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Produce and coordinate sales promotion programmes
Level
5
Credits
8
Purpose
People credited with this unit standard are able to: evaluate target markets
for sales promotions; establish objectives for sales promotions; develop sales
promotion programmes for selected target markets; coordinate sales
promotion programmes in selected target markets; evaluate effectiveness of
sales promotion programmes.
Subfield
Retail, Distribution, and Sales
Domain
Wholesale
Status
Registered
Status date
20 June 2008
Date version published
20 June 2008
Planned review date
31 December 2013
Entry information
Open.
Accreditation
Evaluation of documentation and visit by NZQA and
industry.
Standard setting body (SSB)
ServiceIQ
Accreditation and Moderation Action Plan (AMAP) reference
0225
This AMAP can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Special notes
1
Evidence is required of competent performance in a sales management context.
2
This unit standard may be assessed against in a work-based environment, or in an
education and training environment if simulated business conditions are provided, or
in a combination of both environments.
3
Definitions
Product refers to goods and/or services in this unit standard.
Organisational procedures refer to instructions to staff on policy and procedures
which are formally documented, or generally accepted within the workplace.
 New Zealand Qualifications Authority 2016
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Agreed indicates a course of action that is accepted between two or more people
(including the candidate) and which follows organisational procedures.
Sales promotion refers to activities in which products are specially promoted for sale
in identified target markets. Approaches used for promotion of products may include
but are not limited to – in-store, window or pavement displays; mailouts; flyers;
stands; campaigns; websites; email; radio; television; competitions; billboards;
posters; newspapers; magazines; direct selling; telephone selling.
4
Performance of the elements of this unit standard must comply with the requirements
of the following legislation: Consumer Guarantees Act 1993, Fair Trading Act 1986,
Privacy Act 1993, Credit Contracts and Consumer Finance Act 2003, and the Sale of
Goods Act 1908.
5
Evidence is required for production and coordination of two sales promotions using
different sales approaches.
Elements and performance criteria
Element 1
Evaluate target markets for sales promotions.
Performance criteria
1.1
Potential target markets for sales promotions are identified in accordance with
organisational procedures.
1.2
Potential target markets are evaluated for responsiveness to sales promotions in
accordance with organisational procedures.
Range
1.3
may include but is not limited to – previous sales history, new
business, competition, access, location, image, expectations,
impact on competing products and brands, openness to sales
promotion strategies, customer loyalty, brand loyalty, price
sensitivity, fit with organisation and its products, pre-testing.
Potential for effectiveness of sales promotions is evaluated for specific target
markets in accordance with organisational procedures.
Range
may include but is not limited to – products, markets, customers,
sales volume, market share, profitability, viability, product or brand
recognition, customer relationships, new business, repeat
business, coverage, technology, legislation, safety, organisational
policies and procedures, promotional strategies, personnel, skills,
attitudes, resources, incentives, motivation, budget.
 New Zealand Qualifications Authority 2016
10466 version 4
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Element 2
Establish objectives for sales promotions.
Performance criteria
2.1
Target markets for sales promotions are selected in accordance with
organisational procedures.
2.2
Objectives for sales promotions in selected target markets are developed in
accordance with organisational procedures.
Range
2.3
Objectives for sales promotions match requirements of selected target markets.
Range
2.4
may include but is not limited to – specific; measurable;
achievable; results focused; timebound; linked to organisation’s
strategic marketing, production, management, team, territory or
centre objectives; differentiation from other sales objectives.
may include but is not limited to – sales volume, market share,
promotional strategies, promotional costs, customer awareness,
customer relationships, incentives, products, product or brand
recognition, timing, coverage, responsiveness, inventory
management.
Objectives for sales promotions in selected target markets are agreed and
documented in accordance with organisational procedures.
Element 3
Develop sales promotion programmes for selected target markets.
Performance criteria
3.1
Sales promotion programmes are developed in accordance with organisational
procedures.
Range
3.2
may include but is not limited to – promotional strategies,
marketing, lead times, promotional launch, products, resources,
customer relationships, distribution, inventory management,
budget, follow-up, achievement of agreed objectives, fit with
selected target market, fit with organisation.
Sales promotion programmes are relevant for selected target markets.
Range
may include but is not limited to – approaches, products,
incentives, length, timing, conditions, coverage, competitiveness,
responsiveness.
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Element 4
Coordinate sales promotion programmes in selected target markets.
Performance criteria
4.1
Sales promotion programmes are monitored in terms of achievement of agreed
objectives.
Range
4.2
may include but is not limited to – observation, results, profitability,
customer relationships, feedback.
Sales promotion programmes are coordinated to meet customer needs.
Range
may include but is not limited to – leadership, problem solving,
communication, timing, flexibility, adjustment, re-orientation,
responsiveness.
Element 5
Evaluate effectiveness of sales promotion programmes.
Performance criteria
5.1
Procedures for measuring effectiveness of sales promotion programmes are
identified in accordance with organisational procedures.
Range
5.2
Effectiveness of sales promotions is evaluated in accordance with agreed
procedures.
Range
5.3
may include but is not limited to – observation; research;
monitoring of sales; analysis of results; self-evaluation; feedback
from customers, manufacturers, suppliers, staff.
may include but is not limited to – targets, products, promotional
strategies, marketing, focus, resources, incentives, value to
customers, response to promotional tools, programme length,
distribution method, achievement of objectives, profitability,
implications for future sales promotions.
Procedures for improving effectiveness of sales promotions are implemented in
accordance with organisational procedures.
Range
may include but is not limited to – setting development objectives;
upskilling; training; coaching; motivating; encouraging; providing
resources; changing strategies; adjusting procedures; providing
incentives; seeking feedback; providing professional advice and
assistance.
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Please note
Providers must be accredited by NZQA, or an inter-institutional body with delegated
authority for quality assurance, before they can report credits from assessment against
unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be accredited by NZQA before they can register
credits from assessment against unit standards.
Accredited providers and Industry Training Organisations assessing against unit standards
must engage with the moderation system that applies to those standards.
Accreditation requirements and an outline of the moderation system that applies to this
standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The
AMAP also includes useful information about special requirements for organisations
wishing to develop education and training programmes, such as minimum qualifications for
tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact the ServiceIQ qualifications@serviceiq.org.nz if you wish to suggest
changes to the content of this unit standard.
 New Zealand Qualifications Authority 2016