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Unit 20 Sales Planning and Operations
1.1 Introduction and guidance
Selling is a key part of any successful business, and most people will find that they need to use sales skills at some point in their working life – if only to persuade or win an argument. For anyone who is interested in sales as a professional career it pays to understand the basics of selling, to practice, and plan. This unit will introduce learners to the theory of selling and sales planning, and give them the opportunity to put their personal selling skills into practice. The unit starts with an overview of how personal selling fits within the overall marketing strategy for a business. Learners will be taken through the main stages of the selling process, and be expected to put them to use. Once they are confident about the selling process, learners will investigate the role and objectives of sales management. This is knowledge that can be applied to a wide range of organizations. Finally, learners will be able to start planning sales activity for a product or service of their own choice – this is another valuable skill that is transferable to many different situations learners may find themselves in as they move into employment or higher education.
The tutorial sessions, facilitated by a tutor, are used to support and enhance student understanding and include a variety of classroom-based exercises that consolidate on the material visited in the lectures.
1.2 Case Study
Established in 150 countries across five continents, L’Oréal group’s international success represents an international marketing model based on skill, knowledge and an unshakeable reputation. As a senior L`Oreal manager stated they key success of L`Oréal is: "You have to be local and as strong as the best locals but backed by an international image and strategy. We have made a conscious effort to diversify with cultural origins of our brands."...
L`Oréal sells more than 5 billion individual products each yea. Each and every purchase is the result of a free choice by a consumer or by a professional using their products (beauty salons). This is certainly a source of pride but even more a call for responsibility. They have to do their best in order to deserve the consumers` confidence. This is why they are committed to satisfying and empowering the consumer further.
Sales Strategy of L`Oreal has enabled the company to spread its` business not only in Europe but also in Asia and Latin America. In the year 2015, the Brand L`Oreal was ranked first among all the cosmetics companies of the world.
L`Oréal Sales Strategy has achieved success throughout the world. Over the years, the company is successfully producing and selling different cosmetic products, haircare and skincare products in more than 150 countries of the world. This has been possible because of the well-established Brand Name and Brand Image of L`Oreal.
L`Oréal has been successful in generating a worldwide Brand Identity only because of the company`s powerful and efficient sales and promotion Strategy. This successful Global Sales Strategy of L`Oreal helped the company to earn significant levels of revenue in the past years.
In short, it can be said that reason behind the success of Brand L`Oreal lies in the fact that the company succeeded in reaching out to the customers of different countries of the world, across different income ranges and cultural patterns.
L’Oréal is launching new cosmetic lines for L’Oréal; these lines are aimed at customers from diverse gender age and tastes
As a Sales Manager you have been asked to prepare an essay on the importance role of personal selling within the overall marketing strategy to promote these lines
Task One - Essay
LO1 Understand the role of personal selling within the overall marketing strategy Task 1-This tasks offers you an opportunity to achieve LO1: 1.1, 1.2, & 1.3, M1 and D1
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Write an Essay in which you:
- Explain the importance of personal selling in supporting the promotional mix for an organization like L’Oréal (1.1)
- Using the scenario compare the stages of the decision-making process of Corporate with Consumer buying behavior in both B to B and B to C. (1.2)
- Analyze the role of sales team within L’Oréal’s marketing strategy. (1.3)
In this task, you have been assigned a task to prepare a presentation for your executives regarding the new cosmetic ranges that L’Oréal is aiming to launch.
Task Two This tasks offers you an opportunity to achieve LO2: 2.1, 2.2, M2 and D2
LO2 Be able to apply the principles of the selling process to a product or service
a) You are the Sales Manager for L’Oréal. Prepare a PowerPoint (PPT) sales presentation and present in front of a panel on the company’s products and services. Scenario
As a part to develop the company sales strategy. Your CEO has requested you to write a report explaining the roles and objectives of team sales management.
Task Three Report
LO3 Understand the role and objectives of sales management
This tasks offers you an opportunity to achieveLO3:3.1, 3.2, 3.3, 3.4,3.5, M3 and D2
a) Sales strategies are usually developed after corporate objectives have been devised. Explain how corporate objectives impact on sales strategies and vice versa.
Use the L’Oréal case study to support your answer. (3.1)
b) You are about to hire new members to join the sales team of L’Oréal. Explain the significance of applying rigorous recruitment and selection procedures to your recruitment campaign. (3.2)
c) In a section of your report evaluate the role of effective motivation, remuneration and training on sales management. (3.3)
d) Explain how you plan to organize sales activity and what measures you will take to control sales output. (3.4)
e) Explain the use of databases in effective sales management for an organization like L’Oréal (3.5)
As a part of its global expansion. L’Oréal is investigating selling these cosmetic lines internationally.
As a Marketing Manager you have the responsibility to create a sales plan for these lines.
Task Four: Sales Plan
LO4 Be able to plan sales activity for a product or service
This task offers you an opportunity to achieve LO4: 4.1, 4.2,4.3 and D3 You are required to develop a sales plan for any chosen lines. The sales plan should include a strategy to investigate selling the new lines internationally. Your plan should also look into using exhibitions and trade fairs to increase sales. (4.1,4.2, 4.3)