THE EFFECTS OF MARKETING STRATEGY CLARITY BETWWEN BRANDS AND

SALES MANAGER ON BRAND SALES

LITERATURE REVIEW
A survey by Dekimpe and Hanssens (1995) relating to strategies of marketing suggested that
these strategies also affect the long term activities of the organization !aking of marketing
strategies also creates competitive advantage for an organization "hey introduced determination
modeling to get long#term marketing success from observations on sales and marketing
activities A ne$ method named persistence modeling $as also introduced by them to measure
the long term effectiveness of marketing and this method $as different from other methods
because it computes the entire long term impact of unpredicted shocks in any of the marketing
activity "hey also used unit#root techni%ue to look that sales are constant or it changes $ith time
to time &f it changes $e look that ho$ strongly it changes and to $hat level it changes "hrough
the e'ample of sales and media $hich spends for a series of home improvement stores they
found that some of the part of sales is affected by advertising and advertising has a great trend#
setting effect on sales "hey analyzed that advertising affects does not dissipate before the
completion of one year but it had a persistent impact on the series of sales evolution "hey
argued that some time traditional approaches do not consider these effects and as a result they
undervalue the long term impacts of advertising on sales "his research concludes $ith an outline
for future practical research on long term marketing effectiveness
"he vie$ of (alette#)lorencea and *uizanib (+,11) measures perception of consumer-s on
promotional po$er and their impact on brand According to his findings there is a significant
effect of brand character and insignificant effects of sale promotion on brand at the combined
level
Hassan. /ubhani. and Afshari (+,11) focused on multi brand strategies and their e'ecutions
"hey tested the above variables by finding out the managerial perception for the various brand
strategies and e'ecution of those strategies According to the authors it-s not necessary that the
strategies having the higher priorities or having more importance are not much implemented. as
the strategies $hich are mostly implemented might have a lo$er rank or a lo$er priority "his
research tells us the importance of multi brand strategies and their e'ecutions to affect long term
sales and performance
Ataman. (an Heerde. and !ela (+,,0) discussed recent times. enlarged attention has been
dedicated to the long#term position that promotion and pricing strategy helps in shaping brand
performance "he authors increment this research by taking into consideration the $hole
marketing mi' (pricing. promotion. product. and place) over a huge number of categories "hey
found that sales promotion is negative for brand image $hile product innovation is benefited
"hey also published another paper on the same research in +,1, in $hich they discussed that
companies and organizations spend a lot of money in their advertising and promotion campaigns
in order to increase the brand performance and brand sales 1nly fe$ studies highlighted the
importance of integrated marketing mi' ie (advertising. price. promotion. product. distribution)
on the long term performance of brands &n order to investigate this %uestion the authors
conducted a research and used previous data and applied that data to a dynamic linear model and
relate the integrated marketing mi' to the performance of brand 2esult sho$s that strategies lead
to higher brand sales and good brand performance
"he vie$ of !alshe and /ohi (+,,9) researched on marketing strategy creation that ho$
marketing strategy are created $hen different functions of marketing and sales are involved in
the procedure "he data regarding the research $as collected by intervie$s from sales and
marketing e'ecutives and also $ith the help of focus group $ith marketing e'ecutives "hrough
these techni%ues they found that marketing strategy creation consists of three steps "he first is
*round$ork. than transfer and the last is )ollo$ up At ground$ork strategies are made to hold
informal and formal conversations about recent market conditions and do most of ground$ork
At transfer stage marketing and sales function comes together and strategy is handed over to
sales At last stage that is follo$ up consists of both sales and marketing function follo$ing
activities $hich $ere agreed during the first t$o stages $hich have been mentioned above "hese
mentioned steps describe the actions at each step $hich are re%uired to increase profit margin
and helps e'ecute marketing strategies effectively "he functions of marketing and sales take
significant part in $hole process "his paper sho$s that effective strategy creation needs both
marketing and sales activities
*rauer (+,,9) discussed the customer-s response on the brand %uality and its value "his study
$ill help the manufacturers to enter into agreements $ith the retail entities "he results of the
study represent a support for manufacturer to differentiate the consumer behavior to$ards the
store branded verses manufacturer branded products "his $ill help the manufacturers and
retailers in understanding the needs of the consumer and to get insight of the decision making
process of consumer &t also tells ho$ branding practice affects manufacturer strategies
3rdogmus. 4odur. and 5ilmaz (+,1,) developed and tested a model to mark out that $hether or
not the characteristics of the consumers targeted. characteristics of firms and their assets and
resources affect the decision making in managing the ne$ brands "his characteristic plays a
vital role in performance of that brand in international market as $ell
RESEARCH QUESTION
"he purpose behind $orking on this topic $as to find out that $hether the !arketing
strategies have an effect on brand sales and $hether the clarity bet$een sales manager and
brand manager affect the sales )rom previous articles $hich $ere related to our topic. $e
found that Different managers have different strategies to achieve their organization goals
and these marketing strategies affect sales. as stated by Dekimpe and Hanssens (1995).
