Sales Planning & Operations

Assignment
Ipsos is a global market research company with worldwide headquarters in Paris,
France. The company was founded in 1975 and has been publicly traded on the Paris
Stock Exchange since 1 July 1999. The Qatar operation which is the only Middle East
office began in 2010 where the company primarily targeted the advertising agencies to
sell its products. Its products which are mainly software systems that enabled
Advertising agencies to segment and target consumer clusters based on their behavior
patterns in terms of their media (TV, Radio, print, outdoor), shopping, entertainment and
buying habits so that the advertising agencies can plan their clients advertising
campaigns accordingly.

While the company continues to increase its product portfolio the management is
cautious about the productivity levels of its sales personal and the overall sales
department performance. In 2013 Ipsos-Qatar began a transformation of the
companys business approach by incorporating accountability measures into their sales
department. The management introduced Customer-Relationship Management (CRM)
approach that tracks activities and results. It improved communication processes among
management, clarified expectations, and kept the focus on priorities. Key performance
areas (KRAs) were introduced to the sales team which enables to management to
evaluate and track each of the sales persons performance. These new strategies have
seen a positive impact in terms of its growth in sales, customer satisfaction levels and
the sales teams productivity & performance levels in the last quarter for 2013. Further,
these have also helped the management to identify training gaps and motivation
strategies.

In February 2014, Qatar will host one of the famous Media exhibition and Trade Fair. It
is expected to draw a large number of industry players from across the region. IPSOS
management is very keen to participate in this exhibition with the objective of looking at
expanding its Middle East market coverage.
Task 1: Explore the role of personal selling within the overall
marketing strategy.
1.1

Discuss how personal selling can supports the promotion

of Ipsos products.

Grading
(P/M/D)

Assessment
Type

P 1.1
Assignment
M 1.1

Sales Planning & Operations

As an advertising agency what buyer behaviour process
1.2

would you go through if you are approached by a personal

seller trying to sell you Ipsos product/s.

P 1.2
M 2.1

Assignment

D 3.1
P 1.3
1.3

Assignment
Analyse the roles of sales team of Ipsos.

Task 2: Be able to apply the principles of selling process to a

product or service.

M 1.3

Grading
(P/M/D)

Assessment
Type

Discuss the process of personal selling that would be

2.
1

practiced at Ipsos.
P 2.1
Assignment
M3.1

2.
2

Make a presentation to a new advertising agency about

Task 3: Understand the role and objectives of sales

management
Explain how sales strategies are developed in line with

3.2

3.3

Class room

D1.1

Assignment

Grading

Assessment
Type

your product, using all the relevant principals of personal

selling.

3.1

P 2.2

corporate objectives.

(P/M/D)
P3.1
M2.1

Assignment

Identify appropriate recruitment and selection procedures

which need to be followed in order to identify the best
people suited to the sales positions at Ipsos.

P 3.2
M2.2

Assignment

Recommend what motivations schemes/programs that the

management needs to consider in order to enhance
performance of the sales team.

P3.3

Assignment

Sales Planning & Operations

D1.1

3.4

3.5

Suggest an appropriate organization structure of the Sales

Department at Ipsos.

Explain the use of data bases in effective sales

management.

Task 4: Be able to plan sales activity for a product or service.

P3.4
D3.5

P3.5
D3.1

Assignment

Grading

Assessment
Type

(P/M/D)
When a company operates in international locations, sales
4.1

personnel needs to follow a separate set of roles. In your

Assignment

P4.2
M1.3

Assignment

own words, explain these roles.

D2.1
P4.3
4.2

Evaluate how exhibitions & trade fairs contribute to the

success of the Sales operations in an organization.

M1.1
Assignment
D2.1

Task 1:

Sales Planning & Operations

Explore the role of personal selling within the overall

marketing strategy.
Introduction
Personal selling is the method a sales person would adopt to sell or promote the products to
the customers with a personalized approach. The personal selling approach is the one-onone interaction between the sales person and the customer which builds the trusted
relationship that enables to promote the products or the services.

1.1

Discuss how personal selling can support the promotion of ipsos products.
4

Sales Planning & Operations

Personal Selling is the method by which businesses use their employees (e.g. Sales team)
to sell their products by meeting face to face with their customers.
n.a.. (n.a.). personal selling. Available:
http://www.businessdictionary.com/definition/personal-selling.html. Last accessed 15th
Feb 2014.

