National Diploma Sales Management (NDSM) Team Project Report Stage I

This project report, submitted as part of the National Diploma in Sales Management (NDSM) program, details a comprehensive analysis of sales strategies for Brewstar Tea (Pvt) Ltd. The report covers multiple facets of sales management, starting with an introduction to the project brief and plan, followed by an in-depth exploration of corporate strategy recommendations for the company. It includes the application of Ansoff's Product Expansion Matrix Model, specifically focusing on market penetration strategies. The report also outlines a distribution model, selling approaches, and the sales organizational structure, including workforce planning, HR plan, and recruitment strategies. The document provides detailed insights into the personal selling process, sales presentations, and various sales approaches. It also covers identifying workforce requirements and recruiting suitable heads. The report includes an executive summary, introduction, content outline, and a conclusion, along with references and figures to support the analysis. The project aims to provide practical knowledge and soft skills development for students, emphasizing leadership, teamwork, and adaptability in a dynamic environment. The report is a team effort and has a word count between 3000-5000 words.

National Diploma in Sales Management (NDSM)
Team Project
Intake II 2020 - Stage I
Programme National Diploma in Sales Management (NDSM)
Stage Stage I
Examination 11 July 2021
Project Plan Evaluation 16 May 2021
Project Plan Execution 12 June 2021
Project Report Submission 19 & 20 June 2021
Email address to send soft copy [e-mail] Team Project Report
IMPORTANT:
Team project has been designed with a practical element to test the knowledge in sales and
also soft skills of individuals. It also emphasizes on the leadership skills, teamwork and to
improve the adaptability to the dynamic environment.
Project Level Weightage
Project Plan 25%
Project Execution 50%
Project Report 25%
Total 100%
Activity Format
Students will be grouped into minimum of eight (08) and maximum of ten (10) member
teams for the purpose of this assessment. It is compulsory that the groups will comprise at
least one female member depending on the number of female students per batch.
Each member should take part in all levels of the project and they are expected to be
actively involved in the process of producing the assessment to score marks.
Page 1 of 8

Activity in Detail
Each group is expected to prepare a comprehensive plan and it should be a 360-degree
overview with specific objectives to achieve with realistic timelines and budgets. The plan
should be presented at the project plan level for approval prior to execution.
Detailed outline of the project;
1. Project Brief
2. Project Plan
3. Project Execution (Deep dive of the project)
4. Project Report
1. Project Brief
A comprehensive project brief will be done in the classroom to outline the project tasks
and the key requirements.
2. Project Plan (Level I)
All members need to present the project plan to a panel of judges using a PowerPoint
presentation. Students will be exposed to a boardroom style environment and group
members will be critically questioned on the purpose of each point. If the project plan is
accepted, the group can proceed to the next level.
Time allocation per group: 30 minutes (20 minutes for the PowerPoint presentation
and 10 minutes for the Q&A)
3. Project Execution (Deep dive of the project) (Level II)
This is the level where the entire effort of the project becomes a reality and experience
the execution of the project. According to the nature of the project, students need to
prepare a brief report or a PowerPoint presentation for the evaluators.
Since, this is an integral part of the assessment, the intervention and participation of
outsiders other than the members of the team is restricted to evaluators and relevant
staff of SLIM.
Time allocation per group: 60 minutes (30 minutes for the presentation and 30 minutes
for the Q & A)
4. Project Report (Level III)
The project report is the record of the team and this has to be hardbound and submitted
to SLIM according to the stipulated deadline.
Content outline of the project report.
▪ Cover Page
▪ Project Team Details
▪ Acknowledgment
▪ Content Page
▪ Content of the Report (as per the task)
▪ Limitations
▪ Conclusion
Page 2 of 8

▪ Reference (if any)
Minimum word count is 3000 – 5000 words.
General
• A soft copy of the report should be sent to ndsm@slim.k and you will receive an
automated reply of the receipt of the report. If you have not received the automated
reply, please verify with the course coordinator. Soft copy is only a reference document
and it will not be considered as a report submission.
• SLIM will issue an acknowledgement slip upon the submission of the report and it must
be retained by the student as proof of submitting the project report.
Page 3 of 8

Marking Guideline
Activity Components Criteria Marks
Project 25 Individual 15 Logical 3
Plan Level of confidence 4
Voice 4
Presentation skills (eye contact, 4
handing over the presentation
etc)
Group 10 Adherence to the requirements 4
(project appropriately
addressed the requirements of
the project)
Relevance of richness of the 4
content (to assess whether the
project achieved its goals)
Synchronization (the project 2
plan should have a logical
sequence. The flow of
information and the rational of
each element presented.)
Project 50 Individual 25 Attendance 2
Execution Handling questions 10
Confidence 8
Attire 5
Group 25 Alignment (Alignment with the 5
project plan)
Outcome (Outcome of the 10
project)
Impact (Impact of the project) 5
Critical evaluation 5
Project 25 Group 25 Aligning to the purpose 10
Report Clarity of expression (organize 5
the report in a logical manner by
clearly expressing ideas)
Using examples/evidences 5
Format of the report 5
Total 100 100 100
Page 4 of 8

