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com
AIDA Framework
Of course, never
The Ultimate Framework for a ever mention the
Sales Pitch name!

Can be used to answer two typical questions

used in a marketing interview
1. To sell a product
2. To prepare a advertisement storyboard

Attention
Really? I didn’t Do you now...
know that!

Interest
Okay, so how
does
that work?

Desire
I want some of that
too!

Action
What do I do to get
it?

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MAXIMar
ket
ingPocket
Book

Whatdoest
hecustomerl
ook
f
ori
nyourproduct
?

Sear
chAt
tri
but
es
Canbeev al
uat
edbefor
epur
chas
e.
Eg:
look,c
olour
,si
ze

Exper
ienc
eAt
tri
but
es
Canbeeval
uatedaf
terpurchas
e.Eg:
ser
vic
equal
it
yinarest
aurant

Cr
edenc
eAt
tri
but
es
Cannotbeeval
uatedevenaf
ter
pur
chase/us
e.Eg:
brand

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max
i-x
lri
.
com
MAXIMar
ket
ingPocket
Book

Sal
esVoc
abul
ary

St
ockKeepi
ngUni t(
SKU)
Di
sti
ncti
tem ofs
ale
ProductWidt
h
Numberofdierentpr
oduct
l
inessoldbyafir
m
Pr
oductLength
Numberofit
emsinas
ingl
e
productl
i
ne
ProductDept
h
Numberofversi
onso er
edof
eachproducti
nthel
ine
Poi
ntofPurchase
Pl
acewher earetai
ltr
ans
act
ion
i
scompleted

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i-x
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.
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MAXIMar
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ingPocket
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Di
str
ibut
ionDeci
si
ons

For
matofthestore:
Tradi
ti
onal
ormoder
nr et
ail
?
Traditi
onal retailformats t
or es
l
ikeki r
anas tor esus ual lyhave
l
imi t
edr eachandpur chas es mall
volumesatr egul arint er valsand
ats mal ldiscount s.Duet othe
highint eract i
onbet weent he
customerandt hes hopk eeper ,
thelat t
erhass ignific ant
i
nfluenc ei nt hepur chas e
decision.
Inmoder nr et ailst
or ess uchas
super mar ket s,wher es elf-ser vi
ce
i
st henor m,i nnovat iveway sof
grabbi ngt heat tentionofbuy ers
i
sr equired. Si nces uchs t ores
tendt obel ar ger,theypur chas e
i
nbul kathugedi scount s,
l
eavi ngl owermar ginsf ort he
brand.
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i-x
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MAXIMar
ket
ingPocket
Book

Di
str
ibut
ionDeci
si
ons

Ext
entofdi
str
ibut
ion
Howmanys toress houldhold
yourproduct ?
Everyothers toreint own,like
Unil
ever(intens i
vedi stri
buti
on)?
Orperhapsy ouwantt heproduct
toberarelys eenandwantt o
havespeci fics howr oomsf orit,
l
ikeBodyShop( exclusive
dis
tri
bution) .
Youmighti ns t
eadwantt oselect
cert
ainstor estos ellyourproduct
fr
om,asdonebyPat anjali
(s
electi
vedi stri
but i
on).
Wheret heproductl
iesonthe
di
str
ibutionspect
rum deci
des
howy ourchanneli
stobe
devi
sed.

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i-x
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.
com
MAXIMar
ket
ingPocket
Book

Di
str
ibut
ionDeci
si
ons

Devi
si
ngadi
str
ibut
ionchannel
Onc eyouhavedecidedwhere
youaregoi ngtosel
l
,thenext
questi
onishowt ogetyour
productthere.
Whichmi ddl emendoy ouwantt o
sel
lthrough?
Doy ougot hr oughdist
ri
butor
sor
wholesalers,whonor mall
yhavea
widenet workofr et
ail
er
connections( i
ndir
ect
dis
tri
bution)?Ordoy ousel
ltothe
ret
ailer
sdi r
ect l
y(di
rect
dis
tri
bution)?
Directdistr
ibutiongivesy ou
i
mmens econtroloveryours ales
,
butc anbehar dt oachi evein
practice,especiall
yinintensive
di
s tr
ibutionchannel s.
.
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i-x
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com
Colgate-Palmolive

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