Companies adopt personal selling methods because it brings more value to both the parties
and it builds a mutual understanding between the parties. The prime objective of personal
selling is not only selling the product to the customer. Personal selling can be used to
provide information and updates to the customers.

If Ipsos follows the following six stages of personal selling it will help the company to
promote their products to the customers effectively.
1. Prospecting
2. Pre-approach
3. Approach
4. Presentation
5. Close
6. Follow up

1. Prospecting
Prospecting is the first step in personal selling. At this stage the company identifies the
potential clients and targets them methodically. Ipsos being a global marketing research
company and since the office which is based in Qatar are mainly focusing on the advertising
agencies to promote their software products; they need to target the advertising agencies
methodically. They initially need to list down the main advertising agencies in the State of
Qatar and identify the methods they use to advertise. They need to identify the strength of
the advertising agencies based on the clients they are dealing.
5

Sales Planning & Operations

2. Pre-approach
This is the stage where companies gather useful information about the company they are
planning to approach. Pre-approach is done for new clients and the present customers to
identify the changes that are taking place in their company. This will help Ipsos to identify the
method by which they have to approach the company and identify the software systems that
will help the advertising agency to bring more value to their customers. The more information
Ipsos gathers about the advertising agency, helps them understand the advertising agency
better and approach them in an effective manner.

3. Approach
The approach is the first meeting that is being conducted with the customer. At this stage the
sales person of Ipsos has to ensure to groom himself, as the physical appearance is highly
important. The sales person has to gain confidence with the client and focus on the benefits
the customer would gain by dealing with Ipsos. With the information Ipsos gathered from the
pre-approach will help the salesperson show previous statistics and display a future
projection if they deal with Ipsos products. The sales person will be able to display the
benefits the advertising agency would gain from the software products Ipsos has, this will be
an effective approach. After the first meeting he has to ensure that he meets the timelines as
efficiency will be the added advantage after a first meeting to gain confidence from the
customer.

Presentation
At this stage when the customers attention has been gained the presentation has to be
delivered. During the presentation the sales person should be persuasive and provide
options to convince the client. Instead of having a canned selling presentation the sales
person should try to create a relaxed atmosphere by small talk but keeping in mind the
purpose of the presentation is business. Simultaneously the salesperson should pay
attention to the customer when they are talking and suggest options methodically.
If there are instances that the client objects, it is a clear indication that the client is paying
attention and the client is showing interest. This helps the sales person to identify the
approach of the customer.
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Sales Planning & Operations

Close
This is the point where the sales person will be able to identify if the client is really interested
in purchasing the product. It is a confirmation of the understanding.

Follow up
The follow up can be made by forwarding the minutes of the meeting that was held. This will
enable both parties to document the points that were discussed and improve the mutual
understanding of the parties.

Considering the stages that are followed in personal selling it will be highly beneficial for a
company such as Ipsos to promote their product by following personal selling methods.

1.2 As an advertising agency what buyer behaviour process would you go through if you are
approached by a personal seller trying to sell you ipsos product/s.

Sales Planning & Operations

There are steps that a buyer would go through before purchasing a product. Following are
the steps.

Need recognition&
problem awareness

Information search

Evaluation of
alternatives

Purchase

Post-purchase
evaluation
Graph 1.1

Jim Riley. (2012). Buyer Behavior. Available:

http://www.tutor2u.net/business/marketing/buying_decision_process.asp. Last
accessed 21st Feb 2014.
When Ipsos approaches the advertising agency, the advertising agency would consider the
following points to identify if they should purchase their products.

1. Need recognition and problem awareness

As an advertising agency they need to identify the credibility of Ipsos, the duration they have
been in the industry and the other clients they are dealing with in the industry. Ipsos being a
global market research company which was founded in 1975, with many branch offices in
many countries, the advertising agency will be able to identify the experience such an
organization would have in market research.

Sales Planning & Operations

2. Information search
The advertising agency can obtain more information about Ipsos as they have a website
which gives information about the company. The company can request for more information
on the previous products they have introduced to the market and identify the effectiveness of
the information that was provided by the Ipsos software systems.

3. Evaluation of alternatives
This step helps the advertising agency to compare similar products available in the market.
They can either compare the product in terms of cost or in terms of the effectiveness of their
product where the company will be able to gain more exposure by reaching more customers
in advertising.

4. Purchase
When the advertising agency has identified the value of the product, they make the decision
in purchasing their product.

