiple
people.
The wrist band the biggest weak point it's
charging need. It has to be charge once the
battery is die. That will time-consuming thing.
The detector of band not denote the
movements which are happening nearby.
Opportunities Threats
The various types of opportunities are
available in the market. Because it is the new
product in market with the lots of advanced
feature. Also, the product has unique USP, so
there are no competitors in market till now.
And it is the life saving product.
The major threat for this product is the high
manufacturing costing. It will improve the
chances of competitors in the market. The
large scale company can take the number of
market share.
Financial planning
Particulars Amount
Manufacturing cost £120.00
Salary £100.00

Promotion Cost £50.00
Other Expenses £40.00
Total £310.00
Monitoring and controlling
KPI- KPI is stands for key performance indicators. It is the measurable value that represents
that how effectively and efficiently organizational achieve their objectives. High level of KPI
shows, overall performance of company and low level of KPI indicates on processes in
department like sales, finance, marketing etc. In KPI IBM manufacture observe the sales of their
new product by continuously examine the market sales. Also, company examine their customers
numbers for the products etc. in this also included cost per lead such as manpower cost,
technology and software cost.
Benchmarking- With the help of benchmarking IBM manufacture company evaluate the
company performance (Haskas, 2017). In this company measure their current sales from the last
years sales, for know that organization sales is increasing or not. Company also set the
benchmarking for their promotions strategies in this company measure their total expenditure on
promotion and how much organizational recover from the sales.
Impacts of marketing from a consumer perspective
Marketing and advertising is very helpful to meet consumers desires and expectations. Marketing
also helps the consumers to get more qualitative product. Marketing brings a huge change in
consumers behaviour and its becomes a part of customer's daily life. Because it affects the all
decisions regarding product purchase. With Go-outdoor the IBM manufacturing propose their
product (advance smart gadgets) to the consumers in a very effective and efficient way. Go-
outdoor is a very convenient for purchasing the products by which consumers receive the product
at a very affordable price. Marketing is very advantageous for consumers because it offers some
products which was never imagined or expected by the customer and that is very pleasurable
thing for customers (Toman, Adamson, and Gomez, 2017). It will affect the consumer's
perception towards the company's market situation or ability. It is very beneficial for the
customers because there are many choices or options available in the market and customer's have

a advantage to select the best from them. Customers have benefits to choose from various
options that will suits best on them. In a consumer's buying decision process marketing plays an
incredible role. It will assist the customers to differentiate between the IBM's Advance Smart
Gadget and other company's products. Marketing affects the customers psychologically it can
influence the consumers decisions on buying company's products.
Impacts of marketing from an organizational perspective
With the help of marketing strategies IBM Manufacturing company will analyse the
consumers needs and expectations and then after produce the product accordingly. Companies
invest lots of amounts to conduct surveys, observations and interviews to understand the
customers needs and desires. This will assist the IBM manufacturing company to know the
requirements of the 'Advance smart gadget'. With the marketing research IBM manufacturing are
more expert into controlling the market (Tang and Gattorna, 2017). With the correct tools and
ethical consideration organization can influence or manipulate the customers. By marketing IBM
manufacturing offers Advance Smart Gadget with showing its unique features and characteristics
that can motivates the customers to purchase it. This will enhance the consumer's controlling
power of the organization. Marketing is a vital part of the organisation's growth, development,
market diversity, expansion and its products promotion. Marketing generates the interest of
consumers on company's product and that can make organisation more productive and profitable.
It assists the IBM manufacturing company to recognize the marketplace and the customer's
requirements then after designs a customer motivated market strategies and conduct an integrated
marketing programme that generates a best value (Vasile and et.al., 2018). Marketing helps the
organization to build and develop profitable relationship with the customers and create customer
delight and this will create worth from customers in return. By marketing company has a reliable
option to promote their products and clarify its features in a great way.
CONCLUSION
From the above study it is concluded that the selling and marketing concepts based on
different factors. The marketing concept majorly focus on the desire of the purchaser but the
selling concept fully focuses on the requirements of the seller. Marketing concept focuses on to
satisfy the customer's needs according to the requirements and selling concept focus on to create
the cash from products. It is also concluded that the ethical marketing plays an essential role in

marketing process for organization's growth and development. It can say that marketing majorly
affects the consumers or organization in selling and buying process.

REFERENCES
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