The Role of Marketing Strategies in Shaping Business Development and Sales Performance at Optimizers
1Ms. S. Radhika, 2Ms. Gayathri N
1Student, School of Management Studies, Karpagam College of Engineering, Coimbatore, India
2Assistant Professor, School of Management Studies, Karpagam College of Engineering, Coimbatore, India
ABSTRACT
This Research studies the marketing techniques that impact Optimizers’ business growth and sales. Being a start-up, Optimizers faced several issues in business development and sales performance. Few of their issues included low brand visibility, less number of prospects, high competition with reputed brands and slow progress. Taking their internal data, where they’ve stored their previous sales and comparing it to their current sales using trend analysis, their marketing strategies were analysed. A survey with structured questionnaire with questions on their feedback on Optimizers was conducted to gather primary data from 56 prospects and customers. The results depict that direct marketing is the most successful method which helps in increasing brand awareness and get conversions.
For instance, visiting Sivakasi has increased the sales of packaging machinery such as strapping machines. Purchase decisions are made by the prospects by considering multiple factors such as service, quality, assurance, trust and service support. Digital marketing also helps to increase awareness, but it isn’t enough to gain conversions and close deals. Moreover, following of the M.A.N. Technique, which means focusing on companies who have the financial stability, authoritative power and the actual need of any machine is also suggested. By analysing several factors such as potential buyers, areas, strategies, and promotions, suggestions such as increasing prospects and visiting more companies to build networking are also included. However, the strategies might differ according to different location and their target audience. This study comes to the conclusion that improving the performance of sales and ensuring long term growth in business need string customer relationships, follow ups and effective communication.
Keywords: Marketing, Industry, B2B, Reliability, Quality, Trust
