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Sales Management Case #2 You are the National Sales Manager of a food manufacturing business that has already built is multiple brands in various categories. You have an existing sales force that is geographically designed to maximize nationwide sales area coverage through its area sales representatives. To handle the big supermarket and convenience store chains, a small group of specialized key account representatives are assigned for better focus. After 30 years of establishing the company's brands and intensive distribution in the country, the company has decided to diversify into a related product line. The new product line is a composed of various natural plant-based food supplements in the forms of tablets, capsules, syrups, and powdered drinks. As National Sales Manager, you have to decide whether or not to utilize the existing sales force for this new product line. You need to justify your decision to your superiors as well as present a plan how you intend to implement your decision. REQUIRED: • INTRODUCTION • PROBLEM ANALYSIS • PROPOSED SOLUTION Sample answer is in the photo attached

Sales Management Case #2 You are the National Sales Manager of a food manufacturing business that has already built is multiple brands in various categories. You have an existing sales force that is geographically designed to maximize nationwide sales area coverage through its area sales representatives. To handle the big supermarket and convenience store chains, a small group of specialized key account representatives are assigned for better focus. After 30 years of establishing the company's brands and intensive distribution in the country, the company has decided to diversify into a related product line. The new product line is a composed of various natural plant-based food supplements in the forms of tablets, capsules, syrups, and powdered drinks. As National Sales Manager, you have to decide whether or not to utilize the existing sales force for this new product line. You need to justify your decision to your superiors as well as present a plan how you intend to implement your decision. REQUIRED: • INTRODUCTION • PROBLEM ANALYSIS • PROPOSED SOLUTION Sample answer is in the photo attached

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Sales Management Case #2 You are the National Sales Manager of a food manufacturing business that has already built is multiple brands in various categories. You have an existing sales force that is geographically designed to maximize nationwide sales area coverage through its area sales representatives. To handle the big supermarket and convenience store chains, a small group of specialized key account representatives are assigned for better focus. After 30 years of establishing the company's brands and intensive distribution in the country, the company has decided to diversify into a related product line. The new product line is a composed of various natural plant-based food supplements in the forms of tablets, capsules, syrups, and powdered drinks. As National Sales Manager, you have to decide whether or not to utilize the existing sales force for this new product line. You need to justify your decision to your superiors as well as present a plan how you intend to implement your decision. REQUIRED: • INTRODUCTION • PROBLEM ANALYSIS • PROPOSED SOLUTION Sample answer is in the photo attached
CASE: Despite the growing number of dog owners already patronizing commercial dog food for their pets, a lot of "askal" dog owners still stick to excess family food and leftovers in feeding their pets. As a Creative Director of an advertising agency servicing a pet food company, design a creative advertising strategy to convince "askal" dog owners to use commercial dog food. INTRODUCTION - Commercial dog food is actually a food for dogs that is made from many types of animals. There are three types of commercial dog food such as wet, dry, and the soft/moist food. Commercial dog food is made for dogs to have a healthy way of living because dogs cannot eat all the food in the human table because it may be toxic for them or unhealthy. All dog foods can be fed through any kind of breed of a dog because it is a food and a treat for the dogs. PROBLEM ANALYSIS - The main problem of the case is to design a creative advertising strategy to convince askal dog owners to use commercial dog foods. Some of the askal dog owners prefer to feed their pets with the leftovers or the excess family food for them to maximize their money just for their needs and necessities. One of the sub problems is that the commercial dog food such as pedigree is expensive, the money that they will buy for dog food, they will just use it for the purchase of food because what they have left is also what their dog eats. The other sub problem is that the askal dogs might not like the taste of a commercial dog food wherein they might notice that it is new to their taste and might cause harmful effects to the askal dogs. They also doubt the effectiveness of giving askal dogs a commercial dog food. PROPOSED SOLUTION As response to this problem, the best solution to deal with this problem is as a creative director, focusing on advertising the product in which it aims to catch their attention and somehow relates with the product. During this time of pandemic, our pets have become our stress reliever after a long tiring day. Because of this, it is important for the pet owners to see their fur babies become healthy. Moreover, this commercial would be an eye opener to all pet owners to prioritize the health of their babies by choosing to purchase dog food which will benefit their pets. Choosing between leftovers which you will spend no money on or a dog food that is a budget-friendly purchase. Our main goal is to inform our audience about the importance of purchasing this product. It has been a belief that it is only the imported dogs and dogs with breed that needs commercial dog food and it is quite hard to convince those that have azkals or Asong Pinoy (AsPins) to spare their dogs an actual budget for their dog food because most often than not, having Aspins for a pet also defines financial capability. So, for at company to be able to reach the below middle class consumers, they have to make these consumers know that dog food does not have to be expensive and that giving their "best friends" the right food is vital to their health. There is no better way to advertise but seek testimonials from the Philippine Animal Welfare Society (PAWS); we chose this agency to promote the commercial dog food because they carry the message that caring for our pets does not need to be and is not always expensive. Perhaps, these testimonials would include some of the patients they have in welfare, what they eat, and how their diet should be. During the campaign, while hand in hand with PAWS, we will hold free clinics and ultimately give out samples of the dog food we want to sell. The Filipinos now are more aware of how to rightfully take care of man's best friend and we believe that we can sell this product while we teach people how to take care of their dogs.