5. Post purchase evaluation

This is the step where the advertising agency will conduct their own survey and identify if the
Ipsos products have created an impact on their advertising. They can compare the exposure
they have gained and if they have gained more value for the money the company invested.

These are the steps an advertising agency would follow as a buyer, before purchasing Ipsos
products. As the advertising agency needs clearly understand and evaluate the product
before investing.

1.3 Analyse the roles of sales team of ipsos.

Sales Planning & Operations

The main goal of a sales team should be to generate income and revenue for the
organization. A sales team has to work together to achieve this goal they need to look for
new market leads, the team has to create the brand awareness among the trade.
For the sales team of Ipsos they need to continuously focus on increasing their productivity
as the management of Ipsos is continuously looking at methods by which of increasing the
performance levels of the sales team. The company has introduced Customer-Relationship
management (CRM) approach where the management of the company can continuously
monitor the performance of the sales team based on the clients feedback.

Obtaining new accounts

Since the company is focusing on advertising agencies in Qatar, initially the sales team
should identify the number of advertising agents that are available in the Qatar market. Once
they identify the advertising agencies they should identify the strengths and possibly the
clients they are dealing. This will help the Ipsos team to approach the advertising agency
methodically. The sales team will be able to provide the advertising agency with a legitimate
reason to purchase their products and assist them to target their advertising that would give
more exposure to their clients.

Present accounts
For the existing accounts the sales team should visit them frequently, depending on their
requirement and try to maximize the usage of their Ipsos products & create awareness. The
sales team could either provide an incentive if the advertising agency continuously uses the
Ipsos products and increase the number of products that they will be using. The sales team
should continuously corporate with the existing customers to identify there are any
modifications necessary to make the product user friendly with the feedback they receive
from the clients.

Monitoring the market

10

Sales Planning & Operations

The sales team should continuously monitor the competitors in the market. A new competitor
might introduce better user friendly software systems and simultaneously offer the same
product at a lower rate. Therefore the sales team should be aware of new emerging
companies in the market.
Since the management of Ipsos is continuously evaluating the sales team and monitoring
the Key performance areas of the sales team, they need to work efficiently for the benefit of
the company.

Conclusion

11

Sales Planning & Operations

Personal selling is an effective method of selling a product to a customer. It creates the trust
between the parties and creates a mutual understating between the parties where the end
result will be beneficial.

12

Sales Planning & Operations

Task 2: Be able to apply the principles of selling process

to a product or service.
Introduction
The selling process begins once the sales person understands the product and believes that
he could promote the product by identifying the potential customers. The salesperson should
prepare before every sales meeting as the preparation helps to know the customer and
approach the customer methodically.

2.1 Discuss the process of personal selling that would be practiced at Ipsos.
13

Sales Planning & Operations

It is very important when a company focuses on personal selling to identify the customers
needs and adjust the product if possible to fulfill the customer's requirement. This will
provoke the customer to purchase the product as it fills the gaps that is needed for the
customer.
Rajendra K. Srivastava, Mark I Alpert & Allen D Shoker. (1984). A customer
oriented approach for determining market structures. Journal of marketing. 48
(1), 32 - 45.

When the Ipsos sales team approaches the customer they can identify the customers
requirements. Since its a software system which is being promoted, they will have the ability
to make the necessary adjustment to provide a better solution. Some of the software
systems used by Ipsos are custom made and the product is technically complex, therefore
personal selling will be beneficial for Ipsos to promote the products. Since Ipsos is focusing
on a concentrated group of customers, the approach will be even more beneficial and
effective.

The six stages of personal selling can be adopted by Ipsos.

1. Prospecting
At this stage Ipsos has identified that they are mainly promoting the Ipsos software systems
to the advertising agencies. Therefore the sales team will be able to list the number of
advertising agencies in the state of Qatar and identify the different methods of advertising
conducted by each advertising agency.

2. Pre-approach
During the pre-approach stage, the sales team needs to gather information regarding the
advertising agency. The clients they are dealing with and the recent advertising they have
done for their clients. Moreover they need identify if the advertising that was done has been
effective and if the Ipsos software systems has the ability to add more value to the
advertising.

14

Sales Planning & Operations

3. Approach
This is the first meeting with the company. At this time the sales person should be in a
formally dressed manner and has to gain confidence by convincing the client.

4. Presentation
At this stage the sales person should provide options to the customer so that they will be
able to identify the benefits of the product and be interested to purchase the products. The
sales person should be able to identify the customers needs and provide solutions so that
the customer will be able to identify that there is a benefit to the company and at the same
time it will add more value to the advertising they are doing at the present moment.

