Sales

                                                                SALES

"A marketing idea that is based only on on the selling of good or services, rather than on whether or not they are actually needed operating under the sales concept, a business will produce goods that it anticipated a profitable return from and then attempt to persuade consumers to purchase them by using advertising and other sales techniques" According to business dictionary .

                                                 SALES MANAGEMENT

 A technique implied by all the organisation in order to increase the sales of the company by strategically using sales techniques.

Objectives of sales:

1.  To achieve sales target
2. To achieve market share targets
3. To manage dealer network
4. To organise sales training
5. To handle customer complaints
6. To manage sales promotions campaign
7. To effectively cover market.

Holistic Marketing

                                 HOLISTIC MARKETING

Holistic marketing is defined as

           "A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities" 

      holistic marketing has four basic things in it that is :

•  internal marketing: consisting of departments such as senior managers 
•  integrated marketing: includes products and services, communications and channels 
•  relationship marketing: maintaining relationship between channel, customers and partners
•  performance marketing: includes sales revenue, ethics, environment. 

SUSTAINABILITY:

                 Nestle uses various mediums to reach their customers and inform them about their products such as television, media etc. The company tries to maintain good performance and internal marketing policy. Nestle performs multiple CSR and sustainability projects.They believe that if a company wants to sustain for a longer period the company must work on its social ethics.

Nestle use integrated marketing to advertise its products and inform the customers . They have strong internal communication system and the various departments work with each other for growth of the company . They follow a strong set of ethics and principles .

            

   Nestle CSR strategy :

• Creating Shared Value :in this comes their motive is to work for the rural development, water and nutrition of the society as a whole.
• Sustainability: The company tries its level best to protect the future by working for the society in advance and working so that the future generations do not get affected because of the present condition.
• Compliance: nestle compiles with the laws under the acts and works for the welfare of the society. they follow laws, business principles, codes of conduct. 

                              

Analyzing Business Markets

Organizational Buying is often supposed to be more rational and less emotional than consumer purchasing behavior

Participants in the Business Buying Process:

1. Initiators: People from the Organisation who request or convince to buy; Salesmen, Marketers
2. Users: The Buyers
3. Influencers: People who influence the Buying Decision; Budget decision maker
4. Deciders: People who decide on product requirements; can be kids or elders who dirty their clothes, can be homemakers who keep a check on supplies
5. Approvers: People who agree or approve the buying
6. Buyers: buyers might include high-level managers
7. Gatekeepers: People who disrupt the buying.

Consumer Behavior 

 Factors affecting consumer behavior

1.       Cultural Factors :

Culture helps us in choosing what kind of product we want to buy.  Family, relatives all play an important role in deciding consumer behaviour. When it comes to kitkat cultural factors do to some extent affect the consumer behaviour.

2.       Social Factors:

Factors like reference groups, family and role models have direct or indirect impact on the consumer’s attitude and behaviour. There are aspirational groups and dissosative groups which too affect the buying behaviour of the consumers.

3.      Personal Factors :

Factors such as age and the stage o life in which you are , economic conditions do play an important role in the buying behaviour of the consumer. Personality of that person does affect his behaviour of choosing or selecting a product.

4.      Psychological Factors :

There are key five psychological factors that the buying decisions of the consumers. Those are as follows

·         Motivation:  This is explained by three theories: FRUED’S THEORY, MASLOW’S THEORY, and HERZBERG’S THEORY. These theories explain how needs become motive after a certain point of time. These carry different implications for consumer analysis and marketing strategy

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·         Perception: consumers have different perceptions of the same product or an object. It is a process by which a consumer selects, interprets and organises information inputs to come to a conclusion or a decision

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·         Learning: Learning is an internal process which comes by its own. by the process of learning one gains experience and by this span of time. There are two popular approaches to learning those are : classical conditioning and operant conditioning.

·         Memory: there is two types of memory that is short term memory (STM) and long term memory (LTM). Memory helps in making a consumer recollect a brand and how does the consumer associates the brand with itself.

