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Imad Guenane
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Campus: Alperton/Luton/Birmingham (delete as appropriate)
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Instructions & Learner Declaration
An electronic copy of your assessment must be fully uploaded by the deadline date and time.
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L'Oral
Established in 150 countries across five continents, LOral groups international success represents
an international marketing model based on skill, knowledge and an unshakeable reputation. As a
senior L'Oreal manager stated they key success of L'Oral is: "You have to be local and as strong as
the best locals but backed by an international image and strategy. We have made a conscious effort
to diversify the cultural origins of our brands."...
L'Oral sells more than 5 billion individual products each yea. Each and every purchase is the result
of a free choice by a consumer or by a professional using their products (beauty salons). This is
certainly a source of pride but even more a call for responsibility. They have to do their best in order
to deserve the consumers' confidence. This is why they are committed to satisfying and empowering
the consumer further.
Sales Strategy of L'Oreal has enabled the company to spread its' business not only in Europe but also
in Asia and Latin America. In the year 2015, the Brand L'Oreal was ranked first among all the
cosmetics companies of the world.
L'Oral Sales Strategy has achieved success throughout the world. Over the years, the company is
successfully producing and selling different cosmetic products, haircare and skincare products in
more than 150 countries of the world. This has been possible because of the well established Brand
Name and Brand Image of L'Oreal.
L'Oral has been successful in generating a worldwide Brand Identity only because of the company's
powerful and efficient sales and promotion Strategy. This successful Global Sales Strategy of L'Oreal
helped the company to earn significant levels of revenue in the past years.
In short, it can be said that, reason behind the success of Brand L'Oreal lies in the fact that the
company succeeded in reaching out to the customers of different countries of the world, across
different income ranges and cultural patterns.
Source:
International Marketing with PowerWeb by Philip R. Cateora, John Graham, Hardcover,
Publisher: McGraw-Hill/Irwin
Global Marketing Management by Masaaki Kotabe, Kristiaan Helsen, Hardcover: 720 pages,
Publisher: Wiley
http://www.loreal.com/_en/_ww/LOREAL_RDD_2008.html
http://www.marketingpower.com/Community/ARC/Pages/Research/Journals/Oth er/default.aspx
http://www.getinternationalclients.com/guide-4-build-your-international-marketing-strategy/
.html
http://www.globalnegotiator.com
www.coursework4you.co.uk/.../l-oreal/P_M_773_L_Oreal_s_marketing_strategies.php
PLEASE REMEMBER
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO
ALONG DO NOT LEAVE THINGS TO THE LAST MINUTE
LOral is launching new cosmetic lines for LOral; these lines are aimed at customers
from diverse gender, age and tastes
As a Sales Manager you have been asked to prepare an essay on the importance role of
personal selling within the overall marketing strategy to promote these lines
Task One - Essay
LO1 Understand the role of personal selling within the overall marketing strategy
Task 1-This tasks offers you an opportunity to achieve LO1: 1.1, 1.2, & 1.3, M1
and D1
Write an Essay in which you:
a) Explain the importance of personal selling in supporting the promotional mix for an
organisation like LOral (1.1)
Guidelines:
In order to complete the above task, you need to:
Define the role of personal selling
List the components of the selling task
Discuss the importance of information that is gathered by sales people in reference
to LOral
Show how personal selling supports the promotional mix.
b) Using the scenario compare the stages of the decision making process of Corporate
with Consumer buying behaviour in both B to B and B to C. (1.2)
Guidelines
In order to complete the above task, you need to:
Identify the stages of the buyer decision making process
Compare the corporate decision making process stages with consumer buying process.
State how sales people impact buyer behaviour
Using LOral as an example compare how sales people have an impact on buyer
behaviour in both B to B and B to C
c) Analyse the role of sales team within LOrals marketing strategy. (1.3)
Guidelines:
In order to complete the above task, your answer should:
Include a list of sales team responsibilities
Analyse the role of the sales team within LOral marketing strategy
Merits and Distinctions
M1
Scenario
In this task, you have been assigned a task to prepare a presentation for your
executives regarding the new cosmetic ranges that LOral is aiming to launch.
Task Two
Power point Presentation with Speaker Notes
This tasks offers you an opportunity to achieve LO2: 2.1, 2.2, M2 and D2
LO2 Be able to apply the principles of the selling process to a product or service
a) You are the Sales Manager for LOral. Prepare a PowerPoint (PPT) sales presentation
and present in front of a panel on the companys products and services.
Guidelines
In order to complete the above task, your answer should:
Include a PowerPoint presentation with at least ten slides and the presentation
should last no more than 10 Minutes (2.1)
Provide prepared speaker notes for each slide which you will use when making
the presentation.(2.2)
Meet the attributes of a good presentation, (flexible, clear, credible, describe
benefits, arouse interest and motive action). (2.1,2.2)
Include screenshots of the slides within your assignment. (2.1)
Use the context of the business chosen to answer the question.
Remember that your presentation is meant to be delivered to Senior
Management
Instructions on carrying out the presentation
The presentation time and date will be communicated by the module leader/Tutor
Include a PowerPoint presentation with at least ten slides and the presentation should
last no more than 10 Minutes
The presentation is recorded for internal and external verification
Students should adopt a professional dress code and use an appropriate jargon during
the presentation.
