British Gas: Personal Selling, Promotional Mix, and Buyer Behavior

This report provides an analysis of British Gas's marketing strategies, focusing on the role of personal selling within its promotional mix. It examines the company's use of advertising and sales promotion techniques to reach consumers. The report delves into buyer behavior, differentiating between complex and variety-seeking behaviors, and how these influence purchasing decisions. It also highlights the crucial role of the sales team in implementing marketing strategies and outlines the necessary skills for sales representatives. Furthermore, the report introduces a new product launch for IKEA, the Rolling Dining Table, detailing its features, target market, competitive landscape, pricing strategy, and promotional methods, including social media and traditional advertising. The report concludes by emphasizing the importance of sales team skills and product quality in driving sales and market share.

 Marketing is the activity where in the companies are required to promote the
products and services at market place with diverse strategies. Sales promotion is one
of the prominent strategies which can be applied to marketing for the purpose of
acquiring attention of varied clients (Noonan, 2010).
 The present research study has been made on British Gas which is the country's best
recognized energy brand. In such context, researcher has been stating how personal
selling support the promotional mix of British Gas.
 Further, in the research study, discussion has been made regarding the role of sales
team within marketing strategy in context to British Gas.
 Lastly, specific product has been selected on that basis, presentation is made where
in product is promoted at market place with numerous strategies and techniques.

 British Gas is a part of Centrica Group which is a multinational company
operating business in many countries. The UK energy market is highly dynamic
and British Gas is conducting business in such market.
 Company is engaged in the supply of gas and electricity to consumers and
organizations as well and they also store gas for other providers. British Gas also
offers drain clearing services, plumbing services and home security services and
to deliver such services, the organization has high caliber staff (British Gas,
2016).

 Personal selling is one of the appropriate methods of promoting the products and services at
market place and here in the technique, the main role is played by all the sales team
representatives.
 It is considered as the most effective forms of sales promotion in which the sales team of British
Gas emphasizes on diverse aspects to sell the products properly at the market place.
 British Gas has been using varied methods for promoting the products at market place; however
the chief source used is advertisement. All the products of British Gas are promoted at market
place through advertisement and sales promotion techniques.
 Personal selling supports promotional mix because it involves the efforts of sales team in
promotion of diverse products and services (Honey, Ford and Simintiras, 2003).
 Personal selling develops better relationships among employees and customers thus; as a result,
customers can be persuaded towards all the products of British Gas.

 Buyer behavior is the reaction that buyer gives at the time of purchasing any product and service
from the market place. Buyer behavior is an important aspect which influences his decision
regarding purchase of any product.
 Complex buying behavior is the category in which consumers involve themselves in purchasing
diverse branded products. Consumers prefer to purchase those products which are highly
expensive and which can assist in showcasing the status symbol (Hoyer and MacInnis, 2012).
 They prefer to buy variety of products and services not because they are dissatisfied with the
existing products but because they want to get variety of products and services. This buying
behavior is called as variety seeking behavior.
 Buying behavior is different in all the situations as well as in types of products and services. All
the concepts changes the purchase decision of customers. The most influencing factor that
changes the behavior of customers is differentiation in diverse brands.

 Sales team of British Gas play crucial role in managing the marketing strategy
because they are the only entity that sell products and services directly to the
clients.
 Sales team also set budgets for the organization and according to that all the
activities can be managed. Team members working in the sales team are required
to develop varied skills and abilities which are discussed in the below section
(Johnston and Marshall, 2013).

SKILLS JUSTIFICATION
Convincing ability This skill is required so that customers can be
persuaded towards the existing products and
services.
Proper communication skills Proper communication skills are required so that
customers can be provided all type of information
regarding the utility of the product.
Polite and soft spoken Sales team members should be polite and soft
spoken while dealing with customer queries and
doubts. This is essential in terms of retaining the
clients for longer span.
Proper knowledge about the
product
Since, the role of sales person is to sell the product
to the consumers thus; it is essential for the sales
person to get proper knowledge about the product
so that they can deliver such information to the
clients while selling the products.
Need to be updated Sales person of British Gas need to be updated so
that when clients have any query regarding the
utility of the product, sales team can resolve them
properly.

Introduction of the product
Rolling Dining Table has been selected as a new product of IKEA which will be presented
in UK market place with numerous promotional strategies and techniques.
Rolling Dining Table is useful for many purpose and lots of multiple work can be
conducted on the rolling table.
The table can be moved from one place to another thus; it can be used for diverse
purposes.
Rolling Dining Table rotates from one place to another thus; it is considered as the
convenient product for family.
Further, it can also be used in the offices during lunch time, playing time and also for other
activities.

 The product will be sold under the name of IKEA products thus; it will be comprising
of all the quality materials.
 Particular UK market has been selected for the present case.
 In the initial quarter, the company expects to sold more than 400 units.
 3% market share is expected to acquire through the subsequent product.

 Target customers of the company are large scale business man and officers.
 Further, high class families are also targeted for the product who are more conscious
about their status.
 Schools and universities are also targeted because they also need such product due to
management of different activities. The product can be used for multiple purposes.
 Hence, the major targets of company are high class and middle class customers.

 All those entities that produces innovative furniture are the competitors of IKEA.
 Ashley Furniture is one of the major competitors of IKEA because the company
produces creative products every quarter.
 American Signature and Williams Sonoma could be the rivalries of IKEA since they
operate business in the same market place for so long.

 Price of the product will be 700 pounds because this is general price which is
affordable as well.
 This particular price has been determined as officers and business men can purchase
the dining table.
 Affordable and value price has been determined so that to increase the quantity of
selling.
 This is also essential in terms of acquiring larger market share in the same market
place.

 In order to promote the product at market place, IKEA has been using social media
websites because almost all the customers can review the site whenever required.
 Further, the product has been promoted through advertisements and other techniques
because that is the most preferred tool of product promotion (Oliva and Watson, 2011).
 At the same time, the product can be promoted through newspapers and journals which
is accessed by all the targeted customers on regular basis.

 Concluding the entire promotional aspects, it is essential for the sales team to
emphasize on prominent selling skills so that the ratio of profits can be
accelerated.
 Products should be regularly sold to the customers so that demand can be
managed (Tavares and et. Al. 2012).
 Further, it is also essential for IKEA to consider quality aspects so that more
customers can be attracted.

 Honey, E. D., Ford, J. B. and Simintiras, A. C., 2003. Sales Management: A Global
Perspective. Psychology Press.
 Hoyer, D. W. and Maclnnis, J. D., 2012. Consumer behavior. Cengage Learning.
 Johnston, M. W. and Marshall, G. W., 2013. Sales Force Management: Leadership,
Innovation, Technology. Routledge.
 Noonan, C., 2010. Sales Management. Taylor and Francis.
 Oliva, R. and Watson, N., 2011. Cross-functional alignment in supply chain planning: a
case study of sales and operations planning. Journal of Operations Management. 29(5). pp.
434-448.
 Tavares Thomé, A. M. and et, al., 2012. Sales and operations planning: A research
synthesis. International Journal of Production Economics. 138(1). pp. 1-13.
 British Gas. 2016. [Online]. Available at: <>. [Accessed on 6th March, 2016]