Cover Page
National Diploma in Sales Management (NDSM)
Group Registration Format Intake II - 2020
INTAKE
SLIM BRANCH/ASC
GROUP NAME
GROUP LEADERS’ DETAILS
Name
Registration Number
NIC Number
Contact Number
Email Address
Details of the group members.
NO REGISTRATION NAME WITH INITIALS Signature
NUMBER
1 Female Member
2 Member
3 Member
4 Member
5 Member
6 Member
7 Member
8 Member
9 Member
I hereby confirm that the above mentioned particulars are true and accurate to the best
of my knowledge.
_________________ _________________
Group Leader's Signature Date
Page 7 of 8

To be attached to the report
National Diploma in Sales Management (NDSM)
Team Report Marking Scheme
Group Name
Criteria Allocated Marks Awarded Marks
Aligning to the purpose 10
Clarity of expression
(Organise the report in a 5
logical manner by clearly
expressing ideas)
Using examples/evidences 5
Format of the report 5
Total 25
Examiner Remarks
Signature of the examiner
Date

Acknowledgement
We had to enlist the assistance and guidance of a few well-respected individuals in order to
complete my assignment, and they deserve my deepest appreciation. This assignment's success
brings us much satisfaction. We'd like to express our appreciation to...... for providing a
successful task guideline throughout multiple consultations. We'd like to express our heartfelt
appreciation to everyone who has helped me write this assignment, both directly and indirectly.
Last but not least, We would like to thank my college, Sri Lanka Institute of Marketing –
Colombo Branch, for their support.

Executive Summary
To: The Board of Directors
From: NDSM Group
Subject: Brewstar Tea (Pvt) Ltd
Date: 06.04.2021
As an NDSM member, by taking this course, we have had a great opportunity to learn more
about theoretical points relating to the implementation of this new sales and delivery approach.
Additionally, by completing this sort of group project, we have gained realistic insight and live
expertise by visiting companies and gathering information to complete the challenge.
By completing task one, I learned how valuable personal selling is and how it can be used to help
a company grow as well as revolutionize its sales and distribution strategy. When completing
tasks, we learned about the criteria and principles for developing a sales and distribution plan for
the Brewstar Tea company, as well as the corporate development strategy for a company. We
also learned about sales organization structures, appropriate distribution models, and selling
approaches, as well as how to build a performance-based organization.

Contents
Acknowledgement...........................................................................................................................7
Executive Summary.........................................................................................................................8
Introduction....................................................................................................................................10
Corporate Strategy recommendation Brewstar Tea as a new entrant to the market......................11
Corporate strategy..........................................................................................................................11
Ansoff`s Product Expansion Matrix Model...................................................................................12
Market penetration strategy...........................................................................................................12
The distribution model and selling approaches for the new direction...........................................13
Distribution Channel......................................................................................................................14
The Sales Organizational Structure for Brewstar Tea (Pvt) Ltd....................................................16
Proposed New Structure for the Brewstar Tea (Pvt) Ltd...............................................................17
Steps to Design Sales Territories for Brewstar Tea (Pvt) Ltd.......................................................19
Distribution model and selling approaches for the new direction.................................................22
Personal Selling Process................................................................................................................22
Prospecting and Qualifying...........................................................................................................22
Sales Presentation and Demonstration...........................................................................................27
Sales approach...............................................................................................................................30
Sales approaches and strategies.....................................................................................................30
Problem Solving Method...............................................................................................................31
Identifying workforce requirements and recruiting suitable heads...............................................34
Workforce planning of Brewstar Tea............................................................................................34
HR plan..........................................................................................................................................35
Recruitment and selection of Brewstar Tea...................................................................................36
Conclusion.....................................................................................................................................40
References......................................................................................................................................41

Figure 1.........................................................................................................................................................................13
Figure 2.........................................................................................................................................................................15
Figure 3.........................................................................................................................................................................17
Figure 4.........................................................................................................................................................................18
Figure 5.........................................................................................................................................................................19
Figure 6.........................................................................................................................................................................20
Figure 7.........................................................................................................................................................................22
Figure 8.........................................................................................................................................................................23
Figure 9.........................................................................................................................................................................24
Figure 10.......................................................................................................................................................................25
Figure 11.......................................................................................................................................................................29
Figure 12.......................................................................................................................................................................32
Figure 13.......................................................................................................................................................................34
Figure 14:......................................................................................................................................................................37
Figure 15:......................................................................................................................................................................37
Figure 16:......................................................................................................................................................................38
Figure 17:......................................................................................................................................................................40

Introduction
We have been assigned to complete the group assignment for partial certification to complete the
first module of the course successfully since we are NDSM Intake 2020 students.
It takes a long time to finish the assignment we've been given. Explain the relevant delivery
model and Corporate Strategy advice for Brewstar in this task, as well as find the most
appropriate sales organizational framework for Brewstar, its benefits to the company's growth,
and the marketing strategies that we should use for the development and new selling methods for
the enterprise. In the other hand, we learned about an organization’s organizational tactics and
processes, as well as how to develop a performing, profitable sales organization, define
personnel needs, hire appropriate heads, and handle increasing competitiveness and
comprehensive delivery.

