Yogesh kumar

126528

Sales Functions of Sales Department 1. Marketing Research 2. A !ertising ". Sales function #. Sales $orrespon ence 5. Ser!ice 6. %ackaging &. 'arehouse 1. MARKETING RESEARCH Definition Ma( )e efine as a *a( of fin ing out facts *hich must )e kno*n )efore a )usiness starts. + ,n (namic nature of customer- success in )usiness epen s upon maintaining a continuous flo* of ne* pro uct i eas. + Mainl( the o).ecti!e of market research is to make the management a*are- *hat the future hol s goo for their pro uct. Marketing Research cont. /ecessit( of Market Research ,n earl( a(s there *as less gap )et*een manufacturer an ultimate consumer. Manufacturer kne* customer eman

an taste. + /o* customer are separate )( other organi0ations an manufacturer focuse on manufacturing onl( to pro uce at less cost an high pro uction eman . Manufacturer 'holesaler Dealer-$ustomer.R 1 D 2ngineering Marketing Research cont. 3herefore eman of customer are more precisel( e4plore e!elope an e!aluate through Marketing epartment Manufacturer

Marketing Research cont. Market research is i!i e into four general classification5 6i7 %ro uct Anal(sis 6ii7 Market Anal(sis 6iii7 Distri)ution Anal(sis 6i!7 $ompetition Anal(sis 1. ro!uct Anal"sis+ ,n!ol!es anal(sis to fin customer8s preferences for the pro uct. + 2na)le the management to make impro!ements accor ing to customer re9uirement ro!uct Anal"sis cont. + %ro uct anal(sis also help in concentrating on pro uct line in pro uction ha!ing ma4imum eman . + %ro uct anal(sis )rings out assets of the concerne pro uct in a *a( that *hat are the significant features that ha!e an e ge o!er the competitors pro ucts so that customers can )e persua e to purchase (our pro uct onl(. A check list of 9uestions to )e ans*ere )( a pro uct anal(st are5 6i7 *hether pro uct fulfills market re9uirements 6ii7 *hether pro uct is competiti!e in character- performance an price 6iii7 *hether pro uct permits efficient istri)ution copyright Navin K Dev, DEI Technical College, Dayalbagh & ro!uct Anal"sis cont. 6i!7 *hether the pro uct can )e sol at reasona)l( high profits

Yogesh kumar

126528

6!7 *hether the pro uction lines complete the re9uire range of pro ucts. 6!i7 *hether some esign impro!ement are re9uire to fulfill customer8s nee an impro!ements in performance. 6!ii7 :o* pro uct can )e re esigne to re uce pro uction cost- packing- istri)ution- transportation an maintenance *ithout effecting 9ualit(. 6!iii7 *hether re uction in selling price *oul ha!e effect on eman . 6i47 *hether parts storage can )e re uce to minimi0e in!estment- *arehouse cost an o)solescence. ro!uct Anal"sis cont. 647 :o* repairs an replacement metho s can )e impro!e . 64i7 *hat is the future tren of customer taste 64ii7 *hat ne* isco!eries are likel( to occur. 64iii7 *hat is competition offering; 'hether some )etter i eas can )e taken from competitor8s pro ucts. #. Market Anal"sis + to fin the location of markets- scope of sales an )u(ing ha)its of customer that make up the potential market for apro uct. + the present an forecaste eman confirm the capacit( of plant for machiner(. Market Anal"sis cont. A check list of 9uestions to )e ans*ere )( market anal(sis are5 6i7 *ho purchases the pro uct 6ii7 *here the market is concentrate 6iii7 :o* man( other customers influence the purchase 6i!7 'hat is the !olume of sale uring particular time or ho* often the( use to purchase i.e.- *hether the eman is seasonal. 6!7 <n *hat factors )u(er pa( stress e.g.- 9ualit(- price- eli!er(- safet( or after sales ser!ice- etc. 6!i7 'hen customer are mostl( in ha)it of )u(ing; 6!ii7 Do the( )u( in a !ance of nee s; 6!iii7 'hat iscount an cre it terms pre!ailing. Distri$ution Anal"sis ,t is the stu ( of5 6i7 3he channel of istri)ution5 'hether the pro uct is to )e sol irectl( to the retailer or customer from the manufacturer or through *holesaler- istri)utors- etc. 6ii7 Metho s of %ricing5 6a7 Skimming5 For the ne* pro ucts- manufacturer keeps high price as the competition arises the( lo*er the price. 6)7 Penetrating5 For competition the manufacturer keeps the price lo* an as the customer use to it- the(increase the price. 6iii7 Resale %rice5 :a!e to eci e the price of the resale. Distri$ution Anal"sis cont. 6i!7 Maintenance an ser!ices + Deci e the location an no. of ser!ice centers an *hether to pro!i e ser!ice at home or at ser!ice centre 6!7 Sales promotions + =arious iscount policies an free offers + Refun schemes + >uck( ra*s- ?@ interest finance schemes- etc. 6!i7 'arehousing + 'hether the pro uct nee s *arehouse at ifferent places or can irectl( )e sent to market. A goo istri)ution polic( is !er( important to minimi0e cost an increasing sales an there)( profits. Co%&etition Anal"sis + ,n this- recent an propose pricing polic( of competitors are anal(0e . + 3(pe of channel selecte )( competitor also effects. 3he compan( ma( select same channel of istri)ution or ma( select some ifferent channel. e.g. if the competitor eci e to sell Detergent through )ig Malls or retail stores- the competitor ma( prefer to sell from oor to oor Sales 's. Marketing Deman is create )( pro ucing pro uct accor ing to Deman ,t assumes eman for the pro ucts nee of the customer ,t in!ol!es integrate approach *ith pro ucer an customer satisfaction ,t in!ol!es to sell the pro uct )( hook or Approach crook $onsumer is consi ere as king of the Market %ro ucer is consi ere as king of the Supremac( market Marketing uses integral strateg( to capture )ig share in market. Seller uses promotional techni9ues an some manipulati!e tactics to increase sales