Transcribed Image Text:CASE: Despite the growing number of dog owners already patronizing commercial dog food for their pets, a lot of "askal" dog owners still stick to excess family food and leftovers in feeding their pets. As a Creative Director of an advertising agency servicing a pet food company, design a creative advertising strategy to convince "askal" dog owners to use commercial dog food. INTRODUCTION - Commercial dog food is actually a food for dogs that is made from many types of animals. There are three types of commercial dog food such as wet, dry, and the soft/moist food. Commercial dog food is made for dogs to have a healthy way of living because dogs cannot eat all the food in the human table because it may be toxic for them or unhealthy. All dog foods can be fed through any kind of breed of a dog because it is a food and a treat for the dogs. PROBLEM ANALYSIS - The main problem of the case is to design a creative advertising strategy to convince askal dog owners to use commercial dog foods. Some of the askal dog owners prefer to feed their pets with the leftovers or the excess family food for them to maximize their money just for their needs and necessities. One of the sub problems is that the commercial dog food such as pedigree is expensive, the money that they will buy for dog food, they will just use it for the purchase of food because what they have left is also what their dog eats. The other sub problem is that the askal dogs might not like the taste of a commercial dog food wherein they might notice that it is new to their taste and might cause harmful effects to the askal dogs. They also doubt the effectiveness of giving askal dogs a commercial dog food. PROPOSED SOLUTION As response to this problem, the best solution to deal with this problem is as a creative director, focusing on advertising the product in which it aims to catch their attention and somehow relates with the product. During this time of pandemic, our pets have become our stress reliever after a long tiring day. Because of this, it is important for the pet owners to see their fur babies become healthy. Moreover, this commercial would be an eye opener to all pet owners to prioritize the health of their babies by choosing to purchase dog food which will benefit their pets. Choosing between leftovers which you will spend no money on or a dog food that is a budget-friendly purchase. Our main goal is to inform our audience about the importance of purchasing this product. It has been a belief that it is only the imported dogs and dogs with breed that needs commercial dog food and it is quite hard to convince those that have azkals or Asong Pinoy (AsPins) to spare their dogs an actual budget for their dog food because most often than not, having Aspins for a pet also defines financial capability. So, for at company to be able to reach the below middle class consumers, they have to make these consumers know that dog food does not have to be expensive and that giving their "best friends" the right food is vital to their health. There is no better way to advertise but seek testimonials from the Philippine Animal Welfare Society (PAWS); we chose this agency to promote the commercial dog food because they carry the message that caring for our pets does not need to be and is not always expensive. Perhaps, these testimonials would include some of the patients they have in welfare, what they eat, and how their diet should be. During the campaign, while hand in hand with PAWS, we will hold free clinics and ultimately give out samples of the dog food we want to sell. The Filipinos now are more aware of how to rightfully take care of man's best friend and we believe that we can sell this product while we teach people how to take care of their dogs.
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