Selling Lab PPT No. 1

Selling Lab
Difference Between Sales and Marketing

Marketing & Sales
Common Sense Strategic Tactics Marketing / Sales /

Operating Business
© Dr. Pushpendra Khandelwal

(www.pushpendrakhandelwal.com)
Definition
Before Definition
Producer Consumer
Product Need
Sales & Marketing

(Activities)
History of Marketing & Sales

Let's go back in
history
• Manufacturing Era
• Sales Era
• Marketing Era
• Digital Marketing Era

Manufacturing Era
Demand
> Supply
Producers Market Suppliers Market Buyers Market
Producer A Brand A Customer A

Producer B Brand B Customer B
Producer C Brand C Customer C
Producer D Brand D Customer D
Industry

Sales Era
Demand
= Supply
Producers Market Suppliers Market Buyers Market

Producer B Brand A Customer B
Producer C Brand A Customer C
Producer D Brand A Customer D
Industry

Marketing Era
Need
= Demand
= Supply
Buyers Market
Brand A Satisfied Customer A

Identifying the Need Brand B Dissatisfy Customer B
Brand C Satisfied Customer C
Brand D Dissatisfy Customer D
Designing the Product
Producers Market Supplier Market Buyers Market

Producer B Brand B Customer B
Producer C Brand C Marketing
Communication
Customer C
Producer D Brand D Customer
© Dr. Pushpendra Khandelwal D
So in this Marketing Era
The definition of marketing is

Definition of Marketing
1. A social and managerial process by which individuals and groups
obtain what they want and need through creating, offering, and
exchanging products of value with others…. Philip Kotler
2. Satisfying consumer need and want profitably …Kotler and Keller
3. Marketing is a process to create the environment of selling……

Core Sales & Marketing
Concepts
Let’s Understand Marketing with an example

Core Marketing Concept •Cabal TV without cable
•Economical
•Clear transmissions
•Maximum channels
•Easily installed and transported
Cabal TV Market

Some new needs emerged

Needs, Want and Demand
Need, want, demand seems to be very closely related words, however
they all differ with respect to their meaning

Needs, Want and Demand
• Needs : Things we must have in order to stay alive. (Food, Cloths,
Shelter and Emotional Need) or Feeling of deprivation
• Want : Things we don’t really need but would like to have. (shaped by
culture and individual personality)
• Demand : Wants backed by purchasing power.

Needs , wants and demands
Cultural and Individual Personality

Purchasing Power
Demands
Needs
wants
Need Creation through Marketing



Selling Vs Marketing
© Dr. Pushpendra Khandelwal (www.pushpendrakhandelwal.com)
Selling Vs Marketing
Starting Point Focus Means End
The Selling Selling and Profit through

Concept
Production Products sales volume
promotion
The Profit through

Target Customer Integrated
Marketing customer
Market Needs marketing satisfaction
Concept

Marketing Process
Involves
Segmenting, Targeting and Positioning

Marketing Process Involves
• Market segmentation
• Targeting market
• Positioning
• Marketing Mix

Segmenting, Targeting and Positioning
Obese
Papulation. Conversion Possibility 40%
(Market Size 30 %)
Fitness freak (Market Conversion Possibility 70%

Size 20 %)
Targeting
Diabetic Population Conversion Possibility 50%
(Market Size 5 %)
Market
Market segmentation (100% Population)
Positioning
Marketing Mix
Positioning

Concept of Brand Positioning
A strong brand position means the brand has a unique, credible,
sustainable and valued place in the customer's mind. It revolves around
a benefit that helps your product or service stand apart from the
competition.
© Dr. Pushpendra Khandelwal 29

Brand Positioning
• The term was coined in 1969 by Al Ries and Jack Trout in the paper “
Positioning is a game people play in today’s me-too Market Place.
• Definition in simple terms : “Creating a distinct image of its product,

brand or organization in the minds of Target Market.”
In the mind
Positioning is Something
of Target
(Perception)
Market

Coca Cola
Positioning

Coca Cola

Coca-Cola

Thumps Up
Positioning

Thumps Up
Thumps Up

What is Marketing Communication ?
Communication
Influencers
Distributers
Retailers
Company Marketing Communication Customer / Consumer Market
Communication
Product
Place
Price
Promotion
Marketing Mix People

Process
Physical Evidence
Marketing Communication Mix

or Advertisement
Marketing Promotional Mix Public Relation Activities
Sales Promotion Activities
Direct Marketing
Personal Selling
Product Mix Publicity
Events
Line Extension Etc..
Brand Extension
Multi Brand
New Brand
Product Mix
Line Extension
Brand Extension
Product Multi Brand
Place New Brand
Price
Promotion
Marketing Communication / Promotional Mix
Marketing Mix People
Process Advertisement
Physical Evidence Public Relation Activities
Sales Promotion Activities
Direct Marketing
Personal Selling
Publicity
Events
Etc..

