SALES PROFILE OF TARGET CORPORATION CATHERINE MCDONALD - REGIONAL MERCHANDISE MANAGER
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Procter & Gamble Co.
Sales Profile of
Target Corporation
Catherine McDonald
Regional Merchandise Manager
1
Table of Contents
Title Page……………………………………………………….1
Table of Contents……………………………………………….2
Target Corporation Profile……………………………………..3
Buyer Profile…………………………………………………… 6
Sales Call Objectives…………………………………………....7
Competitive Analysis…………………………………………...8
Customer Benefit Plan……………………………………….... 10
Marketing Promotions………………………………………….12
Suggested Order………………………………….. …………….13
Business Proposition…………………………………………... .14
Anticipated Objections………………………………………… .15
Closing the Sale……………………………………………........17
Sales Presentation Script……………………………………….19
Business Card……………………………………………………25
Crest Whitestrip Photos………………………………………...26
Crest Whitestrip Product Line………………………………….27
Sources…………………………………………………………...28
2
Target Corporation Profile
Buyer: Catherine McDonald
1000 Nicollet Mall
Minneapolis, MN 55403
Phone: 612-304-6073
Fax: 612-696-5400
Email: merchandise@target.com
www.target.com
Target is a retail company with a wide variety of products. There are three chains
of Target Corporation: Target, which carries basic household products, clothing and
electronics; Target Greatland, which carries a larger selection of merchandise; and
Super Target which includes a wider variety of merchandise and a grocery section.
Target is the second largest retailer (behind Wal-Mart) in the United States and is
ranked 28th on the 2009 Fortune 500. Target Corporation’s symbolic Bullseye was
recognized by 96% percent of people, beating out Apple and the Nike swoosh (Target,
Sept 15). Target has grown in the past years from a baby to a giant. At the same time,
while Target has catered some of customer needs during the recession, they have yet
to even come close to reaching the discounted prices offered by Wal-Mart; a mistake
that Fortune 500 claims will cost them.
Consumers
Customers buying from Target stores tend to be middle class families looking to
buy products at a discounted price. Due to the varied amounts of merchandise and
the quality of the product, customers enjoy the quick and effortless trip of buying
everything from one store.
3Competitors
Target’s largest competitor, Wal-Mart, has responded to the recent recession by
lowering product prices even more than they have in years past. Wal-Mart is bringing
in around $400 million in revenue versus Target who brings in approximately $64
million. Target has made a goal to cut costs by keeping a close watch on the size of
inventory and keeping customers loyal by expanding its brands.
Kmart is also a competitor of Target; however, Target does have an advantage
over Kmart. Not only does Target market their products in a carefully planned and
refreshing way, but they also do not drive the concept of “low prices” into consumers.
Contract Policies
Target Corporation gives trial period to all new products. However, since Crest
Whitestrips are a modified re-buy we will be shooting for a revised contract.
People Involved in Buying Decision
Some of the people influenced and involved in and with this buying decision will be
buying department employees and upper level management.
4Benefits Target Seeks
Target seeks products that are family oriented and approved. Target’s stock
tends to be of quality and is low to moderately priced. Target wants products on their
shelves that have high turnover and will bring in solid profits.
5Buyer Profile
Catherine McDonald
Regional Merchandise Manager
Catherine McDonald is the Regional Merchandise Manager for Target Corporation.
Ms. McDonald has been the Regional Merchandise Manager ever since Mr. Smith, the
previous Manager, retired in 2007. Ms. McDonald, who graduated with a marketing
degree, and has been a dedicated employee of Target for the last two years. In her
early thirties, Ms. McDonald has committed the majority of her time and heart into
her business. Ms. McDonald has a “driver” social style, meaning that she is more
assertive and less responsive. Ms. McDonald does not like flowery sales presentations,
she likes to get down to business and have the facts laid out to her. Ms. McDonald has
also asked in the past that Crest have a strong customer service background. She
believes that having strong customer service will send a positive caring message that
will boost customer sales. Making a positive impression on Ms. McDonald is key, while
she consults with her team, she has ultimate buying power. Ms. McDonald is available
in her office from three to five on Monday and Wednesday and her receptionist name
is Betty Johnson.