Corporate Strategy recommendation Brewstar Tea as a new entrant to the
market
According to the Board of Directors, we would raise our plans to gain 10% of the local herbal tea
market within the first year of service and maintain a 5% annual growth rate. As a result, we
must broaden and deepen our distribution to capture market share from competitors. To do so,
we'll need to create a new corporate business plan.
Corporate strategy
In this task, we would advise Brewstar Tea (Pvt) Ltd on how to create a five-year strategy for the
company's vision and how to implement it as a mission plan.
Vision for Brewstar Tea (Pvt) Ltd
To be the preferred choice in our range of value-added products and services with
innovation to create profitability enhancement for all stakeholders with a focus of healthy Tea
products

Mission for Brewstar Tea (Pvt) Ltd
To be the Best Tea Product in Sri Lanka within Next Year
According to the company's predictions, market share could increase by 5% by the end of this
fiscal year. We also have free reign to create a strategic strategy to achieve the stated goal. As a
result, we use Ansof's commodity market growth matrix model to incorporate new market
expansion strategies.
Ansoff`s Product Expansion Matrix Model
Figure 1
We recommend Ansoff’s matrix strategies to developing the Brewstar Tea (Pvt) Ltd, according
that, we have consider below mentioned strategies.
Market penetration strategy
Market penetration is a metric of the amount of sales demand of an actual good or service
relative to the overall target market for that goods or service, and it refers to the effective
marketing of a product or service in a given market. Using the market penetration approach, we
will increase our market share. We will do the following things as part of our consumer
expansion approach.
o Motivating users to become heavy user
o Motivating users to use it for different
o Motivating non user to become user

o Converting competitor users to use our products.
This can be achieved by
 Price reduction
 Increasing promotions & Distribution Support
 Modest product refinement
 Giving discounts
 Attractive gifts
 Incentives to customers
Market development Strategy
Trying to expand in to new markets ( Geographical area) using our existing products. Brewstar
Tea (Pvt) Ltd can be expand to other sub developing areas
 Different customer segments
 Tapping new geographical markets new areas of regions of the country.
This strategy involves
Adding new brands to the current line that cater to a broader demographic. Geographic
expansion may take the form of connecting additional products to an existing network. We will
use Ansoff's matrix to add the above techniques to Brewstar Tea (Pvt) Ltd and achieve our goals.
The distribution model and selling approaches for the new direction
The company planned a direct marketing model, but they now realize that their sales system is
inefficient and expensive, and they need to restructure the company. They needed to know how
their sales reps could successfully increase profits in this dynamic environment, as well as what
the right delivery approach would be to maximize sales efficiency and increase sales volumes.
The need for demand growth has increased as a result of supply concerns identified in a new
market survey conducted by an independent company in Q2 2021 year.
Tea grade is the most important determinant of consistency (figure 2). Higher-quality teas are
also whole-leaf teas, which are often more costly. Whole-leaf teas, on the other hand, are not

necessarily of good quality. Any whole-leaf teas are of poor quality and aren't marketed as
specialty teas. Broken-leaf teas, on the other hand, may be sold as specialty teas if they are of
good quality, as determined by other quality determinants.
Other factors that determine tea quality include:
The environmental (production) context, such as tea variety, elevation, climate and soil;
 Harvesting practices
 Processing
 Tea packaging and premium tea bags such as the pyramid or mousseline sachet are
generally seen as high(er) quality tea bags
Retail
Without the intervention of a third party, retail channels offer tea directly to the customer for
purchase. Retail channels often include gourmet shops, high-end convenience stores, health food
stores, and other retailers where the consumer can shop and make a knowledgeable tea purchase.
Distribution Channel
F
i
g
u
r
e
2
Retail also covers mail order and e-commerce shopping on the website. As web pages have
become more informative and the variety of high-quality teas has increased, e commerce has

exploded. E-commerce helps customers to shop from the comfort of their own homes and has
proven to be a highly effective method of purchasing high-quality tea products.
.
Wholesale Process
Purchases for resale are made via the wholesale process. The wholesaler adds value in a number
of ways during this operation. This importance is crucial for the ultimate consumer's enjoyment
of tea and comes in a variety of ways.
• Creating a pleasant environment that evokes deep feelings of well-being, for example
• High-end fine dining paired with a cup of premium tea
• Resorts that serve iced tea as a soothing cocktail in idyllic settings
• Hotels and inns that serve afternoon tea on a regular basis
Distributors
Although all outlets are resale networks, distributors run in a separate channel than wholesalers.
Distributors maintain inventory and supply account executives to major retailers such as
supermarket and convenience store chains. Distributors typically build sophisticated support
systems that allow their customers to order and ship Brewstar Tea products with ease, as well as
other effective ways to do business with Brewstar Tea.

