Question

The sales manager also understands the importance of giving the right sales incentives to the salesforce to have a smooth relaunch of SuperCook in the market. Therefore, the sales manager understands the pivotal role of sales budget in encouraging and controlling the salesforce. In the light of these facts, suggest best approaches to set up sales quotas or sales targets for the salespeople for the relaunched brand and how these are used as meterstick when measuring achievement.   

Few British knew about Dr Oetker a German and European leading food manufacturer who entered the UK market with a frozen pizza named "Pizza Ristorante". So, who is Dr Oetker?

Dr Oetker was a pharmacist from Biefeild in Germany who established the Oetker Group in 1891. Nowadays, the company is one of the largest family businesses in Germany with revenue of 3.5 billion euro per annum. The key ingredient of the company's success is quality; whether in management or product.

Quality of the best recipe:

Oetker management rose the curtain of Pizza Ristorante in Britain, in 2020 and astonishingly was the first investment for a huge and well-reputed food and beverage company from Germany. The promise has been to offer an authentic pizza taste even if it is frozen. In no months, Pizza Ristorante became a popular product across the UK as research pointed out that 76% of consumers give Pizza Ristorante preferences over its competitors' pizzas. Till recent years, the brand made a tremendous journey of success and well established in the UK market.

Recipe of Success:

Dr Oetker is an experienced company when it comes to introducing products in new markets, and food and beverage market, including its frozen pizza brand, a leader in the 23 European countries. Similarly, Ristorante frozen pizza enjoys success in the UK market. Due to its philosophy in quality, Pizza Ristorante is made from high-quality ingredients to satisfy customers who are interested in buying frozen pizzas. Moreover, before entering a market, the company thoroughly study the specific market needs and the nature of its competitors. Therefore, the company through its marketing research found that the dominate taste of the pizza was a thin and crispy segment, accordingly, the company decided to possibly add value by offering high quality and with competitive price of frozen pizza. The goal was to encourage consumers to revisit the frozen pizza category by tasting samples of an authentic pizzeria pizza of Ristorante Pizza.

Onwards and upwards.

As a result of Ristorante brand success, Dr Oetker launched several new products in the UK market; yoghurt, dessert brands 'Onken' is now established and doing well. Dr Oetker's new venture was acquiring SuperCook range of baking and cake decorating products. For now, both companies are in the phase of merging and re-introducing SuperCook with new packaging and promotional material.

Once again, Dr Oetker is a well-established company in the area of baking products back in Germany and EU with a long history of providing baking products. After major success in the frozen pizza segment in the UK, Dr Oekter may go ahead investing more resources in its newly developed product (SuperCook) and again Dr Oetker is aiming to become number one in baking product segment too by using its recipe of success, the one used when launching Ristorante Pizza. However, British baking products are popular for their traditional taste, thus, many UK bakers do not like to have a new thing in their baking process. Moreover, they are suspicious of the innovation in the baking material though this brand has been there in the UK for a long time.

Another task to be taken into consideration is to persuade the UK retailer and super grocery shops to spare shelves for SuperCook (after re-launching product this task may not be easy as it is seen). In other words, SuperCook needs the super grocery continuous support and to allocate shelf space as they used to do before Dr Oetker acquires the business.

The crucial part of the success of re-launch is recruiting a well-trained new salesforce

Answer 1

The whole success of the relaunch of supercook under the brand name of Dr. Oetker in the market was dependent on sales forces efficiency which can be enhanced through quota and sales force. Dr. Oetker a German and European leading food manufacturer who entered the UK market with a frozen pizza named "Pizza Ristorante".

Pizza Ristorante a frozen pizza with quality assurance by Dr. Oetker was successful with its quality assurance in both product and management. the Pizza Restorante with its excellent management and quality leads the UK pizza demand with 76% of market share.Dr. Oetker represents the successful quality management with human management strategy with its thorough market study and assurance of value addition to the quality in comparison to its competitor. He had taken the customer as the main player in competition who decide the fate of a business. This success was extended to the other products. his venture with supercook was a vertical addition to its business, with redesigning and packaging of products with the same assurance as Dr. Oetker.

Now the venture decision is not an instantaneous decision. it was another success of Dr.oetker's product line in the UK and Germany. so with its core strategy of quality Dr. Oetker tried to enter into a baking product market in a place like the UK, where people are more inclined towards traditional banking without any modernization.

here the initialization of the new quality assured product can only succeed if there is a collaboration with super grocery shops. so they have not only tried with product innovation also with process innovation to establish their product.