Integrated Marketing Communication
• Advertisement
• Publicity
• Public Relation Activity
• Direct Marketing
• Personal Selling
• Event
• Digital Marketing
• Sales Promotion Activities

Integrated Marketing Communication

Sales Promotion

Sales Promotion
Features
• Short term incentive
• To motivate costumer to purchase or sales or trial of a product and
services.
Defination:- A verity of short term incentives to encourage costumers to purchase or sales or trial of
a product and services

Sales Promotion
• Contest / Games / Lotteries • Exchange offers
• Gifts • Discount
• Premium • Coupons
• Samplings
• Low-interest financing
• Continuity program
• Loyalty Program

Loyalty Program

Continuity program

Exchange offers

Exchange offers (Apollo Tyres)

Premium

Premium

Premium (Limited Edition) (Gillette)

Premium

Premium

Pepsi Perfect bottle is sold online for around $20 USD

Sales Promotion (Netflix)

Sales Promotion (jio)

Sales Promotion

Premium

Premium

Public Relation

Public Relation
Features
• Building relationship with the relevant public and other stake holders
• who can directly or indirectly influence the image and the business of
the organization / company
Definition:- Building relation with the relevant public to obtain the favorable publicity in order to
build a good corporate image.

Public Relation
• Press Kits • Company Magazine
• Annual Report • Publications
• Charity • Employee relations
• Informative Seminars • Lobbying (Lobbying, persuasion, or interest
representation is the act of attempting to influence the actions,
• Events policies, or decisions of officials in their daily life, most often
legislators or members of regulatory agencies.)
• Sponsorships
• Community Relations
• Social media

Public Relation
Community Relations

KD Ambani Vidyamandir was established in the year 1997 to
provide schooling for the wards of Reliance employees.

Public Relation
Community Relations

Public Relation
Community Relations (TOI)

Public Relation
Community Relations (TOI)

Public Relation (Aricel Save the Tiger)

Public Relation (P & G)

Public Relation (NDTV, 2018)

Public Relation (Airtel, 2018)

Public Relation (ICICI)

Public Relation (India Today)

Direct Marketing & Personal
Selling

The difference between Direct Marketing
and Personal Selling
and Personal Selling Remarketing
Market
Communication
Sales Manager E Mail Personal Visit
Direct Marketing
Market
Communication
Sales Manager
Personal Presentation
Personal Selling
Direct Marketing

Direct Marketing
Features
• Direct Communication
• Very specific Individuals / Costumers
• To obtain immediate result
Definition:- Direct communication to very specific individual / costumers in order to generate

immediate result.

Direct Marketing (LifeCell)

Direct Marketing

Yakult TVC (Yakult Commercial Advertisement
Video) 2014
Direct Marketing (Aquaguard)

Direct Marketing
• Telemarketing
• Fax
• E-mailing
• Selective catalog distribution
• Voice Mail
• Missionary Sales

Direct Marketing & Personal
Selling

and Personal Selling Remarketing
Market
Communication
Sales Manager E Mail Personal Visit
Direct Marketing
Market
Communication
Sales Manager
Personal Presentation
Personal Selling
Personal Selling

Personal Selling
Eureka Forbes Industrial vacuum cleaner Eureka Forbes vacuum cleaner

Personal Selling
Features
• Personal Presentation
• By Company’s / Organization's representative
• In order to make sales and developing relationship with the target
costumers.
Definition:- A personal presentation by a company’s representative to one or more than one

prospect costumer in order to make sales and developing relationship with the customer.

