Promotional Mix and Marketing Strategies

This assignment delves into the concept of the promotional mix, examining its various components including advertising, public relations, sales promotion, personal selling, and direct marketing. It emphasizes the importance of strategically blending these elements to create a comprehensive marketing plan that resonates with target audiences and drives business objectives. Students are expected to analyze real-world examples and demonstrate their understanding of how different promotional mix strategies can be tailored to achieve specific marketing goals.

Sales planning and
operations

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 How personal selling can support promotion mix................................................................1
1.2 Comparison between buying behaviour and decision making process.................................3
1.3 Role of sales team in marketing strategy..............................................................................3
TASK 2 ...........................................................................................................................................4
Covered in PPT...........................................................................................................................4
TASK 3............................................................................................................................................4
3.1. Sales strategies are developed in line with corporate objectives.........................................4
3.2 Importance of recruitment and selection procedures............................................................5
3.3 Role of motivation, remuneration and training in sales management...................................7
3.4 Sales management organise sales activity and control sales output.....................................8
3.5 Explain the use of databases in effective sales management................................................9
TASK 4..........................................................................................................................................10
4.1 Develop a sales plan ...........................................................................................................10
4.2 Investigating opportunities for selling internationally........................................................11
4.3 Investigation opportunities for using exhibitions or trade fairs..........................................11
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
A sales planning is process through which an organisation sales its products and services
to their end users. By having an appropriate sales strategy firms can prepare a business plan as
well as raise their market share. Thus, sales and operational planning combines sales as well as
well as marketing activities of a business so that it can accomplish strategic goals and objectives
(Careri and et. al., 2011). It also involves updates reports which implies with production, sales,
inventory, customer lead time and strategic inventive plan etc. The company which is taken into
consideration for this report is Tesco. It is one of the biggest grocery retailer in UK. The
enterprise is having large market share and earning great revenues. The main competitor of
Tesco are Aldi, Sainsbury, Asda and others. The firm is having its operations in other countries
also. In this report how personal selling support to promotional mix has been discuss.
Comparison of buying power and decision making process has been compared. Readers will also
come to know about the role of sales team and importance of recruitment and selection has been
given. Use of database in effective sales management.
TASK 1
1.1 How personal selling can support promotion mix
Promotion is a technique which encompasses marketing planning of a product by
interacting with target audiences. In order to promote specific goods, one should targeted a
marketed and then produce products and services accordingly. Hence, for this purpose Tesco is
using a promotion mix and its elements so as to promote itself. There is defined as under: -
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Illustration 1: elements of promotion mix

(Source: Promotional Mix, 2015)
 Advertising - It is one of the major element of communication where a company is
required to provide various information of their product and services. In the context of
Tesco, firm spending billions of pound on the advertising by using social media tool such
as Facebook, You Tube etc. Sales promotion - This is a short term incentive approach where a company is tries to
increase brand awareness in the market (da Silva and et. al., 2012). Public relation - There are various stakeholders such as shareholders, suppliers,
customers, employees, government and public at large. This is responsibility of
marketing department to provide all relevant information which leads to create
harmonious relation with each other. Direct marketing – It can done through text messages, emails, online promotion etc. so
as to keep customers informed about the new products and services as well as sales
schemes of the firm.
Support of personal selling to promotional mix - Apart from this, personal selling is the
process in which representative or retailers of the company communicate directly with
customers. The prime objective of promotional activities is to ensure that there goods are sold on
affordable rate. The sales person of TESCO communicates to customer directly, listens their
needs so as to give them higher level of satisfaction. Therefore, there is a close relationship
between personal selling and promotional mix. It allows TESCO to modify its promotional
activities for future growth and success.
The personal selling of tactics is stated as under: -
 In order to reach large group of customers, Tesco acquires personal and impersonal
communication.
 Another one is push – pull strategies. Both are used to create customers' demand in
different manners.
 For accomplishing a marketing objective, companies are required to use various
integrated strategies which are capable to promote products and services of the firm.