Yogesh kumar

126528

2fforts Marketing starts much )efore pro uction an continuous e!en after sales Selling starts after pro uction an en s Start an en *ith sale of pro uct Scope of marketing is !er( *i e. ,t inclu es acti!ities like creation of eman - esign of pro uct as per eman - using promotional schemes an after sale sur!e( to fin out customer satisfaction. Scope of selling is limite to e4change of Scope goo s or ser!ices for incenti!es Main o).ecti!e is earning optimum profit *ith customer satisfaction Main o).ecti!e of selling is to ma4imi0e the <).ecti!e profit an sales Focus A 2mphasis Selling focuses on nee of seller Marketing focuses on the nee of customer oint of Difference SA(ES MARKETING

#. AD)ERTISING Definition ,t8s a pu)lication of information regar ing articles 6pro uct7 put up for sales such that it presents a metho to )ring pro ucer in touch *ith customer. + A !ertising promotes sales + ,t is a pi!ot of mo ern tra e- commerce an )usiness. Functions of A !ertising i7 3o prepare groun s for ne* pro uct )( *a( of intro ucing to customer )( actual launching. ii7 ,t enhance the goo *ill of the compan( among customer. iii7 A !ertising helps the pro uct to stan against its competitors pro uct AD)ERTISING cont. 2conomic implications of A !ertising i7 ,nformation to consumer + An a !ertisement informs consumer a)out the market con ition like- goo s a!aila)le in market- their characteristicsmo el )est suite to the nee s of the consumer an so on. ii7 Broa ening the market + a !ertisement )roa ens the market )( familiari0ing the consumer *ith ne* pro ucts- thus increasing the ealers. + 3his ten s to increase the eman an thus pro uction an conse9uentl( lo*er the cost of pro uct. AD)ERTISING cont. iii7 >o*ering selling cost + >o*ers the cost per contact e.g. one ne*s paper places the pro uct in front of so man( )u(ers. 3he e4pen iture on this *ill )e too less than pa(ing so man( salesmen to tell a)out the pro ucts to the customers.

Yogesh kumar

126528

i!7 2ncouraging competition + a !ertisement )rings the pro uct in stream of similar pro ucts !er( soon. !7 $riticism + A !ertisement- ho*e!er- )een critici0e ue to 6a7 misinforming the consumers- an 6)7 concentrating the market in the han s of fe*- *ho can in!est hea!il( on the a !ertisement *. SA(ES +,NCTI-N + 3he o).ecti!e remains to earn more profit + make a continuous search for profita)le market + !arious agencies are opene throughout the countr( an if possi)le in foreign market also. .. SA(ES C-RRES -NDENCE + An( incoming letters must )e replie in a short time. + 2!er( letter shoul )e replie *ith a simple *a( so that e!er( customer must feel that his en9uiries are consi ere . + Cuotations for the suppl( of pro ucts shoul )e sent to large num)er of customers an tr( to capture large market. /. SER)ICE + Ser!ice is an essential part of sales itself. + Manufacturer often *ants that their pro uct shoul run *ithout an( complaint. + 3herefore- manufacturer maintain a staff of skille engineers *ho carr( out tests at ser!ice centers an gi!e technical help an a !ice an ensure the pro uct of high 9ualit(. 0. ACKING + Depen s upon t(pe of pro uct to )e packe like5 %aper *rapper- 3in container- cloth packing- car )oar packets- pl(*oo )o4es- plastic packing- *oo en packing- etc. + :as important role in sales as *ith goo packing- pro uct reaches customer in goo 9ualit(. ACKING cont. + A goo packing attracts the customer. + %roper packing ena)les self ser!ice outlet as in Malls etc. + 3here are three le!els of packaging5 i7 %rimar( packaging5 ,t refers the imme iate packing of pro uct. ,t remains *ith pro uct till it is use completel( e.g. toothpaste- match )o4- etc. ii7 Secon ar( %ackaging5 3hese are a itional packing *hich gi!e more protection. Denerall( consumers thro* *hen start using it- e.g.- toothpaste )o4- soap packing- etc. iii7 3ransportation packing5 %acking that is use for storing or transporting the goo s- e.g.- corrugate )o4es- *oo en packs- etc.