Vinay Sdm Mix
Transcript of Vinay Sdm Mix
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SDM MIX
BY : VINAY SABHARWAL
PGDM II YR.
IME
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Marketing Channel Defined
It is a set ofpractices or activities necessary to transfer theownership of goods, and to move goods, from the point ofproduction to the point ofconsumption and, as such, whichconsists of all the institutions and all the marketing activities inthe marketing process
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Marketing ChannelFunctions
Risk Taking
Contact
PhysicalDistribution
Negotiation
Matching
Financing
Promotion
Information
Marketing
Channel
Functions
Students Activity 1`
Differentiate between productand Service?
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Types of MarketingChannels
IntermediariesIntermediaries
WholesalersWholesalers
Retailers.Retailers.
Students Activity 2 List five differences between wholesalers and retailers?
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Types of Marketing ChannelsTypes of Marketing Channels In case of Consumer Goods (Zero to
Three)
Business Goods Services
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Participants in the DistributionChannel
1. Retailers
2. Wholesalers
3. Agents and Brokers4. Resident sales agents: They reside in
the country to which they sell products, but theproducts come from a variety of foreignmanufacturers.
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Wholesaling Deals in bulk It involves selling goods or services to those who buy
goods with the intention to resale or redistribute (but not
directly to the ultimate consumers). It does not include farmers and manufactures because
basically they are engaged in production.
Retailing Retailing consists of selling merchandise from a
permanent location (a retail store) in small quantitiesdirectly to the consumers. These consumers may be individual buyers or corporate. A retailer purchases goods or merchandise in bulk from
manufacturers directly and then sells in small quantitiesare known as Retail stores or shops.
Provides Through
time utility -Store location place utility -Store environment possession utility -Merchandise
selection-
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Students Activity 3
Why retailers dont buy frommanufacturers?
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Types of RetailingOrganized Retail andUnorganized Retail
Characteristics of Retailing
Offers direct interaction with customers Customer service plays a vital role in
retailing success Sales promotions are offered at this point
only In almost all countries, retail outlets are
more than any other form of business. Location and layout are critical factors in
retail business. Offers employment opportunity to all age
groups..
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3 Types of DistributionChannels
Intensive distributionIntensive distribution: Distributing aproduct through a wide variety of outlets.
Selective distributionSelective distribution: Selling through
limited intermediaries. Exclusive distributionExclusive distribution: channel policy in
which a firm grants exclusive rights to a singlewholesaler or retailer to sell its products in a
particular geographic area
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Vertical Marketing Systems
It is a system in which almost all the members of distribution channel suchas manufacturers, wholesalers and retailers work together to satisfy humanneeds and wants.
2 Types Forward integration
Backward integration.
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What is Training? It is a systematic programme of a sales organization aims at
increasing the aptitudes, skills and abilities of the selling staff. By training, the sales people will acquire new skills, technical
knowledge, problem solving ability or attitudes etc.
All types of job from time to time require some sort of training dueto emerging business complexities..
Significance of Training1. Increase in productivity
2. Optimum utilization of resources
3. Reduced Supervision & Direction
4. Heightened Morale5. Moulds employees attitude
6. Better understanding of competitive environment
7. Better understanding of products offered.
Training Methods
The choice of any of the methods depends upon several factors likecost of training, Objective of training, background of trainees etc
The various training methods are: On the job Method Off the job training.
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1- On the Job Training Method As the name suggest, it is imparted on the job and at the place
where the employee is expected to perform his duties.
Following systems are included:
1. Training by Supervisor/Seniors (Orientation)2. Understudy System
3. Position Rotation.
2- Vestibule Training Here training is not given on the job but sales people are trained on
specific jobs in a special training rooms with the help of models.
Training is given in classroom where selling conditions are created
which are similar to the actual selling environment..3- Class Room Method Here concepts, attitudes, styles, theories, product specifications, problem solving
attitudes, grievance solving techniques are learnt under typical classroominstruction method. It includes
Formal Lecture
Conference/Seminars
Workshops/Training days
Role Playing
Business Games Cases Study..