                                                                                                                                                                                          

Branding and Brand Positioning

                           BRANDING

 BRAND  is a " term, Name, symbol, Design or other features that identifies the distinction between the product of one seller and the other." It refers to a symbol such as a logo, name, slogan and design scheme. Brand can also be referred to the overall perception of the consumer towards an offering.

                  A name becomes a brand when people associate it with a set of tangible and intangible benefits that they obtain from the product or the service. a strength of a brand is with its target groups. companies should create a sense of advocacy that is when you think that you own that brand.

BRAND EQUITY: "Measuring the strength of the brand in the market is brand equity."

          Definition:" The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products"  ("http://www.entrepreneur.com/encyclopedia/branding")

kit kat has a strong brand positioning in the market of confectioneries. 

The name itself is a brand which helps in identification of the product and distinguishing it from other products. Name of my product being “kitkat”.

The logo, a copyright of a company helps in differentiating one brand from the other.

Packaging helps in getting the brand identification in the store among other brands of the same category. Its colour, logo etc in packaging helps in distinguishing.


Tagline helps in retaining brand in the minds of the consumers, making them recollect the brand whenever the tagline appears. My brand has a tagline “have a break....have a kitkat.”

Segmentation, Targeting, Positioning

                                        SEGMENTATION 

AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy."

       
 Marketing segmentation means subdividing a market based on similarity, commonality. segmentation basically is done to segment the target market and thus focus on the targets depending on their needs and requirements and also to get advantage over the competitors of that segment. 

Researchers try to define segments on the basis of four factors:

·         Demographic  

·         Geographic

·        Psychographic

·         Behavioral 

      Segmentation can lead to changes in the organisation such as: supply chain is changed, new techniques have to be applied to different segments,it changes how the industry works. all of this in turn leads to a greater market share.

                            TARGETING

   

      Market segmentation shows the firm’s market opportunities. Then the firm sort market targeting by evaluating various market segments and deciding how many segments and which it will target.

Kit kat target group:

·        Across all ages mainly from 5-25,

·        Mainly focusing on teens, and college going students.


              POSITIONING

   Creating an image in the minds of the customer. Its not only important to create awareness but to generate brand recall within the target groups. The customer should be able to connect with the brand in future.

    

Distribution

Kit Kat is widely distributed in India and so is easily available in local stores. Consumers don't have to go to various places just to buy the product. high competition being prevalent in chocolate and confectioneries kit kat has to  make its product available to its customers as they may switch to different product of same type and same price. 

DISTRIBUTION MODEL :

This MODEL shows that how nestle distributes its product in Delhi NCR region from Godown to carry and forwarding agents to distributors as per the territories and from retailers and wholesalers reaching to the end consumer.
    

                 The final consumer finds it easy to access the product anywhere because of the distribution model that nestle follows for its products which makes the product available to its customers.

Promotion

Kit Kat Tagline :   HAVE A BREAK...... HAVE A KIT KAT.

Integrated Marketing Communications (IMC)

        IMC is an approach to brand communications where the different modes work together to create a seamless experience for the customer and the communication is presented in such a way that the brand's core message is reinforced.
All aspects of marketing communications advertising, PR, digital, sales promotions work as a unified force towards the goal of a stronger brand and better sales.

Kit Kat  uses IMC which majorly integrates different elements from ATL and BTL to communicate the core message of Glucon-D and project it as a Trusted brandwhich offers Value-for-Money. 

Above The Line (ATL)

Above The Line promotions are impersonal communications  ,where mass media is used to promote the product and reach to the target customers using conventional mediums such as TV, radio, OOH, print and cinema to communicate to the masses. 

                                                      Kit Kat Bench AD 

                                                                                              

Below The Line (BTL):

  BTL uses unconventional methods to target individual and specific group and thus is a personal communication method. It is aimed at driving an immediate or a little delayed incentive to purchase.

Sales promotions, direct mails, point of purchase, roadshows,telemarketing, in-store promotions and activations for the various activities in BTL.

kit kat mainly relies on the ATL promotions in India. In various other countries it uses other forms of promotion techniques such as kit kat human ventding machine .

     a form of BTL promotions being used by kit kat to create interest in the product in customers and attract them towards kit kat which was an innovative way to promote and sell kit kat.