Sales Planning and Promotional Mix for Primark: A Detailed Analysis

This report delves into the sales planning and marketing strategies of Primark, a renowned UK clothing retailer. It examines the importance of personal selling within Primark's promotional mix, emphasizing its role in two-way communication and addressing customer needs. The report compares the decision-making process with customer buyer behavior, highlighting the impact of sales personnel on both B2B and B2C sales. It outlines the role of the sales team in Primark's marketing strategy, focusing on meeting sales targets and promoting new product lines. The report further explores how corporate objectives influence sales strategies, the significance of recruitment and selection procedures, and the role of motivation, remuneration, and training in sales management. It also discusses organizing sales activities, controlling sales output, and utilizing databases for effective sales management. Finally, the report identifies and justifies new product lines, proposes sales plans, and explores strategies for increasing sales through international expansion and exhibitions.

Sales Planning
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
(a) Importance of personal selling in supporting the promotional mix for Primark ...................3
(b) Comparison of decision making process with customer buyer behaviour ............................4
(c) Role of sales team within Primark's marketing strategy .......................................................5
Task 3...............................................................................................................................................6
3.1 Explain how corporate objectives impact sales strategies.....................................................6
3.2 Significance of applying recruitment and selection procedure to the campaign...................6
Merit.................................................................................................................................................6
M3 Skills I will look for at the time of recruiting sales people for Primark ...............................6
3.3 Role of motivation, remuneration and training on sales management..................................7
3.4 Organize sales activity and what measures Primark will take to control sales output..........7
3.5 Explain the use of database in effective sales management for Primark...............................8
Task 4...............................................................................................................................................8
4.1 Identification and justification of new lines of products.......................................................8
4.1,Sales plan ..............................................................................................................................8
4.2 Increasing sales by selling internationally ...........................................................................9
4.3 Increasing sales through exhibition ....................................................................................10
Merit and distinctions ...................................................................................................................10
M1Role of personal selling marketing process .........................................................................10
D1 Critical evaluation of role of personal selling process ........................................................10
D2 In house letter ......................................................................................................................11
D3 Recommended trade fair and exhibition based in Europe that will be worth attending .....12
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
2

INTRODUCTION
In the present scenario, sales planning have become very crucial aspect for every business
enterprise. In simpler terms, it can be defined as the process in which organisations set sales
targets and develop effective strategies to satisfy the same (Bilginer and Erhun, 2015). Further, it
can be also stated that it is not easy for managers to carry out the process of sales planning where
they are required to deal with various challenges. The present study is based on Primark which is
one of the most renowned retailers of clothing in UK (Primark, 2016). The brand is providing
quality products and services to people in market at very convenient prices. This report explains
the importance of personal selling in promotional mix of the organisation. Along with this, it also
play role of sales strategies in order to corporate objectives of Primark.
TASK 1
(a) Importance of personal selling in supporting the promotional mix for Primark
Personal selling can be defined as the oral communication with customers which is
carried out with a purpose of selling products and services. In the current scenario, personal
selling has become very important part of marketing process of organisations. One of the major
roles which personal selling plays in Primark is that it establishes two way communications
between the brand and its potential customers. In addition to this, it also plays vital role in
3