4- Apprenticeship Training Training that is mandatory by the law.
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Essentials of TrainingProgrammes
1. Economical
2. Flexible
3. Time Saving
4. Preplanned
5. Multi-method
6. Motivative
7. Systematic
8. Satisfies both employees and employers
9. Well trained recruiters
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Job Analysis Systematic study of all the facts about a job.
Studies individual elements and duties.
Includes all information related to the salary and benefits,working hours and conditions, typical tasks and responsibilitiesetc.
The results of job analysis arejob description andjobspecification..
Collection of factual materials
Completing job description blank
Preparation of job specifications
Preparation of Report
Approval of Report
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Collecting Factual Materials1. Belonging to the job environment
use of computers sitting arrangements comforts, lighting, restrictions etc; its financial obligations (salary, bonus, commission,
DA, TA, fringe benefits, incentive schemes etc);
its social environment (whether job is individual or ingroups, shifts, working hours, team work)..
2. Belonging to employees qualities
Physical demands: number of working hours, store job/field job, physical (muscular energy).
Intellectual demands: degree, diploma, workingexperience, fresher, problem solving ability.
Personality demands: look, height, spoken language,humbleness, ability to listen, working under stress,employees complaint handling....
P i J b D i ti
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Preparing Job Description It is a written statement that defines the
duties, relationships and results expected of
anyone in the job. It is an overall view of what is to be done in
the job.
Preparing Job Specifications
It is an analysis of the kind of person it takesto do the job. Typically this would include
Degree of education
Desirable experience
Specific Skills required
Health Considerations..
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Recruitment Defined
According to Werther and K. Davis:
It is the process of finding and attracting
capable applicants for employment. Theprocess begins when new recruits are soughtand ends when their applications are submitted.
The result is a pool of applicants from which
new employees are selected
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Sources of Recruitment1. Internal
Current Sales Personnel References Company Executives Internal Transfers..
2. External Direct Applications Advertisements Employment Agencies / Consultants Educational Institutions / Universities Employees of Customers Online Job Portals & Websites Sales Force of Competing Companies
S l ti D fi d
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Selection Defined It is the process by which qualified and suitable
employees are selected and placed A tool in the hands of the management to differentiate
the suitable and unsuitable applicants by applyingvarious techniques such as group discussions,personal interviews, game tests etc..
Receipt of applications
Scrutiny of applications received
Employment test (written and psychological)
Selection/InterviewReference check
Final Appointment
Medical fitness check
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Recruitment Vs Selection
Both are the two phases of the employment process.
1. Recruitment is searching and stimulating candidatesWHEREAS selection involves the series of steps by whichthe candidates are screened for choosing the most suitablepersons for vacant posts.
2. Recruitment is a positive process i.e. encouraging more andmore employees to apply WHEREAS selection is a negativeprocess as it involves rejection of the unsuitable candidates.
3. Recruitment is concerned with tapping HR WHEREASselection is concerned with selecting the most suitablecandidate through various interviews and tests.
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Salesmanship Defined It is considered to be a form of art that involves use
of skills and experience to sell something. No salesperson is successful unless he has the
ability to positively influence the mind of theprospective customerto get the desired results;the result is measured in the terms of sustaining
and growing business by rising sales..salesman
A good salesman is one who proves beneficial toboth the sellers and the buyers. While ensuring thatthe need of the customer is suitably met, a good
salesman ascertains a profit! .
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Salesmanship Skills
Receiving and attending customers
Identifying and determining customer needs
Analyse customer motivation and behaviour
Making Sales Promotion
Ability to communicate effectively Ability to demonstrate the practice use of products
Ability to explain and demonstrate the products
Skill in assessing customers preference
Skill of displaying goods
Skill in packing the products
Handling credit and collection
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Qualities of goodsalesman
has good communication skills
a good personality
Friendly and good listener
knowledge about customers (nature, types, habits and
buying motives), the technique of selling and terms and conditions of thesale - delivery, prices, packing, credit facilities availableetc.
he also answers questions and overcomes objections.
he needs to know when is the right time to ask for thesale and he needs to follow-up with potentialcustomers...
Importance o Sa esman to t e
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Importance o Sa esman to t ebusiness
A good salesman is a great source of value addition to theproduct.
He is the one who helps the prospective customers to findcorrect products.
He indirectly creates demand and imparts knowledge to hiscustomers and also provides product demonstration.
The business is nothing without these demand creators(and/or enhancers) salesman..
Ways to enhance Salesmanship qualities By becoming more interactive with customers Speak less listen more; avoid being unstoppable speaker By having complete knowledge about the product Have good training course and never hesitate to learn
anything relevant about the job you are involved in. An effective salesmanship can help a business to grow and
an improper salesmanship can ruin a business
What are the goals of sales
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What are the goals of salesmanager? Sales Revenues
Profits Market Share Controlling Internal Costs
How do they obtain their goals? Knowledge of the sales environment Planning for sales Recruiting the sales force Training the sales force
Motivating the sales force Supervising the sales force.
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Ethical Issues Creating Ethical Corporate Structure
Relationships with Customers Relationships with Competitors Relationships with the Firm Relationships with Society.
International Considerations Ethnic Composition Religious Orientation Social Class Environment Education Gender Bias Differences in Negotiation styles
Differences in decision making Job Status and Company Protocol Perceptions of time Personal Relationships..
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DUTIES OF THE SALESMANAGER
Holds a unique position in the sales organisation. Plans, organises, directs, staffs & coordinates whole sales
organisation. He is the person who steers the wheels of sales
organisation. His status and power depends on the size of theorganisation in his charge.
In small firms the general manager or managing directorperforms this duty.
But in big manufacturing firms there usually a salesmanger. In giant sized companies for some territories and/or
products sales managers are appointed. Whatever the position of the sales manager, he is the
guiding and driving force of the sales organisation.
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Market Segmentation Defined
It is the process to divide the market into distinct
groups who have distinct needs, wants, behavior or whomight want different products & services..
Segmentation Strategies
Mass marketing (undifferentiatedmarketing): offeringthe same product to the entire consumer population
Concentrated marketing (focusedor nichemarketing): selecting one market segment, eventhough the product may also appeal to others. E.g.Doctors
Differentiated marketing: selecting two or moredifferent segments
Basis for segmentation in Consumer Markets
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Basis for segmentation in Consumer Markets1. Geographical
region of the world or country, East, West, South, North, Central, coastal, hilly, etc.
country size/country size : Metropolitan Cities, small cities, towns.
Density of Area :Urban, Semi-urban, Rural.
Climate: Hot, Cold, Humid, Rainy...
2. Demographic
Age
Gender Male and Female
family size
family life cycle
education Primary, High School, Secondary, College, Universities.
income
occupation
socioeconomic status
religion
nationality/race (ethnic marketing)
Language..3. Psychographic
Personality
Life style
Value
Attitude..
4. Behavioral
benefit sought
product usage rate brand loyalty
product end use
readiness-to-buy stage
decision making unit
profitability
income status
http://en.wiktionary.org/wiki/personalityhttp://en.wikipedia.org/wiki/Life_stylehttp://en.wikipedia.org/wiki/Value_(personal_and_cultural)http://en.wikipedia.org/wiki/Attitude_(psychology)http://en.wikipedia.org/wiki/Attitude_(psychology)http://en.wikipedia.org/wiki/Value_(personal_and_cultural)http://en.wikipedia.org/wiki/Life_stylehttp://en.wiktionary.org/wiki/personality -
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Things to do at home
Find out the meaning of :
Co-operative Advertising
Creative Strategy
DAGMAR
Eye Tracking
FCC.