SALES MANAGEMENT & BUSINESS DEVELOPMENT

(MKT 401)

Term Assignment
On

“A STUDY OF SALES PRACTICES”

(Retail Industry & Zomato)

POST GRADUATE DIPLOMA IN MANAGEMENT

(Term-IV; Batch 2019-21)

Under the Supervision of

Dr. DEEPAK SINGH

Associate Professor- Marketing & Strategy

Submitted by
Group No. 10
Soumya Gupta (PGFA 1955)

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
SEPTEMBER, 2020
About the Industry
 The retail industry of our country has become one of the most growing as well as a
tenacious endeavors due to the entry of a couple of new players in the last couple of
years.
 The industry is expected to grow to US dollars 3,600 billion by the year 2020 from US
dollars 1,824 billion out of the year 2017. That counts to more than 10 per cent of the
country's total GDP and around eight per cent of the whole business.
 In the United Nations Conference on Trade just as in the Development's Business-to-
Consumer (B2C) E-business Index 2019, our country has placed itself at the 73rd position.
India situated itself at 63 in World Bank's Doing Business 2019.
 Our country is at the 16th position in the FDI Confidence Index after the countries like
United States, Canada, Germany etc.
 The retail business came to US$ 950 billion in the year 2018 at CAGR of 13 percent and
is depended upon to reach US$ 1.1 trillion continuously 2020.
 The retail business done online, the bargains were relied upon to develop by 31 per cent
year-on-year to reach almost US dollars 32.70 billion out continuously in 2018. Along
with these lines, the pay created from the retail business done online, it is stretched out to
reach around US dollars 60 billion constantly 2020.
 The salary of our countries separated retailers, also known as the squares and cement
(B&M) retailers, are mostly dependent on the rise in rupees to almost 10,000-12,000
crores (US dollars 1.39-2.77 billion) in the financial year 2020.
 Our country is very dependent on to transforming into one of the global's snappiest
creating E-exchange market, that is overseen by the incredible enthusiasm for the portion
just as the quick addition in the amount of customers that utilization the online stages.
Various workplaces have raised guidelines about improvement of India's E-exchange
market.
About the Company
Zomato is an online food ordering website that provides the service of restaurant search as well
as discovery service. The company provides its consumers a platform to evaluate the multiple
choices for amazing places to eat and spend time in. Zomato has set foot in more than 24
countries including India and in more than 10,000 cities globally.
The company has been known to be grown from a project that was started at home to one of the
largest online food ordering aggregators all around the world. Their vision is to “provide better
food for more people”. They try not only connecting people with all the food in all context but
also work very closely with the restaurants to help in making a sustainable ecosystem.

In 2008, the idea came in the mind of three passionate foodies who hated waiting lines which is
why they drove around collecting menus from multiple restaurants, scanning them and lastly
putting them online.
Their idea was to entitle the digital access for thousands of restaurant menus on a single platform
for the consumers.
Vision and Mission
Vision – “To be able to point their consumers to a great place to eat no what part of the world
they are in”.
Mission – “The Company’s mission is to ensure that nobody ever has a bad meal”.

SWOT Analysis
Porter’s Five Forces Analysis
PEST Analysis

Emerging Trends affecting the role of sales person (selling skills)

The online food ordering and the delivery organizations are experiencing a change in the point of
view which in other words mean that the businesses are going through a paradigm shift.
Controlling this dynamic environment are the hi - speed tech devices and the expansion in the
utilization of cell phones that has made it easier to adapt to these changes. The big potential of
the market has brought about the multiplication of the incalculable online food ordering as well
as for the delivery sites, each with its own USP.
This business has set off to be an exceptionally competitive sector in the last couple of years. The
various organisations all around the world that have caught a gigantic share as well as market in
the respective business.
The major viewpoint that manages this very big industry is the occupied as well as the quick
existence of the individuals all around the globe. The ongoing pandemic has made individuals
more dependent on online food ordering and delivery organisations.
There are many trends that are on the surface nowadays and is absolutely prepared to shake the
things of in the years to come. Some of the major trends affecting the market in the coming years
are mentioned below -

Delivering of food through drone

 The delivery of the food through a drone is an extraordinary method to deliver food in
less time. In addition, it likewise takes out the issue of being stuck in hour long chaos and
traffic.
 Besides, the government of different nations have additionally permitted firms to start to
test-fly the drones in the midst of preparatory rules.
  As the majority of the food ordering and deliver firms are moving towards delivering
food through drones now, one can say that it is the rising trends for the respective
business.

Delivering of food through the robots

 In contrast to the human riders, robots will assist the firms with setting aside a ton of cash
on the way.
 The business organizations can make multiple sales with just a single robot because a
single robot can carry many deliveries in a single go. This will additionally diminish
appropriation time and assist the firms with making more progress in one single trip.
 The food ordering industry isn't simply restricted to drones. Apart from that, another one
of the creative trends of 2020 likewise includes robots.

Contactless Delivery
 This type of delivery is like one of the most ongoing trend in this business nowadays.
After the globally extensive pandemic, everybody is trying to keep up with the practice of
social distancing.
 What's more, this has driven numerous organizations to adjust to one of the most secure
delivery trends for food of 2020 according to the consumers.
 By fusing contactless food delivery, all the firms are guaranteeing the total security of
dinners.

