The vital role of Sales

at Kraft Foods UK
Table of Contents
Introduction ..................................................................................................................................... 2
Task 01 ............................................................................................................................................ 2
AC1.1 Explain how personal selling supports the promotional mix at Kraft Foods .................. 2
AC1.2 Compare between buyer behavior and the decision making process in different
situations...................................................................................................................................... 3
AC1.3 Analyze the role of sales teams within marketing strategy of Kraft Foods ..................... 5
Task 03 ............................................................................................................................................ 6
AC3.1 Explain how sales strategies are developed in line with corporate objectives of Kraft
Foods ........................................................................................................................................... 6
AC3.2 Explain the importance of recruitment and selection procedures in a sales team ........... 7
AC3.3 Evaluation of the role of motivation, remuneration and training in sales management of
Kraft Foods .................................................................................................................................. 7
AC3.4 Explain how sales management organize sales activity and control sales output of Kraft
Foods ........................................................................................................................................... 9
AC3.5 Explain the use of databases in effective sales management of a large company like
Kraft Foods ................................................................................................................................ 10
Task 04 .......................................................................................................................................... 11
AC4.1 Develop a sales plan for a product or service ................................................................ 11
AC4.2 Investigate opportunities for selling internationally for Kraft Foods ............................ 11
AC4.3 Investigate opportunities for Kraft foods for using exhibitions or trade fairs ............... 12
Conclusion .................................................................................................................................... 13
References ..................................................................................................................................... 14

1|Page
Introduction

A set of business activities that support companies to run efficiently is called sales operations.
Sales planning play a critical function for growing selling of services and products. Companies
can flourish income of products by way of taking effective sales planning and operations. Here
we discuss about sales planning and operations on the basis of Kraft Foods activities. Kraft
Foods is the second biggest food and Beverage enterprise with revenues over $34 billion in 2005.
Kraft Food is classified as a FMCG enterprise. FMCGs have very excessive unit income and
require common restocking. Kraft is an American owned organization with manufacturers that
encompass global market leaders.

Task 01

AC1.1 Explain how personal selling supports the promotional mix at Kraft
Foods

Promotional mix is advertising and marketing plan that is focused a target marketplace and it
involves four factors such as public relations, advertising, sales promotion and personal selling.
Commercial enterprise use promotional mix through correlating with their communication
targets. It permits employer to create attention approximately their services or products.
Encouraging purchaser plans and keeping connections with unswerving clients are constant
sports for talented producers (Lambert & others, 1989)

2|Page
Kraft Foods gives extra awareness on promotional mix in particular private promoting. Kraft
Foods supports private promoting through private interplay, way verbal exchange, better
reaction, maintaining unique dating with customers, recruiting notable sales man.

Kraft Foods additionally gives awareness on exclusive promotional mixture factors like
marketing, public circle of relatives’ participants, earnings advertising. Advertising and
marketing is one of the maximum important elements for Kraft Foods for impersonal paid
conversation. Kraft Foods uses television, newspaper, social media, net classified ads, billboards
and so on. They caused their clients by using presenting discounts to their aim markets.

Public relation is every different promotional detail utilized by Kraft Foods and it permits
enterprise organization to boom an effective picture for his or her business enterprise and in the
long run to growth their organization’s profitability (Kotler & others, 2013).

Sales promotion strategies stimulate purchaser buy and it is based totally on brief term or
instantaneous desires. Kraft Foods makes use of this detail through the use of some gadgets like
contests, free samples or coupons.

Kraft Foods follows Pull and push method as advertising and marketing method. Push approach
is sales oriented and pull technique is advertising and advertising orientated. In push strategy,
Kraft Foods determines customers call for and options of products and services thru advertising.
As an instance: Kraft Foods appeals their customers through reductions, bundle layout and
reliable merchandise. In pull promotional method, Kraft Foods makes use of advertising to shape
up customers name for a services or products. The organization gives discounts by social media
and this is included in income promoting (Kraftfoods, 2015).

