The vital role of Sales at Kraft Foods UK

LEARNING OUTCOMES FOR THIS LESSON Know how the sales function is organised at Kraft. Understand the key role played by Sales. Understand the role of Sales in getting products to customers and consumers.

Kraft is an American owned food and drink company. Kraft sells 'fast moving consumer goods'. These are items that move quickly from the shelves. It has well known 'power brands' including names such as Kenco and Maxwell House coffee, Philadelphia and Dairylea cheese and Terry's chocolate. INTRODUCTION

STAKEHOLDERS These are people with an interest in the success of Kraft. They include shareholders, suppliers and those who work for Kraft. They also include customers and consumers. Kraft's customers are the shops and outlets that buy products to sell to final users. The final users are consumers.

SALES The sales role in Kraft is vital. The '4Ps' of marketing are key to sales. This means making sure that the right Product is for sale at the right Price and Place with good Promotion.

To reach targets, the Sales team aims for: –Sales in as many places as possible. –Each customer to have the correct range of products. –Good promotions. –Products to take up the biggest possible amount of shelf space. –New product launches. Kraft provides training to ensure sales staff have the skills they need. SALES STAFF

Marketing does research into consumer needs. It checks with sales what customers will buy. Sales can then say how much of a product will be needed and make sure that it can be produced. NEW PRODUCTS

CONCLUSION The world of sales within an FMCG company is ever changing. To maintain its competitive advantage and guarantee future success, Kraft recognises that it needs to develop strong relationships with its customers by working closely with them to build success for both parties.

ASSESSMENT OF LEARNING OUTCOMES How well do you know how the sales function is organised at Kraft? How well do you understand the key role played by Sales? How well do you understand the role of Sales in getting products to customers and consumers?