Sales Planning and Operations: Promotional Mix and Sales Strategy

This presentation provides a comprehensive overview of sales planning and operations, emphasizing the role of personal selling within a marketing strategy and its support to the promotional mix. It compares buyer behavior and decision-making processes in B2B and B2C situations, using British Gas as an example for promotional tools and personal selling. The presentation further delves into the characteristics of a sales advisor and formulates a sales plan for Reebok sports shoes, identifying target customers, potential competitors, and promotional strategies such as viral marketing and social media campaigns. The conclusion highlights the potential of Reebok sports shoes to enhance customer base and sales margin, supported by a list of relevant references.

Sales Planning and
Operations

INTRODUCTION
This presentation entails to understand the various concepts
regarding the role of personal selling within the context of
marketing strategy. It also describes that how it supports to
the promotional mix. In addition to this, Further, buyer
behaviour and decision making process in different
situations are also being compared in this presentation.
Moreover, this presentation is divided into two sections.
First section of the presentation describes about popular
theories pertaining to sales planning and operations.
Second section of the presentation carries out in
relation to a particular product or service of the choice. For
the same, sales presentation for Reebok shoes has been
taken into account.

PROMOTIONAL MIX
PROMOTIONAL MIX
• Publicity
• Face to face
interaction at the time
of selling
• Direct Marketing
• Sales Promotion
• Public Relations

PROMOTIONAL TOOLS OF BRITISH
GAS
Some of the best promotional mix tools are as follows:
Direct marketing
Social media sites
Hoarding boards
Mobile market
Sponsorship: British Swimming team
Southern Football league of England

ROLE OF PERSONAL SELLING
This technique plays a crucial role in the context of British Gas such as:
▪ Increased market share with effective consumer response
▪ Enhanced customer loyalty
▪ Helps in handling all the queries and issues of customers
▪ Bridge out the gaps between company and end users

BUYER BEHAVIOR
Buyer behavior differs as per the situation such as:
▪ B2B Buying situation: At this situation, British Gas sells its
products to other business organizations such as hotels,
restaurants etc.
▪ B2C buying situation: At this situation, company sells its
products directly to the customers.

BUYER BEHAVIOR IN DIFFERENT
SITUATION
Buyer Behavior in B2B:
▪ Effective decision making with
the involvement of different
people
▪ Extra time requires to take any
decision
▪ Business consumers are highly
focused towards the quality and
cost
▪ Better and long term
relationship
Buyer behavior in B2C:
▪ Suggestions might take from
friends and family members
regarding the product’s
purchasing
▪ All the decisions can be taken
in less time period after taking
different suggestions
▪ Customers focus on quality
▪ Fulfilling existing requirements
of customers

ROLE OF SALES TEAM
Sales team plays a crucial role in any organization. With respect to the
selling of products, sales team of British Gas plays an effective role such
as:
▪ Making better relations with customers and enhancing their loyalty level
▪ Offering all the necessary information to the customers
▪ Identifying needs and demands of customers
▪ Addressing consumer’s issues effectively
▪ Development of customer loyalty
▪ Increasing sales and market share
▪ Development of sales targets
▪ Taking feedbacks

CHARACTERISTICS OF SALES
ADVISER
▪ Appropriate communication and presentation skills
▪ Excellent knowledge of product
▪ Checking lead of sales on the regular basis
▪ Proper time management skill
▪ Good and presentable personality
▪ Impressive attitude

SALES PLAN
▪ Product: In order to develop a product for
this section, sports shoes of Reebok has been
selected. One of the major reasons behind
this selection is the availability of its high
demand among consumers.

PRIMARY SALES OBJECTIVES
▪ The main objective of developing this product is just
to enhance the sales within next upcoming times.

TARGET CUSTOMER
▪ Effective base of target customers for the sports shoes of Reebok will
help company in attaining the desired objectives in an effectual
manner.
▪ Women: 30-60
▪ Men: 30-60
▪ Boys and girls: Age group: 10-25