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

Copyright Atomic Dog Publishing, 2002 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

Copyright Atomic Dog Publishing, 2002 Types of Promotion Advertising Public Relations Sales PromotionPersonal Selling Promotion Mix

Copyright Atomic Dog Publishing, 2002 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.

Copyright Atomic Dog Publishing, 2002 Developing a Sales Promotion Plan-ENTERPRISE LEASING 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Feedback 6. Evaluating Success or Failure

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Setting Objectives 1. 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) 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

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Assigning Responsibility 1. Setting Objectives 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.

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Overall Plan 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 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

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Types of Promotion (1) 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 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

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Types of Promotion (2) 1. Setting Objectives 2. Assigning Responsibility Internal and External 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 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 .

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Coordination 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan 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.

Copyright Atomic Dog Publishing, 2002 ENTERPRISE Sales Promotion Plan: Evaluation 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Feedback 6. Evaluating Success or Failure Success or failure is straightforward to measure since promotions may be closely linked to performance or sales.

Copyright Atomic Dog Publishing, 2002 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 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….

Copyright Atomic Dog Publishing, 2002 The Selling Process Prospecting for Leads Approaching Customers Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale Following Up

Copyright Atomic Dog Publishing, 2002 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! Approaching Customers.. breaks thru noise barrier Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale After Inking Contract Following Up…A Free Umbrella !

Copyright Atomic Dog Publishing, 2002 Developing a Personal Selling Plan 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks Feedback 7. Applying the Plan

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Setting Objectives 1. Setting Objectives Selling goals can be demand- and/or image-oriented. image-oriented  When image-oriented, they involve public relations. persuasion  Although many firms have some interest in information, reminder, and image goals, the major goal usually is persuasion: converting consumer interest into a sale.

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Assigning Responsibility 1. Setting Objectives 2. 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

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Budgeting 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 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.

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Positions 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions Salespeople are often classified as order takers, order getters, or support personnel.

Copyright Atomic Dog Publishing, 2002 CONTRASTING (don’t forget missionary-support) Order Takers and Order Getters Basic Differ- ences Process routine orders and reorders Provide clerical functions Handle pre-sold items and maintain sales. Arrange displays, restock items, answer simple questions, & complete transactions Require little training and compensation Have limited expertise and enthusiasm Generate customer leads and persuade consumers Are creative Handle high-priced/complex items and increase sales Are less involved with routine tasks Require a lot of training and compensation Are highly expert and enthusiastic

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Technique 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Two basic techniques for selling are the canned sales presentation (memorized and repetitive), and the need satisfaction approach (that is customized to individual consumer attributes).

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Tasks 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks The selling process outlines the sequential tasks sales personnel should perform.

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Tasks 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks The selling process outlines the sequential tasks sales personnel should perform.

Copyright Atomic Dog Publishing, 2002 Enterprise:The Selling Process notice the follow up cards and status (count) Prospecting for Leads Saga of the Peach and Lemon Approaching Customers Lemon In Hand! Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale Following Up Minimize Dissonance

Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Applying the Plan 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks Feedback 7. Applying the Plan Sales Management involves planning, implementing, & controlling the personal sales function.

Copyright Atomic Dog Publishing, 2002 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!

Copyright Atomic Dog Publishing, 2002 This Concludes Our Chapter NOW apply it! OPPORTUNITYISNOWHERE ! THE END Lindell Phillip Chew