Sales and Marketing Strategy

Sales and marketing are critical to the success of Bisi’s Cakes and Tarts so she established a relationship with one of Lagos City's leading advertising and communications agencies – Grant’s Communications - to oversee her corporate identity and advertising campaigns. Grant saw the growth potential in Bisi’s and was willing to work with the company on a per project basis until Bisi could afford to keep the firm on retainer.

In her business plan, Bisi needed to describe the two series of ad and promotions Grant’s had created for her, to targeting both fancy foods retailers and consumers.

Which of the following would you recommend that Bisi use in her business plan to describe her advertising efforts?

Choice A:

Bisi will run several different ads promotions, all of which are being created by Grant’s Communications. The first series of ads will be aimed at getting retailers to try our line of Cakes and Tarts . The other ads will target consumers. We intend to support these efforts with press releases and other publicity tools.

Choice B:

Grant’s Communications, one of Lagos City's leading agencies, will create our ads and oversee our ad placement. For more information, you should speak with Bunmi Sofeso , our account executive, or Chima Kelechi the creative director. They will be happy to help you.

Choice C:

Grant’s Communications, Bisi’s Cakes and Tarts advertising agency, has developed a two-pronged advertising campaign to get product into the stores, and increase demand by consumers for that product.

The first ad campaign will be directed at owners and buyers at gourmet food stores. It will focus on the unique flavors of Bisi’s Cakes and Tarts , and encourage them to be "the first store in their neighborhood to carry the latest gourmet biscuit alternative." The ads will include: details of our special promotional pricing; a mention of our consumer advertising and promotional campaign (see below); discussion of our co-op ad and retail support programs; and details of how they can get a "free sample" by calling our Hotline phone number, mailing in a coupon, or using our special e-mail address. We intend to forward all responses and leads to our sales reps and distributors.


These ads will run in Lagos City Markets - a bi-weekly trade newspaper aimed at supermarkets, gourmet markets, and other food sellers in the Lagos City region. We also intend to purchase space in the "New Products" section of the newspaper. The ads are scheduled for the two issues prior to the Lagos Mart Fancy Foods Show, at which we will be exhibiting (see trade show section).


Because of the high cost of running advertisements in traditional "consumer" publications, Bisi’s intends to take a highly focused approach supplemented by several marketing "stunts." For example, in September, once retail distribution channels are in place, we plan to hold “Cakes and Tarts Day” to introduce Bisi’s . College students and actors will be hired to give away samples of Bisi’s Cakes and Tarts across Lagos City.


We will begin at Marina Car Park giving samples to commuters encouraging them to "try something new with their coffee." At lunch hour, our efforts will focus on the Victoria Island business and shopping districts. At the end of the day, our give-aways will take place at other Car Parks and Palms Shooping Mall Each give-away will include one small cake and Tart (either Macadamia Nut or Black Currant), a description of Bisi’s Cakes and Tarts , a coupon good for one hundred Naira off their next purchase, and a directory of retailers that carry the Cakes and Tarts .


We will support “Cakes and Tarts Day” with a press conference introducing Bisi’s Cakes and Tarts . Because of the nature of the stunt, we anticipate extensive coverage in the local newspapers, on the four local television stations, and on the radio. The day before “ Cakes and Tarts Day” we intend to place full page ads in the three Lagos City daily newspapers, announcing that tomorrow is “Cakes and Tarts Day” and nothing else; not even a mention of Bisi’s . The day after “Cakes and Tarts Day” we will again buy full-page ads in the three Lagos City dailies, as well as in the following week's Lagos Magazine, explaining "How to make every day “Cakes and Tarts Day” with Bisi’s ." The ads will include a coupon good for one hundred Naira off a package of Bisi’s as well as a directory of retailers carrying Bisi’s.

You Chose A

While this response describes some of the attributes of Bisi’s advertising and promotion campaign, it does not go into enough depth. It is important to list and discuss every marketing tool you plan to use. For each activity you propose, include what is to be done, how it will be done, and who will do it. Bisi should include a description of the message of each of her ads. She also should describe her media schedule - when and where these ads will run. If you chose this response, you might want to use the Advertising & Promotion worksheet to help you keep track of your advertising and promotional efforts. Go to the toolbox to download the worksheet.

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You Chose B

This response does not describe Bisi's advertising tactics at all. Instead of asking her reader to research her campaign themselves by contacting her agency, she should discuss the marketing tools she intends to use. Even if you've hired a professional agency to handle a part of your business, you will want to show potential investors that you have a clear idea of what methods your agency intends to use. As you write the section, be sure to list and discuss every marketing tool you plan to use. For each activity you propose, include what is to be done, how it will be done, and who will do it. If you chose this response, you should look at some of the examples in the sales and marketing Toolbox, and when you prepare your own business plan, use the Advertising & Promotion worksheet to help keep track of your advertising and promotional efforts.

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You Chose C

This is an excellent description of Bisi’s ad campaign. She has described what advertising vehicles her agency intends to use, how they will be used, and what results are to be expected. Notice how she describes how the ads will support her product's positioning, and how she also discusses where the ads will run. You might think that she's put in too much detail, however, the in-depth description of the “Cakes and Tarts” stunt is necessary. It shows that she and her ad agency are doing the most with their budgets to increase consumer awareness of “Bisi’s Cakes and Tarts” and drive consumers into the stores.

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