The Sales Organizational Structure for Brewstar Tea (Pvt) Ltd
First we have to analyze the existing structure of the Brewstar Tea (Pvt) Ltd
Figure 3
When planning organization structure there are 5 recommended structure
a.) Territorial sales forces structure
b.) Product sales force structure
c.) Customer sales force structured
d.) Functional Sales force structure
e.) Complex sales force structure

Proposed New Structure for the Brewstar Tea (Pvt) Ltd
CEO
National Sales Manager
Region Sales Region Sales Region Sales Region Sales
Manager - Manager - Manager - Manager -
Eastern Western Northern Southern
ASM ASM ASM ASM ASM ASM ASM ASM
SR1 SR1 SR1 SR1 SR1 SR1 SR1 SR1
SR 2 SR 2 SR 2 SR 2 SR 2 SR 2 SR 2 SR 2
Figure 4

According to the above arrangement, we expect to expand our operations around the island in
order to archive new companies. We have filled the whole world with this arrangement. As a
result, we've split the country into four regions: Eastern, Western, Northern, and Southern.
Regional Sales Managers are the people in charge of each country. They would report to the
National Sales Manager directly. We also want to name 8 Area Sales Managers, each of whom
will have their own sales representative. This framework, in our opinion, is appropriate for
achieving our goal. There are some benefits of the territorial sales force system that we have
chosen.
Advantages of New Structure
a.) Sales representatives should adapt to local conditions such as geography, culture, and
consumer market segmentation and competitive behaviour.
b.) Distribution agents had more chances to cover specific areas due to increased market time.
c.) Performance can be quickly restored as territorial wish revenue expectations.
d.) It is possible to obtain extensive market coverage at a reduced cost.
Deciding the sales territories
Figure 5

We predominantly use Market Build - up Method to decide the territory of Brewstar Tea (Pvt)
Ltd Out of the two methods available for deciding basic territories.
Market Build - up Method
Territories are created using this system by combining small territorial units. The strategy calls
for balancing salespeople's workload, which is based on the amount of calls they are supposed to
handle.
Steps to Design Sales Territories for Brewstar Tea (Pvt) Ltd
Figure 6

Number of working hours available to sales people -
Total days in the year - 365 Days
Sundays - 52 Days
Holidays - 10 Days
Sickness - 8 Days
Training - 15 Days
Meetings - 10 Days
Conferrences - 3 Days
Total Days Lost - 98 Days
Number of working Days - 267 Days
Number of working Hours (267 x 8 Hours) - 2136 Hours
Number of calls required for each control unit –

Figure 7

Figure 8
We are currently have eight Sales Reps on staff, and I plan to hire another eight to help grow the
company. We'll assign eight field sales reps on a contract basis, and depending on their success
after this fiscal year, We'll promote them to permanent carders.
 Brewstar Tea (Pvt) Ltd recognizes the importance and benefits of automation of sales
force management.
 Provides a "Dashboard" on all performance metrics to administrators.
 Contact and diary tracking – has a concise picture of a customer's records and aids in
interview preparation, note-taking, and account management. It's a consolidated database
for the company's most valuable asset: its clients.
 Account management – holistic view of the individual and overall accounts, their past
history, sales trend, forecast for future etc.

 Brewstar Tea (Pvt) Ltd will use companywide programs like email promotions,
marketing contact, and telemarketing to turn leads and prospects into sales.
 Generating quotes and managing orders – with Brewstar Tea (Pvt) Ltd, the sales force
can generate quotes, proposal etc
 Reports & Analytics – Brewstar Tea (Pvt) Ltd can be customized to provide timely sales
reports based on individual requirement, and management can analyses the performance
by representative, customer, by town, geographic area, territory, by product category etc.
Distribution model and selling approaches for the new direction
As the National Sales Manager who recently joins this company I select Personal Selling as the
most appropriate communication element to promote this Brewstar Tea Company.
Personal Selling Process
Figure 9
Prospecting and Qualifying

During this time, the salesperson looks for new potential buyers, qualifies them, and locates
them. An individual is regarded as a "lead to a salesperson" before being identified as a prospect,
and it is the job of salespeople to produce leads.
Figure 10
A potential buyer has a desire for the goods, is ready to purchase, has the financial means to buy,
has the authority to buy, and is reachable by salespeople. Prospective consumers may be
identified and located based on their ability to buy. Customers that are extremely likely,
prospective potential customers, and non-potential customers will all be quickly identified by
salespeople. They will then filter out week leads. A salesperson can classify a prospect among
the leads using three key strategies.
 Has the prospect recognized a desire and communicated it to the salespersons?
 Have the salespeople figured out what they want?
 Do the salespeople have a way to meet the requirement?