addressing personal needs of all people in market. The concept of personal selling also allows
Primark to explain the range and benefits of all its products and services (Ingram and et. al.,
2012). Other than this, it also provides support to other promotional tools such as events,
advertising and sales promotion.
The task of personal selling consists of various components which are prospecting and
qualifying, pro-approaching, approach, presentation and demonstration, handling objections,
closing and follow ups. The process of selling starts with seeking for potential customers which
can buy products of Primark. It can be also stated that the process ends with closing and follow
up in which sales person identify whether the product has satisfied customers demand or not
(Bragg, 2005). Sales person also play very important role in the success of Primark as it provides
the organisation with more accurate and reliable information regarding customers. This
information is very helpful in developing new products and getting high degree of customer
satisfaction. In Primark, as per overall promotional mix, personal selling is very important as it
helps in increasing sales and achieving the organisation's objectives.
(b) Comparison of decision making process with customer buyer behaviour
Buying behaviour of customers consist of different elements which support people to
determine whether to buy a product or not (Schaefer and Pettijohn, 2006). Further, stages of
buyer behaviour are explained below as:
Need recognition- The stage of need or problem recognition is considered as one of the most
important stage as without need identification, purchase cannot be made.
Information search- It is the second stage of buyer’s decision making process in which he/she
looks for various alternatives and solutions through which the identified need can be satisfied.
Evaluating alternatives- In this stage, customer evaluates all the alternatives or options available
in front of him/her.
Decision regarding purchase- It is the stage in which customer makes purchase of products and
services in order to satisfy his/her needs.
Behaviour after purchase- It is considered as the last stage of buyer decision making process.
Here, buyer determines that the purchased product has satisfied his/her needs or not.
4

On comparing corporate decision making process with buyer behaviour, it can be stated
that all the decision made by organisations are based on buyer behaviour. Along with this, before
making any decision, businesses evaluate each and every factor affecting buyer behaviour and
then take decision on the basis of same (Bryson, 2011). Other than this, it can be also being
argued that sales person has direct impact on buyer behaviour he/she is providing useful
information to buyer regarding how recognized need and can be satisfied. Along with this, sales
personnel also encourage the decision making of customers by making them aware about the
benefits of products or services.
Impact of sales personal of Primark on B2B
Sales person of Primark directly affects the buyer behaviour in business to business.
Furthermore, with the help of good product knowledge and communication skills, sales
personnel are able to deal with other potential businesses more effectively (Geiger and Turley,
2005). In addition to this, Primark sales person also support in increasing B2B sales and
developing long term relation with other potential businesses.
Impact of sales person of Primark on B2C
B2C is a process in which Primark tries to sale its products and services to customers in
market. Sales person aims at increasing sales of Primark's products by stating advantages of the
same. Effective communication and marketing skills are very important for sales person which
directly affect their behaviour.
(c) Role of sales team within Primark's marketing strategy
Sales team in Primark is developed with an objective of increasing sales and profits of the
organisation. Furthermore, there are different kinds of responsibilities of sales team which are
required to be accomplished in the best possible manner (Agarwal, Burger and Venkatesh,
2015).The sales team in Primark is responsible to meet the sales targets and objectives which are
developed by the top management and mangers. It is also responsible to carry out effective
marketing and promotion of new sports line which are offered by Primark. As per the provided
scenario, Primark is launching new sports lines and thus; its sales team will be responsible to
create demand of new products among people in market. The team will be also responsible to
increase the sales and profits of Primark's new segment.
5

Role of sales team in marketing strategy
Sales team plays very important role in providing useful information regarding market
trends and needs of customers. Sales team also supports in developing effective marketing plans
and strategies in Primark. The organisation's sales team plays crucial role in implementing
marketing strategies and getting desired results.
TASK 3
3.1 Explain how corporate objectives impact sales strategies
Sales strategies has a direct role with corporate objectives of Primark because
management develops varied strategies on the basis of corporate objectives of the business
entity. Since, the main aim of Primark is to enhance the ratio of sales; therefore the business is
entitled to align all the sales strategies with major corporate aspects (Gray, 2007). Engrossment
on corporate objectives aids Primark to consider only legal and ethical aspects while selling the
products to clients. With the help of corporate objectives, business services of Primark are
properly managed as per the interest of clients. Hence, alignment of sales strategies with
corporate objectives assists Primark to foster the probabilities of long term growth and success.
Corporate strategies also helps in selecting specific market place.
3.2 Significance of applying recruitment and selection procedure to the campaign
Recruitment and selection is the process through which Primark selects new people in the
organization for managing all the work processes (Noonan, 2010). Considering recruitment
process of Primark, it is vital for the manager to emphasize on stern process so that only talented
and capable candidate can be selected. As per the present case, sales ratio of Primark seems to be
declining; therefore Primark should recruit those candidates who have specialization in
marketing and who have the potential to sell more units at the market place. In such respect,
Primark should make sure that sales agent which the company is selecting has varied skills such
as convincing ability, polite person and agile as well. Such specifications should be considered
while recruiting new candidates for Primark.
6

