By Md.

Rifat Sultan
Executive summary
Over the years sales and marketing definition has been drastically changed.
previously sellers were enjoying the power to guide inexpert buyers through
words and manipulations but in recent times buyers are more powerful with the
options to search information and evaluate the alternatives. So the obsolete force
selling strategy will simply not work. This is the era of holistic marketing .we need
to integrate our organizational inside out to focus on ONE goal-ever lasting growth
of our company. over the time I evaluated the operations an come to a decision
that the organizational integration and brand expansion is must as these are
basics for long run. For this purpose, i have taken 5 basic strategies which not only
will help us to explode as a giant brand but also help our executives and other
selling forces to work for us sincerely. After getting the result we will go for
innovative ideas and improvisations with the course of the time.
POP & POD In marketing
POP- Points of parity (Making things similar to the competitors)

POD- Points of Difference (Making things different to the competitors)

POP & POD in terms of 5 key strategies:

1.Digital Marketing & In-Store Marketing

2.Executive task tracking.

3.Dealer Incentives

4.Salary structures.

5. Existing Leads and Customers

1) Digital Marketing strategy:
In terms of POP:

*when we search for competi tors:

*when we search for our brand:
*Search results for 'Best ceramics in Bangladesh' :
*Search result for 'Best bathroom and kitchen fittings' :
*Google Video search:
*Brand presence in Facebook:
In terms of POD:
 Monthly Total Work Plan and Budget:

Activity Per Month Our Monthly Charges

Facebook Sponsor Marketing 200,000-300,000 Reached 50,000 /-

Search Engine Optimization Per Month SEO Cost 25,500 /-
Google Display Marketing 100,000-200,000 Views 25,000 /-
Google Display Keywords 20,000-50,000 Views 25,000 /-
You Tube Video Marketing 100,000-150,000 Views 20,000 /-
LinkedIn Paid Marketing 30,000-80,000 Views 30,000 /-
Email Marketing Campaign (100,000 Emails Sending) 40,000 /-
SMS Masking (Brand
(0.65 Tk Sending Per SMS) 30,000 /-
SMS
50,000)
SMS Masking (Non SMS
(0.45 Tk Sending Per SMS) 22,500 /-
50,000)

Social Media marketing Manually Marketing SMM 15,000 /-

Animation 3D Video 15-30 Per 3D Service Or Product 18,000 /-
sec Video
Animation 2D Video 15-30 Per 2D Service Or Product Video 12,000 /-
sec
Professional Graphic Design Monthly ads Banners 15,000 /-
In Store Marketing
Entranceway store layouts are especially important. Shops need to lure customers
in, and then make them stay. The entrance area has a name: it’s called the
decompression zone, and it’s where shoppers can be greeted and visually wined
and dined by all the in-store deals.

Along the way, you may notice that popular items are placed on the right side of
shelves. This is because of the North American tendency to push carts on the right
side of the aisle.
*we initiated for in store marketing with sticker:
Purchase Decision Process

This process is the reason we need awareness.

2)Executive Task Tracking:
a)Movement Tracking:
b) ERP monitoring:
3) Dealer Incentives
a) Dealers are going to enjoy 20%. Our competitive advantage will be our
'EXCLUSIVE COMMISSION PLAN':

4 LAYER PERCENTAGE:

 LAYER 1: They will enjoy 20% for what they sale for first 3 months.

 LAYER 2: If they can sell more than what they sold in previous 3 months,
they will enjoy extra 2% for the extra sale volume.

 LAYER 3: They will enjoy 22% this 3 months for what they sell.

 LAYER 4: Year will be ended with this layer.2% more percent will be added
with 22% commission for the extra volume sold than previous 3 months.
NOTE: This plan will save us from Advertisement costs. But it will increase our
product price. So our selling time message will be:

“You get what you pay for!”

“Buy it right or buy it twice”

Besides, higher price also attaches with prestige and safety emotional responses!