6Sales Call Objectives
My primary sales objective is to sell 20,000 Crest Whitestrip packages to distribute
between some of the 74 Target stores over a month. I believe this is a reasonable
primary sales objective because it is a modified rebuy in which Target will be
benefiting. Crest Whitestrips have always sold well in Target stores. Considering the
modifications and additions of the product, I am very confident in stating that even
more packages of Whitestrips will be purchased.
My minimum sales objective is to leave Ms. McDonald with a package of the
improved Crest Whitestrips and set up another appointment with her. While Ms.
McDonald is known to make quick decisions, it is very likely that she may want to
have some time to think about the offer or speak with her team. While this objective
is minimal, another meeting with a client can be optimal.
My optimistic sales objective would be to sell 40,000 Whitestrip packages, or
double my primary goal. Again, Crest Whitestrips have been a very beneficial
product for Target to carry; if I can reinforce this and sell the new and valuable
improvements, it is a good possibility that this call could be optimistic.
7Competitive Analysis
A smile is often times one of the first things people notice when they greet
someone. It can make or break a first impression. Appearance plays a meaningful role
in people’s lives because when people feel good they tend to be more confident and
outgoing. People also want quick and easy solutions to cosmetic issues. Procter and
Gamble has taken both of society’s desires and given us Crest Whitestrips. These
strips create flawlessly white teeth in the comfort of the customer’s home, whenever
they like. With this combination, Crest Whitestrips have been tried by over 2 million
people and are the leading whitening brand (Crest Whitestrips, Sept. 29).
Crest Whitestrips competitors include Listerine Whitening and Rembrandt 2
Hour White. While both brands offer lower prices; Listerine at $17.49, Rembrandt at
$19.39, while Crest Classic is priced at $19.89, Crest also has a five star rating while
Listerine has two stars and Rembrandt only has one star (Target, Sept. 29). There is
also the option of professional teeth whitening, which makes the dentist a competitor
as well. However, while results may be quick, professional teeth whitening ranges
anywhere from $400-$900, and in some cases more than one treatment in necessary
(How much do, Oct. 26). Crest not only backs up its name with a guarantee, it also
provides customers with results that ultimately lead to satisfaction and continued
purchases.
Crest Whitestrips are also applicable to many different lifestyles and clientele.
Unlike Listerine and Rembrandt, Crest offers six different Whitestrip product models:
Classic, Premium, Pro Effects, Advanced Seal, Daily Whitening Multicare and Daily
8Whitening + Tartar Protection. Each of these products offer varied amounts of
whitening and time fluctuation, which in turn offers price ranging from high to low
cost. The price range can be shown even at Target where Crest Whitestrip Classic, is
priced on the low end at $19.89, and Crest Advanced Seal, is priced on the high end at
$37.99 (Target, Sep 29). Both offer the same quality and satisfaction, but they differ
in result time and adhesive mold to teeth.
9Competitive Benefit Plan
Target Benefit Plan
Feature Advantage Benefit to Target
Brand Name Recognition Since 1955, Crest is a Easy to sell Whitestrips,
brand name that does not take a lot of
customers know, trust and effort.
recommend.
Economical Crest Whitestrips are more Fit into Target’s
affordable than visiting a atmosphere of inexpensive
professional and are just and time saving products.
as effective.
Award Winning Product Some of Crest Whitestrips Increase in sales and
recent awards include: turnover.
Good Housekeeping, Teen
Vogue and CosmoGirl!
Hall of Fame. These
awards prove to people
that Crest Whitestrips are
worth purchasing.