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1.2 Comparison between buying behaviour and decision making process
The term buying behaviour entails defines as the process which assists while purchasing
a products. In Tesco, buying behaviour of potential consumers supports the firm to formulate a
business plan as well as strategic execution in order to enhanced sales of goods and services.
Consumer behaviour is procedure by which they take decision to buy product and services which
satisfy them (Fleischmann, Meyr and Wagner, 2015). Their are many factors which influence
buying behaviour such as their perception, taste, preferences, income etc. Tesco observe
customer behaviour while purchasing the products.
While on other hand decision making is process by which customer select their prioritise
product and buy those products. There are range of products which are available in market to
satisfy customers needs and wants. For choosing their suitable process they make decision.
Decision making not only involves physical activities but also emotional activities. Decision of
customers are changing according to different situation.
Tesco develop following stages for buying behaviour decision making process. Need recognition: By considering a situation, in retailing store a wide of products off
various brand can be easily available. So that decision making process starts with
realising the need of a specific product or thing. Information search: After recognition the needs customer starts to search information
about such products which can satisfy their needs or wants in an effective manner
(Halpin, 2014). In this manner, they make comparison in terms of price, packaging,
features, durability etc. Evaluation of alternatives: After getting information they provide ranks according to
their choice. Different customers are having their own ranking as their nature and
preferences are different.
 Purchase: Finally, customer go for the product which they think its is according to their
needs and wants.
1.3 Role of sales team in marketing strategy
Sales team refers to group of people and individual who are responsible for selling
products and services produce by company. It is also helps in formulating various marketing
activities, then implementing and carrying out it in order to resolve problems which are being
faced by a corporate. The main role of sales team is to gather data from customer about the
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products and services they are taking from Tesco; this can be done by questionnaire and survey.
Apart from this, sales team also analyse database of customers and update them about new
product and services (Heizer and Barry, 2013). This database can help firm to know numbers of
loyal customers which company is having and their buying pattern.
Every company make marketing strategy for their business success (Heizer and Barry,
2013). basically, marketing strategies is process of using marketing mix in order to satisfy as
well as attain customers for generating profitability and sales revenue of the for the company.
Sales of Tesco plays an imperative role in formulation of marketing strategies and policies.
The marketing strategy of Tesco- It involves analysing the market, and determining
which product to offer and the exact what range of the customers to be suited, considerations
relating to fashion, seasons ,sizing, as well as the appropriateness (Islam, 2013). Tesco has
decided that there will be a specific 'core' European range of environmentally friendly products
which are exported throughout the Europe, while there would be another range for local
customers. However before any decisions are made about marketing strategy, a detailed market
research is undertaken to test the concept of the new range, the pricing, attitudes towards Tesco,
the new Alliance with partners, purchasing habits of the customers.
Roles of sales team in marketing strategies are as follow: -
 Sales team helps in allocating of stock in proper manner so as to manage balance between
demand and supply. If inventory is becoming storage they need to inform operation and
production department.
 It also prepare income report which represents revenues from selling products. By this
they can evaluate which product is earning good profits and which are getting low
revenues.
 Marketing strategies also involves forecasting of future sales which is assistive in
decision making process of the company.
TASK 2
Covered in PPT
TASK 3
3.1. Sales strategies are developed in line with corporate objectives
A Sales strategy is assistive in setting out a detailed outlined through which firm will sell
its products and services among customers. It is based on marketing and business plans of the
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company. Sales strategy refers to policy formation, prospect identification, sales presentation that
help enterprise to achieve their sales target. Sales strategy should emphasis on use of marketing
information for effective planning as well as decision making process of the company (Jacobs
and et. al., 2011).
Corporate objectives refers to statement which provide direction for conducting activities.
the company need to clarify their mission and objectives so that no confusion can take place. In
this manner, the corporative strategy of Tesco is to produce high quality and value added
products so as to maximise growth. It would help the firm to extend its market opportunities and
also provide vitality in supermarkets. Thus it is essential for every business organisation to
prepare a sales strategy which must be associated with supply, demand and production.
Below defined certain aspects which can align sales strategy of Tesco with corporative
objectives, such as-
 Understanding strategy – Firstly, management is required to clearly recognise the
overall strategy company wide. It signifies that if sales force is able to understand market
trends then it would be capable to deliver quality products.
