Unit-20 Sales Planning

and Operations
by Habbibur Rahman

SUBMISSION ID 54799645 CHARACTER COUNT 22021

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 UNIT 20
SALES PLANNING AND OPERATIONS

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Table of Contents
INTRODUCTION .......................................................................................................................... 4
TASK 1 ........................................................................................................................................ 4
1.1 EXPLANATION OF HOW PERSONAL SELLING SUPPORTS THE PROMOTION MIX
OF THE COMPANY ...................................................................................................................... 4
1.2. COMPARISON OF BUYING BEHAVIOUR AND DECISION MAKING PROCESS IN
DIFFERENT SITUATIONS .......................................................................................................... 5
1.3. ROLE OF SALES TEAM IN KRAFT FOODS: ..................................................................... 6
TASK-2 ........................................................................................................................................... 6
2.1 SALES PRESENTATION FOR PRODUCT OR SERVICE PF kRAFT FOODS. ................. 6
2.2 SALES PRESENTATION FOR THE SELECTED PRODUCT OR SERVICES OF KRAFT
FOODS. .......................................................................................................................................... 7
TASK-3 ........................................................................................................................................... 7
3.1 DEVELOPMENT OF SALES STRATEGIES IN LINE WITH CORPORATE OBJECTIVES
OF KRAFT FOODS. ...................................................................................................................... 7
3.2 RECRUITMENT AND SELECTION PROCEDURES AND ITS IMPORTANCE: .............. 8
3.3 ROLE OF MOTIVATION ALONGSIDE REMUNERATION AS WELL AS TRAINING IN
CONTEXT OF KRAFT FOODS: .................................................................................................. 8
3.4 ORGANIZING SALES ACTIVITIES AND CONTROL SALES: ......................................... 8
3.5 USING OF DATABASE FOR EFFECTIVE SALES MANAGEMENT IN KRAFT FOODS.
......................................................................................................................................................... 9
TASK -4 .......................................................................................................................................... 9
4.1 DEVELOPING A SALES PLAN FOR PHILADELPHIA, A PRODUCT OF KRAFT
FOODS: .......................................................................................................................................... 9
4.2 FINDING OPPORTUNITIES FOR INTERNATIONALLY SELLING .......................... 10
4.3. FINDING OPPORTUNITIES USING EXHIBITION AND TRADE FAIRS: .................... 10
Conclusion: ................................................................................................................................... 11
References ..................................................................................................................................... 11

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INTRODUCTION
Developing sales plan is very mush important if any company wants to exist in the competition
that will help to increase the revenue as well as the customer satisfaction. Often this is referred as
Game plan as Sales planning & operations (SPO) needs to covers weakness and strength of
Finance, marketing, management, supply chain and so on. Sales planning & operations (SPO)
impacts decisive factor of building profitable relationship with customers and shows how to fulfill
customers needs and demands by allocating resources efficiently and accordingly. That is why
Sales planning & operations (SPO) is an important to that maintain customers, maximizes profit
and finds a way for company in critical decision making.

TASK 1

1.1 EXPLANATION OF HOW PERSONAL SELLING SUPPORTS THE

PROMOTION MIX OF THE COMPANY

Promotion mix is important tool that because long lasting of a product is on the impact of
customers satisfaction and demands of that products. So this tools design a strategic way to reach
customers. Promotion mix is the medium by how promoting and what promoting is done by
efficient use of allocated resources of the company. Promotion mix also helps to integrate a good
marketing policy that accelerates development of good and profitable customer relationship. A
business firm use this tools to advertise feature and value of their products to their customers.

There are five components of promotion mix which are: (Manis, 2014)

a) Personal selling: one to one communication between customer and seller.

b) Advertising: non-personal promotion. This types of promotions are done using different
medias sharing value pf the products.
c) Direct marketing: this form of promotion only for a targeted group of customer rather
than all people.
d) Sales promotion: it helps to increase sales and fulfill objectives of the company.

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 e) Public relations: by campaigning and building public interactions to a targeted audience,
company can promote their products.

