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Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH

Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH. Lindell Phillip Chew Chapter 11. BA 315-Chapter Eleven Objectives. To examine the scope, importance, and characteristics of sales promotion

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Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH

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  1. Ba 315- Marketing Management A Sales Promotion Plan ENTERPRISE PICK A PEACH Lindell Phillip Chew Chapter 11

  2. BA 315-Chapter Eleven Objectives • To examine the scope, importance, and characteristics of sales promotion • To study the elements in a sales promotion and / or a direct marketing plan utilizing Enterprise Leasing of Ladue Missouri

  3. Types of Promotion Public Relations Advertising Promotion Mix Sales Promotion Personal Selling

  4. BA 315- Sales Promotion and Direct Marketing Sales promotion activities are important to build traffic, attract attention, generate increased sales, create excitement, and create a competitive advantage. Sales promotion activities worldwide are at their highest levels.

  5. Developing a Sales Promotion Plan-ENTERPRISE LEASING 3. Outlining the Overall Plan 2. Assigning Responsibility 4. Selecting Types of Sales Promotion 1. Setting Objectives 6. Evaluating Success or Failure 5. Coordinating the Plan Feedback

  6. ENTERPRISE Sales Promotion Plan: Setting Objectives Sales promotion goals are usually demand-oriented, and may be related to channel members and final consumers with the following objectives. We are directing at business users (mfg & service) 1. Setting Objectives • Channel Members • Gain distribution • Receive shelf space • Increase dealer enthusiasm • Raise sales • Get promotion co-op money • Final Consumers • Increase brand awareness • Do more product trials • Increase purchases • Undertake repurchases • Engage in impulse sales • Supplement other offers

  7. ENTERPRISE Sales Promotion Plan: Assigning Responsibility 2. Assigning Responsibility Responsibilities are often shared by advertising marketing and sales departments (e.g. Enterprise). Firms work jointly with, and often hire, outside experts for special events, shows, coupons, contests, print materials, demonstrations, and cooperative sales promotion events. 1. Setting Objectives

  8. ENTERPRISE Sales Promotion Plan: Overall Plan 3. Outlining the Overall Plan 2. Assigning Responsibility 1. Setting Objectives • The Peach of a deal sales promotion plan outline includes • Budget decisions (LEMON, Mailer and UPS $5.19/ mailer) • The orientation: channel members or final consumers • Conditions: eligibility requirements for participants • Media: types of vehicles to be used • Duration and timing of events • Co-op support: costs and benefits

  9. ENTERPRISE Sales Promotion Plan: Types of Promotion (1) 3. Outlining the Overall Plan 2. Assigning Responsibility 1. Setting Objectives 4. Selecting Types of Sales Promotion • Channel Member Promotions • Trade shows/meetings • Training • Trade allowances • Special offers • Point-of-purchase displays • Push money • Sales contests • Free merchandise • Business User-Direct Mail-Lemon

  10. ENTERPRISE Sales Promotion Plan: Types of Promotion (2) 2. Assigning Responsibility Internal and External 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 1. Setting Objectives • Direct Markrting Directed at Business Customers. Fleet Leasing Needs of Manufacturing and Service Firms for 25 or more cars. 1;5 in Service and 1:10 in Manufacturing (cars to employees). • Other option Final Household Consumer Directed • .

  11. ENTERPRISE Sales Promotion Plan: Coordination 3. Outlining the Overall Plan 2. Assigning Responsibility 4. Selecting Types of Sales Promotion 1. Setting Objectives Advertising and sales promotion plans must be integrated; the sales force should be informed and trained; publicity must be generated; and sales promotion should be consistent with channel member activities. 5. Coordinating the Plan

  12. ENTERPRISE Sales Promotion Plan: Evaluation 3. Outlining the Overall Plan 2. Assigning Responsibility 4. Selecting Types of Sales Promotion Success or failure is straightforward to measure since promotions may be closely linked to performance or sales. 1. Setting Objectives 6. Evaluating Success or Failure 5. Coordinating the Plan Feedback

  13. Sales Promotion and Direct Marketing Summary- Enterprise • We looked at the scope, importance, and characteristics of sales promotion. • We presented the elements in the Enterprise Fleet Leasing Pick a Peach sales promotion and direct marketing plan. Hope that you enjoyed it! The program is alive and well! Born 1981- 2003++++ • Pick Your Peach of a deal! • PLEASE NOTE HOW THIS IS A COST EFFECTIVE TOOL FOR PROSPECTING, STEP NUMBER ONE OF THE PERSONAL SELLING TASKS THAT FOLLOWS….

