A Minor Project Report

On

SALES&MARKETING

Submitted in the Partial fulfillment of degree of

Bachelor of Business Administration [ 2016 – 2019 ]

Under the guidance of

____________

Submitted By :
Teeneti.Chandhan Kumar Reddy
Enrolment No -16P25A0411
BBA -3rd Semester

SUN INTERNATIONAL INSTITUTE OF TOURISM&MANAGEMENT

Affiliated Bharathiar University,Coimbatore

Coimbatore,Tamil Nadu-641046

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 PROFORMA FOR APPROVAL OF MINI PROJECT

1. Roll No : ___________________________________

2. Name of the student : ___________________________________

3. E-mail : _________________________________
4. Mob. No : _________________________________
5. Title of the Mini Project : ____________________________________

6. Name of the Project Guide : ____________________________________

For Office Use Only:

Signature of the

Project Guide

Approved Not Approved Date: ----------------

Suggestions (if any) :- 1

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 STUDENT DECLARATION

I hereby declare that the project entitled Sales&Marketing under the guidance of Mr.Naveen
submitted to the department of management as the part of the degree of Bachelor Of Business
Administration [BBA] from Sun International Institute of Technology&Management
,Hyderabad . This is my original work and this project work has not formed the basis for the
award of any degree to the best of my belief and knowledge .

[ T.Chandhan Kumar Reddy ]

16P25A0411

[ Signature of Student ]

Place : Hyderabad

Date :

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 ACKNOWLEDGEMENT

It is a pleasure to acknowledge many people who knowingly and unwillingly helped me, to
complete my project . First of all let me praise god for all the blessings , which carried me
through all those years . I am particularly indebted to Mr/Ms._________, director of college ,
which inculcated in me utmost respect for human and groomed me up in the field of management
to take on the challenges of the competitive world . First and for most , I would like to express
my regards to Mr/Ms._________ for her constant encouragement and support .

Date:

[ T.Chandhan Kumar Reddy ]

16P25A0411

[ Signature of Student ]

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 EXECUTIVE SUMMARY

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20 distinct categories
in Home & Personal Care Products and Foods & Beverages.The company’s Turnover is
Rs. 34,487 crores (for the financial year 2016- 2017)HUL is a subsidiary of Unilever,
one of the world’s leading suppliers of fast moving consumer goods with strong local
roots in more than 100 countries across the globe with annual sales of about €431
billion in 2017 Unilever has about 67% shareholding in HUL . HUL was established in
1933 as Lever Brothers and, in 1956, became known as Hindustan Lever Limited, as a
result of a merger between level brother Hindustan Vanaspati Mfg. Co. Ltd. and United
Traders Ltd. It is headquartered in Mumbai, India and employs over 16,500
workers whilst also indirectly helping to facilitate the employment of over 65,000 people
.The company was renamed in June 2007 as "Hindustan Unilever Limited" .Hindustan
Unilever's distribution covers over 2 million retail outlets across India directly and its
products are available in over 6.4 million outlets in the country. As per Nielsen market
research data, two out of three Indians use HUL products.The company has over
29,000 employees in the financial year 2016.

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 INDEX

PROFORMA FOR APPROVAL OF MINI PROJECT 2

STUDENT DECLARATION 3
ACKNOWLEDGEMENT 4
EXECUTIVE SUMMARY 5

Chapter-1 : SALES MANAGEMENT 7

 Benefits of selling activities
 Elements of sales management
 Objectives of sales management
 SMBO

Chapter-2: MARKETING MANAGEMENT 11

 Production&Product concept
 Selling&marketing concept
 Customer orientation
 Societal marketing concept

Chapter-3: SALES vs MARKETING – OVERVIEW 18

 Principles
 Differences between sales and marketing\
 Comparision chart
 Similarities & Conclusion
SWOT ANALYSIS 24

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 Chapter-1:SALES MANAGEMENT

INTRODUCTION:
In daily life, a layman deals with different transaction in terms of selling and purchasing
of goods and services. In these transactions the second one persuades the first person.
Therefore, selling may be defined as persuading people to satisfy the want of first one.
The person, who does this act, is called as the salesman, the result of this action as
sales, while these activities of the person, are supervised and controlled by sales-
management. In the present scenario sales executives are professionals. They plan,
build and maintain effective organisations and design and utilize efficient control
procedures. The professionals approach requires thorough analysis, market-efficient
qualitative and quantitative personal-selling strategy. It calls for skilful application of
organisational principles to the conduct of sales operations.. Executives capable of
applying the professional approach to sales management are in high demand today.
The quality of selling is referred to as salesmanship. In other words, ‘management’ is
synonymous with leadership. Managers do the same thing in industry, as ministers do in
states and at the centre, i.e., they have to plan, forecast, direct and control their
personnel. Here success lies in running together, hand in hand. Managers are the
captains of the army of their followers.