MERIT
M3 Skills I will look for at the time of recruiting sales people for Primark
At the time of carrying out the process of recruitment and selection, there are various
skills which I will be looking for in all applicants. One of the major among those is
communication skills. This is not only limited to good listening and speaking but it also involves
understanding need and demand of customers. Other than this, problem solving skills is the one
which will be required by sales people at Primark. These skills will completely differ from skills
needed to sale cars and hotel rooms. In order to hire personnels to sale fashionable cloths to
people, I will look for candidates which has good problem solving skills. This will support in
dealing with customers complain and in situation where they want to return merchandise. On the
other hand, common skills will include knowledge, team working, time management etc. It can
be stated all these skills will make sales personnel more effective in doing assigned task.
3.3 Role of motivation, remuneration and training on sales management
Motivation is the art of encouraging employees for better productivity and for
contributing more in organizational aims and objectives. Sales agents of Primark must get
motivational benefits because that could encourage them to facilitate more efforts in selling the
products (Harwell, 2006). Motivation is helpful in facilitating team work and there are various
tools through which employees can be motivated. Salary, commission, target setting and
financial incentives are some forms of motivation that should be provided to employees of
Primark for more selling. Further, training also plays crucial role in employee motivation in
which Primark should impart training to sales representatives on specific products and services.
Remuneration is also important in sales management because the urge to get more money and
incentives drives sales representative to sell more units of products.
3.4 Organize sales activity and what measures Primark will take to control sales output
Since, Primark is clothing retail business; therefore it is essential for the business entity to
emphasize more on organizing promotional campaigns. This is significant to make the customers
aware about the product and also to maximize selling ratio. In order to organize sales, following
things will be considered into account:
Primark needs to emphasize on specific market and according to that specific products should be
introduced to the customers.
7

Every business should consider the impact of existing competition as that is useful for analyzing
effect of substitute products.
Sales strategies will be prepared for selling retail products of Primark and accordingly duties will
be delegated to the sales representatives.
Suitable budget will be prepared and on that basis, all the activities will be carried out.
Sales budget is required to be developed so that to maintain financial performance of
Primark. Through this, resources will be utilized in optimum manner. As per the determined
performance standards, Primark should measure how much sales is yet acquired to meet long
term business aims (Jobbe and Lancaster, 2011). Further, the value of sales can be encouraged
through comparing performance and business targets.
3.5 Explain the use of database in effective sales management for Primark
Database management is useful in sales management aspects because it aids the sales
person to record each and everything about the transactions that have been placed in a given time
period. Furthermore, with the help of database, customer queries and number of units sold can be
recorded in accurate manner (Russell and Taylor-Iii, 2008). Considering database management
could assist Primark to ascertain the things that can be undertaken for the purpose of improving
sales ratio. At the same time, Primark can also identify efficacy of sales person in selling
products to diverse customers. However, database is also integrated to security issues because of
data protection. Database system should always be protected with password and security codes
so that only authorized person can access it. The issues related to data disclosure arises at the
time when security control measures are not adopted properly (Ingram and et. al., 2012)
Personal information of customers should not be misused and leaked as that could impede
customer satisfaction. Primark should develop database to record each and every activity
regarding sales of particular product. This is also useful in terms of identifying ability of business
in developing new products and services.
TASK 4
4.1 Identification and justification of new lines of products
The new line of products will be sports apparels, shoes and accessories which the brand
will be providing. The rationale behind using new line of product is that the existing market of
8