AC1.2 Compare between buyer behavior and the decision making process in
different situations

Buyer behavior carry out and mind-set of customer in phrases of buying services and products.
Exquisite business enterprise is customary super in client conduct. To understand the shopping
for behavior, companies need to recognize about consumption approach and customers
3|Page
perception of product software. Kraft Foods examine the client conduct to recognize the
purchasers’ reactions to corporations advertising technique and the manner patron reply those
techniques (Kim and others, 2008). To apprehend patron conduct, the agency can determine
advertising techniques.

Decision making process is a manner this is superior for customers for making buying
preference. Kraft Foods develops a five stage buyer behavior decision making process are
described below:

Problem recognition stage

Here, consumer determines the difference among desired kingdom and real output and the
business enterprise uses income personnel, advertising and advertising and packaging systems to
reaction issues (Cant & Heerden, 2008).

Information search

After determining troubles or consumer’s desires, customer determines services and products
facts that allows employer to remedy issues. Purchaser makes use of sorts search like internal
seek and outdoor are seeking for. In inner search method, customers are seeking inner expertise
about products and clear up the troubles.

Evaluation of alternatives

Here, consumer determines a difficult and fast of standards that facilitate to rank producers
products in a fixed. Kraft Foods determines patron’s desires and options and people alternatives
are ranked according to consumer’s alternatives (Cummins et al, 2002).

Purchase

Here, Kraft Foods employer’s determines opportunity merchandise, package deal, and shop for
selling to the clients.

4|Page
Post purchase

Kraft Foods determines final outcomes, delight and dissatisfaction approximately services and
products. The agency can collect response from clients and takes suitable preference based
totally mostly on customer’s reaction (Kraftfoods, 2015).

A customer impacts a few factors to make buy choices. Those factors are personal, mental and
social factors. Kraft components enterprise should privy to these factors to goal customers.

Personal factors like race, age, intercourse are crucial elements for influencing consumer buy
behavior. Younger guys choose out different types merchandise than a vintage guy. A few
psychological factors like reasons, functionality and expertise, belief, attitudes are crucial
elements that need to be taken into consideration by means of the usage of Kraft Foods to
determine clients shopping for behavior (Laptide, 2005).

Social factors additionally impacts client’s buy decisions so Kraft food organization ought to
considered these elements. Purchaser’s demand, reasons are willing through own family,
mentions agencies, social elegance.

AC1.3 Analyze the role of sales teams within marketing strategy of Kraft Foods

Personal selling develops relationship with functionality patron. It permits to find out new
customers, speak new and modern clients, allows building up responses from customers and so
on. The sales organization is essential part of organization because of the reality this crew
research and observes commercial organization and market conditions. After information series,
Kraft Foods develops the advertising plan, price range and different key universal overall
performance signs (Webster Jr & others, 1992).

Kraft Foods has a sales team that keeps a few duties to complete their works properly and people
duties are amassing facts, gathering customer’s response, growing patron’s database, allocating
inventory, making income report, and retaining courting with sales workplace. They collect
details of customers who communicate or ask approximately services or products after which

5|Page
they accumulate facts of capability clients through online surveys. The list of customers can be
analyzed for highlighting purchaser’s possibilities and tastes. They also determine sales forecasts
by using manner of taking suitable income strategies and people techniques are Delphi method,
take a look at advertising and marketing, earnings stress composite, regression assessment,
shifting averages and lots of others. In Delphi techniques, sales group of Kraft foods forecasts
income situations through manner of developing a panel (Eisenhardt & others, 1989).

Task 03

AC3.1 Explain how sales strategies are developed in line with corporate
objectives of Kraft Foods

Kraft Foods takes techniques by considering enterprise’s goals and mission steady with company
goals. Business enterprise goals are assertion of tasks that gives the route to complete these tasks.
Kraft Foods makes use of sales techniques for boosting customer loyalty, developing earnings
amount, enables to shorten earnings cycle, and helps to compete with opposition (Dougherty et
al, 2006).

Kraft Foods develop a sales strategy that is advanced in a manner that enables to enhance sales
order and to accumulate income target of business enterprise. The goals of Kraft foods are to
growth merchandise incredible and beautify their profitability. It is likewise designed by the way
of the use of the market researchers. Marketplace researchers collect records about clients of
applicable merchandise and expand strategies in line with corporation targets to top off client’s
wishes and desires. For example, Kraft Foods follows income techniques retaining a few
elements. At the beginning, the organization determines target client’s and target market. They
make a listing of functionality clients and gather their responses. This way may be continued in a
few weeks to build up response from customers. After find out consumer’s reaction, the agency
can comply with income techniques to obtain corporate dreams (Kaplan and others, 2001).

