Sales techniques


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Sales techniques

  1. 1. Sales TechniquesLaetitia DreyerCharlotte Laurent,Xi Luo,Kapil Sharma,Xueqian Zhang
  2. 2. Overview• Introduction• Market analysis• Competition analysis• Sales strategy• Sales pitch• Negotiating• Follow up activities• Conclusion
  3. 3. Introduction• Framework Kraft company sells Oreo biscuit to India market• Company Second-largest food company; Convenient meals Kraft Foods North America & Kraft Foods International; Snacks Grocery 98,000 employees; 68 countries Cheese Beverage Dairy
  4. 4. Introduction• Product (1)The classic Oreo was developed in 1912Over 491 billion Oreo cookies soldProduce by Nabisco, a division of Kraftfood company chocolate sandwich biscuit creamy vanilla flavor centre (1)
  5. 5. Introduction• Indian market Total tonnage: 2,600,000 3 large-scale manufacturers 50 medium scale brands 2500 small-scale units Total production 1,039,000 Organized tones sector 1,561,000 tones Unorganized bakeries Possible entry
  6. 6. Introduction• Total population = 1,19 billion 2nd most populated country• 50% of the population is under 25• Diabetic population = 57 millions Highest rate of diabetics in the world • Urban area : 2% • Rural area : 12% • Futur urban area: 6%
  7. 7. Introduction• Segmentation- Teenagers- Young adults and new workers- University and college students- Tourists- Families
  8. 8. Market analysis Bakery industry in India• Largest food industry 30% biscuits in India 70% industry other bakery industry• Sick-man’s diet in the past most loved fast food product today• The Federation of Biscuit Manufacturers of India (FBMI) 15 percent per annum in the next 10 years – a bright future• The biscuit market is buzzing with new players
  9. 9. 400 grams 1.5-2 kg• Per capita consumption of biscuits• Major brands: players like Parle, Britannia and ITC• India Kraft’s most promising developing market ballooning population growing consumer base• Distribution currently limited, and the brand is primarilysold through import stores
  10. 10. Product Place• cognizant of Indian tastes and how they • maximize distribution in two typesdiffer from those of American consumers of Indian retail food outlets:• utilize test markets to gauge consumer mom-and-pop stores (known as “kirana‟)preferences for Oreo biscuits before & convenience stores.implementing a full-scale launch. Promotion Price• emphasize Oreo’s specific product • Kraft should offer smaller Oreo packagesattributes rather than appealing to with lower price points for entryemotional or nostalgic ties to the brand
  11. 11. Competition analysis• Competitors• SWOT• Porter
  12. 12. Sales strategy• Sales channel • Distributors/Wholesalers Indirect • Retailers • Telemarketers channel • Hotels, Restaurants and Cafeteria • Internet Direct • e‐commerce and e‐purchasing channel • Kraft’s outlets
  13. 13. Sales strategy• Selling approach- Develop new expectations- Change consumer’s habits- Establish new standards- Build desire for Oreo’s product- Focus on new market creation
  14. 14. Sales strategy• B2B • B2C- Airline operators - Kraft operated outlets- Vending machine - Franchising operators - Direct supplies to- Chain stores and super small offices markets - Fast food outlets- Universities and colleges- Hospitals (for children)
  15. 15. Sales pitch
  16. 16. Negotiating items • Price • Packaging • Merchandising • Logistic • Factory creation
  17. 17. Follow up activities• Create diet products• Partnership with local milk companies• Sponsor sports club• Games to win one month free access to sport club• Offer free medical appointments to our partners
  18. 18. Conclusions• Different possibilities to enter the Indian market• Opportunity to enter the diary market• Oreo allows all Kraft products to enter the Indian market, and in some extend the Asian market• High revenue and profits (lower costs, set industry quality standards)