SALES MANAGEMENT

Sales management is attainment of an organization's sales goals in an effective & efficient manner through planning, staffing, training, leading & controlling organizational resources.

L’Oréal’s expertise in sales and distribution is recognised throughout the world. The sales teams are enthusiastic, open-minded and play a key part in the growth and success of the group’s brands.

Vanessa Palmer graduated from Exeter University in 1998 and started as a national accounts trainee at L'Oréal. Since then she has had a number of sales roles and now is Commercial Director of the Garnier/Maybelline brand.

HOLISTIC AND SUSTAINABLE MARKETING:

Though market leadership is a critical element in L’Oréal India’s strategy, the firm also excels in sustainability and social responsibility.

L'Oréal India is a proponent of green practices and has donned the colour with pride, employing various means to cut its greenhouse gas emissions, check its carbon footprint, cut plastic content in packaging and use renewable energy. “Consumers are getting more aware these days. There are companies which are clearly spelling out their carbon footprint on the back of the product. They are in the beauty business and want to be good citizens of the world,”

The cosmetics giant has decided to:

ü reduce its carbon dioxide emissions,

ü Water consumption and waste levels to grow sustainably along with the communities around it.

ü “Environment protection and corporate social responsibility are imperative.

ü Taking 2005 as a base year, they want to reduce water and waste levels by 50 per cent in per unit terms by 2015,”

ANALYSING BUSINESS MARKETS:

B2B Vs B2C Marketing - Key Difference

	Characteristics	B2B	B2C
Product nature	Development Driver	Linear Capability	Cyclical lifestyle
Customer orientation	Motivation Selection         Decision	Organizational Need, Objective Criteria, Left Brain	Individual wants/Desires, Subjective preferences, Right brain
Macro social	“Two cultures” cultural scope	Science, Global/Universe	Art, culture bound
Professional Approach	Analogies focus	Legal, medical Sales & application Cases	Politician, entertainer Consumer characteristic

Maybelline uses the B2B and B2C both. Maybelline has its outlets in many malls and streets and Maybelline also sales its product to retailers.

B2B: Maybelline sells its product to retailers and then the product reaches to the end user or consumer. It also sells their product through online portals such as; Amazon, snapdeal, jabong, etc.

B2C: For B2C they have their own outlets or showrooms in malls and out of the malls they have personal showrooms also.

“MAYBELLINE OWNS 7.4%WORLDWIDE MARKET SHARE IN COSMETIC BRAND.”

Ø BRANDING :

Brand

American Marketing Association defines brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

• Maybelline brand gives a status to its customers such as; “Maybe she is born with it Maybe its Maybelline.”

BRAND MANAGEMENT:

    Brand management is the process of building, managing and improving a brand.

    It begins by having a thorough knowledge of the term “brand”.

    Hence, brand management includes developing a promise, making that promise and maintaining it.

    It means defining the brand, positioning the brand, and delivering the brand. It is an art of creating and sustaining the brand.

SEGMENTATION, TARGETING, AND POSITIONING:

According to AMA definition, “A multistep, nested approach to industrial market segmentation, in which one moves from general macro criteria at the level of the organization, such as SIC code and size of the buying firm, through criteria at the level of the order or application, such as order size and urgency, to specific micro criteria at the level of the buying centre, such as risk perception and attitude toward the vendor.”

Segmentation: Maybelline is adopted by L’Oreal in 1991, so it follows the STP process of L’Oreal. Maybelline segmented according to the demographic, psycho-graphic, geographic, and behavioral.

·       Geographic: Region, city, rural and semi- urban areas.

·  Demographic: Age, family size, gender, income, occupation, education, socio-economic classification (SEC).

·      Psycho-graphic: life style, personality.

·  Behavioral: occasions, benefits, user status, usage rate, loyalty status, readiness stage, attitude toward product.

Targeting: Maybelline targeted the college going girls, business women, beauticians, and women from age 25 to 40. Targeting is done in need- based segment, segment identification, segment attractiveness, segment profitability, segment positioning. There are few bases for targeting:

    Measurable: It is done by keeping the size, purchasing power, and characteristics in mind.

    Substantial: The segments are large and profitable enough to serve. A segment should be homogeneous worth going after with a tailored marketing programme.

    Accessible: The segment can be effectively reached and served.

    Differentiable: The segments are conceptually distinguishable and respond differently to different marketing- mix elements and programs.

    Actionable: Effective programs can be formulated for attracting and serving the segments.

Positioning:  A product's position is the way the product is defined by consumers on important attributes. The place the product occupies in consumers' minds relative to competing products.

Positioning Strategies:

    Product attributes (Long lasting lip balm.)

     Benefits (Moisturize the lips)

    Usage occasion (Daily use)

    Activities (give decent color)

    Personalities (celebrities)

    Origin (place of origin or manufacturing)

    Competitors (against or away)

    Product class