Description
The ppt is about retail advertising and sales promotion
Presented by:
Kiran Phalke Pravin Gandhi
Definition: “According to American Marketing Association “ Those marketing activities other than personal selling advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as display shows and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine.”
? Consumer
sales promotions (Pull Strategy)
? Trade
sales promotions (Push strategy)
? Coupons
? Frequent-User
Incentives ? Point-of-Purchase Displays
? Demonstrations
? Free
samples
? Money
refunds and rebates
? Product
Warranties
?Premiums
? Generate
consumer interest, which should lead to trial ? Generate inquires from the target customer group ? Build consumer traffic ? Motivate customers to repeat their purchase ? Increasing rates of purchase
The project "Operation Area Storm” lasted for a period of two months from 15.02.09 to 11.04.09. objective of which is to popularize Maggi magic cube in Mumbai and pune
? Buy-Back
Allowances ? Free Goods ? Price – Off ? Specialty Advertising Items ? Buying Allowances ? Free Merchandise ? Merchandise Allowances ? Cooperative Advertising ? Dealer Listing ? Sales contests
? Encouraging
trade to build inventory
? Getting
trade’s cooperation in promotions
? Advertising
that promotes local company's and merchandisers' goods and services. This is also referred to as Local Advertising.
? Print
? Broadcast ? Internet ? In-store
The combination of ? Advertising ? Sales Promotion ? Publicity ? Personal Selling ? that conveys to the consumers messages about the retailer, its products, its service and its goals ? Promotional mix must provide a consistent message to the consumer
?
Paid non-personal communication through various media ? Objective to inform reader listener or viewer about
?
? ? ? ?
?
Retailer Offerings Prices Services etc.
? Typically,
in the western retail markets, the advertising expenditures are 2-2.5% of the turnover. ? WALMART, K MART, WOOLWORTH etc. ? In India, retail companies have already crossed this bar with the ratio being around 5%, while a few like the Pantaloons' Big Bazaar boasting of a 10 to 15 % figure.
? Non-paid-for
communications of information about the company or product generally in some media form ? Contrary to the old saw there is such a thing as bad publicity
? Selling
that involves a face-to-face (or phone-to-phone) interaction ? Occurs after other promotional activities bring the consumer to the retailer
Coupons in retailer ads
Price-off In-store coupons
90%
90% 88%
Refunds
Electronic, in-store displays
85%
83%
Samples of established products 78% Premiums Sweepstakes 75% 70%
Possible Promotion Objectives in Retailing
Improve Long-Run Performance Improve Short-Run Performance
Store Image and Positioning
Public Service
Attract New Customers
Increase Patronage of Existing Customers
From Existing Trade Area
Retailing, 3rd Edition, Dunne and Lusch
Expand Trade Area
Copyright © 1999 by Harcourt Brace & Company All rights reserved.
? Select
Advertising Objectives ? Budget for the Campaign ? Design the Campaign ? Select the media to use ? Schedule the ads ? Evaluate the results
? Must
? ? ? ? ? ?
be based on:
Age of Store Store location Types of Goods Level of competition Market Area Size Supplier Support
? Main
question is if it will be a retailer only campaign or a Co-op campaign ? If Retailer campaign methods of budgeting include
?
? ?
Affordable method Percentage-of sales method Task and objective method
?
? ?
?
? ?
Newspaper Television Radio Magazine Direct mail Internet
Coverage ? Reach ? Frequency ? Cost per thousand (CPM)
?
On or just before big buying days ? Concentrated on pay dates ? Periods of highest demand ? Habit (same day each week)
?
? Effectiveness
- did advertising produce the results desired (added sales, added customers, disposal of specific product, etc) ? Efficiency - Was the result achieved with the minimum financial expenditure
Thank You
doc_673744793.pptx
The ppt is about retail advertising and sales promotion
Presented by:
Kiran Phalke Pravin Gandhi
Definition: “According to American Marketing Association “ Those marketing activities other than personal selling advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as display shows and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine.”
? Consumer
sales promotions (Pull Strategy)
? Trade
sales promotions (Push strategy)
? Coupons
? Frequent-User
Incentives ? Point-of-Purchase Displays
? Demonstrations
? Free
samples
? Money
refunds and rebates
? Product
Warranties
?Premiums
? Generate
consumer interest, which should lead to trial ? Generate inquires from the target customer group ? Build consumer traffic ? Motivate customers to repeat their purchase ? Increasing rates of purchase
The project "Operation Area Storm” lasted for a period of two months from 15.02.09 to 11.04.09. objective of which is to popularize Maggi magic cube in Mumbai and pune
? Buy-Back
Allowances ? Free Goods ? Price – Off ? Specialty Advertising Items ? Buying Allowances ? Free Merchandise ? Merchandise Allowances ? Cooperative Advertising ? Dealer Listing ? Sales contests
? Encouraging
trade to build inventory
? Getting
trade’s cooperation in promotions
? Advertising
that promotes local company's and merchandisers' goods and services. This is also referred to as Local Advertising.
? Broadcast ? Internet ? In-store
The combination of ? Advertising ? Sales Promotion ? Publicity ? Personal Selling ? that conveys to the consumers messages about the retailer, its products, its service and its goals ? Promotional mix must provide a consistent message to the consumer
?
Paid non-personal communication through various media ? Objective to inform reader listener or viewer about
?
? ? ? ?
?
Retailer Offerings Prices Services etc.
? Typically,
in the western retail markets, the advertising expenditures are 2-2.5% of the turnover. ? WALMART, K MART, WOOLWORTH etc. ? In India, retail companies have already crossed this bar with the ratio being around 5%, while a few like the Pantaloons' Big Bazaar boasting of a 10 to 15 % figure.
? Non-paid-for
communications of information about the company or product generally in some media form ? Contrary to the old saw there is such a thing as bad publicity
? Selling
that involves a face-to-face (or phone-to-phone) interaction ? Occurs after other promotional activities bring the consumer to the retailer
Coupons in retailer ads
Price-off In-store coupons
90%
90% 88%
Refunds
Electronic, in-store displays
85%
83%
Samples of established products 78% Premiums Sweepstakes 75% 70%
Possible Promotion Objectives in Retailing
Improve Long-Run Performance Improve Short-Run Performance
Store Image and Positioning
Public Service
Attract New Customers
Increase Patronage of Existing Customers
From Existing Trade Area
Retailing, 3rd Edition, Dunne and Lusch
Expand Trade Area
Copyright © 1999 by Harcourt Brace & Company All rights reserved.
? Select
Advertising Objectives ? Budget for the Campaign ? Design the Campaign ? Select the media to use ? Schedule the ads ? Evaluate the results
? Must
? ? ? ? ? ?
be based on:
Age of Store Store location Types of Goods Level of competition Market Area Size Supplier Support
? Main
question is if it will be a retailer only campaign or a Co-op campaign ? If Retailer campaign methods of budgeting include
?
? ?
Affordable method Percentage-of sales method Task and objective method
?
? ?
?
? ?
Newspaper Television Radio Magazine Direct mail Internet
Coverage ? Reach ? Frequency ? Cost per thousand (CPM)
?
On or just before big buying days ? Concentrated on pay dates ? Periods of highest demand ? Habit (same day each week)
?
? Effectiveness
- did advertising produce the results desired (added sales, added customers, disposal of specific product, etc) ? Efficiency - Was the result achieved with the minimum financial expenditure
Thank You
doc_673744793.pptx