Students are welcome to rehearse with the guidance of their tutor prior the summative
presentation
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In a section of your report evaluate the role of effective motivation, remuneration and
training on sales management. (3.3)
Guidelines
In order to complete the above task, your answer should:
Define motivation using a reliable source
Evaluate motivation tools (team building, target setting, financial incentives, salary
and commission based remuneration) and how they will apply to sales
management
Evaluate training initiatives that can be adopted for developing your sales team for
example, training on specific products, on-going training and CPD. Relate this to
LOral
Review the role of remuneration in sales management
d) Explain how you plan to organise sales activity and what measures you will take to
control sales output. (3.4)
Guidelines
In order to complete the above task, your answer should:
Describe how you will organise sales activities in case of LOral
Explain the various sales control measures (sales budgets, performance standards,
performance against targets).
e) Explain the use of databases in effective sales management for an organisation like
LOral (3.5)
Guidelines
In order to complete the above task, your answer should:
Explain the importance of database building in sales management
Discuss some of the key issues with using databases (including security and
data protection)
Explain the possible benefits of using databases in sales management for LOral
MERIT THREE
This question relates to Q3.2
In your report, indicate what specific skills you will look for when recruiting sales people for an
organisation like LOral. How will these skills differ from someone selling cars or hotel rooms, and
what skills will they have in common?
Guidelines
Discuss specific skills that would be required for a sales person selling
Evaluate the common attributes for sales person and mobile sales person
Scenario
As a part of its global expansion. LOral is investigating selling these cosmetic lines
internationally.
As a Marketing Manager you have the responsibility to create a sales plan for these lines.
You are required to develop a sales plan for any chosen sports lines. The sales plan should
include a strategy to investigate selling the new lines internationally. Your plan should also look into
using exhibitions and trade fairs to increase sales. (4.1,4.2, 4.3)
Guidelines
In order to complete the above task, your answer should:
Identify and justify the lines choice. (4.1)
Develop a sales plan for your new lines. (4.1)
Include appropriate titles and appropriate sales plan headings. (4.1)
Investigate how you can increase your sales by selling internationally.(4.2)
Investigate how you can increase your sales through exhibitions or trade fairs.(4.3)
DISTINCTION THREE
Recommend prominent trade exhibitions/trade fairs (based in Europe) that would be worth attending for
your new line. What activities will you need to do in order to prepare for these exhibitions / trade fairs?
Guidelines
State and justify your chosen trade/exhibition
Develop a plan of activities to prepare for attending the exhibition.
In your sales plan, include the time scale, Gantt chart, budget and human resources
needed, plan review and the mile stones. Additionally, the learner should clearly
demonstrate how the sales plan is meeting the marketing objectives.
Executive summary and conclusion
10
Effective judgements
have been made
Select/design and
apply appropriate
methods/techniques
A range of sources of
information has been
used
Complex information
has been synthesised
and processed
Present and
communicate
appropriate findings
The appropriate
structure and approach
has been used
Conclusions have
been arrived at
through synthesis of
ideas and have been
justified
Take responsibility
for managing and
organising activities
Substantial activities,
projects or
investigations have
been planned,
managed and
organised
Demonstrate
convergent/lateral/
creative thinking
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Learning
Outcome
LO
LO1
LO2
Understand the
role of personal
selling within the
overall marketing
strategy
Be able to apply
the principles of
the selling
process to a
product or
service
Understand the
role
and objectives of
sales
management
LO3
3.3
3.4
3.5
LO4
Be able to plan
sales activity for
a product or
service
4.1
4.2
4.3
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3
3
3
3
3
4
4
4
Evidence
(Page
no.)
Reading List
Recommended learning textbooks
Course notes
2. Recommended learning textbooks
1. BPP Learning Media (2013) Marketing and Promotions Business Essentials, BPP
Learning Media Ltd, London
2. Jobber, D. and Lancaster, G., (2012), Selling and Sales Management, Pearson,
London, 9th Edition.
3. Schwartz, M (2006) Fundamentals of Sales Management, Amacom, USA
4. Tanner, J., Honeycutt, E. and Erffmeyr, R, (2013), Sales Management: Pearson New
International Edition, Pearson, London.
3. Websites
1. Amacom(2012) Going Social: Excite Customers, Generate Buzz, and Energize Your
Brand with the Power of Social Media Available at
2. http://www.amacombooks.org/book.cfm?isbn=9780814432556&TextID=1015230
[accessed 6 January 2014].
3. University of Dayton (2010). "Business-Oriented Sales Promotions." Available at
http://campus.udayton.edu/~jrs/promo/notes/Trade%20Promotion.pdf.
4. "Trade Promotion Best Practices." Demand Metric Analyst Perspectives. Analyst
Perspectives Blog, 11 Nov. 2010. Available at
<http://demandmetric.wordpress.com/2008/07/23/trade-promotion-best-practices/>.
5. www.MarketingProfs.com
6. http://www.marketingpower.com/Pages/default.aspx
7. http://www.cim.co.uk/Home.aspx
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