5. Close
After introducing the product, the sales person should be at a stage where the customer is
convinced to purchase the products.

6. Follow up
At this stage the salesperson should address the installation of the systems so that the
company will be able to use the products & provide assistance in an efficient manner to use
the product.

These are the personal selling steps that will be practiced by Ipsos to promote their product
in the Qatar market.

15

Sales Planning & Operations

Conclusion
A personal selling approach is essential for a product such as Ipsos since its a custom made
product. With a personal selling approach the customer will be confident to use the product
and take the maximum advantage of the product.

16

Sales Planning & Operations

Task 3: Understand the role and objectives of sales

management
Introduction
The sales management of any company continuously looks at methods by which they could
promote the products to the customers. To promote the product effectively they need to have
an effective sales team. At the same time they do identify if the customer is satisfied with the
approach of the sales team.

3.1 Explain how sales strategies are developed in line with corporate objectives.
17

Sales Planning & Operations

Sales strategies are developed by companies to sell the companys product or services
systematically to the customer who would benefit from the product. When a company follows
a sales strategy it will help the company to identify the potential clients and target the clients
to promote the product.
n.a..

(n.a.).

Develop

Sales

strategy.

Available:

http://www.smarta.com/advice/sales-and-marketing/sales/develop-a-salesstrategy/. Last accessed 23rd Feb 2014.

The sales strategy of Ipsos at the present moment is to promote their software products to
the advertising agencies in Qatar. They have targeted the sector they are mainly focusing in
the state of Qatar. As a strategy they are using personal selling methods to promote their
products. The sales team has looked at penetrating the market and expanding the market by
providing the benefits of the software systems to the advertising agencies.

The companies need to identify the strength of the sales team by identifying the sales
performance of each individual. The company could setup a method by which they will be
able to identify the total sales volume and the revenue that was generated from the volume
of sales done by each individual sales person. Based on the customers review the company
can identify if the customer is satisfied with the relationship that has been built between the
sales person and the customer. From the customers review they will be able to identify if the
sales person is reporting on time to the customer efficiently.

To maintain the companies cost, the company could set up a sales budgets based on the
previous years expenses and ensure that the sales person would cover the cost within the
allocated budged. This will set up the parameters to the sales person so that the cost will be
controlled.

By following these sales strategies the company will be able to achieve their corporate
objective.

18

Sales Planning & Operations

3.2 Identify appropriate recruitment and selection procedures which need to be followed in
order to identify the best people suited to the sales positions at Ipsos.

Ipsos is continuously looking at methods of expanding and increasing the productivity levels
of the sales team. To increase the productivity levels, the company should recruit the best
sales staff to their company. They need to look for sales staffs that are keen in growing with
the company.

Initially Ipsos should advertise in the papers or through websites regarding the available job
position. When the sales manager of Ipsos receives the CVs from potential candidates, an
initial screening should take place. At this point the sales manger should be able to identify if
the short listed candidates have previous experience in a sales background or if the
candidates have reached a certain accepted level of education. The ability of conversing in
Arabic and Hindi would be considered as an added advantage considering the population in
the state of Qatar. The characteristics of the sales person should be identified, if the sales
person has not been successful in the previous job position. The sales manager could
contact the referees and conduct a background check of the shortlisted candidates to
identify if the information stated in the CV is correct and obtain more information from the
referees.

When the initial interview is held it is very important to select the first screening by identifying
if the candidate is well groomed and if the candidate is confident at the interview. The first
impression is always important for a sales executive at Ipsos since the company mainly
promotes their products through personal selling methods. During the interview process it
would be beneficial for the sales manager to conduct an unstructured interview which will
enable the sales manager to identify if the candidate is comfortable in free discussions as
they would prefer not to have a caned selling approach by the sales person. After the first
screening is completed the manager of Ipsos can either send a formal rejection letter or
provide a letter for a second interview for the shortlisted candidates.

During the second interview either the interviewer who would be the sales manager could
request another sales person in the company to accompany and visit a known agent and
identify the personal selling skills of the candidate.
19

Sales Planning & Operations

When the management is confident with the candidate they could recruit the candidate by
providing a letter of contract and have a probation period so that the candidate will be able to
improve certain areas according to the companys expectations.

20

Sales Planning & Operations

3.3 Recommend what motivations schemes/programs that the management needs to
consider in order to enhance performance of the sales team.