6|Page
AC3.2 Explain the importance of recruitment and selection procedures in a
sales team

Recruitment procedures

The recruitment of sales is not identical as regular recruitment due to the fact profits managers
should contain a few extra traits than their regular managers. Profits managers have
communication competencies, capacity to remedy in conflict situations, capacity to paintings
efficiently below pressures (Mindtools, 2014).

Selection procedures

Kraft foods follows some desire strategies to select out appropriate men and women of their
enterprise agency and people strategies are applicant’s preference, arranging the interview,
selecting suitable parents with the aid of taking some tests like written tests, Viva Voce and so on
(Pertemps Network, 2013).

Importance of recruitment and selection procedures of Kraft Foods

Kraft Foods recruits appropriate people for enterprise by retaining appropriate recruitment and
preference procedures. The employer develops procedure descriptions and process specifications
to offer method’s ordinary descriptions and qualifications, revel in, education, competencies and
so on. Sales group of Kraft meals plays and vital feature to decorate employer’s organizational
dreams (Gilliland and others, 1993).

AC3.3 Evaluation of the role of motivation, remuneration and training in sales

management of Kraft Foods

A manner that makes bigger plan, direct and manage private selling via recruiting, choosing and
motivating income organization is called sales management. The position of motivation,

7|Page
remuneration and training in sales control of Kraft Foods is vital due to the fact this stuff can
growth overall performance of sales (Trehan, et al, 2010).

The role of Motivation in sales management

To motivate sales personnel than HR supervisor sales manager should follow motivational
theories. Because sales supervisor can recognize about needs, goals of income employees and
take effective motivations. Kraft Foods sales manager’s follows Maslow’s Hierarchy of needs, X
and Y theory and so on.

Motivation can be very crucial for income control in some motives and these are given below:

Motivation allows commercial enterprise corporation to utilize human property into movements.
The managers of sales inspire their clients through the usage of supplying economic and non-
economic incentives. Precipitated clients perform their work willingly and properly.

Inspired personnel improve their level of overall performance willingly and this may boom the
productivity. The price of operations is likewise decreased and in the long run, the employer
improves their basic overall performance (Krafft and others, 1999).

The role of Remuneration in sales management

Remuneration is income or wage this is remunerated for service rendered to employees. For
remuneration, people are motivating to transport the technique. Kraft Foods’ sales supervisors
can decide forms of remuneration to the personnel. Sales manager include in selection making
manner and determine remuneration based totally mostly on capability of employer (Kraftfoods,
2015).

Sales manager can provide sales and rate based totally remuneration to their employees. Kraft
Foods’ sales manager gives annual income, price and package deal for motivating personnel due
to the fact brought on customers are glad with corporation and offers extra recognition on
productiveness and their average performance. Sales supervisor provide greater advantages to the
employees who show the high standard overall performance of company. By using offering
remuneration, the employer can enhance their profitability (Spiro & William, 2008).

8|Page
The role of training in sales management

Sales supervisor’s involvement is needed to educate employees. Kraft Foods’ sales manager
arranges training session to increase the promoting abilities of organization. A newly recruited
person does no longer understand the capabilities of industrial business enterprise groups. So,
education session can help personnel to apprehend the organizational works. Sales manager can
select ongoing training and non-forestall professional development to make employees
professional one (Wallace, 2004).

AC3.4 Explain how sales management organize sales activity and control sales
output of Kraft Foods

Sales managers use numerous processes and strategies to control the income output of the
business enterprise. Kraft Foods selects those techniques in step with period, location and
income quantity of output. At the beginning, the company income supervisor organizes income
sports through product, by means of consumer, by geographic place kinds. As an example: Kraft
Foods arranges an exchange sincere in order that large public can get opportunity of knowing
services and products. There may be a few different motives for those varieties of sports.
Purchaser response series is a few different purposes for this sort of sales sports. Individual
characters perform each income output and offer praise to efficiently of completion human
beings (Berry & others, 2004).

