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Personal Selling

Our brand will aim to represent the premium sector of the market, therefore we will require for all potential buyers to be thoroughly educated about the benefits of our product. We believe that by appropriately targeting the up-market sector, Kelvin water can establish itself among the top players within the on-trade bottled water market. Therefore we will implement a personal selling procedure by using Donaldson’s (1990) traditional model of personal selling, where the selling process in split up into 7 different parts (see fig1 Appendix) Stage 1 - Prospecting and evaluating. Here we will aim to build up our potential customer base by selecting from our identified segment of restaurants, hotels etc. From which we will build a list

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