1. Sales Techniques
Laetitia Dreyer
Charlotte Laurent,
Xi Luo,
Kapil Sharma,
Xueqian Zhang

2. Overview
• Introduction
• Market analysis
• Competition analysis
• Sales strategy
• Sales pitch
• Negotiating
• Follow up activities
• Conclusion

3. Introduction
• Framework
Kraft company sells Oreo biscuit to India market
• Company
Second-largest food company; Convenient
meals
Kraft Foods North America
& Kraft Foods International; Snacks Grocery
98,000 employees;
68 countries Cheese
Beverage
Dairy

4. Introduction
• Product (1)
The classic Oreo was developed in 1912
Over 491 billion Oreo cookies sold
Produce by Nabisco, a division of Kraftfood company
chocolate sandwich biscuit
creamy vanilla flavor centre
(1) Kraftfoodcompany.com

5. Introduction
• Indian market
Total tonnage: 2,600,000
3 large-scale manufacturers
50 medium scale brands
2500 small-scale units
Total production
1,039,000 Organized
tones sector
1,561,000
tones Unorganized
bakeries
Possible entry

6. Introduction
• Total population = 1,19 billion
2nd most populated country
• 50% of the population is under 25
• Diabetic population = 57 millions
Highest rate of diabetics in the world
• Urban area : 2%
• Rural area : 12%
• Futur urban area: 6%

7. Introduction
• Segmentation
- Teenagers
- Young adults and new workers
- University and college students
- Tourists
- Families

8. Market analysis
Bakery industry in India
• Largest food industry 30% biscuits
in India 70%
industry
other bakery
industry
• Sick-man’s diet in the past most loved fast food
product today
• The Federation of Biscuit Manufacturers of India (FBMI)
15 percent per annum in the next 10 years – a bright future
• The biscuit market is buzzing with new players

9. 400 grams 1.5-2 kg
• Per capita consumption of biscuits
• Major brands: players like Parle, Britannia and ITC
• India Kraft’s most promising developing market
ballooning population
growing consumer base
• Distribution currently limited, and the brand is primarily
sold through import stores

10. Product Place
• cognizant of Indian tastes and how they
• maximize distribution in two types
differ from those of American consumers
of Indian retail food outlets:
• utilize test markets to gauge consumer
mom-and-pop stores (known as “kirana‟)
preferences for Oreo biscuits before
& convenience stores.
implementing a full-scale launch.
Promotion Price
• emphasize Oreo’s specific product • Kraft should offer smaller Oreo packages
attributes rather than appealing to with lower price points for entry
emotional or nostalgic ties to the brand

11. Competition analysis
• Competitors
• SWOT
• Porter

12. Sales strategy
• Sales channel
• Distributors/Wholesalers
Indirect • Retailers
• Telemarketers
channel • Hotels, Restaurants and
Cafeteria
• Internet
Direct • e‐commerce and
e‐purchasing
channel • Kraft’s outlets

13. Sales strategy
• Selling approach
- Develop new expectations
- Change consumer’s habits
- Establish new standards
- Build desire for Oreo’s product
- Focus on new market creation

14. Sales strategy
• B2B • B2C
- Airline operators - Kraft operated
outlets
- Vending machine
- Franchising
operators
- Direct supplies to
- Chain stores and super small offices
markets - Fast food outlets
- Universities and colleges
- Hospitals (for children)

15. Sales pitch

16. Negotiating items
• Price
• Packaging
• Merchandising
• Logistic
• Factory creation

17. Follow up activities
• Create diet products
• Partnership with local milk companies
• Sponsor sports club
• Games to win one month free access to sport
club
• Offer free medical appointments to our
partners

18. Conclusions
• Different possibilities to enter the
Indian market
• Opportunity to enter the diary
market
• Oreo allows all Kraft products to
enter the Indian market, and in some
extend the Asian market
• High revenue and profits (lower
costs, set industry quality standards)