MKTG 214 Sales Management
Final Project
Using the concepts used in this course complete the following sales exercises.
Case 1 Selling to a Retailer
You are a sales person for a ready to eat cereal manufacturer. Today you will be calling on the buyer for Hannaford Grocery stores. Hannaford has many stores throughout the Capital District.
Select any ready to eat cereal available in the market today. Understand its features and benefits to the end customer. Prepare your presentation as if the cereal you select is brand new.
As you know the cereal aisle has many products distributed. You job will be to show the buyer that end customers will buy this product and that Hannaford will receive a healthy ROI.
Relevant Info
Ready to eat cereal has annual sales worldwide of $12 Billion
Research
In order to prepare for your presentation learn as much about your company (visit their website), your competition (Visit web sites for 2 competitors) and your customer (http://www.hannaford.com/home.shtml). This information can be obtained through the web sites of these companies.
Market Info
Based on research 85% of consumers will buy your product in addition to their normal purchase
Your cereal targets children ages 9 –15
Testing of your product has shown that 90% of respondents liked the taste and were very likely to buy if available.
Consumers reported they would pay between $3 and $4 for a 12 oz box
Promotion
The manufacturer you work for is planning a large marketing effort including television advertising on Saturday mornings and after school programs.
Coupons will be available in Sunday papers for the next 12 weeks to help get the product off the ground.
In store displays can be set up to add to consumer awareness.
Pricing
Cases of the cereal contain 15 12 oz boxes.
Each case costs $21.99 to the end customer (Hannaford in this case).
If the customer buys 3 or more cases they will receive a 10% discount off their entire order.
For 25.99 per case you can create an in store display for the manufacturer (Discounts still apply)
Prices will increase next month so inform your customer that now would be a good time to buy.
Sales Objectives and Guidelines
Present the Features and benefits to customer
Have customer purchase enough cereal for a 1-month period (20 cases)
Sell in store displays
Show the customer how they can realize an ROI of at least 25%
What ideas would you give the retailer for selling your product?
What insight can you offer about Hannaford Shoppers? Where could you get this info? (Hint: Try an Internet search)
Create a presentation that gives relevant details, anticipates and handles rejections and closes the sale.
Submit a 3 page summary of the methods you used in preparing your presentation, your plan to execute the sales call and your follow up strategy.
Prepare a 10 minute presentation for the class. The class will act as the end customer you must sell to. Your presentation should include a box of the cereal and any other materials you need (You may bring in disks with PowerPoint slides to use the overhead display, you can create your own visuals on paper. Be creative and get the point across). Presentations will be given the last 2 weeks of class.
Case 1 End Consumer Sales
You are a salesperson working for Circuit City selling TVs
You are responsible for 3 models each serving a different customer:
Pre Sales Homework
1) Understand your company – circuitcity.com
- Return Policy etc.
- Financing Available
2) Understand the products you sell
- Visit circuitcity.com and sony.com for more info
- Warranty
- Features/Benefits
Guidelines/Questions
For each customer determine what product would match the customers needs the best. Discuss how you came to your results.
What objections would you expect and how would you handle?
What add on products and services could you sell?
If none of the products you are responsible for are a good fit for their needs what would you suggest?
Create a 1 –2 page report on the homework results you did in the above section
Create a 1-2 page report on your planning, presentation and results for each customer.
Products
You are responsible for selling the following models:
Sony 32" TV (KDL-32S5100) Approximate Price $700
Sony 46" HDTV Monitor (KDL-52Z5100) Approximate Price $1900
Sony 46" HDTV (KDL46XBR10) Approximate Price $4500
Scenarios
Customer 1
Customer 1 is roughly a 25-year-old male. You find out that they are interested in high quality picture to add to a surround sound system they are expecting to buy within the next year. They plan to use the TV mainly for Action Adventure movies and want a sharp crisp picture. They are looking to spend around $700. They ask you about financing options and tell you that they have good credit. The customer says this is their first day looking for a TV. They plan on buying after they do some research.
What further questions would you ask?
What model(s) would you show them?
What add on features would you suggest?
How would you add value throughout the sale?
What could you do to assure the customer buys from you today without doing any more shopping?
Customer 2
Customer 2 is a couple in their 40s. They come in nicely dressed and seem professional. They are looking at the high end TVs. They have been doing some research but there is too much information and they are totally confused. They are looking for a new TV to replace their 10-year-old 36” TV. They are interested in a TV with good quality that can last a long time. They are interested in the warranty. They want a good picture but don’t want to spend thousands of dollars.
How can you help them select the right product?
What other questions would you ask them? Based on their responses to the answers how would you proceed?
Customer 3
Customer 3 is a woman in her 40s who owns a local sports bar. She has just bought the bar and wants to update the TVs in the bar. The bar has a large crowd for Football season, which starts in a week. She is interested in a good quality TVs she can have through out the bar. She is currently replacing 10 36” TVs and 2 46” projection TVs. She is interested in fast delivery and a good price for OK Quality. She has a budget of $15000. Find out more about her needs and be creative to come up with the best solution.
What further questions would you ask?
What models(s) would you recommend and why?
Consider Pricing, Discounts, Warranty, and Delivery as possible added value items.