By pursuing references, the sales force will classify prospects for Brewstar Tea's products.
 Current and former consumers - With the aid of Brewstar Tea Limited's existing, happy
customer base
 Continuous chain method
 Personal touch method - Personal contact with retail owners and employees
 Non-competing sales force - Friends that market other goods, such as consumer durables,
may be willing to provide leads.
 Connections made over the phone.
 Cold Calling - a call made without any prior knowledge.
 E-mail marketing campaigns
 Trade shows and exhibitions.
 Media and direct mail
Pre-Approach
• Pre-approach is a step in the sales process that involves gathering specific information about
customers and agreeing about the best way to contact them.
• The most important Pre Approach moves are as follows:
• Choose an appointment mode by making contact through phone calls, acceptance emails, or a
letter of order.
• Call Planning – Does the salesperson know who to call? What number do I dial? When Do You
Call? What is the best way to contact you? What is the cost of calling?
• Prepare the Sales Talk – During the interview, the salesperson may ask insightful questions.
• Choosing a sales strategy to effectively attract target consumers by linking their needs to the
offering – Will plan a present for the consumer.

Approach
 When approaching a customer, the salesperson can use the following approaches.
 Use a Referral – To reach out to a client, a salesperson may enlist the assistance of loyal
consumers from the company's current consumer base.
 Give the name of the company or brand – Brewstar Tea is the home brand of the Tea Group
of Companies, a vertically integrated tea company that focuses on producing, processing,
branding, and promoting tea.
 Compliment the Prospect - To establish rapport, give the prospect praise or a special prize.
 By giving a present - This can get the prospect's full attention.
 Give the prospect a sense of power - The salesperson emphasizes the prospect's authority in
making a purchasing decision, making the prospect feel important.
 Demonstrate the product's innovativeness for supermarket merchandising or promotions.
 Make a preparation comment or ask a good/intelligent question - A good/intelligent question
can open the door to a discussion.
The salesperson (Marcom) should figure out how to handle the client. He or she should ask
effective questions to discover the prospect's perceived need, listen closely to what the prospect
is thinking, consider the purchasing dilemma, and assist the prospect in understanding their need.
The primary goal should be to gain the prospect's confidence and rapport. Ask questions in a
polite way, using facial expressions and body language, and ask questions repeatedly to establish
confidence and rapport. The primary goal of a salesperson is to make the prospect feel liberated
and unburdened.

There are set of questions and guidelines that a sales person should follow at this step.
Permission Questions – Close ended question
These issues aid in determining the prospect's willingness to continue with the case. For
example, Sir, may I ask you a few questions about your current purchasing habits?
Situation Questions – Open ended question
They are asked to know the background of the need problem.
Ex: Sir, would you tell me regarding the monthly requirement of Brewstar Tea in Hotel ?
Implication Questions – Open ended question
These questions help to know the prospect’s perception of problems and how they affect him.
Ex: Sir, Do you satisfy with the after sales service of your current supplier?
Confirmatory Questions- Close ended question
These questions are being posed to determine how the prospect feels about our plan. Ex: Sir, I'm
assuming you're not happy with your new supplier?
Opinion Questions- Close ended question
These questions are being asked to see whether there is an incentive to represent the prospect.
For example, can you please check the consistency of our newly introduced Lifestyle Tea,
Medicinal Tea, and Traditional Tea teas, which are aimed at both domestic and foreign markets?

Sales Presentation and Demonstration
Figure 11
In this stage, the salesperson can specify specific features and benefits that rivals cannot provide,
establish a link between product features and consumer benefits, combine verbal deliberation
with presentation – using tables, graphs, pictures, images, booklets, and sample items – and
combine verbal deliberation with demonstration. Through citing proof examples, pay-back
guarantee, and non-complaints between expected and real rewards, the salesperson can
demonstrate his ability to clear customers' suspicions and confusions in this process. There are
three methods of presentations and the organized presentation is the most suitable method to
promote Brewstar Tea products such as Lifestyle Tea, Medicinal Tea, and Traditional Tea teas to
cater to the local and international markets.
Canned Presentation – Structured and not modified
The advantages of this approach are that it is logical, comprehensive, minimizes sales opposition
by predicting prospects reactions, and it can be used by a novice salesperson. However, some
salespeople are unable to arouse consumer interest, are unable to adapt their message to the
prospect, are unable to tolerate interruptions, are difficult to use with a large product line, and
can alienate customers.

Organized Presentation – Flexible and according to a check list
The salesperson arranges the main points in a logical order that makes for adaptive actions.
Buyer feedback is welcomed, and the salesperson can be more knowledgeable about the goods
and have more marketing experience.
Tailored Presentation – Prepared for an Individual Customers
Handling Objection
The term "objection" refers to a potential buyer's refusal to let the sale go forward. Objections
should be welcomed for they show that the prospect is interested in the deal. Objections should
be seen as a business tool rather than a roadblock. When dealing with potential Brewstar Tea
customers, our salespeople can encounter a variety of objections.
• Time Barrier – Prospects take their time deciding whether or not to buy.
• Need Objection: The prospect states that Brewstar Tea is not needed.
• Objection to Competition – A prospect can state that he or she is happy with the current
supplier and sees no need to switch.
• Source Objection - Because of a poor encounter with a prior purchase, the prospect has a
pessimistic attitude toward the Brewstar Tea Company.
• Service Objection – A customer has expressed dissatisfaction with Brewstar Tea Company's
distribution, credit, and return policies.
• Price Objection – The prospect believes the offer's price is too high and that he or she cannot
bear it.
There are certain methods for closing the sale
 • Alternate close – Salesperson asks prospect to choose commodity options such as
colours, scale (portable or not), power variants, and product healthiness.
 • Assumption near - The salesperson assumes that the prospect has agreed to purchase.
 • Close on a concession – A offer similar to cash compromises in which the prospect is
enticed to come in and purchase.
 • Close with a gift – An additional reward would compel them to make a purchase right
away. Giving away free Brewstar Tea Products, for example.
 • Close of the balance sheet – Advantages and disadvantages of making a purchase
decision