Sales managers of Kraft Foods divide earnings pastime to the personnel in unique geographical
divisions and supply the obligations of completing their mission. The principle goals of those
styles of sales sports activities are lessen visiting price and shop time, to apprehend about real
clients sand goal markets, inspiring employees to offer obligations of a geographical place,
provide equal workload to each sales employee.

Kraft Foods manage their output by means of taking appropriate earnings fee variety, measuring
performance via performance requirements, purchaser care middle and lots of others. Earnings
fee variety is a blue print of sales associated activities like distribution facilities, earnings

9|Page
personnel’s remuneration, promotional sports and plenty of others. The organization can manage
their income output thru considering finances.

Kraft Foods can measure their average performance in line with their performance necessities.
The organization gadgets a target of profits sports activities and video display units’ income
activities with their common overall performance necessities (Kraftfoods, 2015).

AC3.5 Explain the use of databases in effective sales management of a large

company like Kraft Foods

Database constructing is one of the important factors of profits branch. Sales management
database systems help Kraft Foods to effectively manage sales channels. Database lets in
corporation to gather clients all in formation and then boom and layout products and services
consistent with their wishes and alternatives. Database offers all applicable records
approximately customers and their purchasing developments that lets in employer to beautify
their profits and decorate their know-how approximately customers (Bernstein & others, 2002).

Kraft Foods shop their time and enhance their overall performance by way of the use of the use
of database structures than guide systems. Database systems in sales control are very useful
because it presents accurate consequences and records of income interest. The organization
makes use of database gadget to hold profits activities well to estimate annual turnover precisely.

10 | P a g e
Task 04

AC4.1 Develop a sales plan for a product or service

Kraft Foods is a food company that develops OREO as child biscuit which is nutritious and
popular to all children (Kraftfoods, 2015).

Previously, advertising and marketing executives collected facts approximately their goal
marketplace which may be defined as marketplace insights. Now for promoting income of the
new product OREO supervisor took some measures. Appointed executive already has decided on
some college campus to set up cut price. Yet again, they will promote their products at coupon
good deal in numbers of purchasing middle. These responsibilities will help the brand new brand
get public consciousness and social coverage. Most importantly the employer has shaped groups
for personal selling at class rooms in graduate colleges. They may additionally go to residence of
the potential humans (Ulrich & K. T.2003).

AC4.2 Investigate opportunities for selling internationally for Kraft Foods

A company can attain global market whilst it crosses the boundary of country wide market. It
manner after fulfilling country wide marketplace firms enter global marketplace if there demand
is created for them. Globalization is now facilitating worldwide business. How an organization

11 | P a g e
like Craft Foods can locate possibilities for promoting merchandise the world over? Allow,
OREO of Craft Foods cited within the preceding discussion would be offered the world over. We
recognize, Craft Foods has international market in all around the international (Crick & Jones,
2000).

As day by day, population is increasing in the world. So the demand of OREO is also increasing.
India and China have a large population. Kraft Foods should target them as their main customers.

AC4.3 Investigate opportunities for Kraft foods for using exhibitions or trade
fairs

While a begin-up comes to enter market they need to go through a few tools like exhibitions or
exchange galas. It is miles to make human beings inform about their gadgets or offerings (Rice,
1992). How Kraft Foods can use the opportunities of exhibitions and change fairs to spread
OREO among humans. They are able to set up exhibition on the notable worldwide places. In
their exhibition they will gift which facility they provide for children, how they offer value
incentives and most significantly how they're worth then others. This way leads the business
enterprise to marketplace their product OREO more successfully. Here, they may offer a few
discounting provide. Reality is Kraft Foods has to convince public and acquire awareness within
the exhibition (Wallace, 2004).

Once in a while corporations may additionally dispose trade fair or selling fair. Trade fair is
likewise a kind of exhibition however here there may be different competition too. Via these
fairs groups like Kraft Foods deliver messages to humans and effort to get their recognition.
Truth is this is era of opposition and to head in advance exhibition, change sincere and so forth
are advertising and advertising and marketing and sales tools (Kraftfoods, 2015).

