Marketing Report: Analyzing the Sales Cycle of Lindt Dark Chocolate

This report provides a comprehensive analysis of the sales cycle for Lindt Dark Chocolate in the international market. It begins by introducing the product and its benefits, highlighting its appeal to health-conscious consumers. The report then delves into the sequential stages of the sales cycle, including lead generation, customer contact, qualification, product presentation, overcoming objections, closing the sale, and generating referrals, referencing Johnston's sales cycle model. Each stage is thoroughly examined, detailing the strategies and techniques employed. The final section discusses the benefits of this exercise, emphasizing the importance of understanding customer perspectives and market research. It also identifies potential challenges such as addressing audience concerns, poor presentation design, and time management, providing insights into how to mitigate these issues. The report concludes by summarizing the effectiveness of the sales cycle in selling the product to potential buyers and the importance of choosing the right audience to drive the services in the specific direction.

IN THIS PROJECT THE
STUDENT SELECTS A
PRODUCT AND
RESEARCHES IT BY
REFLECTING ON EACH OF
THE SELLING CYCLES
STAGES

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1: INTRODUCING THE PRODUCT...........................................................................3
SECTION 2: SALES CYCLE.........................................................................................................5
SECTION 3: BENEFIT OF EXERCISE.........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
International selling is the term in which purchase and sale of product done in various
countries. Trading serves as chance to customer and countries to expose goods as well as
services which is not available in countries. In this report it will be discussing about core
measures of new product of Lindt Dark Chocolate and it will be based on sequential order which
derives the ability meet product with target audience. It will be discussing about selling cycle
stage in which in depth analysis of each scale will be explained. Lastly, it will provide benefit of
exercise and some suggestive measures for further possible challenges.
SECTION 1: INTRODUCING THE PRODUCT
Dark chocolate is burdened with some essential nutrients which would positively impact to
healthy well- being of individual. In the current project Lindt Dark Chocolate used to provide
the variety of dark chocolates in the markets of UK. t is usually made from seeds of cacao tree
which is considered as one of the most effective sources of antioxidants (Jiang and Jia, 2021).
Basically it serves people with nutrition that usually body demands to form new muscle tissues.
It has superior impact on metabolism and it can be helpful to burn calories and reducing appetite
that is why these chocolates can be appropriate for losing weight. Also, intake of protein
minimizes the hungry hormones in human body and assist in lessen food intake naturally. In
addition to this, Protein is considered as one of the most significant macronutrients for human
body which usually aids multiple functions. This can be found into bunch of food which consist
of fish, eggs, meat, plant based sources but when looking for on go snack item to curtail hunger
the appropriate option is Dark chocolate.
Moreover, not all Dark chocolate of Lindt Dark Chocolate are made from right
ingredients they look healthy and nutritious but it is mandatory to check the labelling to seek
attention to right ingredients. Checking the extent of protein and fibre added in concerned to
fulfil the basic nutritional requirements. This product was selected due to its core functionality in
terms to gain attention from most of the health conscious people and specifically adding up
healthy diet in their menu. The main aim of choosing this product was initiated with concern as
most of the people are being aware about healthy food supplements. Thus, after placing the
suitable research it was figured out that Dark chocolate are suitable to attract the audience in
right order. Whereas mostly other chocolate carries high sugar levels. High nutrition chocolates
is convenient as well as quick eat solution for people like athletes, bodybuilders and the ones

who seeks their attention to satisfy dietary, energy and health goals. In fact, such Dark chocolate
come in variety of flavours such as vanilla, strawberry and a lot more which mark its attractive.
Specifically, there are various dietary as well as lifestyle advantage of Dark chocolate.
Figure 1: What is Dark chocolate, 2022
Pros of Dark chocolate
Protein or nutrition bars are greatest way for people to boost their energy before workout and for
other as well in their daily scheduling (Restuccia and Legoux, 2019). It adds valuable nutrition
and make healthy diet for individuals.
 It assists in weight loss – Dark chocolate of Lindt Dark Chocolate keeps diet in track for
hours which further helps to keep away by candy aisles and high fat junk food. It creates
chance to boost the metabolism and favour to manage muscle and strengths as well.
 Serves with continuous energy – Protein is one of the most prominent nutrient which
keeps better working and energetic throughout the day. In the case of digesting protein,