  14. The Selling Process Prospecting for Leads Giving a Sales Presentation Approaching Customers Determining Customer Wants Answering Questions Closing the Sale Following Up

  15. Enterprise:the Peach Link ToThe Selling Process Enterprise is cost effective in prospecting for leads as they use the Pick A Peach Saga of the Peach and Lemon This is snowballing! Giving a Sales Presentation Approaching Customers.. breaks thru noise barrier Determining Customer Wants Answering Questions Closing the Sale After Inking Contract Following Up…A Free Umbrella !

  16. Developing a Personal Selling Plan 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 1. Setting Objectives 5. Selecting a Sales Technique 7. Applying the Plan 6. Outlining Sales Tasks Feedback

  17. Personal Selling Plan: Setting Objectives • Selling goals can be demand- and/or image-oriented. • When image-oriented, they involve public relations. • Although many firms have some interest in information, reminder, and image goals, the major goal usually is persuasion: converting consumer interest into a sale. 1. Setting Objectives

  18. Personal Selling Plan: Assigning Responsibility • Sales Manager Responsibilities • Understand goals and strategies of firm • To determine sales philosophy • To prepare sales forecasts • To allocate resources • To supervise sales personnel • To synchronize selling tasks • To assess all aspects of sales performance • To monitor competition’s actions • To maintain ethical standards • To convey the image sought by firm 2. Assigning Responsibility 1. Setting Objectives

  19. Personal Selling Plan: Budgeting 2. Assigning Responsibility 3. Establishing a Budget 1. Setting Objectives The sales-expense budget allots selling costs among salespeople, products, customers, and geographic areas for a given period. It is usually tied to a sales forecast. Budget items include sales forecast, overhead, sales force compensation, travel expenses, sales meetings, selling aids, and sales management costs.

  20. Personal Selling Plan: Sales Positions 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 1. Setting Objectives Salespeople are often classified as order takers,order getters, or support personnel.

  21. CONTRASTING (don’t forget missionary-support)Order TakersandOrder Getters Generate customer leads and persuade consumers Process routine orders and reorders Are creative Provide clerical functions Handle high-priced/complex items and increase sales Basic Differ- ences Handle pre-sold items and maintain sales. Arrange displays, restock items, answer simple questions, & complete transactions Are less involved with routine tasks Require a lot of training and compensation Require little training and compensation Are highly expert and enthusiastic Have limited expertise and enthusiasm

  22. Personal Selling Plan: Sales Technique 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 1. Setting Objectives 5. Selecting a Sales Technique Two basic techniques for selling are the canned sales presentation (memorized and repetitive), and the need satisfaction approach (that iscustomized to individual consumer attributes).

  23. Personal Selling Plan: Sales Tasks 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 1. Setting Objectives 5. Selecting a Sales Technique The selling process outlines the sequential tasks sales personnel should perform. 6. Outlining Sales Tasks

  24. Personal Selling Plan: Sales Tasks 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 1. Setting Objectives 5. Selecting a Sales Technique The selling process outlines the sequential tasks sales personnel should perform. 6. Outlining Sales Tasks

  25. Enterprise:The Selling Process notice the follow up cards and status (count) Prospecting for Leads Saga of the Peach and Lemon Giving a Sales Presentation Approaching Customers Lemon In Hand! Determining Customer Wants Answering Questions Closing the Sale Following Up Minimize Dissonance

  26. Personal Selling Plan: Applying the Plan 3. Establishing a Budget 2. Assigning Responsibility 4. Determining Types of Sales Positions 1. Setting Objectives Sales Management involves planning, implementing, & controlling the personal sales function. 5. Selecting a Sales Technique 7. Applying the Plan 6. Outlining Sales Tasks Feedback

  27. SALES PROMOTION, DIRECT MARKETING AND PERSONAL SELLING PROGRAM DYNAMICS • We examined the scope, importance, and characteristics of personal selling. • We studied the elements in a personal selling plan linked back to the Enterprise saga of the Peach and the Lemon sales promotion and direct marketing program. • Lemon candy anyone!

  28. This Concludes Our Chapter NOW apply it! LPC1@umsl.eduOPPORTUNITYISNOWHERE! THE END Lindell Phillip Chew

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