Exploring Promotional Tools for John Lewis's Fashion Clothing Range

The assignment content discusses the importance of marketing and promotional tools for John Lewis, a business organization. It highlights the role of trade fairs as a way to launch new products and create awareness about them. Additionally, it emphasizes the significance of sales strategies, recruitment and selection process, and integrated promotional procedures in achieving long-term goals and objectives.

Sales Planning and Operation

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 explain how personal selling supports the promotion mix...............................................3
1.2compare buyer behaviour and the decision making process in different situations..........4
1.3analyse the role of sales teams within marketing strategy................................................4
TASK 2............................................................................................................................................5
Covered in PPT.......................................................................................................................5
TASK 3............................................................................................................................................5
3.1 explain how sales strategies are developed in line with corporate objectives..................5
3.2 explain the importance of recruitment and selection procedures.....................................6
3.3 evaluate the role of motivation, remuneration and training in sales management...........6
3.4 explain how sales management organise sales activity and control sales output.............7
3.5 explain the use of databases in effective sales management............................................7
TASK 4............................................................................................................................................8
4.1 follow an appropriate process for the formulation of a budget for an integrated
promotional strategy...............................................................................................................8
4.2 Carry out the development of a promotional plan for a business or product...................9
4.3 Plan the integration of promotional techniques into the promotional strategy for a business
or product..............................................................................................................................10
CONCLUSION..............................................................................................................................10
References......................................................................................................................................11

INTRODUCTION
Sales and operations planning is refers a decision making process that assure that all
functions are support the business plan. It includes all the information which is updated and
future related that leads to production planning, sales planning, any new product which can be
introduce in future, strategic plan and financial plan (Katz, and Green, 2009). The present report
is based on John lewis operate in United Kingdom. It is a retail chain. There are 46 stores all
over in united kingdom. The purpose of this company is to sell their products through personal
selling. Also motivate their sales management and provide them proper training, and also
describe that making a budget is necessary before doing any work because it helps to identify the
cost of promotional activity, sales strategy etc.
TASK 1
1.1 explain how personal selling supports the promotion mix
Personal selling means sellers and buyers meet each other face to face and seller sell their
product to them. It is like a promotional activity because in this seller sell their product to buyers
by using their abilities and skills. It helps to create permanent customers and build customer
loyalty (Sheldon, 2006).
Importance of personal selling in supporting the promotional mix:
Two-way communication :In this selling is done through face to face so that there is two
way communication and it helps to increase the sell. And buyer can easily collect the information
regarding product.
Personal attention :In this seller sell their products personally to the buyers and pay full
attention to them. They also focus on all the problems of buyers and solve them.
Immediate feedback :This is the technique through which seller can take immediate
feedback from their customers. It is very useful in sales increment and also helps in promote
their sales (Kaplan, and Norton, 2008).
Customer confident :A good seller can gain confidence of their customers through their
ability of talk and presentment of product. It will helps to remove the confusion of buyers which
is related with product and also remove any misunderstanding, queries and doubts.
Flexibility :Personal selling is very flexible because seller can adjust according to the
situation or interest of the customer.

1.2compare buyer behaviour and the decision making process in different situations
Personal selling can affect the decision of the buyer. Sometimes decision is depend on the
selling ability or skill of the seller, how seller convince their customer.
Business to Business : In this selling transaction between business is made like
transaction between retailer and wholesaler. It is conducted between two companies, no
individual can take part in Business to business transaction. It takes prior interaction of
professional before any sale to make transaction successful. It can be done through online also.
Business to consumer :It means transaction is done between direct business and
consumers. Consumers mean who is the end user of product or service. It also can be online or
offline. In today's time internet is the best way for small sellers to sell their products direct to
customers (Márcioand at al., 2012).
B to B and B to C both are different from each other. Process of buying is more complicated in B
to B comparison to B to C. B to B is is more expensive. Experience in B to C is more in sales. If
company John lewis go for B to B sales then it will be expensive for them but if they go for B to
c sales then it will cheaper and also help to get connected with consumers directly. It helps to
build brand loyalty.
1.3analyse the role of sales teams within marketing strategy
Marketing strategy made for help in increasing of sales and to achieve the desired goals.
It helps in to take competitive advantage. Marketing strategy can be of either for short-term or
long-run.
Role of sales team within the marketing strategy:
Market Segmentation :It means divide the market into various customer segments.
Divide the market into small sets which include consumers with same taste, demand, and
according to their preferences. Every market segment is different from other segments. A market
segment consist consumers with the same taste and preferences. The person or an individual
from the same segment react in the same way during market fluctuation.
Strategy :When team member know about which segment of market the stand for, then
they will make strategy according to them. Every member is responsible for his or her area.