• Direct close – The salesperson advises the prospect directly to make a purchase decision. Ex:
Sir, do you mind if I submit the first batch tomorrow?
• Action close – When a prospect hesitates to make an imminent decision, the salesperson takes
action to close the deal.
• Bonus near – Offers an enticing reward, such as a discount on a subsequent order, in addition to
the item bought.
• Best-time near – Persuading a prospect to make a decision right away.
Ex: Sir, the 15% discount on Brewstar Tea is available until the end of this month.
Follow Up
This is an easy way to thank a consumer for making a buying decision in the company's favour,
to demonstrate that the company cares for the customer's convenience, to ensure that the
customer made the correct decision, to create a relationship of loyalty, dependability, and
honesty, and to produce more references from existing customers. Sending a complimentary
message through letters, e-mails, and notes shortly after a purchase, receiving input from
customers on a regular basis, sending greeting cards, and inviting customers to visit the
company.

Sales approach
Currently, sales roles are driven by applicable ideas, values, philosophies, and methods.
There are a variety of ways to depicting the journey of selling on theoretical paths, as well as
a quick understanding of the evolution of selling activity.
Sales approaches and strategies
• AIDAS method
• Right collection of conditions method
• Buying formula method
• Behavioral algorithm method
• Need satisfaction method
• Consultative method
• Customer relationship-based method
• Problem-solving method
• Team selling method
Out of the above approaches, we have identify the AIDAS, Problem-Solving and Team
selling as best approaches for Brewstar Tea (Pvt) Ltd
AIDAS Approach
The AIDAS theory of marketing is one of the most widely recognized philosophies, and it
serves as the foundation for training materials used by a variety of organisations. Attention,
Interest, Desire, Action, and Satisfaction (AIDAS) are acronyms for Attention, Interest,
Desire, Action, and Satisfaction. The AIDAS principle clearly notes that a prospect goes
through five phases before reacting to our product satisfactorily. As a result, we can be easily
guided through all five levels.
Figure 12

I –Gaining interest
To change neutral or pessimistic views into constructive ones, salespeople must be aware of
the customer's verbal and nonverbal contact. To raise degrees of interest, the seller must
illustrate the Brewstar Tea product using photographs, samples, cooking videos, and recipe
guides.
For example, salespeople may use the Cooking recipes with Brewstar Tea to add interest to
their presentation, as shown below.
D- Kindling desire
This mental stage is very similar to purchasing behavior, so salespeople must properly treat
the objection and respond to the challenge. As a result, the salesperson can instill in the
consumer an urge to get their needs met immediately by Brewstar Tea items. Additionally,
salespeople would emphasize the advantages and benefits of our products.
Ex- Healthiness, Affordability, and Savings
A-Inducing Action
 In this stage the seller has to encourage the customer to purchase the products. The
sales people can offer the follows to induce the customer.
 Offer 10% discount for various SKU‟s
S-Building Satisfaction
Finally, salespeople must make successful follow-ups in order to reduce the customer's
psychological discomfort and to make them feel like "It's Great Healthy Stuff to Use." Sales
follow-ups for Brewstar Tea can be described by the following events.
• Place phone calls
• Pay a visit to consumers and deliver holiday gifts, as well as assess their loyalty by
answering questions.
Problem Solving Method
Problem-solving approach is the extension of need satisfaction approach, Solving problem is
a thinking process and is the intellectual part of selling,
A sales person with problem-solving skills helps a prospects
• Identifying the source of the buying issue
• Defining the buying problem
• Providing potential solutions to the problem
• Assisting prospects in assessing alternative solutions to the problem

• Assisting prospects in choosing a particular solution
Figure 13
Need Recognition
A human need is a state of felt lack of any essential gratification, or the difference between
the expected and real level of satisfaction. Consumers will benefit from getting a healthier tea
range, according to my chosen product. Green Tea, Cinnamon Tea, Ranawara Tea, Diabe
Tea, Iramusu Tea, and other teas will be available. To appeal to the local and foreign markets,
they aim to manufacture a wide range of Lifestyle Tea, Medicinal Tea, and Traditional Tea.
Searching information
After recognizing an issue or need, a customer can proceed to the knowledge search stage to
determine what they believe is the best solution. This is the buyer's attempt to scan both
internal and external market contexts for information sources to classify and analyze. Internal
scanning entails recalling past product category experience and considering what he or she
has read about the product category of home brand of Tea in order to retrieve facts.
External research involves gathering input from a variety of outlets, including newspapers,
catalogs, television commercials, friends or relatives, salespeople, and, of course, the internet.
When a customer needs pure homemade tea products for cooking, they will look for any to
purchase. They will check for a good Tea product using their knowledge and memories, or
ads, catalogues, and as we discovered, the home brand of Tea is a very common Tea brand
among the others.

