Sales and Marketing Strategies : Improving Retail Partnerships and Driving Sales

Abstract

The sales department has the role to sale the product of the company in order to increase revenue. The marketing department has the role to promote the brands of the business to their customer base. Sales and marketing strategies are crucial to the development of a brand in the FMCG sector. This research aims to look at how sales and marketing strategies impact retail brand loyalty and consumer purchasing behavior in the FMCG sector of the European by looking at multiple strategies and factors that could affect the implementation. By looking at innovation and investments in marketing campaigns and how they can increase brand awareness and the competitiveness of a firm in the fast-paced market of the FMCG sector in the European Union. The implementation method used is qualitative analysis through the gathering of secondary data from relevant publications such as journal articles, cases studies, reports, research paper and governmental public data. The final analysis is based on academic and non-academic sources that have been analyzed with no bias and exact. The results show that the sales and marketing teams when they collaborate in the process of creating marketing campaigns lead to increased brand awareness and business growth overall. By the implementation of multiple strategies such as repositioning strategies, promotion strategies, price adjustments, rebranding and by analyzing customer loyalty factors, market-based policies and how FMCG firms perform in a competitive market like the European one, firms achieve their desired objectives of increased revenue and a wider reach in regards of customers.