Marketing plan :When the strategy is develop then they need to make plan for
marketing and follow it. Every person is responsible for their area in which he or she implement
plan.
Outcomes :Outcome can be positive or negative. If there is negative outcome then it is
necessary to improve the performance. Or in other words, when members of team not achieve
the set target or objective for their segments then other member will help to to achieve the target.
TASK 2
Covered in PPT
TASK 3
3.1 explain how sales strategies are developed in line with corporate objectives
Sales strategy is a plan which is made by business or an individual to increase the sales
and earn maximum profit. There are some strategies which is mentioned as below:
Define your target market :Every comapny has their own strategy to defeat its target market or
competitive market. Taget market must be big if it is too small then it can decrease company's
success.Advertisind,sales promotion,publicity of the product, personal sale are developing the
sales strategies in the corporate sector (Zambonand et. al., 2011).
Determine your outreach :After defining the target market company wants to reach to their
customers. They need to decide how they reach like via e-mailing, SMS, calling them etc. If
company send their customer some documents or letter of introductory them company must need
to follow up their customers.
Know your questions :Before go for sales, company need to know their customers, their needs,
their preferences to build loyalty and for customer satisfaction.The perception of the customer
for the product (Estampe and et. al. 2013).
Deliver and build :After knowing customers deliver them products what they need and after that
company must follow up to make customer satisfied.
Monitor :It is the most important part for sales strategie. The sales strategies defiend the taeget
market,and increasing the profitabilty for the product.

3.2 explain the importance of recruitment and selection procedures
It is essential for a business organization is that to focused on the recruitment and
selection process so that they can get talented and skilled workforce. It is responsibility of HR
department of the cited business unit is maintain such staff so that they can provide competitive
advantage to the business unit (Rodriguez and Vecchietti,2012). There are following importance
of recruitment and selection for the cited business firm:
Meet current and future requirement: The John lewis is a one of the well known brand in the
United Kingdom. They having future expansion plan for the future growth and development.
Therefore, they required more employees in order to meet their workforce need so that they can
attain their goals and objectives.
Selection of right candidate: The cited business organization is having various functional
department such as Marketing, HR, production, sales and customer service. These department
required right person so that they can perform their job in a appropriate manner.
Enhancing value creation: This is another significance of recruitment and selection process
which can help to get best staff which can provide quality services to its customers. It can leads
to enhanced value creation of their customer service which can help to build brand image of the
company (Lindström and et. al., 2015).
Providing a back up: Sometimes there are backup human resource required to due to various
reasons such as existing employees health issues, absentism or peak time. Therefore, an effective
recruitment and selection process helps to provide consistent development of their business.
3.3 evaluate the role of motivation, remuneration and training in sales management
Human resource are the valuable assets for a business organisation. Therefore it is the
responsibilities of the cited business unit is to motivate their staff so that they can feel confident
and increase their performance level. There are various tools and techniques in the motivation
which can used by the HR department in order to motivate their staff. They also provide
sufficient remuneration to their employees which can enhanced their productivity and
performance in a effective manner. Sales management is discipline which is focused on the use
of various sales application tools and techniques in order to manage their sales operations and
achieve their sales target in a effective manner. The role of training played a vital role in the
sales management practices (Alvekrans and et. al., 2016). John lewis required that to make
perfect sales person in their store which can attract large number of customer. Therefore, they