Motivation is defined as the internal and external factors that stimulate desire and energy in
people to be continually interested and committed to a job, role or subject, or to make an
effort to attain a goal.
n.a..

(n.a.).

motivation.

Available:

http://www.businessdictionary.com/definition/motivation.html.

Last

accessed

02nd Mar 2014.

One of the main motivational theories that have to be understood would be Maslows
hierarchy of needs.

Need
for
self
actu
alizat
ion
Esteem need

Belongingness need

Security or safety needs

Physiological needs

Abraham Maslow during his research wanted to understand what motivates people. He
indentified that people needed to be motivated to achieve certain needs. He categorized the
needs based on the hierarchy of needs which he identified. Once the lower level of the
needs has been satisfied human beings progress onto the next level until they reach the
highest level of self actualization.
Saul

McLeod.

(2007).

Maslow's

Hierarchy

of

needs

Available:

http://www.simplypsychology.org/maslow.html. Last accessed 02nd Mar 2014.

21

Sales Planning & Operations

By understanding the human nature of fulfilling the needs, companies do follow similar
methods as they need to motivate their staff to achieve better results. The sales staff has to
be motivated so that the company will be able to reach the target in terms of sales.
Motivation can influence the sales person to be more enthusiastic to present the product or
service to the customer. This will be beneficial to gain the confidence of the customer.

Sales people can be motivated in many ways to gain better results. The sales managers of
the company could suggest slab commissions where the sales person would achieve certain
targets and based on the volume the sales person had reached a commission can be given
along with the salary. Moreover considering the number of new accounts that has been
activated, either a bonus could be provided to the sales person to improve the productivity.

Ipsos adopts a similar method to motivate their sales persons. They have introduced Key
performance areas where the management will be able to evaluate the progress of the sales
person and evaluate the performance of each sales person. This has helped the company to
even implement training areas where training is essential for any company so that the sales
person will be more confident as the product knowledge will increase.

When the company adopts these methods the sales person will be motivated to look for
more clients and promote the product aggressively to achieve the targets and obtain the
benefits the company has to offer for the contribution done for the company.

22

Sales Planning & Operations

3.4 Suggest an appropriate organization structure of the Sales Department at Ipsos.

Organizations follow a structure as they will be able to have a systematic process which will
be efficient and where the company can make use of the resources effectively. When a
company has an effective organizational structure the employees will be motivated to work
effectively for the betterment of the organization.

The management of Ipsos continuously looks at methods by which they could provide a
better service to the customers by customizing their software systems to obtain better results
for the customers. Therefore they have introduced Customer relationship management
(CRM) approach which will enable them to fulfill the needs of the customer.

Since Ipsos is following a customer relationship management approach it would be

appropriate if the organization follows a Customer specialized sales organization.

Sales Manager

Field Sales
Manager,
Customers in
industry A

Field sales
manager,
customers in
industry B

Field sales
manager,
Customers in
industry C

Salespeople,
seving
customer in
industry A

Salespeople,
serving
customers in
Industry B

Sales people,
serving
customers in
industry C

Graph 3.1

23

Sales Planning & Operations

In a customer specialized sales approach it helps to understand the customer better and the
sales person will be able to identify the customer needs and provide a better product to fulfill
the needs of the customer. Since the Ipsos product can be provided to different industries
the sales person can be assigned to each industry which will even enable the expansion of
Ipsos in the state of Qatar.
n.a..

(n.a.).

marketing

and

sales

management.

Available:

http://www.bestbusinessinfo.com/1_5/tutorials/11515.html. Last accessed 02nd

Mar 2014.

24

Sales Planning & Operations

3.5 Explain the use of data bases in effective sales management.

Companies use databases to centralize storage of their information and make it convenient
to obtain information and cross reference information about their business and customers.
Benny

Taylor.

(n.a).

why

do

companies

use

databases.

Available:

http://www.ehow.co.uk/facts_6886674_do-companies-use-databases_.html.

Last

accessed 24th Feb 2014.

The information is stored in the data base by manually inputting the information in the
system. But with the system tools the sales person could identify potential clients and the
present clients the way they are promoting the products. With the information available they
can identify the products that have been used by the present customers and the sales
person could either recommend if there are any developments needed to maximize the
productivity or the present clients.

The data base gives a clear picture and helps the sales team to approach the present
customers methodically. Even if there is a drop in the sales they will be able to identify
through the sales figures of the previous years and approach the clients to identify the
reason for the drop in sales.

