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Sales Development and Merchandising

   

Added on  2020-07-23

16 Pages5603 Words57 Views
Sales Developmentand Merchandising

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Key components of a product ..............................................................................................11.2 Elements of product mix and their contribution in sales and profit......................................21.3 Contribution of market segmentation in sales maximization................................................3TASK 2............................................................................................................................................52.1 Factors affecting buyer behavior...........................................................................................52.2 Advertising media for sales development ............................................................................62.3 Role of external merchandising............................................................................................6TASK 3 ...........................................................................................................................................73.1 Layout and design affect customer spend.............................................................................73.2 Evaluation of internal and external merchandising materials...............................................83.3 Promotional activities for different scenarios.......................................................................9TASK 4..........................................................................................................................................104.1 Personal selling techniques ................................................................................................104.2 Influence of operational design on sales revenue...............................................................104.3 Principles included in sales training program.....................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13.......................................................................................................................................................14

INTRODUCTIONSale is one of the main component of every enterprise this is the one which contribute alot in success every enterprise. Every organization do various efforts to influence customers tobuy firm’s product in order to increase the number of profit. Merchandising is a process ofpromote the sale of goods (Mjøs, 2010). It is very essential for the marketer of everyorganization to use effective techniques and tools for promoting the product. Choice ofpromotion tool become more complex when it comes the promotion of intangible goods such asservices. Hilton Watford hotel one of the popular hotel based in UK is taken under this report forstudy. Hotel is famous in various areas of UK due to offering innovative products and services toits clients. Main feature of hotel is that it is situated in center of city and is surrounded by hillstations. Hotel offer facilities such as event organization and conference rooms to business classpeople. Main components of a product and contribution of various elements of product mix insales maximization is all discussed under this report. Different factors which affect the behaviorof a buyer and how layout and design of hotel influence customers to spend more is all detailedin this report. Along with this, internal and external merchandising of Hilton hotel and varioustechniques of personal selling which can be used by enterprise is all detailed in this.TASK 11.1 Key components of a product A product is known as a final offering of a firm to its customers for satisfy the needs andwants of its customers. For attract large number of customers and for capturing a larger marketshare it is very necessary for an enterprise to make its more attractive and featured so thatdifferent needs and requirements of customers can be satisfied. Before starting the productionprocess it is very essential for business owner to first identify and evaluate the key componentsof a product. Hilton Watford hotel use marketing as a tool to make its products more attractiveamong customers and influence them to buy the same. Hotel provides those tangible andintangible benefits to its clients (Balasescu, 2012). Effective delivery of products and servicesattract more number of customers. Effective infrastructure, lucrative building, different serviceslike discount offer to various number of people of different class and various facilities of hotelare unique as compare to its competitors which attract potential customers towards it.1

Hilton Watford hotel offers different kind of products to its customers related with facilitywhich can be understood by following points:Luxury bedrooms of hotel offer various features such as bed sheets, package, rotatedprotection alarm clock, glo lamp, satellite TV, coffee brew trays and air conditioningand many more.Bars and restaurant of hotel offer variety of food like non vegetarian, vegetarian, seafood and many more. Further bar of hotel serve different kind of bears to customers.Gym of hotel offer various services to people of luxury class and business class. Forthe entertainment purpose a casino is build in hotel this is the main factor whichattract more number of customers to visit the hotel. Along with this other features ofhotel is that it provide the facility and place for private functions like wedding. Hoteltimely organize celebrateory function which work as an effective marketing tool andis targeted more customers. Hilton Watford offer products having different features to fulfill the requirement ofdifferent kind of customers. Hotel has stylish dining and drinking venues. Effectiveparking facilities of hotel are situated at middle of the city. Along with this, hoteloffer more than 30% discount to public sector employee and government atweekends.1.2 Elements of product mix and their contribution in sales and profitContribution of product mix in increase sales and profit of Hilton Watford hotel isdescribed under the following points:Place and distribution: Effective and right place of the product help customers in easilyaccess the product to satisfy their needs. Location of hotel is situated in center of Watford.Nearer area of city are hill stations and outskirts. Hotel use both direct and indirect methods topenetrate large number of customers. Under direct method hotel sales under the sales team,website booking system, global distribution system and banner advertisements. On the otherhand in indirect method firm build and maintain good relations with event planners and travelagents. Further hotel effectively use online travel portals and focus on various promotionalactivities such as public relations and mail campaigns.Price strategy: One of the main feature of every business enterprise is that they attractcustomers by offer them discount and devalue facility on services and products (Utami and et.2

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