Sales and marketing plan

 Sales
 Customer focused
 Used to build customer and
 Increase revenue
 Marketing
 Process of identifying and anticipating the needs and
requirements of consumer
Planning process
 Setting objectives
 Determining operations
 Organising for action
 Implementing
 Measuring results
 Re-evaluating and controlling
Establishing marketing Plans
Marketing Plan
 A marketing plan is a comprehensive blueprint which
outlines an organization's overall marketing efforts.
 The marketing plan can be portrayed as hierarchy
consisting:
 Objectives : where we intend to go?(Goals)
 Strategies : How we intend to get there? ( broadly
descriptive)
 Tactics : the precise route to be taken (detailed)
Business definition
 Prerequisite to determination of marketing plans :
 Proper care in determining overall roles or missions of
business.
 Role of business should be in terms of customers
needs not what business produce.
 Automobile industries might define business as being
provision of transport rather than manufacturing cars.
Situation analysis/ marketing audit
 Normally consist of
 Marketing analysis(audit)
 SWOT
Marketing audit includes :- Internal and External Audit
Internal Audit:-
1. Current and recent size of market
2. Analysis of customer needs
3. Marketing mix in present
4. Competitor analysis
 Their strategy, performance, strengths and weakness, etc
 External audit
 Consists of broad macro environmental trends
 Political (P)
 Economic (E)
 Socio- Cultural (S)
 Technological (T)
 Legal (L)
 Environmental (E)
SWOT Analysis
Statement of objectives
 On basis of preceding steps , company can form specific
objectives. These objectives form tactics and strategies
 Objectives are required in number of areas : marketing ,
Engineering and production etc
 Objectives reflect the customers need and company’s
approach in satisfying them.
 Objectives of different areas must have harmony and
unison.
 Objectives must be consistent, unambiguous, quantitative,
and time span
 SMART- Specific, Measurable, Achievable ,Realistic, and
Timely
Criteria for setting objectives
 Ensure objectives focus on results
 Establish measures against objectives
 Where possible have single theme for each objectives
 Ensure resources are realistic
 Ensure marketing objectives are integral to corporate
objectives
Determine sales and market
potential and forecast sales
 Sales forecast-critical stage
 Market potential is maximum no of sales available in
industry
 Sales potential is maximum possible portion of that
market where company could reasonably hope to
achieve under most favorable conditions
 Sales forecast is portion of sales potential company
estimate to achieve .
 Different departments : Production, Purchase, Sales,
marketing, HR affected by sales forecast
Generating and selecting strategies
 Complicated step
 One strategy per objective
 Examined against the possibility of counter-strategies
 Strategy statement
 Marketing objectives
 Description of choice of strategy
 Implication on target market, positioning, marketing
mix, and marketing research
Continued…
 SWOT analysis – advisory method for generating
strategies
 Evaluate environmental factors – STEEPLE/PEST
 Diagnosis about the future
 Strengths and weaknesses
 Develop strategic options
Preparing the marketing
programme
 Strategy statement as the input
 Determination of marketing mix
 Lengthiest part of the planning document
 Marketing activities organized, implemented and
assessed
Allocating resources - Budgeting
 Budget for the marketing mix
 Compete for scare resources
 Modifications of the original plan
Implementation
 Approval of the detailed document
 Communicate the marketing plan
 Neglecting communication affect implementation
Control
 Outline of control mechanisms
 Major objectives
 Key parameters
 What to measure
 How to measure
 Data requirements
 Contingency planning
The Place of Selling in the
Marketing Plan
 Contribution of the sales
function
 Analysis of current market situation
 Determining sales potential/ Sales forecasting
 Generating and selecting strategies
 Budgeting, implementation and control
Influence of Marketing Plan on
Sales Activities - Strategies and Tactics
TWO APPROACHES TO MARKETING
 INSIDE OUT APPROACH
 Proposed by Schultz, Tannenbaum and Lauterborn
 Financially Driven

 OUTSIDE IN APPROACH
 It is customer oriented
INSIDE OUT APPROACH
 A corporate strategy process that relies on the core
competencies of the company to drive change, Product
development and innovation as opposed to
external influences such
as market, competition and customer preferences. The
assertion by inside-out strategists is that a
company achieves greater efficiencies and adapt more
quickly to changing circumstances.
OUTSIDE IN APPROACH

Eg. Customized products and service providers

Best examples: could be of rollsroyace car
 The Promotional Mix

 One of the Important step in preparing the marketing

programme
 A Combination of various promotional tools.
 Advertising
 Sales Promotion
 Publicity/Public relations
 Personal Selling
 Direct Marketing
 Internet Marketing
 In most companies all elements can contribute to the
company’s sales but a decision has to be made as to
where to place the emphasis.

In addition, it is important that the elements of the mix

to work together.
Various Factors Affecting the
Decision
1. Types of market
 Consumer market
 Focuses on Advertising and Sales Promotion
 Industrial market
 Focuses on personal selling
Continued…
2. Stage in the buying process
 Buyers move from various stages in the process
 Starts from Unawareness – awareness – comprehension –
conviction - purchase
 Advertising or publicity in the early stage

 Personal selling at the latter stage

Continued…
3. Push vs. Pull Strategy
 Push strategy
 Focuses on pushing the product through channel of
distribution
 Adopts personal selling and sales promotion
 Pull strategy
 Focuses on pulling the customer towards the product and the
demand
 Adopts advertising as base.
Continued…
 Stage in a product life-cycle
 Promotional tool vary with various stages of cycle
 Advertising and sales promotion are adopted in the
introduction and growth stages
 Personal Selling is focused as market matures
Co-ordinating Promotional Efforts: Relationship
between Advertising and Selling

 Selling and advertising misunderstood as being

mutually exclusive.
 Many sales manager take advertising as a waste of
resources.
 The Reality and evidence beg to differ this notion
How Advertising helps Selling
 Advertising can help build company reputation.
 Advertising can help create awareness among
prospective customers, helps sales rep to sell the
product.
 Reduces total selling costs.
 Advertising help build Brand image and selling
penetrates the market.
From Strategies to Tactics
 Sales strategies influenced by company
objectives.
 Strategies often not effective with lack of tactics.
 Tactics are the specific actions taken to achieve
the objectives.
 Eg: selection of channel of distribution, territory
design and planning, incentive schemes etc.
Brand/Supplier Loyalty
 One of the important aspect of purchasing a good.
 Cultivation of such loyalty among customers accounts
for much of the marketing.
 Sales force play a key role in establishing it.
 It supports much of the sales effort.
Conclusion
 Sales strategies and tactics are developed within the
frameworks of marketing plans.
 Various factors affect the promotion mix and sales
strategy
 Advertising and selling go hand in hand.