Sale includes all activities of trade enterprises focused on recipients of services. Selling means to give something to someone else for a price. Selling begins with a plan that is brought in the same way as the annual budget. It is based on an analysis of data from previous years, and market research. The sale is considered completed the moment when purchase contracts are signed. There are different sales structures, simple for small companies and big groups require more complex structures and multiple levels in hierarchies. There are four most common structures: functional, based on subject, regional and combined. When the company wants be more competitive on the market, it invests in sales promotion and market research. The objective of market research is to find out what are the needs of the market and to what extent the company can meet it. Based on the research, plan is adopted and the largest part of it are sales promotion, and to win a larger share of the market by meeting the needs of the consumers. Saponia PLC always stood for the improvement of the company and the introduction of innovation to the market and are therefore, still one of the leading companies in the detergent- bathroom industry in the region. Because of the large investment in marketing and sales, they achieved an excellent position on the market and further strengthened existing brands.