body supports good supply of protein and it is best health pros of energy bars. It is highly
referring during time of hard core workout, running, travelling and other suitable
conditions. It can effectively contribute to fill up with energy into such busy, strenuous
and dull schedule.
 Easy availability – One of the core competent of protein bar is having easy access and it
is easier to carry everywhere rather than having other protein supplements. It favours
with ready to eat facility which is convenient for those who are having lack time and
resources planning for big meal in less time. Provision in pre and post workouts – People who go out for gym, running and other
sports activities require more amount of energy as compared to other people. So Dark
choclate make valuable deal for them to get essential and required amount of protein in
their diet chart. The nutrition is perfect in order to grow muscle tissues and healing
microscopic muscle tears appears during workout.
Specification of Product -
The dark chocolate prepared by the Lindt Dark Chocolate used to include the healthy
ingredients such as oats, peanut butter, banana, honey, vanilla extract and some other mixed
ingredients. Also, it serves customer with ability to choose from variety of flavours and it is
healthy and affordable as compared to other competitors.
Selling cycle stage of product -
By following the Johnston's sales cycle which reflects over the stages to introduce product in the
marketplaces (Huang and et.al., 2019). This was followed in sequence manner to gain attention
from audience and promote the product into market. The stages were followed are stated below:
 Outlook for leads
 Contact for potential audience
 Qualification of customers
 Presenting the product
 Overcoming to customer objections
 Closing the sale
 Generating referrals

SECTION 2: SALES CYCLE
In this phase it has been covered sales cycle of the product which specifies how the process
was formed to deal with potential customers. All kinds of selling cycle stages are described in
detail below.
1. Outlook for the leads
In this first phase, it was started with targeting the right audience for product to describe the
valuable service being served and significance of the product to them (Kerdlap and Cornago,
2021). Also, it described them ways which solved their problematic concerns and for what they
were looking for. The target audience in this phase were health conscious people specifically
they are divided in segments such as athletes, gym addicts, individual who are trying to lose their
weight.
2. Contact with potential audience
In this second phase, after identifying the potential customers, effective mode of communication
was chosen to contact with customers about the product and services being offered. The general
contact was made through social media, online platforms and direct messaging. It was helpful to
spread awareness among customers in order to gain attention towards product which would
directly impact on the sales profitability. Mostly, people who are addicted to healthy diet were
link to take advantage by experiencing the new product.
3. Qualifying customers
In this particular stage all people having ability to make decisions were short listed and contact
with them done through direct messaging, emails and other sources. It serves an ability to know
about their core concern for the product. It is beneficial for identifying the customers which are
the decision-makers of a company or a family which is essential for the company to gain a better
response. With the help of this step, the customer can be targeted effectively and the sales can be
made effectively which can increase the time and resources which are available with the team to
develop better relationship with the leads.
4. Presenting product
This is considered as one of the most important stage in the sales cycle where the customers are
presented with the products and services which are sold to them (Konstantas, Stamford and
Azapagic, 2019). Attractive and suitable presentations are prepared by the salesmen to enhance
the experience of the customers and improve their motivation levels towards the business. The