Evaluation of alternatives
The customer will assess the alternatives based on the information gathered after recognizing
the need and gathering information. Individuals will compare various products or brands at
this point based on potential product characteristics that have the capacity to have the
advantages that the consumer is looking for. In this case, the customer's mood would have a
significant impact. When looking for a good Tea product, most people depend on their past
experiences, memories, and tastes. Friends' recommendations would be crucial in this case.
They can use careful calculations and rational reasoning to make decisions about products
and brands. If you're looking for a nutritious and pure tea drink with good quality and
reasonable pricing, Brewstar Tea is the best option.
Purchase Decision
Consumers' desire to buy a good or service is often contingent on their willingness to buy and
their ability to pay for it. Consumers change their purchasing choices beyond their desire and
capacity to pay due to the impact of different factors such as, The proximity of alternative
shops, sales personnel mood, and stock selection will all affect the product or brand is
purchased. Brewstar Tea is a commercially available beverage with reasonable pricing, a
variety of flavours, and appropriate sizes for customers to buy.
Post Purchase Evaluation
The final step of the customer buying behaviour process is post-purchase appraisal, in which
the buyer evaluates the product to see whether its current output matches expectations. The
customer's feelings about a purchase would have a huge impact on whether or not he or she
will buy the product again or consider other items from the company. Since he or she will
possibly be obligated to express his or her thoughts about the transaction, the buyer will be
able to control the purchase decisions of others. After trying Brewstar Tea Products, they
would be able to discuss the product's consistency and health benefits.

Identifying workforce requirements and recruiting suitable heads
Workforce planning of Brewstar Tea
Workforce preparation, according to the National Academy of Public Administration, is "a
systematic framework for determining the human resources needed to achieve organizational
targets and improving the human capital required to meet these needs." Workforce readiness,
according to Ripley, is a comprehensive evaluation of workforce content and composition
challenges, as well as the steps that must be taken to meet future needs. Workforce strategy,
according to these concepts, is an organization's capacity to achieve its strategic goals.
Brewstar Tea hires workers on an equal-opportunity basis, meaning they don't discriminate
based on gender, race, age, or any other factor. For staff training, it employs the HR
governance system. Brewstar Tea's governance focuses on capitalizing and augmenting
employee engagement in accordance with stakeholder and corporate priorities. As a result,
the board members review and amend the framework on a regular basis. They concentrate on
comprehensive employee assessment and research, as well as an HR policy structure that
adheres to local and international legislation, guidelines, and business best practices.
Brewstar Tea has agreed to extend its business by introducing a new product growth plan to
bring iced milk tea to the Sri Lankan market, according to the scenario. Brewstar Tea can
achieve its development targets by hiring the right number of people thanks to effective
workforce planning. As a result, the company's goods are launched on schedule. High
turnover rates, low labor costs, and attrition will all be avoided with a good staff preparation
strategy.

HR plan
Job category Required
employees Actions planning
Marketing manager 1 Recruit
Sales manager 4 Recruit
Marketing executive 2 Internal promotion
Sales executive 3 Internal promotion 1, others to recruit
Table 1: HR plan for new product line (Author developed)
Current HR supply Future HR demand Demand forecast HR sourcing strategy
and implementation
Figure 14: HR planning process (Author developed)
HR preparation would look like this if you follow these broad moves. According to the table,
Brewstar Tea must hold interviews to hire the publicity manager and sales manager. Internal
promotion recruits marketing and distribution executives, with two of them holding the
interview.
Figure 15: Workforce of Brewstar Tea (annual report of

Recruitment and selection of Brewstar Tea
The recruiting process, according to William H. Whyte, could take up to a week before the
winning candidate is given the role. The mechanism by which candidates are given positions in a
company is known as recruitment. Internal or external recruitment exercises are taking place. In-
house procurement, contracting, staffing firms, and other internal recruiting outlets exist.
External forms of recruiting include advertisements, recruitment agencies, career centers, and
headhunting, among others. The method of selecting a candidate with the necessary credentials
and competencies from a pool of job applicants to fill open positions in an organisation is known
as selection.
The needs of the Brewstar Tea must be balanced with the needs of the candidate in order for the
recruitment to be successful. Similarly, a hiring process ensures that the best people enter an
organization's workforce, assisting Brewstar Tea's management in strengthening the staff and
effectively finishing the job. As a result, recruiting and screening are essential components of
any organization's hiring process.
For employee recruiting and selection, a formal mechanism is in place. Brewstar Tea develops
relevant task assessments based on its activities and role descriptions in each department. The
incoming hires go through a comprehensive orientation program that covers all divisions.
Brewstar Tea will attempt to minimize cadre in 2019 by automating the bulk of manual work
with the implementation of a modern ERP system. Brewstar Tea chooses the right applicants
for the role based on their experience, skills, talents, and attitudes, giving everyone a fair
chance to succeed in accordance with the company's priorities.
Figure 16: Recruitment process of Brewstar Tea (Annual report of Brewstar Tea 2019)