Personal Selling

Personal Selling (SAP)

Personal Selling

Personal Selling

Personal Selling

Personal Selling
• Sales Presentation
• Sales Meeting
• Incentive Program
• Samples
• Fairs and trade shows

Steps in Personal Selling
Sales and Follow-
Up
Gaining
Confidence
Handling
Objections
Presentation
Need Assessment
Approach
Pre-approach
Prospecting
Factor affecting Marketing Communication Mix

Push versus Pull

Strategy
Buyer-Readiness
Stage
Type of Product
Product Life-Cycle
(PLC stage)
Type of Demand
Company Brand

• Type of Product Market
• Push versus Pull Strategy
• Buyer-Readiness Stage
• Product Life-Cycle (PLC stage)
• Type of Demand

1. Type of Product Market

(Type of Product)
Consumer Goods Industrial Goods Service
Advertisement Personal Selling Advertisement
Sales Promotion Sales Promotion Personal Selling
Personal Selling Advertisement Public Relation

Public Public
Relation Relation Publicity

Public Relation (Consumer Goods) P & G

Public Relation (Consumer Goods) P & G

Tata Steel

Advertisement (Industrial Goods)

Advertisement (Kirloskar)

Boeing

2. Push versus Pull Strategy

Pull V/S Push Strategy
Push Strategy
Pull Strategy

(2) Pull V/S Push Strategy
• Push Strategy :- It involves the manufacture using sales force and
trade promotion to induce intermediaries to carry, promote and sales
the product to end user.
• Pull Strategy :- it involves the manufacture using Advertisement and

Sales Promotion to induce end user to ask the product from
intermediaries, forcing intermediaries to order for the product

Godrej Shaving Cream Advertisement (1986)

Godrej Shaving Cream Advertisement (1986)
Gillette Shaving Cream Advertisement (2013)

Gillette Shaving Cream Advertisement (2013)

Reynolds Pen Advertisement

Reynolds Pen Advertisement
Parker Pen Advertisement (2017)

Pull V/S Push Strategy
Producer ‘s Distributer’s
Marketing Activity Marketing Activity
Personal Selling, Sales Promotion,
Trade Promotion) Personal Selling
Producer Retailer
consumers
and wholesaler
Push Strategy
Demand Demand
Producer Retailer
consumers
and wholesaler
Producer marketing activities

(consumer advertising,
sales promotion, other)
Pull Strategy

(3) Buyer Readiness Stage

(3) Buyer Readiness Stage
Sales Promotion
Personal selling
Advertisement

(4) Product Life Cycle Stage

Product life cycle (PLC)
Sales & Profit
Time
Introduction Growth Maturity Decline

Style
Comes, Goes, Comes Back
Fashion Comes, Goes Away Slowly
Fad Comes, Goes Away Quickly

PLC Stages
• Introduction :- The product life cycle stage in which the new product
is fist distributed and made available for purchase.
• Growth Stage:- The product Life cycle stage in which a product’s sales
start climbing quickly
• Maturity Stage:- The stage in the product life cycle in which sales
growth slow or levels off.
• Decline:- The product life cycle stage in which a product’s sales
decline.

Stages in PLC Introduction Growth Maturity Decline
1. Marketing Spreading Product Maximize Defend and maintain Reduce expenditure

Objectives Awareness Market Share market share, maximize and innovate new
profit way to stretch the
life cycle
Product Sale Low Rising Sales at peak Declining
•Cost High Average Low Low
•Profit Negative Rising High Declining
•Consumer Innovator Early Adopter / Late Adopter Switching Over

Repeat Demand
•Competition Nil or Few Stable Declining
Increasing
Marketing Strategies
•Product Basic Product Line extension Line and Brand Extension Declining
•Price Low / High Penetrating Cost Competitive Price Low Price
•Distribution Selective Mass Mass and aggressive Selective, Less

Distribution distributions Aggressive
•Promotion Advertisement, Sales Advertisement, Low Advertisement, High Minimize

Promotion Sales Promotion Sales Promotion and Promotional
Personal Selling Expenditure
Stages in PLC Introduction Growth Maturity Decline
1. Marketing Spreading Product Maximize Defend and maintain Reduce expenditure

Objectives Awareness Market Share market share, maximize and innovate new
profit way to stretch the
life cycle
Product Sale Low Rising Sales at peak Declining
•Cost High Average Low Low
•Profit Negative Rising High Declining
•Consumer Innovator Early Adopter / Late Adopter Switching Over

Repeat Demand
•Competition Nil or Few Stable Declining
Increasing
Marketing Strategies
•Product Basic Product Line extension Line and Brand Extension Declining
•Price Low / High Penetrating Cost Competitive Price Low Price
•Distribution Selective Mass Mass and aggressive Selective, Less