clothing has become highly competitive. This means that it has become very difficult for
Primark to attract adequate customers and earn higher profits. The new line of product will be
provide the organization with more potential opportunities regrading growth and development.
It will also provide the brand with new customer base and will enhance its market share.
4.1,Sales plan
The sales plan for Primark's new range of products is mentioned below as:
 Past performance- Primark is one of the leading clothing retailer in country. Further, it
can be stated that in last few years, performance of the brand is declining constantly. This
has affected its sales and profitability.
 Present market analysis- The economic and social conditions of present market are
favourable for launching new product line for Primark. People standard of living is rising
along with their income level (Bryson, 2011.). Along with this, the political condition of
UK is also stable. This means that the present market situation is very appropriate for
Primark to launch new products.
 Competitor analysis- It can be stated that the brand will be facing direct competition from
market players such as Adidas and Nike. Along with this all market players are trying
really hard to steal market share from each other.
 Future revenue and sales goals- Primark is looking forward for 20% hike in its current
sales and revenues in next two year with the help of its product lines. Therefore, all
efforts will be made to achieve the above stated aim in the best possible manner. Primark
future aim is to open 10 new physical stores in the country in order to make it very
convenient for people to buy the product.
 Positioning and action- Primark is a well known brand in the country and it will be
positioning itself as a low cost retailer of sports shoes, cloths and accessories. The
marketing and promotion of its new products will be carried out by advertisement on
televisions and various fitness magazines. Along with this, it will also promote itself with
the help of personal selling, social media and internet marketing.
4.2 Increasing sales by selling internationally
Selling products internationally is one of the best alternative in order to increase sales of
products and services. The home market of ever business organization has limited opportunities
9

for growth and development. Therefore, going and selling products internationally supports
businesses in getting more potential opportunities for growth. In addition to this, it also increases
sales by providing organization with new customers base (Grimson and Pyke, 2007). On the
other hand, selling internationally also supports in expansion of business enterprises. It will be
required by Primark to provide effective training and development to employees so that they can
develop skills to sales products internationally. It can be also argued that the current sales team
of the organization is very effective as it is able to advertise and market its products easily. Other
than this, the brand also have an opportunity for selling its products and services in other
international market with the help of mergers and acquisitions (Schaefer and Pettijohn, 2006).
Market development and diversification are some other effective opportunities for the brand.
4.3 Increasing sales through exhibition
It can be stated that exhibition is another effective to determine the kind of opportunities
available for businesses in marketplace. It has been observed by the provided case that in recent
years, Primark has lost its sales and market share (Lyus, Rogers and Simms, 2008). Therefore, it
is planning to come back in market with new range of products. For this purpose, exhibition can
be very helpful to the brand. It will help in communicating the characteristic and benefits of
Primark's new products. Along with this, exhibitions will also make a lasting impact on all
people in market. One of the main advantage of using the strategy of exhibition is that it will
create more awarenesses among different individuals. Further, it will also encourage people to
buy new products offered by Primark and therefore will result in increasing sales.
MERIT AND DISTINCTIONS
M1Role of personal selling marketing process
In the present scenario, personal selling has started to play very important role in the
overall marketing process of a business. It can be stated that the objective of marketing is to find
out new customers for organization and this can be easily achieved with the help of personal
selling. The role of personal selling is of prospecting which means finding out new customers.
On the other side of this, it also plays very crucial role in communicating the range of products
and services provided by a business enterprise. This helps in achieving different objectives of
marketing. Personal selling also supports companies, in obtaining information about customers
and market trends.
10

