Q1.

: We know that the sales journey of present days had moved far ahead from the traditional
sales funnel. Considering this situation, the marketing and sales planning must be unique to
reach out to the potential consumer community.

Assume that you are the Marketing & Sales head of an Indian multinational company engaged
in production and sales of health supplements. The price is matching with average market price
and there are multiple Stock-Keeping Units (SKUs) based on a different flavors and different
combinations of Nutrition Ingredients. The close substitute products are already existing in
Indian market space (available for sale in the offline and online stores).

Draft a strategy to ensure sales success and also popularize your brand within the targeted
consumer group.

Answer:

Objective: To draft a strategy to ensure sales success and also increase brand popularity withing
the TG.

To ensure sales success and brand popularity:

 Using Missionary Style of Marketing, sending representatives to local gyms and fitness
centers directly in order to convince the customers there to switch to our brand. Since,
the price is matching average price and a multitude of flavors are available, people that
already use health supplements, will be easier to convince than targeting new
customers entirely.
 A limited period of deep discount sales can over achieve any sales target. Lot of popular
brands like Healthkart, Muscleblaze, Muscletech, ON, Ultimate Nutrition etc. uses this
technique to get a sudden boost of market share. Since, health products are generally
expensive items, any discounts are very well appreciated by the customers.
 Bundle offers such as “Creatine free with Protein” or “50% off on BCAA on the purchase
of a supplement” etc. will also help attract customers. Having a good basket that is
profitable for both the customers as well as the company will result in a win-win
situation.
 Using cross selling techniques to increase sales volume.
 By sponsoring local athletes and competitions, a brand can get immense exposure. That
is how brands like ON, Ultimate Nutrition etc. have such strong hold in the market. By
doing so it captures the attention of all existing customers as well as aspiring athletes
who gets to see the products through the social media feed of their idols.
 Buying billboard spaces, preferably across areas of higher income and in front of popular
gyms and health centers will get unparalleled visibility to the desired TG.
 Buying shelf spaces in gyms and giving incentives to trainers to recommend the brand to
new clients will also get the brand in touch with its desired customers.