4.Salary structures:
sales report:

Marble Kludi RAK Other's Total

Months Target Sales Target Sales Target Sales Target Sales
2,150,0 1,484,7 180000 445000 211051
February'18 00 90 0 497490 500000 128232 0 2
198000 475000 402046
March'18 2400000 3328805 0 428752 370000 262903 0 0
225000 144275 500000 311294
April'18 2350000 1617061.3 0 9 400000 53120 0 0
225000 177853 560000 313927
May'18 2150000 1003286 0 7 400000 357451 0 4
205000 495000
June'18 1800000 362574 0 523781 400000 51040 0 937395
 215000 500000 172977
july'18 1650000 1222961 0 430185 400000 76626 0 2
245000 510000 133143
August'18 2250000 1099916 0 223320 400000 8194 0 0
September'1 210000 119715 450000 265464
8 2000000 1259488 0 3 400000 198000 0 1
210000 117649 450000 243586
October'18 2000000 1259371 0 5 400000 0 0 6
235000 500000 258594
Nov'18 2200000 1376697 0 961250 450000 248000 0 7
235000 500000 178665
Dec'18 2200000 1202027 0 576669 450000 7960 0 6
250000 500000 291697
Jan'19 2100000 1931111 0 929859 400000 56000 0 0
250000 409747 500000 524621
Feb'19 2100000 1148740 0 9 400000 0 0 9
 Sales according to target
6000

5000

4000
In Thousand

3000

2000

1000

0
Feb'18 Mar'18 Apr'18 May'18 Jun'18 jul'18 Aug'18 Sep'18 Oct'18 Nov'18 Dec'18 Jan'19 Feb'19

Monthly target and sales

Target Sal es
Marbl
e
Months Target Sales
Feb'18 2,150 1,484
Mar'18 2400 3328
Apr'18 2350 1617
May'18 2150 1003
Jun'18 1800 362
jul'18 1650 1222
Aug'18 2250 1099
Sep'18 2000 1259
Oct'18 2000 1259
Nov'18 2200 1376
Dec'18 2200 1202
Jan'19 2100 1931
Feb'19 2100 1148

Marbel-Target and sales

3,500

3,000

2,500

2,000
In Thousand

1,500

1,000

500
t
rge
Axis Title

- Ta
8 8 8 8 8 8 18 18 t'18 v'18 c'18 19 19
'1 '1 '1 '1 '1 '1 g' e p ' n' e b '
Fe
b a r Ap r a y Ju n j ul u Oc
N o e J a F
M M A S D

Monthly sales

Target Sal es
KLU
DI
Month Target Sales
Feb'18 1800 497
Mar'18 1980 428
Apr'18 2250 1442
May'18 2250 1778
Jun'18 2050 523
jul'18 2150 430
Aug'18 2450 223
Sep'18 2100 1197
Oct'18 2100 1176
Nov'18 2350 961
Dec'18 2350 576
Jan'19 2500 929
Feb'19 2500 4097
 Kludi sales according to target
Feb'19 4097

Jan'19 929

Dec'18 576

Nov'18 961
Monthly sales and target

Oct'18 1176

Sep'18 1197

Aug'18 223

jul'18 430

Jun'18 523

May'18 1778

Apr'18 1442

Ma r'18 428

Feb'18 497
0 500 1000 1500 2000 2500 3000 3500 4000 4500

In thousand

Target Sal es

Othe
rs
Month Target Sales
Feb'18 500 128
Mar'18 3700 262
Apr'18 400 53
May'18 400 357
Jun'18 400 51
jul'18 400 76
Aug'18 400 0.8
Sep'18 400 198
Oct'18 400 0
Nov'18 450 248
Dec'18 450 7
Jan'19 400 56
Feb'19 400 0
 Others target and sales

4000

3500

3000

2500

2000

1500

1000

500
t
rge
0 Ta
8 8 8 8 8 8 8 8 8 8 8 9 9
'1 '1 r' 1 y'1 '1 '1 '1 '1 t'1 v'1 c'1 '1 '1
b ar p a n ju
l g p
Oc o e n b
Fe M A M Ju Au Se N D Ja Fe

Target Sal es
Incentive Plan:
5. Existing Leads and Customers

Once you’ve identified that potential customer and captured them as a lead, you
now have to nurture them to the point where they are ready to purchase.

This is where your digital and online marketing goes full circle. This is the holy grail
of digital marketing.

You nurture people by giving them valuable content via email, social media, and
other forms of online communication. And you do this in a way that organically
moves them further through the funnel, to the point that they buy from you, spec
your product, and/or reach out to one of your sales reps.

By nurturing and building rapport with them, it makes it easier for your audience
to say “yes” when you reach out to them to purchase your product.
Recommendations:
 We need investment for branding so that we can minimize our operational
costs and overall unit price and maximize the profits.
 we need to renovate our websites, facebook page and LinkedIn page to
back up our sophisticated product line.
 we need to keep making contents with the help of our influencers who will
prescribe our products.
 Brand presence is must in the market.
 Initially the investment will be for creating Brand awareness but gradually it
will be shifted to Dealer and executive incentives to remove the dysfunction
of our man power.
 Each and every task should be tracked and recorded for further use.