 Monitoring the plan – Another stage entails that sales managers should evaluate the
plan for misalignments (Keal and Hebert, 2010). In this manner firm should continuously
review the sales in order to demonstrate certain political indicators of mismanagement.
 Defining exception criteria – As the prime motive of Tesco is to deliver quality products
then it is quite necessary for it to carrying out exception criteria of customers so to fulfil
their demands in an effective manner.
3.2 Importance of recruitment and selection procedures
The term recruitment is the process of examining human resource needs of an
organisation so as to complete tasks and activities which are getting involved in accomplishing
goals and objectives of the firm. Whereas selection consists to hire best among all available
options who matches company's criteria. Thus, recruitment and selections assists in employing
individuals with the skills which are required in completion of a job successfully (Kjellsdotter
Ivert and Jonsson, 2010).
As per the current scenario, Tesco is serving in grocery and retailing products and now it
wants to expand its market area and for the same business organisation needs an effective sales
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team who is capable to perform all tasks or operations. In this manner, firm has adopted
recruitment and selection procedure so as to select a well skilled and qualified candidate.
Process of recruitment and selection: -
Determination of vacant position - In the first stage of recruitment and selection
process, managers need to determine the job requirement. It starts with getting the requisition of
requirements from various departments. It is the responsibility of the HR manager to analyse the
position requirement so as to select candidates accordingly (Lindahl, Sundin and Sakao, 2014).
Sourcing candidates – afterwards, there should be identified the sources which vacant
positions will be filled. There are various sources of recruitment and selection, such as internal
and external. In which, internal sources encompasses transfer, promotion etc. For example -n in
order to fulfil higher position, Tesco prefers promotion activities; it motivates people to work
hard and grab such opportunities. Apart from this, external sources of recruitment are –
advertisements, newspapers, magazines, job portals; these methods are really beneficial to
provide large pool of applicants but they are also time consuming as well costly.
Tracking applicants – In this stage, applicants are tracked by reviewing their
applications or resumes. In addition, Tesco can also use applicants tracking system; the
technology is assistive in for the firm in gaining several job applicants. ATS is developed as per
size of the organisation and it can also tracks individuals' status as well.
Preliminary phone interview – After tracking people, HR manager tries to contact with
them by conducting telephonic interview in order to get basic information. Although, the main
motive of phone interview is to ascertain whether the person has requisite skills and qualification
or not. Thus, initials decisions can be taken in appropriate manner (Mula and et. al., 2010).
Face to face interview – If the individuals are able to meet firm's or job criteria then they
are called for face to face interview round. It is essential for human resource team to prepare
interviews in advance, for each job profile they have to create five to six questions as per their
specialisation.
Extending an employment offer – At last, top management or decision makers decides
which is most suitable candidate for their organisation, then they offers to them.
Thus, recruitment and selection procedure is assistive for Tesco as to hire effective and
efficient sales person who supports managers of the company in decision making activities. Due
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to raising the number of competitors business organisations should have an efficient workforce;
it is useful in obtaining high competitive edge in a minimum time frame.
3.3 Role of motivation, remuneration and training in sales management
Sales management refers to making bigger plans and managing selling by recruiting
proper candidates and motivate them. Motivation, remuneration and training these three aspect is
very important in terms of sales management. As employees are involve in this process these
three aspect is vital because it influence overall growth and performance of sales.
Role of motivation – The term motivation treated as a driving force among employees
through which they become capable to accomplish organisational goals and objectives. But in
order to motivate employees in an effective manner, management is require to fulfil certain
needs and expectations. Along with this, motivation is a relationship between reward and
performance as rewards can be attained by effective performance level (Müller and Stark, 2010).
In order to motivate employees, Tesco can use Maslow's hierarchy theory in following manner: -
 Biological needs – The basic needs of an individuals are food, water, shelter, sex, air etc.
must fulfil in an effective manner as they can perform betters. Companies can offer these
needs to employees for attaining and retaining them.