DEFINITION :
Originally, the term ‘sales management’ referred to the direction of sales force
personnel. But, it has gained a significant position in the today’s world. Now, the sales
management meant management of all marketing activities, including advertising, sales
promotion, marketing research, physical distribution, pricing, and product
merchandising. The American marketers association (AMA’s) definition, takes into
consideration a number of these viewpoints. Its definitions runs like: the planning,
direction, and control of the personnel, selling activities of a business unit including
recruiting, selecting, training, assigning, rating, supervising, paying, motivating, as all
these tasks apply to the personnel sales-force. Further, it may be quoted: it is a socio-
scientific process, involving’ group-effort’ in the pursuit of common goals or objectives,
which are predetermined. Co-ordination is its key, though, no doubt, it is a system of
authority, but the emphasis is on harmony and not conflict. Sales-management differs
from other fields of management, mainly in different aspects: the selling operation of a
business firm does not exist in isolation. Thus, simultaneous with the changes taking
place in the business, as well as marketing-orientation, anew concept of sales
management has evolved. So, sales-management has to work in a broader and newer
environment, in co-existence with the traditional lines. The present emphasis is now on
total development of human resources.

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BENEFITS OF SELLING ACTIVITIES :
There are different benefits of selling activities, which are as follows:
(1) Benefits to the society:
Economic growth and maximum employment are the basics for national development.
The achievement of both these goals means jobs and incomes for a nation’s labour-
force. The number of people, who need jobs, continues to expand, and also some jobs
are being eliminated, because of the introduction of computers and abolition of obsolete
technology. If jobs are to be made available for all those, who want and expect them,
the economy must continuously expand its production of goods and services, which can
only be done by adopting sound government-policies and efficient use of people.
Equally important here is the fact, that an economy needs individuals, to sell what is
produced
(2) Benefits to consumers:
Professional people may not know every fact of a product, but they, at least know its
major uses, limitations and benefits; so they can easily serve their customers, quite
effectively. For exan1ple, an insurance agent can analyse the hazards and risks that
confront a 5 client’s business or home-situation, examine existing coverage and offer
helpful advice, in order to eliminate the gaps or overlaps in coverage, in addition to
saving the client’s money. The sales-engineers are qualified to analyse technical-
problems, which may be confronting a particular organisation and they can give the right
recommendations for developing efficient operations. Like-wise, the
medicalrepresentatives may help the busy doctor, by keeping him abreast of new drugs
in the market. The list of sales-people who can offer assistance to customers is
practically without end.
(3) Benefits to business firms;
Their sales-persons and customers: salespersons are owned by their companies, while
customers are the end-users of the company’s product(s) and/or services, all these
people, in the chain of marketing, stand to benefit by sales-activities. A business firm
can be profitable only if its revenues exceed its costs. The prime responsibility of the
salespersons is to sell the goods, produced by the organisation, at a profit. The creative
sales-person, tries to penetrate his territory, and adopts suitable means and techniques
of profitable-selling of goods and/or services. Business firms, derive various other
benefits from, non-selling activities of sales-persons. The salesperson, in the field, is an
ideal person, to keep the company abreast, or ahead of competition.

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ELEMENTS OF SALES MANAGEMENT:
There are the four basic elements of sales management, discussed below:
1.Planning:
A business cannot be taken as a chance. Every salespeople or person concerned have
to see for the future, in a planned way like what must be done? And who will do it? The
plan must be based on extensive market research, and the facts must be verified at
every stage. The plan should also be evaluated, after investigating the total-market, for
a particular type of product. Flexibility must be provided by establishing a specialists
production line, to allow for variation in production. The plan should also be subject to
continued review. The details of the plan should be discussed, with all the departmental
heads, concerned, and 7 their sub-ordinates, who bear responsibility for fulfilling their
parts of the plan.
2.Co-ordination:
Co-ordination is all pervasive and permeates every function of the management-
process. For example, ill planning, departmental-plans are integrated into a master.
Plan, ensuring adequate co-ordination. Similarly, organising starts by co-ordination
wholly, partially inter-departmental and inter-personnel matters. Co-ordination also
helps in maximum utilisation of human-effort by the exercise of effective leadership,
guidance, motivation, supervision, communication etc. The control-system also needs
coordination. Co-ordination does not have any special techniques. Nevertheless, there
are sound principles, on which to develop skills. The sales manager has to encourage
direct personal-contact, within the organisation, particularly where there is lateral-
leadership. Harmony, and not discord, should be the guiding mantra.
3.Controlling:
The sales manager has to check regularly, that the sales activities are moving in the right
direction or not. He guides, leads, and motivates the subordinates, so as to 8 achieve the
goals planned for the business. He has to take steps to ensure that the activities of the
people conform to the plans and objectives of the organisation.The controller has to
ensure that the set targets, budgets and schedules are attained or followed in letter and
spirit. There must be procedures to bring to light the failure to attain a target. The control-
system has to
(i) prepare sales and market forecasts
(ii) determine the level of sales-budget
(iii) determine the sales-quotas for each salesman
(iv) determine, review and select distribution-channels
(v) organise an efficient sales force

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OBJECTIVES OF SALES MANAGEMENT:

Every business firm has certain objectives to achieve. These objectives may be very
explicit and definitive, or they may be implicit or general. Although, firms have different
mixes of objectives, and they do place differing emphasis, on individual ones, the typical
objectives include
(i) profitability
(ii) sales-volume
(iii) market share
(iv) growth
(v) corporate-image.

SMBO APPROACH :

It is another approach to formulate and accomplish sales-objectives is the sales

management by objectives (SMBO) technique. It is formulated combined by sales
manager and sales-force (representatives). It aims to focus on
1.results, within a specified set of objectives and
2.participative style of management.

Process of SMBO:
The operationalisation of SMBO is a process, comprising of the following steps:
1.Setting goals jointly with the salesman: In this process the goals for sales-man and
sales managers are settled simultaneously in the organisation so that they can built a
11 close coordination between them and lastly they achieve the main objective of the
organisation.
2. Planning strategy to reach the objectives: His the participative style of sales.
Management proves to be a boon to the top-management, in the sense of the close
familiarity of the salesman, with their markets. The outcome of the joint exercise would
be the development of a strategy that directs the salesman to his objectives, following a
plan, in the correct sequence, with the correct timing, and must be efficient, in the use of
resources of time and money.

Importance of SMBO

The importance of SMBO for a business firm is as follows:

(a) Directing the salesman towards the broader sales and marketing objectives of the
Company
(b) Providing abetter approach, from the view-point of the salesman
(c) Motivating the salesman
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 Chapter-2:MARKETING MANAGEMENT

Introduction:

Marketing is so basic that it cannot be considered as separate function. It is the whole

business seen from the point of view of its final result, that is, from the customer's point
of view'. - Peter Drucker. Marketing is indeed an ancient art; it has been practiced in one
form or the other, since the days of Adam and Eve. Today, it has become the most vital
function in the world of business. Marketing is the business function that identifies
unfulfilled needs and wants, define and measures their magnitude, determines which
target market the organization can best serve, decides on appropriate products,
services and programmes to serve these markets, and calls upon everyone in the
organization to think and serve the customer. Marketing is the force that harnesses a
nation's industrial capacity to meet the society's material wants. It uplifts the standard of
living of people in society. Marketing must not be seen narrowly as the task of finding
clever ways to sell the company's products. Many people confuse marketing with some
of its sub functions, such as advertising and selling. Authentic marketing is not the art of
selling what you make but knowing what to make. It is the art of identifying and
understanding customer needs and creating solutions that deliver satisfaction to the
customers, profit to the producers, and benefits for the stakeholders. Market leadership
is gained by creating customer satisfaction through product innovation, product quality,
and customer service. If these are absent, no amount of advertising, sales promotion, or
salesmanship can compensate.

Definitions and terminology :

There are as many definitions of marketing as many scholars or writers in this field. It
has been defined in various ways by different writers. There are varying perceptions
and viewpoints on the meaning and content of marketing. Some important definitions
are:
1.Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating, offering and exchanging products of value
with others.
2.Marketing is the process by which an organization relates creatively, productively and
profitably to the market place.
3. Marketing is the art of creating and satisfying customers at a profit.
4.Marketing is getting the right goods and services to the right people at the right places
at the right time at the right price with the right communication and promotion.

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5. Much of marketing is concerned with the problem of profitably disposing what is
produced.
6.Marketing is the phenomenon brought about by the pressures of mass production and
increased spending power.
7.Marketing is the performance of business activities that direct the flow of goods and
services from the producer to the customer.
8. Marketing is the economic process by which goods and services are exchanged
between the maker and the user and their values determined in terms of money prices.
9.Marketing is designed to bring about desired exchanges with target audiences for the
purpose of mutual gain.
10.Marketing activities are concerned with the demand stimulating and demand fulfilling
efforts of the enterprise.