Distribution distributions Aggressive
•Promotion Advertisement, Sales Advertisement, Low Advertisement, High Minimize

Promotion Sales Promotion Sales Promotion and Promotional
Personal Selling Expenditure
(4) Product Life Cycle Stage
• Introduction stage
• Advertisement
• Publicity
• Growth Stage
• Maximum Marketing Communication Mix
• Maturity Stage
Sales
• Sales Promotion
• Advertisement
• Personal selling
Time
• Decline Stage Introduction Growth Maturity Decline
• Minimum Marketing Communication Mix

• Introduction stage
• Advertisement
• Publicity
• Growth Stage
• Maximum Marketing Communication Mix
• Maturity Stage
• Sales Promotion
• Advertisement
• Personal selling
• Decline Stage
• Minimum Marketing Communication Mix

(5) Company Market Rank

Advertisement Sales Promotion
Sales Promotion
Sales Promotion Advertisement
Market Share v/s Marketing Mix

Advertisement
Sales Promotion
Sales Promotion
Sales Promotion Advertisement
Company-C
Company-B
Company-A
Market Share v/s Marketing Mix

5. Type of Demand

Type of Demand
Advertisement Advertisement
and and
Public Relation Public Relation
Sales
Promotion
Activities

Push versus Pull

Strategy
Buyer-Readiness
Stage
Type of Product
Product Life-Cycle
(PLC stage)
Type of Demand
Company Brand

What could be Marketed

Goods

Services

Events

Events

Experiences

Persons

Persons

Places

Places

Places

Properties

Organization

Organization

Organization

Information

Information

Information

Ideas

Ideas

Channels of distribution.

Classification of Distribution Channels
Classification of
Distribution
Channels
Consumer Industrial
Service Channel
Channel Channels

Consumer Channel
Margin 2-3% 8-15% 15-20%

Industrial Channels

Service Channels

Channel Selection

Maketing Factors affecting
Distribution Channels

Marketing Factors
(Buyers' expectation) Maruti Case Study
Maruti 1000 Maruti Esteem Maruti Baleno Maruti SX4

Marketing Factors
(Buyers' expectation) Maruti

Marketing Factors
(Buyers' expectation) TATA Motors

Marketing Factors
(Buyers' expectation) TATA Motors

Marketing Factors
(Willingness of Intermediately)

Marketing Factors
(Willingness of Intermediaries)

Marketing Factors
(Willingness of Intermediaries)

Marketing Factors
(Location and convenience of Customer)

Marketing Factors
(Location and convenience of Customer)
Manufacturing Factors
(Resources Available) Reuters

(Resources Available)

(Resources Available)

Manufacturing Factors affecting
Distribution Channels

(Product Mix) Tiger Balm
Singapore-based Haw Par Healthcare

2017
1993
2011
"Tiger Balm" range of products in India

(Product Mix)

(Degree of Control) Sony

Product Factors
(Complexity of the Product) Evolutis

Product Factors
(Perishability) Dhara

Competition Nokia

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Selling Lab

Difference Between Sales and Marketing

Common Sense Strategic Tactics Marketing / Sales /

© Dr. Pushpendra Khandelwal

Sales & Marketing

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

Producers Market Suppliers Market Buyers Market

Producer A Brand A Customer A

© Dr. Pushpendra Khandelwal

Producers Market Suppliers Market Buyers Market

Producer A Brand A Customer A

© Dr. Pushpendra Khandelwal

Brand A Satisfied Customer A

Designing the Product

Producers Market Supplier Market Buyers Market

Producer A Brand A Customer A

© Dr. Pushpendra Khandelwal

2. Satisfying consumer need and want profitably …Kotler and Keller

3. Marketing is a process to create the environment of selling……

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

• Demand : Wants backed by purchasing power.

© Dr. Pushpendra Khandelwal

Cultural and Individual Personality

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

Starting Point Focus Means End

The Selling Selling and Profit through

The Profit through

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

Fitness freak (Market Conversion Possibility 70%

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal 29

• Definition in simple terms : “Creating a distinct image of its product,

© Dr. Pushpendra Khandelwal 30

© Dr. Pushpendra Khandelwal 32

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal 35

© Dr. Pushpendra Khandelwal

Company Marketing Communication Customer / Consumer Market

Marketing Mix People

Marketing Communication Mix

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal