2. Content
Corporate Goal
Purpose of Sales & Marketing Dept.
Responsibilities of S & M Dept.
Brand Awareness
Lead Generation
Customer Acquisition
Customer Retention
Marketing Budget Parameters
Support Activities
Sales & Marketing Dept.
3. Corporate Goal
Define Business Goal for Local & Global Markets i.e.
Target Growth Rate
Value Wise (i.e. Revenue)
Volume Wise (Product : Quantity)
*(depends on previous data and current market trend and its future prospect )
Sales & Marketing Dept.
4. Sales & Marketing Dept.
Purpose:
Increase Market Share
Expand Markets
*(It assesses the marketing opportunities and target markets and design potential
business model to achieve defined corporate goal)
.
Sales & Marketing Dept.
5. Major Responsibilities
Four basic responsibilities are :
1. Brand Awareness
2. Lead Generation
3. Customer Acquisition
4. Customer Retention
Sales & Marketing Dept.
6. Brand Awareness
It creates multi platform visibility and wide reach of company.
Basic instruments are –
A.Online Promotion
Local B2B Portal
Country Specific B2B Portal
Product Specific B2B Portals
Online Free Press Release
Specific Social Media ( Linkedin etc)
B. Print Magazine
C. Exhibition
D. Tradeshows & Seminars (Product Specific)
.
Sales & Marketing Dept.
7. Lead Generation
Vital Activity for generating possible sales
Industry –Specific Business Directories
Online Directories
Direct Enquiries/Portals Enquiries
Direct cold calls (Industry –wise)
Custom (EXIM) Data – Infodrive, Exim Genius, Import Genius(USA),
Panjiva(USA)
*(also through unconventional sources like business articles, professional
business social networks like linkedin etc)
.
Sales & Marketing Dept.
8. Customer Acquisition
Proper response to customer’s requirement
Information gathering on customer and competitors
Intelligence on pain area of customer’s purchasing activity
Regular Follow-up sales activity
Regular Visit to Potential Customers
Process : It is done through International Market Selection and potential
customer identification by Filter Process on the basis of different Parameter.
Sales & Marketing Dept.
9. Customer Retention
“satisfied customers are truly one of your company’s most valuable assets”.
Customer Satisfaction Feedback
Segmentation of Customers
Detailed Database with track of customer’s purchase, complaints and
preferences
Use data to identify customers who haven’t purchased in the normal
timeframe
**Customer Contact Strategy
Regular –Interval Meet to avoid the ignorance feeling
Make Customer feel like Integral Part
Sales & Marketing Dept.
10. Budget Allocation
Defined Budget allocation for Marketing & Promotion:
Customer Acquisition
Customer Visits
Exhibitions
Brand Awareness
Catalogue (Hard Copy & PDF File)
Print Magazines
Gift & Momento
Lead Generation
Directories
Export –Import Data
Telephone Expenses
Economical – Use of Skype / Rynga
Others:
Samples
Couriers
Sales & Marketing Dept.
11. Supports Activities
Professional website
SEO Activities ( Initially Professional not required)
Product information on different platform
Product Range (inclusion of some regular molecules)
Certifications like ISO , Local GMP, EU & US Certificates
Share regular updates on market information and competitor’s activities
Sales & Marketing Dept.
12. Business Strategy Design
Defined business model for every region / markets
Collaborative strategy for certain region / markets
Strategically design pricing structure
Sales Approach Market-wise - Aggressive / Non Aggressive
Marketing Strategy – Push / Pull Marketing
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Sales & Marketing Dept.