With the historical data that is available in the database, the sales person can forecast the
future and if there is a pattern of the items that has been purchased the sales person could
look at methods of upgrading the product so that it would be useful for the client.

With the use of a database system the sales person will be able to analyze the information
and bring more value to the customers.

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Sales Planning & Operations

Conclusion
When a company has an effective sales management, they will be able to motivate their
sales team to obtain better results for the company. The sales management can identify
areas where the sales team needs more training which will benefit the sales person to gain
more product knowledge.

26

Sales Planning & Operations

Task 4:

Be able to plan sales activity for a product or

service.
Introduction
When a company is promoting a product or service they need to identify the target market
they are planning to promote the product. Once they have identified the target market they
have to try different methods by which they could gain the maximum exposure to attract the
customers to purchase the products or the service.

4.1 When a company operates in international locations, sales personnel needs to follow a
27

Sales Planning & Operations

separate set of roles. In your own words, explain these roles.

When a company operates in international locations the company will mainly look at the
potential in the market they are planning to promote the product. If the product will be
accepted by the customers and if there will be potential customers who would purchase the
product. Moreover the company needs to identify the culture of the country; if there will not
be any cultural issues in introducing the product to the new market.

Ipsos is a company that has branches in many countries. Based on the products they have,
the company has identified that there will be potential in promoting their products in the
Qatar market by mainly focusing on the advertising agencies. Therefore the company is
promoting their products to the advertising agencies to identify and cluster the consumers.
The advertising agencies benefit from these products as they gain more exposure when they
are advertising to their clients.

With the implementation in operating in international countries the sales person plays a key
role in this process. The sales person should have good interpersonal skills. The sales
person should be able to adopt and understand the culture of the country the sales person
will be promoting the product. It gives a clear indication to the customer that the sales person
is respecting the client. Learning the local language would be an added advantage to deal
with the customers, the customer might be comfortable to communicate in the local
language. The sales person should know the exact product the advertising agents would be
interested in purchasing. Since the company has other offices internationally located the
sales person could use the international offices as an added advantage to gain recognition
and to gain the trust of the customer that its a credible company. Moreover with the
overseas offices possibilities are that certain software systems might be available which will
be beneficial for the local market. When the sales person is dealing in international locations
the sales person should be able to have access to the decision makers of the company,
which will enable the sales person to be efficient in closing the sale.

With the mother company of Ipsos being publicly traded in the Paris stock exchange it would
give more confidence to the customer regarding the credibility of the company as they could
monitor the overall growth of the company.
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Sales Planning & Operations

These are the points a sales person would be able to promote to a customer when they are
promoting the product internationally and gain the customers confidence. When the sales
person adopts these roles the product will gain more recognition and will be purchased by
many customers.

4.2 Evaluate how exhibitions & trade fairs contribute to the success of the Sales operations in
an organization.

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Sales Planning & Operations

When Exhibitions and trade fares are held it draws many industry players to the exhibition,
which gives more exposure for an exhibitor. The exhibitor will be able to gain more coverage
in one event at the same location. Exhibitions help to create more business leads to
exhibitors and trade partners. They will be able to gather new market leads and follow up
even after the trade show.

The Qatar office of Ipsos is planning to participate in the Media exhibition and trade fare that
will be held in February. Since the company is new in Qatar it will give the exposure the
company would require in one location. The company is very optimistic that through this
trade fare they will gain more exposure and identify new market leads to expand in the
Middle East region. Since Ipsos has different offices located in the Middle East region,
possibilities are the company might be able to even gather information which will be
conveyed to a different branch office in the region as a business lead to expand the market.

Trade shows are budget effective for a company. Based on the exposure and the budget
Ipsos would allocate, they could ascertain a position at the trade show which will enable
them to obtain the coverage they require at the Media Exhibition and trade fare. At a trade
show based on the exposure required a company could advertise by using flyers; roll up
banners, attractive booths and visual presentations in the booth.

The Media exhibition and trade fare is a place where many industry players would gather, if
the clients of Ipsos is dealing with attend the same function possibilities are there will be
word of mouth sales that would occur in such locations which will be beneficial for the
company to gain recognition.

Considering these factors it would be beneficial for the company to promote the Ipsos
product in the Media exhibition and trade fare to expand the market share they have at the
present moment in the Middle East region.

Conclusion

30

Sales Planning & Operations

When a company has identified the different methods of promoting the products or the
services, they will be able to attract more customers which will enable the company to cover
a larger market share.

31