Marketing & Promotions Crest Whitestrips already Customers will go to
have online and print Target to make their Crest
promotions including Whitestrip product
coupons in Target purchase because they
advertisements that save know that they can get a
the customer money. discount, essentially
increasing store traffic.
10Customer Benefit Plan
Feature Advantage Benefit to Consumer
Advanced Whitestrip Design Crest has designed The consumer doesn’t have
Whitestrips so that they to put their life on hold
are easy to put on, and are while they whiten their
extremely practical in use. teeth.
Variety of Packages Each consumer can pick Affordable to everyone and
out the right package that fits consumer’s exact
fits his/her whitening needs whitening desires.
and budget.
Quick Results Whitestrips require little Consumers have more time
time, effort and to spend on other more
maintenance. Most important things.
packages show results in as
little as three days.
White Teeth Crest Whitestrips provides Consumer will not only feel
consumers with brighter better about their
whiter smiles. appearance, but will also
feel good about themselves.
Guaranteed Results Crest guarantees results for There is no risk involved to
every package of Crest the consumer when
Whitestrips. purchasing a package of
Crest Whitestrips.
11Marketing Promotions
Crest Whitestrips have already been promoted in a variety of different ways that
seem to have been effective in the past at targeting the consumer. If a consumer
chooses to visit Crest Whitestrips online website at www.whitestrips.com, Crest
provides printable coupons for particular packages. Crest also provides print cut-out
versions in magazines and in Target advertisements. Crest could also provide
printable coupon versions on Targets online site, offering accessible coupons to all
Target customers.
To spice things up a bit, we will offer Target a variety of new Crest Whitestrip
promotions. Posters will be offered to all stores interested in illustrating the difference
Crest Whitestrips can make to teeth. These posters could help divert customers into
the dental isle and towards Crest Whitestrip products. All Target purchased packages
will contain a coupon for 25% off a consumer’s next Crest Whitestrip purchase; this
will increase the incentive to repurchase during another store visit. Crest will provide
three day trial packages select Target stores to pass out to any interested customers.
Again, this will increase store traffic and may help motivate customers to make a
Whitestrip purchase. Lastly, customer service is key, all Whitestrip packages will
contain a 1-800-CREST number where they may contact a Crest representative.
12Suggested Order
The suggested order would be 20,000 Crest Whitestrip packages. This quantity
would be the perfect amount to distribute between some of the 74 Targets located in
Minnesota. This means that each Target would receive 270 Crest Whitestrip packages,
enough to stock each Target for about a month*. Since this is a modified rebuy I will
advocate that Target and Ms. McDonald purchase no less than this amount.
If Ms. McDonald and her staff are hesitant about this purchase; or would like a
trial period with the new promotions in place, I could offer a trial period of two weeks
and a suggested order of 10,000 Crest Whitestrip packages. If by chance, this meeting
goes well and Ms. McDonald is pleased with the added marketing promotions, I would
like to offer an optimistic suggested order of 40,000 packages. This would not only
stock shelves, but offer extra packages. I believe this amount of packages would be
large; however, I believe that Crest Whitestrips will fly off of shelves with the added
marketing promotions.
*Crest Whitestrips tend to expire after about two month
13Business Proposition
The total cost of an individual package of Crest Whitestrips to Target is $17.00. If
Target were to purchase the suggested order of 20,000 units, the total cost would be
$340,000. Target could mark the price up to $19.89 per each Crest Whitestrip
package. For every Crest Whitestrip package sold, Target would make $2.89 in profit,
or $57,800.
Profit Margin: $2.89/$19.89 = 14.5%
Return on Investment: $57,800/$340,000 = 17%
Units # of Stores Total Units Total Cost to Target Suggested Retail Price Profit
270/store 74 20,000 $340,000 $397,800 $57,800
$17.00/box $19.89/box
14Anticipated Objections
The following is a list of objections that Ms. McDonald and Target may have and my
responses to those objections.
• NEED objection
Buyer: “We already carry numerous Crest products, but I just don’t feel like
Target needs to add the Crest Whitestrip line again.”