12 | P a g e
Conclusion

At the end of this report, we can say that promotional tasks play a crucial position for growing
promoting of product and services. Kraft Foods maintains sales planning and operation due to
the reality purchaser conduct has certainly one of a type formed. The managers of sales can talk
with their customers with the resource of non-public interactions, manner conversation, maintain
suitable relationship and preserve products qualities. The organization must deliver extra
attention on motivation, ruminations and training sports to growth sales common performance.
Database systems moreover permit business enterprise to efficaciously file and growth suitable
advertising techniques.

13 | P a g e
References

1. Bernstein, P. A., Giunchiglia, F., Kementsietsidis, A., Mylopoulos, J., Serafini, L. and
Zaihrayeu, I. (2002), Data management for peer-to-peer computing: A vision.
2. Berry, M. J. and Linoff, G. S. (2004), Data mining techniques: for marketing, sales,
and customer relationship management. John Wiley and Sons.
3. Cant, M and Heerden, C (2008), Personal Selling. Juta Co. Ltd, Lansdowne.
4. Crick, D. and Jones, M. V. (2000), Small high-technology firms and international
high-technology markets. Journal of international marketing, 8(2), 63-85.
5. Cummins, Julian and Roddy (2002), Sales Promotion: How to Create, Implement and
Integrate Campaigns That Really Work. Kogan Page, 2002.
6. Dougherty, John and Gray, Christopher (2006), Sales and Operations Planning- Best
Practice; Lessons learned from Worldwide companies. Trafford Publishing, UK.
7. Eisenhardt, K. M. (1989), Making fast strategic decisions in high-velocity
environments. Academy of Management journal, 32(3), 543-576.
8. Gilliland, S. W. (1993), The perceived fairness of selection systems: An
organizational justice perspective. Academy of management review, 18(4), 694-734.
9. Kaplan, R. S. and Norton, D. P. (2001), The strategy-focused organization: How
balanced scorecard companies thrive in the new business environment. Harvard
Business Press.
10. Kim, D. J., Ferrin, D. L. and Rao, H. R. (2008), A trust-based consumer decision-
making model in electronic commerce: The role of trust, perceived risk, and their
antecedents. Decision support systems, 44(2), 544-564.
11. Kotler, Armstrong, Harris, L. and Piercy, N. (2013), Principles of Marketing, 6th
European edn. Pearson, UK.
12. Krafft, M. (1999), An empirical investigation of the antecedents of sales force control
systems. The Journal of Marketing, 120-134.
13. Kraftfoods, (2015), [Online] Available
At:<http://www.kraftfoodsgroup.com/home/index.aspx> [Accessed on: 26th
November, 2015].

14 | P a g e
14. Lambert, D. M. and Harrington, T. C. (1989), Establishing Customer Service
Strategies Within The Marketi. Journal of Business Logistics, 10(2), 44.
15. Lap tide, L. (2005), Sales and Operations Planning. The Journal of Business
Forecasting. 3 (3), p1-30.
16. Mindtools. (2014), Develop effective management tools. [online]Available:
http://www.mindtools.com. Last accessed 5th Mar 2015.
17. Pertemps Network., (2013), Sales growth of supermarket retailer Kraft Foods means
2,500 jobs coming to UK with new store openings on website expansion [Online] Last
accessed 18th January,201,5 at 14:36: http://www.pertemps.co. Uk/en/about-
us/news/sales-growth-at-supermarket-retailer-Kraft Foods-means-2-500-iobs-com in-
to-up-with-new-store-open ins-and-website-expansion.
18. Rice, G. (1992), Using the interaction approach to understand international trade
shows. International Marketing Review, 9(4).
19. Spiro, R., Gregory A. and William J. (2008), Management of a Sales Force, 12th
Edition, McGraw-Hill Irwin, Boston, pp. 134-137.
20. Trehan, M. and Ranju, T. (2010), Advertising and Sales Management. V.K. (India)
Enterprises, India.
21. Ulrich, K. T. (2003), Product design and development. Tata McGraw-Hill Education.
22. Wallace, F. (2004), Sales and Operations Planning; How to Handbook, 2nd edn. T.F.
Wallaceand Company, USA.
23. Webster Jr, F. E. (1992), The changing role of marketing in the corporation. The
Journal of Marketing, 1-17.

15 | P a g e