Needs, wants and demands:

Marketing starts with the human needs and wants. People need food, air, water,
clothing and shelter to survive. They also have a strong desire for recreation, health,
education, and other services. They have strong performances for particular versions
and brands of basic goods and services. A human need is a state of felt deprivation of
some basic satisfaction. People require food, clothing, shelter, safety, belonging,
esteem and a few other things for survival. These needs are not created by their society
or by marketers; they exist in the very texture of human biology and the human
condition. Wants are desires for specific satisfiers of these deeper needs. For example,
one needs food and wants a pizza, needs clothing and wants a Raymond shirt. These
needs are satisfied in different manners in different societies. While people needs are
few, their wants are unlimited. Human wants are continually shaped and reshaped by
social forces and institutions. Demands are wants for specific products that are backed
up by an ability and willingness to buy them. For example, many people want to buy a
luxury car but they lack in purchasing power. Companies must therefore measure not
only how many people want their products, but, how many would actually be willing to
buy and finally able to buy it. Marketers do not create need, they simply influence wants.
They suggest to consumers that a particular product or brand would satisfy a person’s
need for social status. They do not create the need for social status but try to point out
that a particular product would satisfy that need. They try to influence demand by
making the product attractive, affordable, and easily available.

Products :

People satisfy their needs and wants with products. Product can be defined as anything
that can be offered to someone to satisfy a need or want. The word product brings to

12
mind a physical object, such as T.V., Car, and Camera etc. The expression products
and services are used distinguish between physical objects and intangible ones. The
importance of physical products does not lie in owning them rather using them to satisfy
our wants. People do not buy beautiful cars to look at, but because it supply
transportation service. Thus, physical products are really vehicles that deliver services
to people.

Value, cost, and satisfaction:

How do consumers choose among the various products that may satisfy a given need
is very interesting phenomenon. If a student needs to travel five kilometers to his
college every day, he may choose a number of products that will satisfy this need: a
bicycle, a motorcycle, automobile and a bus. These alternatives constitute product
choice set. Assume that the student wants to satisfy different needs in traveling to his
college, namely speed, safety, ease and economy. These are called the need set. Each
product has a different capacity to satisfy different needs. For example, bicycle will be
slower, less safe and more effortful than an automobile, but it would be more
economical. Now, the student has to decide on which product delivers the most
satisfaction. Here comes the concept of value. The student will form an estimate of the
value of each product in satisfying his needs. He might rank the products from the most
need satisfying to the least need satisfying. Value is the consumer’s estimate of the
product’s overall capacity to satisfy his or her needs. The student can imagine the
characteristics of an ideal product that would take him to his college in a split second
with absolute safety, no effort and zero cost. The value of each actual product would
depend on how close it came to this ideal product.

Markets :

The concept of exchange leads to the concept of market. A market consists of all the
potential customers sharing a particular need or want who might be willing and able to
engage in exchange to satisfy that need or want. The size of market depends upon the
number of persons who exhibit the need, have resources that interest others, and are
willing to offer these resources in exchange for what they want. Originally the term
market stood for the place where buyers and sellers gathered to exchange their goods,
such as a village square. Economists use the term market to refer to a collection of
buyers and sellers who transact over a particular product or product class; i.e. the
housing market, the grain market, and so on. Marketers, however, see the sellers as
constituting the industry and the buyers as constituting the market. Business people use
the term markets colloquially to cover various groupings of customers. They talk need
markets (such as diet-seeking market); product markets (such as the shoe market);
demographic markets (such as the youth market); and geographic markets (such as the
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Indian market). The concept is extended to cover non-customer groupings as well, such
as voter markets, labour markets, and donor markets.

Marketing, marketers, and marketing management:

The concept of markets bring the full circle to the concept of marketing. Marketing
means human activities taking place in relation to markets. Marketing means working
with markets to actualize potential exchanges for the purpose of satisfying human
needs and wants. If one party is more actively seeking an exchange than the other
party, we call the first party a marketer and the second party a prospect. A marketer is
someone seeking a resource from someone else and willing to offer something of value
in exchange. The marketer is seeking a response from the other party, either to sell
something or to buy something. Marketer can be a seller or a buyer. Suppose several
persons want to buy an attractive house that has just became available. Each would be
buyer will try to market himself or herself to be the one the seller selects. These buyers
are doing the marketing. In the event that both parties actively seek an exchange, we
say that both of them are marketers and call the situation one of reciprocal marketing. In
the normal situation, the marketer is a company serving a market of end users in the
face of competitors. The company and the competitors send their respective products
and messages directly and/or through marketing intermediaries i.e. middlemen and
facilitators to the end users.