Virtual Kitchens
 All one needs is a sufficient space for setting up their kitchen with no feasting area. It
won't just set aside you money yet in addition deal with the distribution of the order
measure viably.
 The opportunities of this business in the future are unending, because there is less initial
investment involved.
  The trend of virtual kitchens is hustling at the present time. Thus, in the event that you
have a thought of beginning one's food business, one can settle on this one. It is one of
the prime and valuable trend for the company.

Crowdsourcing
 The companies can use the nearby drivers of the respective distribution area. This will
help in utilization of the drivers to deliver the food way before the expected time. This
will accelerate the process of distribution for the companies.
 The way toward recruitment of the drivers and holding them can be somewhat extreme
for the firms. Besides, one can't generally be sure about the traffic in transit.
 In this way, it is smarter to decide to crowd source.

Ordering by a smart watch

 It is not at all easy to always carry a phone in one’s hand, but a wrist watch is always
there in the hand of an individual.
 This is the most easy and feasible to be able to order food online through the smart
watches.
 There has been a massive rise in the market of smart watches, so the company should
make the best use of this opportunity and make it a trend.

Delivery by parachutes
 Not many companies as of now is using this method of delivering the food imagine your
food being delivered by a parachute.
 It can be seen as one to the most demanding trends that should be inculcated by the
companies in their distribution process.

Delivery by self-driving cars

 Self-sufficient vehicles are those upcoming trends of the food ordering business that are
not dynamic as of now.
  However, it has a great deal of potential later on as it will help in sparing a ton of time as
well as workforce.
 The idea of driverless vehicles has been in the market for quite a while. Also, it has
consistently kept all the business firms keen on it.
 The reason for the motivation behind this being one of the top trends in the coming years.

Food waste apps & pet food apps

 The details about the measure of food wasted are horrid. Every year, 33% of the food
around the globe goes to waste.
 Yet, this has made ready for food waste applications to take care of poor people and
decrease food wastage.
 The pet food industry was esteemed at a faltering $72.13 billion of every 2018. In this
manner, it bodes well for the food delivering and ordering platforms to take into account
the delivery of pet food.

This is time to take care of business for anybody in the online food delivery and ordering
business. The innovation is improving at a tolerable movement and the competitors in the market
is on to serve the clients with the most delectable, freshest, and best-evaluated food in a fast time.

All the advancements and improvements lead to expanded client desires. Hence, it's urgent for
present day food delivering platforms to keep steady over the developing trends in the business
and devise approaches to improve consumer loyalty and have a sustained income generation
model. The new trends will affect the selling skills of the company tremendously because the
new trends focuses on delivering of food through the advanced technologies which might
decrease the workforce of the company.
Sales JD at entry level
Job description
 Crafting personalized, targeted outreach to connect with potential customers
 Understanding the value of a (potentially complex) product or service and conveying that
value in an articulate manner
 Identifying customers who could benefit from your company’s product or service
 Understanding a customer’s needs and determining if your product can address those needs
 Strategizing new outreach methods and streamlining messaging of your product or service

Skills required

 Strong verbal communication skills

 Strong writing skills
 Time management and pressure handling
 Proper work ethic
 Competitiveness
 Perseverance
 Sound knowledge about sales

Responsibilities that will be assigned

 Researching and identifying prospects using sales engagement platforms and LinkedIn
 Finding creative ways to get in touch with prospects, often leveraging social media
 Crafting personalized emails and messages to capture the attention of a prospect to set up
a call
 Reaching out to prospects via email, phone calls, or other methods (like social media)
 Following up on emails to prospects
 Calling prospects to follow up on previous messages
 Scheduling calls and meetings for Account Executives
Selling style would be most suitable for selling and developing the business of
company

Selling Style for the Business-to-consumer (B2C) model

 For business-to-consumer the selling style that is most suitable for Zomato is the people-
oriented selling style which is at the position of (1, 1). The salesperson in this position
believes in the display of the product and assume that customers will buy it themselves if
the logistics are rightly managed.
 This is followed in the market where the customers do not have many choices as well as
in the product category in which the consumers do not place any importance to issue like
product demonstration and briefing by the salesperson.
 Here the sales force has the least role to play as they do the business of the physical
transfer of goods to the customer point.
 These are the reasons why the most suitable selling style for Zomato is the people-
oriented selling style for the B2C model.
Selling Style for the Business-to-Business (B2B) model

 For business-to-business the selling style that is most suitable for Zomato is the problem-
solving oriented selling style which is at the position of (9, 9).
 In this the salespeople are the problems.
 They consult with the consumers so that they understand his situation and all his needs/
wants, and then suggest the product or service which is best suitable for the consumer to
solve his problems.
 The salespeople work with the consumers towards a sound purchase decision on his part
that will help him to get the desired results.
 The salespeople take note of the consumer’s briefs and come with a solution that best fits
the consumer problems.
 These are the reasons why the most suitable selling style for Zomato is the problem-
solving oriented selling style for the B2B model.