Sales Planning, Buyer Behaviour, Product Features and Promotion

This report delves into sales planning, buyer behavior, and marketing strategies, analyzing how personal selling supports the promotional mix, using British Gas as a case study. It examines different buying situations, including complex and variety-seeking behaviors, and the roles of a sales team within a marketing strategy. Furthermore, the report outlines the features of a new product, Chocolate Rolls with Muffins, including its target customers (kids and youngsters), potential competitors, and proposed pricing. It also details promotional methods, such as attractive advertisements and social media, to enhance sales. References from various academic journals support the analysis of sales and marketing concepts.

SALES PLANNING Task 1

PERSONAL SELLING SUPPORTS
PROMOTIONAL MIX
Promotional mix - The promotion mix is a combination of promotional variables that a British
gas used reach its goals. It consists of advertising, personal selling, direct marketing, sales
promotion. The methods of promotional mix help the British Gas to enhance their marketing
activities for the product in the market.
Promotional tools used by the British Gas – British gas is one of the leading energy and home
services or electrical services provider in the United Kingdom. There are various promotional
methods used by British gas to provide the energy and electrical services provider.
Personal Selling – The personal selling is one of the oldest form of the promotional mix. It is a
process of conveying with the buyer with the intention of making the sale. To purchase the
good or service by the customer or an act of any idea, the personal selling method can be used.
British gas provide the energy services and home provide services though the method of
personal selling. The method maintain the relationship between the buyers and the customers.

CONTD..
Direct Marketing – The direct marketing is defined as the individual relationship
with the business to provide the good or service to the final customer. British gas
used the direct marketing method to enhance their marketing activities by provide
the facility of gas and electricity, home services and energy saving. `
Sales Promotion – In boost up the sales of a product or services, sales promotion is
a convenient method used by the company. It is a medium of communication for a
time to increase the demand of consumer, improve market demand and for better
availability of product. British Gas increase their sales by offer the telemarketing,
free samples, exhibitions to improve the product availability for their customers.

CONTD..
Personal selling supports promotion mix used by British Gas – The personal selling
supports the promotion mix methods used by the British Gas in a following ways:
Personal selling is effective because it create the awareness of the product towards
the purchase. British Gas have to create the awareness towards their product. The
product of the British Gas provide the home services which required to create the
awareness in the market to buy the product the product by customer.

CONTD..
Another reason of personal selling to support the promotion mix is enables to
explain all the feature regarding the product. The features of the product also attract
the consumers towards the product. British Gas explain their aspects regarding the
electrical services and energy saving products to their customers to increase their
customer’s base.
The Personal selling also enables to gather the market information. British Gas
make their products on the basis of market research on the energy services products.

COMPARISON OF BUYER BEHAVIOR AND DECISION
MAKING PROCESS IN DIFFERENT SITUATIONS
Buyer Behaviour – The buyer behaviour is a systemized approach of consumer's
taste, preference, attitudes, perceptions when purchasing the product or making the
buy decisions. The consumer behaviour is a process of select, experience and ideas
to satisfy the need and desires of the consumer.
Two Buying Situations - The buying situations relates to the conditions around the
purchase which is defined by the quality information, experience of buyer regarding
the product and the effort to make the purchase decision.

CONTD..
Complex Buying Behaviour – In complex buying behaviour, the buyer is passes
through the different phases which is categorized by the beliefs of product, attitudes
towards product and the making purchase decision. The marketer must gather the
information and evaluate the behaviour of high involvement customers.
Variety Seeking Buying Behaviour – This buying situations is represented by the
involvement of low consumers but brand differences. The consumers are switching
for the another brand for the purpose of variety rather than the dissatisfaction level.
The marketer try to encourage the variety seeking consumers by offer free samples,
coupons and low prices.

COMPARISON OF BUYER BEHAVIOUR IN
DIFFERENT BUYING SITUATIONS
Basis Complex Buying Behaviour Variety Seeking Buying Behaviour
Customer
Involvement
The customer involvement in this buying
behaviour is high. The consumer is highly
involved in buying the product in case of luxuries
goods, expensive items.
The customer involvement in this buying
behaviour is low. The consumers are
switching the brands for the sake of
variety.
Price Level The price level in consumer buying behaviour is
high.
The price level is low for seeking the
variety.
Information Process The consumer pass through the process of belief,
attitude and then purchase decision.
The consumers switch for another brand
for the purpose to obtain the variety.

ROLES OF SALES TEAM WITHIN
MARKETING STRATEGY
The sales team had an considerable influence on the profitability of business. The
company should define the roles that affects the strengths of the product and allocate the
responsibilities for achieving the sales performance. The marketing strategy conduct on
the roles of sales team as they set the achievable targets and meeting the business
objectives.
Characteristics of a Sales team:
Problem solving abilities
Strong focus on association
Effective time managers
Communication
Information about product

SECTION 2: FEATURES OF THE PRODUCT
The product that has been developed for promoting is Chocolate Roll with Muffins
and the product is highly useful as a snack.
It is made up of chocolate and it has chocolate chips inside the roll.
Basically, it is targeted for kids and youngsters who prefer to have chocolate items.

PRIMARY SALES OBJECTIVE
The main aim of the company is to sell maximum unit of Chocolate Rolls with
Muffins in a month.
The company also aims to meet the needs and desires of people (especially those
who love chocolates).
Different items have been included in the product list so that diverse needs of
clients can be fulfilled.

TARGET CUSTOMERS
The potential target customers of Chocolate Rolls with Muffins is kids (between
the age group of 8 to 15.
Further, next targeting group is youngsters from the age group of 15 to 30 who
prefer to get chocolate based products.
This particular segment has been selected because youngsters prefer to gift
chocolates to other friends and colleagues.

POTENTIAL COMPETITORS
All such entities that sell chocolate based products are the major competitors of
subsequent company.
Bakeries and Chocolates Malls are also the chief players in the same sector that
sells the same products and services.

PROPOSED PRICE FOR THE
PRODUCT
Affordable prices has been determined for Chocolate Rolls with Muffins so that
customers can purchase it on higher extent.
Hence, in such respect Chocolate Rolls with Muffins will be sold to consumers at a
price of 10 pounds.
This price has been selected because with a single product, complementary services
are also concerned with the product.
Thus, according to the targeted segment, price of the product has been determined.

METHODS OF PROMOTING
Since, kids are the main targets of Chocolate Rolls with Muffins; therefore it is
essential for the company to promote the products as per the targeted segments.
In order to promote the product in the market place, attractive advertisements can
be developed and there in, innovative graphics can be used.
Further, several social media websites can be used since all the youngsters are
available on such websites.
Therefore, promoting Chocolate Rolls with Muffins through such sources could
enhance sales ability of the company.

REFERENCES
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