Precis: Session 3-4

Submitted to: S.K. Palekar

Submitted by: Group E

Xycurity Private Limited

Case Analysis by Group A:

We need to target B2B, as high resources will be required to target B2C, despite no competition
and high potential. In B2B sub-segment target market will be jewelry and watch shops as the
number of SKUs required to serve this market will be limited. Aims to provide an integrated
solution system which require fewer components, faster and simpler installation.

The business functions to be performed in-house are- Hardware Procurement and sales and
marketing. Whereas functions to be outsourced are- Software Development, installation and after
sales services.

Case Analysis by Group B:

We need to target B2B, the high-end buildings that requires high technologies. Further, two
segments will be targeted under high end buildings:

1) Buildings being constructed

2) Buildings using outdated technology

Aims at providing integrated BMS customized for client problems. Also, providing maintenance
services to the current systems. After sales services will be outsourced to other companies as it
requires expertise.

Attractiveness of the Market:

Market Size- size of the market and the number of potential buyers for the product.
Market Growth Rate- potential for growth of the company in that market
Competitiveness- ability of the firm to sell in the market, when compared to the competitors
of the same industry, in the same market.
Access- the product/ service must be reachable through persuasive communication and
product distribution.
 Profitability- the ability of the company to generate and grow profits in the market.
Fit- the capabilities of the company must align with the market potential.

The decision company must make does not only depend on the attractiveness of the market. It also
depends upon the core competence of the company, what it is good at.

Example- If distribution is a companys strength, distribution oriented industry is better for the
company.

Sales Planning

How is marketing plan different from sales plan?

We can differentiate sales plan from the marketing plan, based on resources. The major resources
that a sales manager has is time and salesforce. Therefore, it is necessary to allocate the right sales
force at the right time, at the right place. Whereas, the role of the marketing manager is to create
the marketing mix required, but the resources are with the top management.

Sales Planning Process

1. Analysis of the market

2. Engagement

3. Support/ Enables

1. Analysis of the market is the first step towards sales planning, which consists of 3 elements:
a) Market- Study the 5Cs, i.e. Company, Customers, Competitors, Collaborators and
Context, the five key areas involved in marketing decisions for a company.
b) Accounts- it refers to the key customers of the company, who are strategically
important for them.
 c) Buyer- the actual buyers may change within the accounts. Therefore, it is necessary to
focus on the people who are driving that account. Example- Airtel will focus more on
the customers who might shift to other service providers.

2. Engagement consists of 5 elements:

a) Prospecting- It is a process of segregating the customers who have not been
approached, and the customers who are prospects. Therefore, it is necessary to analyze
who our customer is, the one who has BANT.
b) Sales Process- It is the response to the buying process of the customer, which depends
upon who the customer is.
c) Organizational design & People- The design consists of the job description that the
salespeople must perform, and people refers to what kind of people we require to
perform the job specified, and how will they satisfy the customers.
d) Channels- it refers to what kind of market place we require, and how many channels
are needed to keep the products.
e) Territories, quotas & compensation- The company allocates territories for each
salesperson, and sets the sales quota for the territory. The compensation of the
salesperson is generally dependent upon his performance in the territory.

3. Support provides help to the sales representatives, on the field and back office, to deal with
the customers or prospects, who contacts the company. It consists of 5 elements:
a) Sales Operations
b) Sales Enablement- these are the information, content, and tools provided to the sales
organization, to sell more effectively and efficiently.
c) Customer Success- it refers to identifying useful customers, and using them to generate
sales. Word of mouth plays an important role, where the prospective buyers are
influenced by the actual buyers.
d) Systems
e) Back Office- the role of back office is to provide pre-sales and post-sales assistance to
the sales representative.