 Safety needs – These are associated to provide safe and secure working atmosphere as
people can work freely. In addition, there have to be stability and law within
organisation.
 Social needs – Such consists that management have to provide healthy, warm and
pleasant working environment to employees where they get an opportunity to proof
themselves and use their skills.
 Esteem needs – It is all about rendering recognition and rewards to employment for their
performance or contribution within organisation (Nazar and Saleem, 2011).
 Self actualisation needs – staff members should given the opportunity in order to realise
their own skills, potentials, self fulfilment and personal growth.
The role of remuneration in sales management: Remuneration refers to monetary
benefits paid to workers in return of their work. By this employees get motivated and they create
more new ideas for the company (Mula and et. al, 2010). It can generate the team work and
productivity can be increase. If productivity increases products and services can be produce in
less time and in good quality. This can lead to have customer satisfaction and retention of
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consumers. Remuneration also increase the morale of employees. Morale help to reach the goals
which are set by company.
Role of training in sales promotion: Training refers to educate the employees and update
them about new technology which are taking place in market. Sales manager arrange training
session for employees and enhances their skills, knowledge, capabilities of individual. This can
help employees to work in effective manner and also achieve the set objectives.
3.4 Sales management organise sales activity and control sales output
The primary function of sales management is to implement sales activities and dominant
the production, for this purpose several strategies and techniques can be used by managers.
These tactics can be selected on the basis of sized, location as well as volume of sales of an
organisation. In addition, sales managers of Tesco formulates aims so as to create marketing
budgets. The person also build an efficient sales team in order to ascertain the needs and
demands of target audiences. The sales team is having great significance and effect on the
marketing strategies. As the members of sales team are follower or implementer of the strategies
developed by the marketing department of the Tesco. The devised tactics planned are followed
by the team members of the sales operation which will ultimately increase in the sales of
company at large. Sales manger having various techniques and methods by which they control,
organise the output of business (Olhager, 2013).
Sales manger make schedule in which task are assign. They allot particular time period
which is taken by per task to complete. Each task is assign to their employees in systematic
manner (Müller and Stark, 2010). Right person should get right task according to their skills,
knowledge and abilities. To determine sales activities it is important to prepare budget which is
useful to conduct and operate these activities. While formulating sales activities first objectives
should be set and according to that only policies are made.
The another aspect is controlling sales output. Whatever the activities is conducted the
manger evaluate the outcome to know results. In this manager compare the actual performance to
standard once. It helps to identify the deviations and changes can be take place accordingly.
Controlling is important because whenever is mistake has been it need to identify otherwise. It
can tends to have failure of firm (Nazar and Saleem, 2011). Employees cannot get chance to
improve their mistakes and their performance can also can decreases by this.
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With the assistance of creating an appropriate budget, Tesco can also sets direction for
its targeted sales. Sales budget of the firm is defined as under: -
1 2 3 4 Years
Budgeted
sales items
30000 70000 90000 50000 300000
Selling price
per item
50 50 50 50 50
Total sales 500000 1500000 180000 900000 5000000
Percentage of
sales in the
period of sales
80%.
3.5 Explain the use of databases in effective sales management
Database refers information company is having for their customers. Their is software in
company which maintain this database. This information is not only contain their contact
numbers but also their frequency of purchase and their bill amount. Sales and marketing is field
where they need sales person. Person available the product and services to their final customers.
If these sales person are not able perform well it can directly affect to company bottom line.
Different uses of databases are stated as follow -
 Database allow enterprise to keep customers contact number, email address and their
billing address. It helps to identify potential customers and as sales person are very busy
because they have many other task to do in this case if there is any meeting taking place it
help to give knowledge to their customers (Oliva and Watson, 2011).
 This can be used to acquire new customers by offering them new product and
acknowledge the importance of that particular product in consumers life. This system
need to update in regular manner. The advantage of database is it helps to mange
customer relation and improve customer satisfaction. By this company can identify the
current trends in the market place and according to that they design products and services
to gain competitive advantage.
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 Lot of customer information is required to create this database, such as their ordering
patterns, their likes and dislikes, their lifestyle which influence their buying decision,
their other circle and friends contact numbers.