D1 Critical evaluation of role of personal selling process
As per the view of personal selling is very useful tool in increasing sales and profitability
of a business enterprise. It is a process in which sales person communicates product, it
characteristic and prices to all potential customers. However, has argued that nowadays personal
selling is not as effective as the modern tools of marketing such as social media and online
marketing. Even the sales personals are not interested in moving door to promote and sales
products of a business organization. Personal selling increases sales of business and make
customer aware about products. On the other hand, it is very costly as compared to modern
marketing techniques.
In order enhance personal selling process some strategies are provided below as:
 Providing information to sales persons- It is required by organizations to provide
adequate knowledge to sale personnel in terms of products, customers and competitors.
The advantage of this is that it will make sales person more effective in selling products.
On the other hand its drawback is that dissatisfaction among employee can be created if
they are being provided with excessive knowledge.
 Old feedback and reviews- In order to improve the task of personal selling, the sales
personal can make use of old feedback and reviews. The advantage of this is that it will
allow sales personnel to communicate with customer in more effective manner. However,
the disadvantage of this strategy is that it is possible that old feedback may not provide
appropriate information regrading current need and demand of customers.
D2 In house letter
Dear XYZ,
This letter is to inform you that in order to boost sales of sports range, personal selling
strategy can be very useful. One of the major benefit of this is that it will encourage two way
communication among sales person and potential customers. The sales man will be also able to
clear doubts, concern and queries of customers. It can be also stated that personal selling will
boost the sales of Primark new products line because of it provides customers with detail
demonstrate of all new range of products. You will be only required to develop a team of
effective personnel to carry out the task of personnel selling. Other than this, it will also provide
the organization with instant feedback from customer which will be very helpful in long term
11

growth of new product line. Therefore, it is suggested that the use of personal selling will be very
beneficial for Primark.
Thanks and regards
D3 Recommended trade fair and exhibition based in Europe that will be worth attending
For new clothing line of Primark, the two European based trade fair and exhibitions
which will be worth attending are summer week of fashion and style and next season. It can is
recommended that visiting the above stated exhibition will provide very useful knowledge about
market trends. Further, it will also help Primark in getting aware about the fact that what kind of
clothing line is in need and demand of people. It will also support the brand in creating
impression in mind of other people and parties which will be visiting those trade fair and
exhibition. In order to be prepared for the trade show, the organization will be required to carry
out activities such as development of appropriate marketing mix. Along with this, it will also
need to carry out the assessment of people and parities visiting the trade fair and exhibition.
CONCLUSION
From the above study, it can be concluded that sales planning helps organizations to
achieve its aim and objectives. Primark is planning to launch new range of products in order to
increase its sales and profits. It can be concluded that the above mentioned sales plan will help
Primark in making its products successful in market.
12

REFERENCES
Books and journals
Agarwal, M. K., Burger, P. C. and Venkatesh, A., 2015. Industrial Consumer Behavior: Toward
an Improved Model. In The 1980’s: A Decade of Marketing Challenges (pp. 68-73).
Springer International Publishing.
Bilginer, O. and Erhun, F., 2015. Production and Sales Planning in Capacitated New Product
Introductions. Production and Operations Management. 24(1). pp 42-53.
Bragg, S., 2005. Controller's Guide to Planning and Controlling Operations. John Wiley &
Sons.
Bryson, J. M., 2011. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement . John Wiley and Sons.
Geiger, S. and Turley, D., 2005. Personal selling as knowledge-based activity: communities of
practice in sales.
Gray, C., 2007. Sales and Operations Planning Standard System: With Reference Software.
Harwell, J., 2006. Sales & operations planning in the retail industry. The Journal of Business
Forecasting. 25(3).pp. 4.
Ingram, T. N. and et. al., 2012. Sales management: Analysis and decision making. ME Sharpe.
Ingram, T. N. and et. al., 2012. Sales management: Analysis and decision making. ME Sharpe.
Jobber D. and Lancaster, G., 2011. Selling and Sales Management. Prentice Hall.
Noonan, C., 2010.Sales Management. Taylor & Francis.
Russell, R. S. and Taylor-Iii, B. W., 2008. Operations management along the supply chain. John
Wiley and Sons.
Schaefer, A. D. and Pettijohn, C. E., 2006. The relevance of authenticity in personal selling: Is
genuineness an asset or liability?. Journal of Marketing Theory and Practice. 14(1). pp.
25-35.
T. F. Wallace & CO.Oliva, R., 2006. The three key linkages: improving the connections between
marketing and sales. Journal of Business & Industrial Marketing. 21(6) pp.395 – 398.
Online
Primark. 2016. [Online]. Available through: <http://www.primark.com/en/homepage>.
[Accessed on 7th March 2016].
13