Production concept:

It is one of the oldest concepts guiding sellers. The production concept holds that
customers will favour those products that are widely available and low in cost.
Managers of production-oriented organisations concentrate on achieving high
production efficiency and wide distribution coverage. The assumption that consumers
are primarily interested in product availability and low price holds in at least two types of
situations. The first is where the demand for a product exceeds supply. Here consumers
are more interested in obtaining the product than in its fine points. The suppliers will
concentrate on finding ways to increase production. The second situation is where the
product’s cost is high and has to be brought down through increased productivity to
expand the market.

The Product concept :

The product concept holds that consumers will favour those products that offer quality
or performance. Managers in these product-oriented organisations focus their energy on
making good products and improving them over time. These managers assume that
buyers admire well-made product and can appraise product quality and performance.
These managers are caught up in a love affair with their product and fail to appreciate

14
that the market may be less “turned on” and may even be moving in different direction.
The product concept leads to “marketing myopia”, an undue concentration on the
product rather than the need. Railroad management thought that users wanted trains
rather than transportation and overlooked the growing challenge of the airlines, buses,
trucks, and automobiles.
Slide-rule manufacturers thought that engineers wanted slide rules rather than the
calculating capacity and overlooked the challenge of pocket calculators.

The selling concept:

The selling concept holds that consumers, if left alone, will ordinarily not buy enough of
the organization’s products. The organization must therefore an aggressive selling and
promotion effort. The concept assumes that consumers typically show buying inertia or
resistance and have to be coaxed into buying more, and that the company has available
a whole battery of effective selling and promotion tools to stimulate more buying.

The marketing concept :

The marketing concept holds that the key to achieving organizational goals consists in
determining the needs and wants of target markets and delivering the desired
satisfactions more effectively and efficiently than competitors. Theodore Levitt drew a
perceptive contrast between the selling and marketing concepts. Selling focuses on the
needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the
seller’s need to convert his product into cash; marketing with the idea of satisfying the
needs of the customer by means of the product and the whole cluster of things
associated with creating, delivering and finally consuming it.

Market focus:

No company can operate in every market and satisfy every need. Nor can it even do a
good job within one broad market: Even mighty IBM cannot offer the best customer
solution for every computer need. Companies do best when they define their target
markets carefully. They do best when they prepare a tailored marketing program for
each target market.

Customer orientation:

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 A company can define its market carefully and still fail at customer-oriented thinking.
Customer-oriented thinking requires the company to define customer needs from the
customer point of view, not from its own point of view. Every product involves tradeoffs,
and management cannot know what these are without talking to and researching
customers. Thus a car buyer would like a high-performance car that never breaks down,
that is safe, attractively styled, and cheap. Since all of these virtues cannot be combined
in one car, the car designers must make hard choices not on what pleases them but
rather on what customers prefer or expect. The aim, after all, is to make a sale through
meeting the customer’s needs.

Profitability:

The purpose of the marketing concept is to help organizations achieve their goals. In
the case of private firms, the major goal is profit; in the case of non-profit and public
organizations, it is surviving and attracting enough funds to perform their work. Now the
key is not to aim for profits as such but to achieve them as a byproduct of doing the job
well.

The societal marketing concept :

In recent years, some people have questioned whether the marketing concept is
appropriate organizational philosophy in an age of environmental deterioration, resource
shortages, explosive population growth, world hunger and poverty, and neglected social
services. The question is whether companies that do an excellent job of sensing,
serving, and satisfying individual consumer wants are necessarily acting in then best
long-run interests of consumers and society.
The classified the marketing mix variables under four heads, each beginning with the
alphabet ‘p’.
• Product
• Price
• Place (referring to distribution)
• Promotion McCarthy has provided an easy to remember description of the marketing
mix variables. Over the years, the terms-Marketing mix and four Ps of marketing-have
come to be used synonymously.

Product:
The most basic marketing mix tool is product, which stands for the firm’s tangible offer
to the market including the product quality, design, variety features, branding,
packaging, services, warranties etc.

16
Price: A critical marketing mix tool is price, namely, the amount of money that
customers have to pay for the product. It includes deciding on wholesale and retail
prices, discounts, allowances, and credit terms. Price should be commensurate with the
perceived value of the offer, or else buyer will turn to competitors in choosing their
products.

Place: This marketing mix tool refers to distribution. It stands for various activities the
company undertakes to make the product easily available and accessible to target
customers. It includes deciding on identify, recruit, and link various middlemen and
marketing facilitators so that products are efficiently supplied to the target market.