solutions which are provided by the product or service for the problem of the consumer is
explained to them which is beneficial for increasing the chances of convincing the customers to
make their purchase decisions. The body language, presentation and communication skills are
also important for the presentation.
5. Overcoming customer objection
After presenting the product it is essential to get valuable feedback and get to know about
customer perspectives in order to make further improvements extremely well. This phase is
associated with getting in touch with people perspective and way of reacting to the products.
Deal was conduct effectively by getting in touch with customer perspectives about product. Most
of them were unfamiliar with pricing however other were totally satisfied with the quality and
stated bar as most effective.
6. Closure
The moment of the closure of sales is an important moment for the salesperson and it has been
crucial for completing the job successfully (Krasyuk and et.al., 2019). The attitude or mood of
the customer is understood and they are persuaded with the help of consultation and presentation
of the products which provides better assistance for making the sale. Different approaches are
experiment on varied prospects which is helpful in dealing with different types of candidates and
ensuring the effectiveness of the salesperson to meet their targets. This provides an overview of
all the efforts which are made by the salesperson to fulfil their duty and sell their products.
7. Generating referrals
It is the last phase in which audience were excited about the purchase and they were in position
to recommend others to take advantage of testing the product. The recommendations can be
provided to friend and colleagues. Asking them for referral is fundamental practice as they were
also provided with chance to give feedback on the basis of what they think about product. It
seems to be supportive for further improvements to be made regarding with product quality and
easy convenience for customer.
SECTION 3: BENEFIT OF EXERCISE
Selling cycle stage was easier to conduct suitable practices in order to interact with audience and
developing customer base. All the stages are crucial which makes the roadmap outlining process
which can be taken to lead generation and adaptation process smoother. Lead generation includes
conducting research for people having interest in offering and further determining the decision

makers as well. In further step of presenting the value covers the determining value of product to
target audience and reflecting to various prospects (Khuong, Anh and Van, 2022). While closing
the sale the outcome can be positive or negative in which follow- up process must be clear and
specific to maintain customer retention. It helps to interact with more and more people in the
market and enables to get to know about their perspectives and recommendations. Also,
enhances efficiency and productivity with the help of conducting suitable marketing research.
There is higher chance to know about customer taste and preference through which further
process can be improved.
While some of the challenges that can be faced can be stated as:
 Failure to address concern of audience
 Boring target audience
 Lack of focus
 Poor designing of slides
 Incorporating too much information
 Going over with allotted time
All the challenges are significant to be focused in order to reduce the chances of mismanagement
and reduced amount of errors. Presenting requires systematic planning and it should be presented
in the manner which gain attention from number of audience as finding suitability and better
understanding. Presentation covers crucial aspects and it allows developing valuable image as it
requires skill set to make the practice lucrative.
CONCLUSION
From the above report it has been summarized that selling cycle is effective to sell the
product to potential buyers. It aids to take place and lead the services in the specific direction by
choosing right audience. In sales cycle there were seven stages and all of them drive the
significant purpose to get in touch with customer perspectives. Thus, it has been concluded that
dark chocolate prepared by the Lindt Dark Chocolate were promoted extremely well through the
overall process and it eases the chance to get over with customer objections and feedback for the
product.

REFERENCES
Books and journals
Huang, C.M. and et.al., 2019. Life cycle trends of electronic materials, processes and
components. Microelectronics Reliability, 99, pp.262-276.
Jiang, H. and Jia, J., 2021. Short selling and future cash flow predictability of capital investment:
Evidence from Australia. Journal of Contemporary Accounting & Economics, 17(1),
p.100224.
Kerdlap, P. and Cornago, S., 2021. Life Cycle Costing: Methodology and Applications in a
Circular Economy. In An Introduction to Circular Economy (pp. 499-525). Springer,
Singapore.
Khuong, N.V., Anh, L.H.T. and Van, N.T.H., 2022. Firm life cycle and earnings management:
The moderating role of state ownership. Cogent Economics & Finance, 10(1),
p.2085260.
Konstantas, A., Stamford, L. and Azapagic, A., 2019. Economic sustainability of food supply
chains: Life cycle costs and value added in the confectionary and frozen desserts
sectors. Science of the total environment, 670, pp.902-914.
Krasyuk, I. and et.al., 2019, March. Life cycle management in network retail enterprise based on
introduction of innovations. In IOP Conference Series: Materials Science and
Engineering (Vol. 497, No. 1, p. 012125). IOP Publishing.
Restuccia, M. and Legoux, R., 2019. B2B relationships on the fast track: An empirical
investigation into the outcomes of solution provision. Industrial Marketing
Management, 76, pp.203-213.
Online
What is Dark chocolate?. 2022. [Online]. Available through:<
https://www.thespruceeats.com/dark-chocolate-520354 >

2