Sales Development and Merchandising

Sales Development
and Merchandising

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Key components of a product...........................................................................................3
1.2 Elements of product mix and their contribution in sales and profit..................................4
1.3 Contribution of market segmentation in sales maximization............................................5
TASK 2............................................................................................................................................6
2.1 Factors affecting buyer behavior...........................................................................................6
2.2 Advertising media for sales development..............................................................................7
2.3 Role of external merchandising.............................................................................................7
TASK 3............................................................................................................................................8
3.1 Layout and design affect customer spend..............................................................................8
3.2 Evaluation of internal and external merchandising materials................................................9
3.3 Promotional activities for different scenarios........................................................................9
TASK 4..........................................................................................................................................10
4.1 Personal selling techniques..................................................................................................10
4.2 Influence of operational design on sales revenue................................................................11
4.3 Principles included in sales training program......................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Sale is one of the main component of every enterprise this is the one which contribute a
lot in success every enterprise. Every organization do various efforts to influence customers to
buy firm’s product in order to increase the number of profit. Merchandising is a process of
promote the sale of goods (Mjøs, 2010). It is very essential for the marketer of every
organization to use effective techniques and tools for promoting the product. Choice of
promotion tool become more complex when it comes the promotion of intangible goods such as
services. Hilton Watford hotel one of the popular hotel based in UK is taken under this report for
study. Hotel is famous in various areas of UK due to offering innovative products and services to
its clients. Main feature of hotel is that it is situated in center of city and is surrounded by hill
stations. Hotel offer facilities such as event organization and conference rooms to business class
people. Main components of a product and contribution of various elements of product mix in
sales maximization is all discussed under this report. Different factors which affect the behavior
of a buyer and how layout and design of hotel influence customers to spend more is all detailed
in this report. Along with this, internal and external merchandising of Hilton hotel and various
techniques of personal selling which can be used by enterprise is all detailed in this.
TASK 1
1.1 Key components of a product
A product is known as a final offering of a firm to its customers for satisfy the needs and wants
of its customers. For attract large number of customers and for capturing a larger market share it
is very necessary for an enterprise to make its more attractive and featured so that different
needs and requirements of customers can be satisfied. Before starting the production process it is
very essential for business owner to first identify and evaluate the key components of a product.
Hilton Watford hotel use marketing as a tool to make its products more attractive among
customers and influence them to buy the same. Hotel provides those tangible and intangible
benefits to its clients (Balasescu, 2012). Effective delivery of products and services attract more
number of customers. Effective infrastructure, lucrative building, different services like discount
offer to various number of people of different class and various facilities of hotel are unique as
compare to its competitors which attract potential customers towards it.
Hilton Watford hotel offers different kind of products to its customers related with facility
which can be understood by following points:
 Luxury bedrooms of hotel offer various features such as bed sheets, package, rotated
protection alarm clock, glo lamp, satellite TV, coffee brew trays and air conditioning
and many more.
 Bars and restaurant of hotel offer variety of food like non vegetarian, vegetarian, sea
food 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. For

the entertainment purpose a casino is build in hotel this is the main factor which
attract more number of customers to visit the hotel. Along with this other features of
hotel is that it provide the facility and place for private functions like wedding. Hotel
timely organize celebrateory function which work as an effective marketing tool and
is targeted more customers.
 Hilton Watford offer products having different features to fulfill the requirement of
different kind of customers. Hotel has stylish dining and drinking venues. Effective
parking facilities of hotel are situated at middle of the city. Along with this, hotel
offer more than 30% discount to public sector employee and government at
weekends.
1.2 Elements of product mix and their contribution in sales and profit
Contribution of product mix in increase sales and profit of Hilton Watford hotel is
described under the following points:
 Place and distribution: Effective and right place of the product help customers in
easily access 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 to penetrate large number of customers. Under
direct method hotel sales under the sales team, website booking system, global
distribution system and banner advertisements. On the other hand in indirect
method firm build and maintain good relations with event planners and travel
agents. Further hotel effectively use online travel portals and focus on various
promotional activities such as public relations and mail campaigns.
 Price strategy: One of the main feature of every business enterprise is that they
attract customers by offer them discount and devalue facility on services and
products (Utami and et. al., 2014). Firm concentrate on people of different class
like luxury, business class and provide special discounts to government
employees at weekend. This pricing strategy of firm attracts more number of
customers and enhances their loyalty towards brand. All this help hotel to
generate large number of profits then its rivals.
 Communications and promotions: Communication is one of the vital element
behind the success of product of every organization. This is the only medium
which provide offer to business to communicate with its customers and attract
them towards the company’s offering. Today number of hotels adopted various
techniques of sales and marketing to communicate with its target market. Hilton
hotel use different kind of communication channels like commercial
advertisement, websites, social media (Facebook, youTube, twitter, Google,
billboards and many more).
Service offered: One of the main feature of Hilton Watford hotel is that it deliver world class
services to their customers and guests (Sohl, 2011). Luxurious rooms and skilled workforce of