Promotion: The fourth marketing mix tool, stands for the various activities the
company undertakes to communicate its products’ merits and to persuade target
customers to buy them. It includes deciding on hire, train, and motivate salespeople to
promote its products to middlemen and other buyers. It also includes setting up
communication and promotion programs consisting of advertising, personal selling,
sales promotion, and public relations.

Marketing mix or 4 Ps of marketing is the combination of a product, its price, distribution

and promotion. It must be designed by marketers in such a manner that these four
elements together must satisfy the needs of the organisation’s target market, and at the
same time, achieve its marketing objectives.

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 Chapter-3:Sales vs marketing-Overview

Introduction:

As sales in almost all sectors continue to suffer, here’s my promised overview of the six
universal principles of sales and marketing effectiveness – principles that are relevant to
all types of sales organisations, irrespective of size, sophistication or location.

No doubt you’ve heard certain individuals express the view that sales and marketing is
a specialist art in which only the few – the naturally gifted few – can excel. Those
individuals are often the salespeople who change jobs every two to three years, leaving
a trail of disappointed employers in their wake.

If we are to connect the powerful commercial ideas of a business to the necessary

levels of sales or customer retention, we need to discard such rarefied views of the
sales and marketing function. We need to treat it, instead, as a process that is 95% graft
and science, 5% natural ability.

There are six universal principles of sales and marketing effectiveness that impact the
performance of all sales organisations. The precise weight that each principle will bring
to bear on final results will vary between markets and, to some extent, between
companies. A critical foundation is forming a common view of those weights between
customers, senior management and front-line management.

Principles:

1.Knowledge :Having a full understanding of the marketplace and how your products
serve its needs. Do your homework. This is usually the basis of your competitive
advantage.

2.Strategy :Providing a focus and direction for the sales and marketing effort commonly
understood through the company.

3.Structure The division of work among individuals and the coordination of the work
once it has been divided. Even if you only have one salesperson, tasks have differing
priorities.

4..Marketing operations :Relating customers’ needs to your products, and driving

customers to being positively disposed towards your products. In many businesses this
is largely driven by consistency and service delivery.

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5.Sales operations :Making it easy for customers to buy your products.

6.People:Recruiting, integrating and developing commercial people to achieve

maximum performance (and removing any underperforming people quickly).

7.Never miss an opportunity to present yourself well: Everything from your clothing

and business card to the envelope in which you send an invoice must work toward your

marketing goals.

8.Spend at least ten minutes a day marketing your company:So many people don’t

do marketing routinely – and then complain that they don’t have enough customers or

revenue.

9.Know what you want to get out of your marketing before you write the first

cheque:You can lose your focus all too easily and invest in useless activities. In a field

as complex and multifaceted as marketing, make sure to have a simple, clear objective

in sight at all times.

10.Know what makes you special to customers and prospects, so that you can

remind them of your strengths in every marketing communication:They buy from

you for this reason alone.

11.Experiment:Great businesses are built on great marketing formulas, and you have

to arrive at those formulas through trial and error.

12.Sort out the people who don’t want what you sell and eliminate them from your

marketing straight away:Wasting time and effort on the wrong prospects is the single

biggest cause of inefficiency in sales and marketing.

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 DIFFERENCES BETWEEN SALES &MARKETING:

1.General:

According to “USA Today,” marketing includes strategic activities utilized to inform your
potential customers of your business while clarifying the benefits of patronizing your
establishment instead of another. Sales strategies include measures used to gain
customer orders. They are interdependent on each other. Without successful marketing,
clients may not hear about your business; however, without sales, you may not procure
necessary revenue from these people. Simply put, marketing strategies generate sales
leads and sales strategies gain agreement to purchase a product or service, therefore
generating revenue.

2. Personality Traits:

According to “USA Today,” marketing and sales take two different skills sets and are
often best served by two different personality types. Procuring the client, closing the
deal and watching the bottom line grow motivate salespeople. These people are driven
to discover where your target demographic spends their time and how to most
effectively get your name out there.

In business parlance, sales refer to the exchange of products and services for money
whereas marketing is a broad term that involves a chain of activities such as market
research, promotion, and sales. Marketing focuses on customer’s need, whereas sales
stresses on the needs of the company.

Marketing is all about ascertaining human needs and satisfying them, by providing the
products they require, or say, it is about meeting needs profitably. On the other hand,
sales is simply, inducing the customers to make purchase of goods or services offered
by the company.