Seller: “The buyer for the Illinois Target branches said the same thing; however, after
he agreed to purchase the updated packages with the promotions, he liked it so much he
order more the next week.” (Referral Method)
• PRODUCT objection
Buyer: “Crest Whitestrips just don’t work as well as going to the dentist.”
Seller: “Actually, Crest Whitestrips work just as well as going to the dentist and Crest
guarantees that. Crest Whitestrips have also been awarded various different awards for
their quality and performance.” (Direct Denial)
• SOURCE objection
Buyer: “I just think Crest has gotten too big for Target; families are starting to
buy from small names that they can trust.”
Seller: “Crest has been in business since 1955. Because we are big and already are
established, families trust our company for their dental needs. (Revisit Method)
• PRICE objection
Buyer: “The prices of your competitors are lower”
15Seller: “While Crest Whitestrips may be more expensive than that of our competitors we
also make up for that with better quality and guaranteed results.”
(Compensation/Boomerang)
• TIME Objection
Buyer: “We are busy purchasing other products for the department right now.”
Seller: “I understand that, but let me just explain to you a little bit more about Crest
Whitestrips. Crest Whitestrips are great for any time and for people who are on the go
like yourself, this is why they would fit in perfectly with your family oriented store ”
(Acknowledge Method)
• OTHER
Buyer: “A lot of people are cutting back on extras, including beauty routines. I
just don’t think Crest Whitestrips will sell in this market.”
Seller: “Crest Whitestrips sales have recently dropped in other stores; however, with our
new marketing promotions I believe that sales and profits will increase.” (Indirect
Denial)
16Closing the Sale
Direct Request:
Seller: “Can I put you down for 20,000 Crest Whitestrip packages?
Benefit Sumary:
Seller: “Ms. McDonald, Crest offers top of the line dental products to consumers,
this is why we have been in business for years. Along with our reputation, I am
offering you great promotions, marketing and a quality product that has been
guaranteed by us and by Good Housekeeping. Would you be interested in
purchasing 20,000 packages today?”
Balance Sheet Method:
Seller: “As you said earlier, our product is more expensive than that of our
competitors. However, not only is our product only one to two dollars more
expensive, it is also better in quality and that is a guarantee. Our product was
marked up $.20 for your last purchase, but I think you will find that the new
promotions will make up for the additional cost and you will be repurchasing from
me before the month is even over. Would you be interested in purchasing 20,000
packages today?”
Probing Method:
Buyer: “I’m sorry, I just don’t think I am ready to purchase today.”
Seller: “Is it because of the price?” (Probe)
Buyer: “Well I could justify that if the product sold, I just don’t think that the
Whitestrips are going to sell in this kind of market.” (Objection-sell)
17Seller: “What about the promotions?” (Probe)
Buyer: “Yes, I did like the promotions; I think they would be very beneficial in
selling the product.”
Seller: “If all of the promotions are included in the price I quoted you earlier,
would you be interested in purchasing 20,000 units?”
Alternative Choice:
Seller: “So after hearing my presentation about Crest Whitestrips, do you think
you would be more interested in buying 20,000 packages or doing a 2 week trial of
10,000?”
Second Meeting
Seller: “I know having some reservations about ordering now, so take your time
thinking and I will set up a meeting with your secretary in a week.”
Because Ms. McDonald has a driver type personality, I most definitely will not be
using the Alternative Choice or the Second Meeting because she will most likely be
quick and precise in her decision. I also probably won’t be using the Balance Sheet
Method either since it is more for an analytical type personality. Without a doubt I
will be using Direct Request since it is the most upfront method, and the most
appreciated by Ms. McDonald. I probably will also use the Benefit Summary even
though it does not completely fit her personality; I want to make sure she
understands the benefits in outweighing the cost. Lastly, I will also use probing when
she resists so that I can get a feel for her concerns.