How personal selling supports promotion mix at Kraft Foods:

Personal selling is risky and costly tools amongst the all tools of promotion mix. It is also profitable
one as company can directly interact with customers. Considering customers needs and demands
Kraft Foods can develop a good customer relationship. Creating new menu for the restaurants will
definitely increase interest of the customers for the new items. (Service, 2016). So one to one
interaction with customers will help to know the company about required demands and tastes of
the people those are love to eat. So personal selling supports Kraft Foods in a large scales as Kraft
foods trained their officials and technicians according so that each customers remains satisfied.

1.2. COMPARISON OF BUYING BEHAVIOUR AND DECISION MAKING

PROCESS IN DIFFERENT SITUATIONS
There are five stages of the consumers buying decision process:

1. Need recognition: identifying need is one of the important stage. Need of a products or
services determines the buying decisions of customers.
2. Information search: in this steps customers will search the relevant and adequate
information of the products from both external and internal sources.
3. Evaluation of alternatives: after accumulating sufficient information customers choose the
best one form the all alternatives comparing the information that customers have.
4. Purchase decision: at this stage, customer purchases a product or service that can fulfil
needs and demands.
5. Post purchase behaviour : This is the last stage. after consuming or using a products
customer can either satisfied or dissatisfied with the product that influence his buying
behaviour and decision making process. (Perreau, 2016)

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1.3. ROLE OF SALES TEAM IN KRAFT FOODS:
Sales team always play a vital role in the company. They handle companies all kinds of selling
and maintaining all kinds of interaction with the customers. This team develops and implements
all kinds of planning and strategies that increase sales of the company.

The roles of sales team in Kraft Foods are:

1. Selecting sales objective for all products.

2. Course of sales panning determination.
3. Findings target customers.
4. Formulation f of sales budgets .
5. Determining and allocating resources.
6. Creating new ideas.
7. Developing Internal and external sales strategies.

TASK-2

2.1 SALES PRESENTATION FOR PRODUCT OR SERVICE PF kRAFT

FOODS.

Every product has an unique feature that a customer needs to know about product. Without
knowing the features and qualities of the products, customers will not be aware about the products
that can fulfill their demands.

There are a lot of tools that can create sales presentation like audio visuals, leaflet, powerpoint
presentations, posters and so on. These influence customers behaviour towards the products.
Uniqueness and creative sales presentation attracts customers very much. Sales presentation also
covers price and offers. Customers will provide reviews and feedbacks about their satisfaction

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2.2 SALES PRESENTATION FOR THE SELECTED PRODUCT OR
SERVICES OF KRAFT FOODS.
This will be designed according to the taste of the customers. As customers will evaluate the
products of Kraft Foods with other company providing same kind of products, so sales presentation
should meet customers maximum satisfaction level. Some issues that need to be considered by
Kraft Foods are:

1. Presentation will emphasize on point of difference of the products.

2. Medium should be comfortable and easily understandable.
3. Presentation should cover unique features and benefits of the products
4. Presenter should have sufficient knowledge about the products so that customers queries
can be fulfilled.

TASK-3

3.1 DEVELOPMENT OF SALES STRATEGIES IN LINE WITH

CORPORATE OBJECTIVES OF KRAFT FOODS.
Kraft Foods is famous for its sales strategies. Their successful sales strategies made Kraft Foods a
giant group. Some remarkable strategies are:

Increasing sales distribution point so that reach maximum number of customers.

Advance uses of technologies and good communication with customers are one the main
sales strategy.
Good promotional tools and advertising medias are also part of sales strategies.
Kraft Foods also focuses on the maximum satisfaction of the customer.
Improves transportation and reasonable prices also a main factors of sales strategies.

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3.2 RECRUITMENT AND SELECTION PROCEDURES AND ITS
IMPORTANCE:
Recruitment is process of selection according to companys need from a mass applied applicants
whereas selection is to fulfill a specific requirement of the company.

The selected people should be loyal to companys objective.

Motivated workers are the best asset of the Kraft foods.
Creative and expert employees will create difference in the products comparing with other
competitor companies.