Sales is a part of marketing, and it is so closely intertwined, that it is hard for people to
recognize their differences, but there is wide gap between the two. So, check out the
following hand out, which will explain the difference between sales and marketing.

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 COMPARISION CHART
Basis for Sales Marketing
Comparison

The act of transfer of Marketing is understanding

ownership of a product from
Meaning the manufacturer to the
ultimate customer in
exchange of money or any
other consideration is
known as Sales.
the requirements of the
customers in such a way
that whenever any new
product is introduced, it
sells itself.

Orientation Customer-oriented Product-oriented

Approach Fragmented approach Integrated approach
Focus Company needs Market needs

Related to flow of goods to Related to all the activities

Scope customers which facilitates flow of
goods to customers.

Duration Short term Long Term

To instigate shoppers in To identify the needs of

Objective such a way that they turn customers and create
out as buyers. products to satisfy those
needs

Relationship One To One One to Many

Target Individual or small group General Public

One product is created to Advertisement, Sales,

satisfy the requirement of a Research, Customer
Scope customer. satisfaction, After sales
services etc.

Activity related to Persons Media

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Process Involves exchange of goods Entails identifying and
for adequate consideration satisfying customer's needs
Rule Caveat Emptor Caveat vendor

Key Differences Between Sales and Marketing:

1.Sales are the transfer of ownership of a product from one person to another for some
value, whereas Marketing is the act of analyzing the market and understanding the
needs of the customers in such a way that whenever a new product is launched, it sells
itself.

2.Sales are one to one relationship while marketing is one-to-many relationships.

3.Sales have a fragmented approach, which stresses on selling all that is produced. In
contrast, marketing has an integrated approach which stresses on ascertaining the
customer requirements and providing them with the same.

4.Sales is a short term process while marketing is a long term process.

5.The selling process involves an exchange of goods for monetary consideration. On

the flip side, marketing involves identifying the needs of customers and satisfying them.

6.Sales is a people-driven activity on the other hand; marketing is a media driven

activity.

7.In sales, caveat emptor rule applies, i.e. let the buyer beware. Unlike, marketing
wherein caveat vendor rule is applicable, which states let the seller beware.

8.Marketing stresses on the needs of the market. On the contrary, sales focus on the
company needs.

9.In sales, the customer is viewed as the last link, i.e. the product is created first and
then sold to customers. On the other hand, in marketing, the customer is given priority,
as first of all the needs are identified and after that sold to customers.

10.Selling is customer oriented, but marketing is product-oriented.

11.Sales focus on the individual, i.e. direct interaction with the customer and persuading
him to purchase the product, but marketing concentrates on the general public, i.e.
creating the value of a product to increase sales.

12.Sales use push strategy (where the product is forced onto a customer) while
marketing uses the pull strategy (where the customer comes to a product by himself).

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Similarities:

For running any business, both marketing and selling are the prerequisite for any
business to survive in the long term. These two terms are converging at some points as
the primary purpose of each is to increase the revenues and improve the brand image.

In one hand, Sales focuses on selling the products and services to the individual
customers who require a sales personnel and on the contrary, the marketing creates a
proper market for a product to achieve the required sales volume. Or we can say that
the last step of marketing is sales which require a good marketing team. In this way,
both the terms are closely interlinked with each other.

Example:

Mr. James wants to open a shop in a suburban area whose population is around
20,000, which offer all Indian cuisines to the customers, as the area is not having one.
For which he arranges money, opens a shop at rent, purchase furniture, and other stuff,
hire some good chefs, but after three to four months you find that all his savings and
borrowed money are ending because there are not enough customers, to give you good
returns.

After that, he decides to advertise your restaurant, through various medias like radio,
televisions, posters, etc. , and the results are positive, and he started getting good
profits from the shop, and the reason is marketing and sales.

Conclusion:

Despite many differences between the sales and marketing, these are not contradictory
in nature. Both these terms are closely interlinked to each other and play a very
important role in the survival of business in the long run.

The sale is a human-oriented function, so the personnel involved in the sales activity
should be given a proper training and incentives to boost his morale and earn higher
revenues in return. On the other hand, Marketing is a media oriented, so the best
channels of advertisement and promotion should be adopted to have an increased
sales along with the enhanced brand image.

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SWOT ANANLYSIS:

What is SWOT analysis?

As mentioned above, the process of SWOT analysis evaluates your company's
strengths, weaknesses, market opportunities and potential threats to provide
competitive insight into the potential and critical issues that impact the overall success
of the business. Further, the primary goal of a SWOT analysis is to identify and assign
all significant factors that could positively or negatively impact success to one of the four
categories, providing an objective and in-depth look at your business.