Browns PLC, on the other hand, offers prospective talent opportunities based on workforce
suitability in terms of qualification, position fit, and experience. The recruiting process focuses
on specific talents and competencies rather than an individual's demographic characteristics.
They use realistic, impartial, and internationally recognized skill and evaluation approaches to
hire applicants who are most suited for the on-hand role, as per their pay policies.
Advantages and disadvantages of staffing
Internal recruiting can provide the opportunity to change jobs. Internal recruiting mostly is from
current permanent hires, current short-term employees, retiring workers, and injured current
employees. It's a strategy for promoting workers and increasing their loyalty and productivity.
Succession preparation, strong and efficient performance monitoring are needed for success in
internal recruiting. If the right candidates aren't identified, the firm will advertise for new hires
outside of the company. If the corporation wishes to hire new workers, that might be a good
idea. Whatever the corporation does, it must be dependable in its behaviour. External recruiting,
on the other hand, can be done in a variety of ways. Professional organizations, labor unions, and
staff referral programs should be used to provide high-quality external candidates. The job
industry has an impact on how it is marketed. Employees were recruited using both internal and
external processes.
External recruiting has a number of advantages, one of which being the ability to make quick
decisions. Employees who are currently working in the same company are chosen for internal
recruiting. As part of a work rotation scheme, management sometimes moves staff from one
agency to another. They move their jobs and restore their vacancies in order to offer essential
expertise to their staff. It also makes the recruiting process easier. It also lowers the rate of
recruiting. External recruiting is usually faster and less expensive. Outside recruiting brings
fresh perspectives and a broader spectrum of expertise to the company.

The number of candidates would be reduced if the corporation advertises internally. External
candidates can be more suitable or ideally fit for certain roles. If the company hires from the
outside, the hiring process may not be as successful as it should be, and the best candidate may
not be revealed. Often, since ads are needed, the procedure is more costly. Internal recruiting
helps to reduce staff turnover as well. On the other side, it can create certain obstacles to
achieving the organization's objectives.
Figure 17: Training hours of Brewstar Tea (Annual report of Brewstar Tea 2019)
In Brewstar Tea, employees are conducting training and development programme for
understanding about the new product line.
External training programs Internal training programs
Training on PLC controls Computer skills
Leadership skills Hygiene trainings
Training on basic electronics School of tea
Training on laboratory safety Food safety requirements
HACCP team training
Table 2: Training programmes of Brewstar Tea (Adapted from annual report of Brewstar Tea
2019)
For the better functioning of HR, development and training remain critical. Brewstar Tea
considers teaching and growth to be one of the most important practices. The following are
examples of their different forms:

 State of the art evaluation system
 Management & Technical competencies
 Tailor made development plan for each employee
Therefore, fresh employees of Brewstar Tea have trained properly and it will be able to achieve
the new production goals.
Remuneration
Brewstar Tea's Remuneration Committee prior to the start of the performance assessment period.
When assessing remuneration, industry wage norms, data-driven living expense measurement,
and performance assessment outcomes are all taken into account. The Remuneration Committee
presents its recommendations to the CEO and the Board, after which compensation increases are
determined with the Board's approval.
Reward Management
Organizational objectives and practices that tend to compensate individuals equally, equitably,
and reliably form the basis of reward management. Extrinsic benefits are monetary incentives
that employers offer to workers in the form of bonuses. Intrinsic benefits are non-tangible
incentives that are provided to workers mentally. As a result, these are the thank-you notes or
inspiring quotations that an employee receives. The relation between motivational philosophy
and incentive, motivation is a mechanism by which an individual's thought process is shaped and
improved, allowing them to achieve their goal more precisely.

Conclusion
As an NDSM student, this particular individual task is critical in allowing me to apply theoretical
expertise in a realistic setting. In the tasks, we learned what personal marketing is and the
benefits it provides to every company, as well as the importance of the selling process and new
selling and delivery techniques that we can use now. We gained a broad understanding of the
principles of designing sales organizations and business development strategies for
organizations, as well as how to create organizational processes and how to choose a sales
territory for a company, as well as the value of the sales and delivery plan for the organization,
by performing tasks. Finally we believe that we have completed all the task of the individual
assignment given by Sri Lanka institute of Marketing and all the details are true and correct
according to my knowledge.

References
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[10] Preliminary certificate in Marketing text book by G.S.Silvester
[11] NDSM course manual guide “Sales Management “by Pradeep Kumar Mallik
[12] http://www.business-fundas.com/2011/ansoff-matrix/