3.3 ROLE OF MOTIVATION ALONGSIDE REMUNERATION AS WELL

AS TRAINING IN CONTEXT OF KRAFT FOODS:

Kraft Foods considers every factors that can motivate an employee for better performance within
the organizations. Kraft Foods always does something new that will encourage people to be loyal
to the company. Remuneration in form of salary and wages boost up performances and upgrades
companys success. Training is essential as expertise people use the resources efficiently that
reduces the cost and increase productivity. Kraft Foods provides adequate training to their staffs
so that their good efforts can bring good for the company as well for the services they providing
for the customers.

3.4 ORGANIZING SALES ACTIVITIES AND CONTROL SALES:

Following methods can be done to organize activities of sales department:

1. Determining goals and targets.

2. Developing key ideas.
3. Automation of sales department.
4. Training of sales force.
5. Providing rewards as motivational factors.

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3.5 USING OF DATABASE FOR EFFECTIVE SALES MANAGEMENT IN
KRAFT FOODS.

There are three stages of effective data management in Kraft Foods. They are- collection of data,
turning data into knowledge and lastly developing business plannings. here are some example of
effective usage of database at Kraft Foods

Database is backbone of the Kraft Foods.

Easy calculation of lifetime value of the customers. It helps to maintain good relations with
valued customers.
Helps to find markets best opportunities.
By analyzing and evaluating data help to find exact information needed
Database provides information about the efficient uses of resources.

TASK -4

4.1 DEVELOPING A SALES PLAN FOR PHILADELPHIA, A PRODUCT

OF KRAFT FOODS:

Sales plan for PHILADELPHIA is given below:

1. For PHILADELPHIA the value proposition can be: Preferred overall appearance, preferred
overall flavour, preferred flavour strength, preferred firmness, preferred overall texture,
preferred cream cheese flavour, preferred thickness, and preferred smoothness. (Service,
2016)
2. Market position indicates the product value in the market of that prducts.
For PHILADELPHIA market position can be like-

Kraft Foods: 63%

Private level Brands: 26%. (statista, 2014)

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 3. Pricing strategy of the PHILADELPHIA should be based on the quality. The price starts
from $6.00.
4. The locations for selling PHILADELPHIA will be Kraft Foods retail stores, flagship stores,
third party retailer etc.

4.2 FINDING OPPORTUNITIES FOR INTERNATIONALLY SELLING

Kraft Foods are renowned for their great global services and products. Kraft food can
extent their market so Asia as purchasing power parity in asia is very satisfactory. so
establishing a factory in China or any other country , Kraft foods can extend their business
more across the globe.

4.3. FINDING OPPORTUNITIES USING EXHIBITION AND TRADE

FAIRS:
Every country hosts trade fair. So participating in those can reach their customer so that Kraft
Foods will grow both in economically and as company around the world. Exhibition and trade
fairs are perfect places that remains always fully crowded. All companies take parts in exhibitions
and trade fairs to promote their products and service irrespective of international or local.

People are also participated these fairs to find products that can fulfill their demands or can create
interest to new things. Kraft Foods also participate these trade fairs and exhibitions iwht neww
innovation and variety of product to receive feedback from the cutomers.

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Conclusion:
Sales planning and operation is vital factor for a company. It completes all the strategies and act
as final move of a company. So all actions and activities implemented by company should
accelerate and increase performance of Sales planning and operation.

References
Manis, K., 2014. Promoting Products: 5 Components of the Promotional Mix. [Online]
Available at: https://www.linkedin.com/pulse/20141002042202-284765029-promoting-products-
5-components-of-the-promotional-mix
[Accessed 23 march 2016].
Perreau, F., 2016. The Consumer Buying Decision Process. [Online]
Available at: http://theconsumerfactor.com/en/5-stages-consumer-buying-decision-process/
[Accessed 23 march 2016].
Service, K. F., 2016. Kraft Food Service. [Online]
Available at:
http://www.kraftfoodservice.com/BusinessSolutions/MarketingPromotions/CreateSomethingNe
wforYourMenu.aspx
[Accessed 23 march 2016].
Service, K. F., 2016. Kraft Food Service. [Online]
Available at:
http://www.kraftfoodservice.com/productsandbrands/dairy/philadelphia/default.aspx

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