advertising has greater impact on sales &n an organization brand managers have strategies to
build their brand image $here as sales managers have strategies to increase their annual
sales. so the reason of this study is to identify that $hether the clarity bet$een the marketing
strategies of both (brand and sales manager) $ill affect brand sales or not As stated by
(alette#)lorencea. *uizarib and !erunkac (+,11). there6s a positive impact of brand
character and a negative impact of sales promotion on sales
&n our research $e surveyed many brand and sales manager of different organizations and
asked them about the different strategies such as advertisement. different type of
promotional activities. pricing strategies $hich they use in their particular organization for
the particular product they offer to customer and then $e found its relation $ith their sales
that $hether its increasing or decreasing through those strategies After having survey $e
got to kno$ that there is an effect on brand sales of marketing strategy positively and there
is clarity bet$een marketing7brand manager and sales manager but it has no effect on sales
PROBLEM IDENTIFICATION STATEMENT
"o study the effects of marketing strategy clarity bet$een brands and sales manager on
brand sales
RESEARCH METHODOLIGY AND TECHNIQUE
1ur research study is based on 8rimary Data and for that $e $ill be using 8ersonal type of
/urvey )or collecting data $e $ill ask marketing people to fill up the %uestionnaires )irst of all
data collection process $as planned in an organized $ay and then according to that $e
developed our instrument 1nce the instrument is designed $e $ill collect actual data and then
compile it "he techni%ue $hich $e $ill use in this research is called 92andom sampling: ;e
$ill ask random marketing people to fill up the research %uestionnaires
GANTT CHART
RESEARCH PROCESS
"he research process of our study includes our research topic 9"he effects of marketing
strategy clarity bet$een brands and sales manager on brand sales: "he literature revie$
e'plains all the secondary researches that have already held by different school of thoughts
on this particular related topic "he research %uestion includes the problem statement of our
topic and its research design includes the research model for our topic )urthermore. the data
collection process $ill be through survey method and the data $ill be analyze according to
the statistical methods of measurement <astly. the research process $ill conclude $ith the
research findings and the discussions about future implications of the research topic
Figure 1
DATA COLLECTION AND ANALYSIS METHOD
Data collection has many methods including the %ualitative and %uantitative research methods
"he data collection method $e $ill use in our research $ill be survey method in $hich
Marketing
Strategies
Brand/Marketi
ng Manager
Sales
Manager
Brand
Sales
%uestionnaires $ill be filled by random people or students having prior kno$ledge about
marketing and its strategies 1ur primary research includes data from %uestionnaires $hile our
secondary research includes data from research =ournals. articles and content already available
from different researchers Data analysis $ill be conducted on the proposed research data
collection through statistical tools appropriate for the research
RESEARCH OUTCOMES
After the research $ill be completed $e $ill get to kno$ $hether there is an effect of marketing
strategy clarity bet$een brands and sales manager on brand sales. or not ;e $ill see $hich
variables are appropriate and $hich are not <astly our research $ill sho$ $hether it-s of any use
for future implications or not "he pros and cons of our research $ill sho$ $hether it has a
positive impact or a negative impact on brand sales