Reference no: EM132805611

CRM 400 Sales and Technology - Seneca College

Assignment
1. There are two parts to this assignment, both parts are based upon the included case: LePetomane Personal Care Products and Von Shtupp Spas

Part 1: You will conduct original online researchto determine the various external factors affecting the beauty industry in Canada as detailed in the case document. Full instructions for are in the case section.

Part 2: You will continue your original research in the beauty industry and determine the best options for LePetomane to perform B2B marketing to assist the sales team. Full instructions for this part are in the case section.

What is to be submitted
Your report should contain the 5 sections noted below. Each section should be labelled clearly with a section header. Target length of sections is noted below.

Title Page (1 Page)
Your name, subject, section, date, the professor's name, assignment title.

Part 1 (No set length)
Refer to case questions.
No set length - but explanations should be sufficiently detailed to answer case questions.

Part 2 (No set length)
Refer to case questions.
No set length but you should be able to suggest / recommend minimum 10 awareness generating options for LePetomane Personal Care Products.

Summary of Learnings(1 page)
Provide a one or 2 paragraph summary of the key learnings you gained from conducting the industry research. What have you learned from this assignment?

Information Sources
• Note and provide links to any websites used in your research.
• Provide general information regarding personal visits or interviews and staff interviewed.

Assignment 2
LePetomane Personal Care Products and Von Shtupp Spas Case

Part 1
Hedley Lamarrwas recently hired into an entry level sales role with LePetomane Personal Care Products (LPCP). LePetomane is a manufacturer of personal care appliances(not cosmetics) including hair dryers, curling irons, facial cleaning aids, steam moisturizers and many others. LPCP supplies both the professional market and the consumer market with their wide range of products. Their equipment ranges in price from budget (or value) priced models to high end high quality "professional" models.

LePetomane is now launching a new line of "ultra-energy efficient", environmentally-friendly, professionally targeted products. These products consume 50% less energy and are made from recycled materials. LePetomane also offers a lifetime "take-back" program, where they will take the appliance back after its useful service life is over (approximately 10 years) and they will dismantle and 100% recycle all components of their products for reuse in new products.

Hedley was hired after a more senior salesperson, Olson Johnson, retired after a long and successful career in the industry. Hedley was assigned her first sales account: Von Shtupp Spas Inc. (VSSI). VSSI was one of Johnson's few career disappointments, after many years of trying Johnson was never able get a sale at this account.

VSSI operates a chain of spas and beauty treatment facilities across Canada in almost all major and minor cities. The venue sizes range from 493 smaller traditional hair and manicure style salons to 18 larger full "day spa" type locations, marketed to consumers as "Rock Ridge Spas" that offer similar services to the salons, plus additional services like massage, mud baths, holistic healing and wellness programs and more. The salons and spas cater primarily to professional working women who want beautiful results at a reasonable price and in the case of the spas, want to be luxuriously pampered while there.

As a recent Ontario college graduate, Hedley was well schooled in the importance of understanding customers and the factors that can affect their buying decisions. Based on what she's learned in Johnson's files, she believes that the timing may be right to target VSSI for a sole source supplier contract, supplying them with the entire range of professional products they might use. This may be upwards of $5 million in the first year and additional ongoing sales after that.

Prior to contacting VSSI, Hedley is planning on conducting internet research on the beauty industry in Canada to help her better understand some of the factors external to VSSI and that may be influencing them and may affect their purchases of personal care appliances in the future.

Part 1 Questions
1) Place yourself in the role of Hedley and conduct internet research on the beauty industry as it currently exists in Canada. Consider all the various external factors reviewed in Module 3 that may affect the industry and indicate whether you feel these will affect their purchasing decision at this time and why or why not?

LPCP&VSSI Case

Part 2
During her college tenure, Hedley took an amazing course on Sales &CRM. That course taught her how strong and effective B2B marketing assists sales efforts. It creates awareness of a company's products and services for potential customers making the selling process smoother and faster.

LePetomane has never undertaken any serious B2B marketing to support their sales efforts but company President and founder William LePetomane has been convinced by this bright young salesperson that their new line of products may be just the time to start B2B marketing.

Based on this, VP Sales Tony Fuhas asked Hedley for a recommendation of options and approximate costs of various awareness tools that she thinks would be appropriate to target the spa / hair salon / beauty industry in Canada.

Part 2 Questions
2) Conduct original real-life internet research on the spa / hair salon / beauty industry in Canada and create recommendations for B2B marketing efforts that would support sales.

Identify at least 10 options for B2B marketing in the spa / hair salon / beauty industry in Canada only(not in the USA, globally or in Europe) based on what you learned in Module 4. The option must be ones that a personal beauty appliance maker could use to create B2B awareness of their products.

For each option you should note:
• the approximate costs of the option (if available). Estimate costs only as best you can from publicly available data, if none is available note that (i.e.: you do not need to contact organizations to get cost information if they do not state it).
• who exactly is the option's target
• what is estimated number of businesses the option hits
See thefictionalexamples below. Please note: there is no requirement to prioritize the options, only identify them with above information.

Tip
1) Review the list of B2B marketing options from the module to guide your search.
2) Google topics like
"spa / hair salon / beauty industry trade shows in Canada"
"spa / hair salon / beauty industry magazines in Canada"
Answer example (not real):
1) B2B Personal care / beauty industry trade publications exist in Canada and I recommend LePetomane consider:
A. Hair Care Monthly Magazine:
Target: Barbers and hair dressers across Canada [Answering Who specifically does this options target?]
Distribution: 11,500 barbers and hair stylists [ How many businesses in the target does it hit?]
Costs: Full page ad: $2,000 [What is the cost of this option?]

B. Le Manicurist Monthly Newsletter:
Target: Manicure Professionals in Quebec only
Distribution: 1,200 manicure and pedicure professionals
Costs: Full page ad: $600

You should have at least 10 awareness generating B2B options.

Attachment:- Sales and Technology.rar