required to provide training and development to their sales person on a regular basis. There are
various skills are required in the sales management which can include communication skills,
sales methodology and administration skill. With the help of effective training programme it can
help to increase their skills and capabilities which can leads to increase profitability of the firm
which is a core objectives of each and every business organisation (McCall, 2013).
3.4 explain how sales management organise sales activity and control sales output
Sales management is a systematic process which can help to manage sales operations and
activities in order to attain their short term and long term sales targets. Marketing manager of
John lewis needs to plan their sales activities with the communication all distribution channels
and implement it. For instance, John lewis can offer their products through online due to better
accessibility of products rather than physical distribution. Controlling sales output one of the key
aspects where top management required to maintain balance between supply and demand. If
demand of its fashionable products is too high and supply not adequate they can increase its
product price in an effective manner.
3.5 explain the use of databases in effective sales management
Database is refers to the effective management of firm's data and information which can be used
by any time whenever it is required. In the present era, information technology can help to
provide an effectively database system to the business which can increase productivity and
efficiency. In the context of John lewis the use of database management having a great
significance. An effectively information technology can provide a facility where all functional
department of the cited business unit such as finance, marketing sales, HR etc. (Jin, Botterud and
Ryan, 2014). can share and communicate with each other at any time within the organisation.
Apart from that, there are various data and information which is related with the customer such
as contact information, purchase history, bills, payments etc. Sales database management can
help to store these data at a single place which can be assessable for every member of the firm. It
can help to increase the decision making process of the middle and to management staff. There
are various benefits of database system. For example, it cab reducing the problem of written
records and save time of the company. These information can be used by the future assess in
order to create and design their marketing plan and strategies in a effective manner.

TASK 4
4.1 Sales plan for a product and services
To developing product plan is one of the important part in order to create an effective
promotional strategy. It required an effective plan which can help to implement their planned
promotional and sales plan. It involves various stages which has given below:
Stages Description
Review your marketing plan This is the first stage in this process which is related
with the marketing plan which has been designed by
the top management (Katz, and Green, 2009). In this
approach John lewis manager required to review their
overall marketing plan before implementing it.
Compare product and services by
sales and profit
This is the next stage which is related with compare
John lewis products with their projected sales and
profit. They need to set their sales volume and profit
which can be attainable in a given period of time.
Identify the target market This is one of the crucial stage where company need to
determine their target market. for instance, John lewis
introduced new fashionable clothing range for young
generation. In this context they need focus on the
young people and develop their strategies accordingly.
Review distribution channels At this stage marketing manager required to review
their distribution channels and make plan accordingly.
In the context of John lewis which have more than 50
stores in different countries need to be evaluate.
Set budget for marketing and
promotional campaign
This stage related with the preparing budget for the
overall sales plan and proposed marketing campaign
(Sheldon, 2006).
Conduct training for sales personal
and set individual target
At this stage John lewis required that to provide
effective training to their sales personal for its new

clothing range that how to deal with customers.
Review overall plan on regular basis This is the final stage in which marketing manager
review the overall plan and review the stautu on regular
basis. So that if they feel that sales plan need any
improvement they can make it at the right time.
4.2 Investigation of international opportunities
Retail business one of the complex and competitive in the UK market due to large number of
companies avail in the UK market. Therefore, John lewis required to identify new international
and emerging market such as India and China which can provide long term growth to the
company. For instance, India one of the fastest growing economy and they have large number of
middle class people which can provide a long term growth to the frim. Further, there are various
market entry approaches which can be used by the cited frim such as franchisee, green filed
investment, joint venture and so on.
4.3 Investigation opportunities through exhibition and trade fairs
There are various promotional tools and techniques can be used by the John lewis in order to
identity new market opportunity. Trade fairs is one of the way where a company can launch its
fashionable clothing range and create awareness of its product and services. Additional, there are
also different types of exhibition which relate with the fashion industry can be used by the firm
and promote their new product which is crucial for the potential sales of the company and meet
its short and long term targets in an effective manner.
CONCLUSION
As per the above mentioned report it has been concluded that the role of marketing plan
having a great significant in the success of a business organisation. The report is discussed about
the role of personal selling and marketing mix in order to promote firm's product and increase
sales of the company. The report is explained about the sales strategies, importance of
recruitment and selection process, sales management and integrated promotional procedures and
budget which can help to attain their long term goals and objectives.

References
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