TASK 4
4.1 Develop a sales plan
Sales plan refer to the future sales which company wants to make in present scenario.
This action plan need to implemented to achieve goals and objectives effectively. There are
various steps that need to followed to create sales plan. Tesco has developed its sales plan for
promoting its product and services in target market. Below mentioned sales plan of Tesco: -
PRODUCT PRICE TRAGET
CUSTOMERS
PROMOTION DISTRIBUTION
CHANNEL
Home electronics High Business class
people and
individual
customers.
Advertisements
through social
media
Physical stores in
different locations
of UK.
House hold
appliances
Low Househole
females
Television,
newspapers
Physical stores in
main city of UK.
Develop sales plan for a product or service:
 Define target: The first step is to set up the target which need to be achieved. For
example Tesco Ltd has set target customers on the basis of their taste and preferences.
Here, the main objective of Tesco to provide value added and qualitative products.
 Choose sales strategies: In the next step the sales manager need to adopt effective
marketing strategies in order to reach to large number of customers across worldwide
(Ptak and Smith, 2011). The selling strategy of Tesco is to emphasis on strategic alliances
so as to expand business at global level.
 Identify sales tactics: In this step the sales manager should identify various tactics which
need to be adopted. Tactics involves brochures or website through which they can market
their product in market.
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 Motivate sales team: Through providing incentives and rewards to sales team will
motivate them to work hard.
 Budget: It is prepared after analysis all sales activities which need to be performed. The
sales manager should fix amount of money which is required in performing sales
activities.
 Review goals: This is the last step in which the sales manager review the result through
comparing actual with expected objective.
4.2 Investigating opportunities for selling internationally
There are many companies those who are operating their business internationally. By this
they have many benefits and also firm earn lot of revenues. Tesco is having its business in other
countries also and they successful in that. After fulfilling demand in home country business unit
can sell their products in other countries like - India, China, Indonesia etc. Due to increasing in
population the demand of product are increasing and this tends to growth globalisation (Segarra,
Sales and Prat, 2012). Tesco is providing range of products by which many customers are getting
satisfied and if they are able to operate their business in UK.
Selling opportunities internationally: The Tesco is having great growth opportunities in
the global market. As the company is having abundant amount of the funds and also having
efficient amount of the resources which contribute in successfully growth in the international
markets. The international markets provides opportunities to enhance the profitability of the firm
in many folds. Tesco is acting responsibly in dealing retail sector and engaged in market their
products in the global marketplace. The sited firm is having great profit making opportunities
internationally as the firm is having goo brand image and abundant amount of resources to
capture external markets and target large numbers of customers. The good brand image in the
marketplace helps in increasing the profitability of the firm in many folds in international
markets too. Tesco is delivering food products to the large numbers of customer importing from
the different location of the world at cheaper prices and selling this to the other parts of the
country in global markets.
4.3 Investigation opportunities for using exhibitions or trade fairs
Trade and exhibitions help company to position its brand name in market. These
marketing activities can generate awareness in customers about brand products and feature.
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Trade shows attract media, politicians and other big celebrities. Which can promote goods in
effective manner without incurring high cost (Talk, 2016).
By using trade fairs and exhibitions, Tesco will easily advertise or promote itself in target
market; it also build brand awareness among people. Seminars or exhibitions are open for all
companies which increases their customer base through international expansion. Along with this,
it provides a platform to such firms in order to promote their products and services to people who
have little or no more knowledge about goods. Being participated in such trade shows gives
better future opportunities to branch out to business to business trading. It also creates a customer
data base from the visitors as well.
CONCLUSION
Operation and sales planning is having great importance in today's scenario. Because of
competition in market is continuous increasing. It helps to make better decision for business.
Customer behaviour is another important context which influences sales planning according to
customers only enterprise plan their future sales. Recruitment and selection is vital process which
take place in organisation. This HR department make sure that they hire right person for right
job. When employees are highly motivated when their performance also increase with firm can
able to earn more profits and growth their business. Every enterprise is develop database which
help to know about potential customers and their buying frequency. By this new customers can
be generated and old customer get updates about new product and services.
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