18Sales Script
Seller: Good afternoon Ms. McDonald, I hear you have been doing an excellent job
adjusting after Mr. Smith retired. (Compliment Approach Introduction)
Buyer: Thank you. Would you have a seat?
Seller: I brought you a box of the improved Classic Crest Whitestrips; as well as my
new business card. You can try them out yourself, or give them to one of your team
members to try.
Buyer: Thank you.
Seller: Ms. McDonald, tell me exactly how many Minnesota Target stores have
carried Crest Whitestrips in the past? (SPIN-situation)
Buyer: Almost all 74 of them. A couple of the Target stores in smaller towns carry
Crest products, but not the Whitestrip packages.
Seller: Have you found there to be any issues with carrying and selling Crest
Whitestrips in Target stores? (SPIN-problem)
Buyer: Honestly, in the past we have had hardly any issues with Crest Whitestrips.
However, because of the recent financial crisis, there has been a decrease in sales.
Seller: So you’re saying, that because of the economy, the price of Crest Whitestrips
has discouraged customers from purchasing; essentially decreasing sales? (SPIN-
implication)
Buyer: Exactly. Target has been competing with Wal-Mart’s low prices for years;
our new goal for the year is to start giving our customers the same quality, but lower
prices.
Seller: Ms. McDonald, how about I fill you in on some of the great new benefits and
19promotions that Crest has added to the Whitestrip line that could help even out the
cost and increase sales. (SPIN-need payoff)
Buyer: That would be great, tell me more.
Seller: Crest has come out with some great new promotions. Coupons can now be
easily accessible to your customers in both your store magazine as well as printable
versions online (Feature). This new feature will not only save customers money
(Advantage), but will increase traffic to Target stores (Benefit to Retailer).
Buyer: This is a very exciting new promotion; however, the prices of your
competitors are still lower. Both Listerine and Rembrandt have come to us with
whitening products that cost less than Crests. (Price Objection)
Seller: While Crest Whitestrips may be more expensive than that of our competitors,
we also have a better quality record and guaranteed results; proven through the recent
awards we have won. (Boomerang Response Method)
Buyer: Yes, I did see the Good House Keeping seal posted on the front of the new
package you handed me earlier.
Seller: Crest Whitestrips received that award this year due to our quality and new
design. Actually, I am wearing a Whitestrip right now to prove the comfort and ease
of our advanced Whitestrip design. I am actually whitening as we speak, and it has
been fairly effortless on my part. (Demonstration)
Buyer: Wow, I didn’t even realize you had one on!
Seller: Crest is always looking for ways to improve their products. We have been in
business since 1955, and are a brand name that customers know and trust (Feature).
20Because of our customer loyalty (advantage), Target should have no trouble selling our
product to your consumers (Benefit to Retailer).
Buyer: This is true. You mentioned promotions earlier; what exactly do you have in
mind?
Seller: What kind of promotions and marketing are you interested in? (question with
a question)
Buyer: Well, I was very intrigued with your new coupons, but what about in store
promotions?
Seller: I can offer you posters of before and after pictures, which would offer proof of
our product to your customers. I will also provide you with in-store three day trial
packages as an incentive for your customers. Crest is also offering coupons in each of
the packages that are good for 25% off of the purchase of your next package, which
will increase the chance of customer repurchase. Lastly, all of our packages now
include a 1-800-CREST number, because I know how important customer service is
to you and Target. (Marketing & Promotions)
Buyer: These all sound like great ways to market and promote Crest Whitestrips in
Target stores.
Seller: Yes, however, we did have to bump the cost up $.20 due to the fact that we
added all of these great promotions. If you are planning on placing the Whitestrips in
the majority of Target stores, I would suggest buying 20,000 units at $340,000.
(Suggested Order)
Buyer: That’s a $4,000 mark up from last time.
