The document outlines a sales strategy for introducing Oreo cookies to the Indian market. It discusses conducting market analysis and researching competitors. The proposed strategy includes establishing distribution through various retail outlets, developing culturally appropriate marketing and sales pitches, and negotiating deals. Follow up activities such as creating healthy products and sponsoring sports are also recommended to support ongoing sales.

1. Sales Techniques
Laetitia Dreyer
Charlotte Laurent,
Xi Luo,
Kapil Sharma,
Xueqian Zhang

2. Overview
• Introduction
• Market analysis
• Competition analysis
• Sales strategy
• Sales pitch
• Negotiating
• Follow up activities
• Conclusion

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. Introduction
• Product (1)
The classic Oreo was developed in 1912
Over 491 billion Oreo cookies sold
Produce by Nabisco, a division of Kraftfood company
chocolate sandwich biscuit
creamy vanilla flavor centre
(1) Kraftfoodcompany.com

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. 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. Introduction
• Segmentation
- Teenagers
- Young adults and new workers
- University and college students
- Tourists
- Families

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. 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 primarily
sold through import stores

10. Product Place
• cognizant of Indian tastes and how they
• maximize distribution in two types
differ 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 packages
attributes rather than appealing to with lower price points for entry
emotional or nostalgic ties to the brand

11. Competition analysis
• Competitors
• SWOT
• Porter

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. 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. 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. Sales pitch

16. Negotiating items
• Price
• Packaging
• Merchandising
• Logistic
• Factory creation

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. 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)