Highly useful for developing and confirming your organizational goals, each of the four
categories provides specific insights that can be used to cultivate a successful
marketing strategy, including:

Strengths

– Positive attributes internal to your organization and within your control. Strengths
often encompass resources, competitive advantages, the positive aspects of those
within your workforce and the aspects related to your business that you do
particularly well, focusing on all the internal components that add value or offer you
a competitive advantage.

 Commitment – They are willing to apply themselves to achieve a goal or to work

for a cause. They take their jobs seriously and don’t hesitate to go the extra mile for
their prospects and customers.

 Willingness to take risks – They have a strong self-image. If they take risks and
come up short, they don’t let their world fall apart. They’re willing to accept the
responsibility that risk-taking entails.

 Perspective – They understand the big picture. They know how to shift perspective
from the details of the sale at hand to the impact on the organization as a whole .

Weaknesses

- Factors that are within your control yet detract from your ability to obtain or
maintain a competitive edge such as limited expertise, lack of resources, limited
access to skills or technology, substandard services or poor physical location.
Weaknesses encapsulate the negative internal aspects to your business that
diminish the overall value your products or services provide. This category can be
extremely helpful in providing an organizational assessment, provided you focus on
an accurate identification of your company's weaknesses.

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  Need for approval
Need for approval becomes a weakness when a salesperson cares more about
being liked than they care about closing business. Taking criticism or bad attitudes
personally is never a good thing, but it’s especially dangerous in sales, where reps
regularly deal with rejection.

 Too trusting

The salesperson who accepts that prospects aren’t always totally honest will be
more likely to gently probe until they uncover the truth. Approaching conversations
with healthy skepticism and a willingness to ask incisive questions is necessary to
break down prospects’ walls, and uncover the truth
Opportunities

- Summary of the external factors that represent the motivation for your business to
exist and prosper within the marketplace. These factors include the specific
opportunities existing within your market that provide a benefit, including market growth,
lifestyle changes, resolution of current problems or the basic ability to offer a higher
degree of value in relation to your competitors to promote an increase in demand for
your products or services. One element to be aware of is timing. For example, are the
opportunities you're catering to ongoing or is there a limited window of opportunity?

 . Threats

- External factors beyond the control of your organization that have the potential to
place your marketing strategy, or the entire business, at risk. The primary and ever-
present threat is competition. However, other threats can include unsustainable price
increases by suppliers, increased government regulation, economic downturns,
negative press coverage, shifts in consumer behavior or the introduction of "leap-frog"
technology that leaves your products or services obsolete. Though these forces are
external and therefore beyond your control, SWOT analysis may also aid in the creation
of a contingency plan that will enable you to quickly and effectively address these
issues should they arise.

 DEAD-END CALLS

It’s a fairly common scenario: your sales reps are complaining that the leads sent over
by marketing are a waste of their time, and marketing is becoming increasingly
frustrated by the dismissal of their hard-won leads.

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At this point, you have two options. You can watch as your two teams reach a standoff,
or you can put an organized process in place to qualify the marketing leads that get
passed to sales. This requires a conversation between marketing and sales to agree on
a common definition of a qualified lead. With that definition in mind, you can set up a
lead scoring and grading system using a marketing automation tool that will
automatically assign leads to a sales rep once they meet the criteria you specify. This
cuts down on tensions over lead quality by ensuring that leads get passed to sales at
the right time.

 OPERATING IN THE DARK

It’s important to get both of these teams on the same page in order to really deliver a
personalized customer experience. Otherwise, leads may fall prey to neglect if one
team thinks the other is following up, and vice versa.

This lack of transparency can be solved using real-time insights into your prospect’s
activities. With marketing automation, sales reps can keep track of their prospects’
interests, pain points, and website activities so that when it’s time to start the selling
conversation, they know exactly where to begin. Marketers can take advantage of this
same information to personalize their marketing communications with prospects,
helping to educate them on the topics that they care about most.

 REPS GONE ROGUE

Even if your two teams trust each other with their lives, your marketing team may still be
a little nervous about the content of the messages that sales is sending to prospects.
There’s an easy fix to this problem, and that’s to enable sales with marketing-approved
content and templates that will ensure they stay on brand. This doesn’t limit reps — it
saves them time by placing the content they need right at their fingertips.

Additionally, marketers can take some of the burden off of the sales team by setting
up automated lead nurturing tracks to consistently communicate with non-sales ready
and cold leads over time. This allows marketing to play a pivotal role in the sales
process, and allows sales to be relatively hands-off until it’s time for them to step in and
close the deal.

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