SALES MANAGEMENT

Presentation On sales Mgt Sales Planning

Presented By

Bhosale A.B

MERCHANDISING

The activity of promoting the sale of goods at retail.

“Merchandising activities may include display techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and other point of sale methods.”

According to American Marketing Association

“Merchandising encompasses planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price."

MERCHANDISING

Merchandising Functions Buying: Product availability Product verity New product Right price Display space for goods Visibility of the products Assembling: Standardizing and grading: Storing: Transportation: Market research:

Start with sales plan

Estimate the write offs for

the period

Develop an

inventory holding

plan

Plan the merchand

ise required

Calculate the

purchase required

Mark up with

profitability

target.

Merchandise planning process Start with sales plan Estimate the write offs for the period Develop an inventory holding plan Plan the merchandise required Calculate the purchase required Mark up with profitability target.

MERCHANDISING

MERCHANDISING Merchandising strategy :-

1 Wide :- will stock different categories (grocery, stationary, apparel books and electronic item)

2 Deep:- stocking wide variety from a specific product group (Bata or Titan)

MERCHANDISING

Wide strategy Deep strategy

Loyal customer base easily built up

Takes longer to build a loyal base but lasts longer

Attract a lot of impulse buyers

Depend on planned buying only

Depend on volume sale Depends on niche business opportunities

Size of bill form customer maximized

Sell more modern product version

Lower margins Higher margins

Require more space Require less space

Suitable for mass based consumers products

Preferred for niche product

Cross merchandising – related products stacked together on nearby shelves

Category management:- “is a retailing and supply management

concept in which the range of products purchased by a business organization or sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories .”

It is a systematic, disciplined approach to managing a product category as a strategic business unit.”

CATEGORY MANAGEMENT:-

Process:-

CATEGORY MANAGEMENT:- 1 Define category

2 Assess role of categor

y

3 Assess performance

4 Set objectives &

targets

5 Devise strategie

s

6 Set category tactics

7 Implementation

8 Revie

w

“Category management is a process that involves managing product categories as business units and customizing them [on a store by store basis to satisfy customer needs.” (Nielsen)

“The strategic management of product groups through trade partnerships which aims to maximize sales and profit by satisfying consumer and shopper needs” (Institute of Grocery Distribution)

CATEGORY MANAGEMENT:-

Type of category

1) Routing :- customer – retailer (milk, bread, soft drink)

2) Destination :- specific product

3) Season :- retailer is well known for selling seasonal merchandise

4) Convenience :- Cigarettes from paanwallas

CATEGORY MANAGEMENT:-

A brand placed on products that a large manufacturer has created for a smaller retailer. The smaller retailer places their own private brand label on the final good which was created by a third party manufacturer. Private branding is a cost effective way to gain access to producing a product without requiring a large manufacturing or design team

PRIVET LABEL BRANDS

Thanking you