21Seller: Yes, but again that includes all of the promotions and marketing that is going
to help your sales. If you sold the entire proposed amount you would have close to a
$58,000 profit or 14.5% profit margin and a 17% return on investment; which would
make up for the extra $4,000. (Value Proposition)
Buyer: True, if we are able to sell all of our product stock that profit would make up
for the additional $4,000.
CLOSE
Seller: Ms. McDonald, you seemed to be impressed with our addition of coupons and
in-store promotions and marketing. I have been selling Crest products to both you and
the previous buyer for a number of years now and I have carefully looked over your
Crest Whitestrip sales and strongly recommend buying 20,000 packages. Can I put
you down for that amount? (Benefit Close)
Buyer: Those promotions do sound like a great deal, but again; Target is really trying
to compete with the low prices Wal-Mart offers customers. (Price Objection)
Seller: Yes, I understand; however, with all of our new promotions customers will
only be paying an extra dollar of two for a product backed up by its quality. Ms.
McDonald, Crest offers top of the line dental products to consumers, this is why we
have been in business for years. Along with our reputation, I am offering you great
promotions, marketing and a quality product that has been guaranteed by us and by
Good Housekeeping. (Compensation Response Method)
Seller: So, Can I put you down for 20,000 packages? (Direct Request/ Primary
Objective)
22YES
Buyer: Crest’s pristine record with Target is impressive and your promotions do
seem beneficial; alright, you can put me down for 20,000 packages.
Seller: Great, would you like to purchase 40,000 to allow for next month as well?
(Maximum Objective)
Buyer: Just 20,000 units, I would like to try out the new promotions before buying
extra. (Primary Objective)
Seller: Great! You can sign here, I am very confident that you will be pleased with
your decision.
Buyer: Thank you.
Seller: I will be in contact with you to assure that the product meets your standards.
Thank you for your business Ms. McDonald and have a nice afternoon.
NO
Buyer: I’m sorry, I just don’t think I am ready to purchase today.
Seller: Is it because of the price?
Buyer: Well I could justify that if the product sold; I just don’t think that the
Whitestrips are going to sell in this kind of market. (Product Objection)
Seller: What about the promotions? (Probe)
Buyer: I just don’t think they are going to work. We are really trying to offer lower
priced products to consumers. (Price Objection)
Seller: I understand, Mr. Smith said the same thing six years ago when he was
working here, he did end up purchasing and did not regret his decision (Referral
23Method). Is there any way that I could set up another meeting with you in a month?
(Minimum Objection)
Buyer: Sure, next month shouldn’t be as busy, and it would give me some time to
think about your pitch.
Seller: Thank you for your time, I’ll set up a meeting with your secretary.
24Alexandra Guzik
1000 Nicollet Mall
Minneapolis, MN 55403
Phone: 612-304-6073
Fax: 612-969-5400
www.crestwhitestrips.com
agguzi06@crestwhite.com
25Crest Whitestrips Classic Crest Whitestrips Premium
Crest Whitestrips Pro Effects Crest Whitestrips Advanced Seal
26Crest Whitestrip product line
Classic Premium Pro Effects Advanced Seal
Overall Product Rating
Guaranteed whitening
Start seeing results
after 3 days
Professional In-Office
Results
Advanced Seal
technology
• Molds and adheres to
teeth
• Form fit, no slip
• Removes cleanly
30-minute, once a day
whitening
(Crest Whitestrips, Sep 29)
27Sources
(n.d.). Crest whitestrips. Retrieved from http://www.whitestrips.com
(n.d.). Fortune 500. Retrieved from
. http://money.cnn.com/magazines/fortune/fortune500/2009/
(n.d.). How much Do professional teeth whitening treatments cost? / what kind .
……Retrieved from
…….http://www.animatedteeth.com/dentist_laser_whitening/a4_bleaching_costs.ht
(n.d.). P&G history of crest. Retrieved from
…... http://www.pg.com/company/who_we_are/crest_history.shtml
(n.d.). Target. Retrieved from http://www.target.com/
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