Retail Communication Mix
Objective of Communication Program
Wedding Bouquet
Will be good Will be expensive (90 pounds)
Long-Term Objective -Build Brand Image -Create Loyalty Wedding Bouquet ad tries to reinforce retailers good quality and royal image
Short-Term -Increase Traffic -Increase Sales Bargain ad generates short term sales
Brands
Distinguishing name or symbol, such as a logo, that identifies the products or services offered by a seller and differentiates those products and services from those offered by competitors
Strong Brands Provide Value to Retailers and Their Customers
Value to Retailers Attract Customers Build Loyalty Higher Prices Leading to Higher Gross Margin Reduced Promotional Expenses Facilitates Entry into New Markets Gap GapKids Value to Customers Promises Consistent Quality Simplifies Buying Process Reduces Time and Effort Searching for Information About Merchandise/Retailer
Building a Valuable Brand
Heighten Brand Awareness Brand Equity Develop Favorable Associations
Consistent Reinforcement
Create Emotional Connections
Tar-Zhay
High Brand awareness & strong emotional connection Less brand switching Target (USA) uses advertising to build its image of offering fashionable merchandise at low prices
The way Big Bazaar has done in India
Benefits of High Brand Awareness
Aided Recall
Top of the Mind Awareness
Stimulates Visits to Retailer
Creating Brand Awareness
Memorable Name Repeated Exposure
Brand Awareness
Pantaloons has done it in India Event Sponsorship
Symbols
McDonalds Brand Associations
Fast Food Golden Arches Big Mac
McDonalds
French Fries Clean
Ronald McDonald
Types of Brand Association (USA / India)
Merchandise Category Office Depot/ Landmark Price/Quality Target, Wal-Mart, EasyDay Specific Benefit /Attribute 7-Eleven Convenience / PVR Cinemas Lifestyle The Nature Company / FabIndia
Retail Communication Mix
Communication Methods
Integrated Marketing Communications
Present a Consistent Brand Image through All Communications with Customers
Advertising Web Site Magalog Store Design
.
Abercrombie & Fitch reinforces its brand image association with fun loving, independent, uninhibited teenagers & young adults
Lacoste for the lovers of golf
Nautica for the ones who love the sea
A Philippine based company http://www.redlogolifestyle.com/index.html
Our Magalogue (magazine and catalogue in one) is published every month. It is available for sale for only Sixty Pesos (PhP60.00). You can find our magalogue at any Red Logo Branch and Business Center.
Effective in-store advertising for stopping, engaging & activating consumer
Message strategy: messaging that maximises purchase Message qualification: copy testing essential In-store media mix: video, print, web Campaign integration: messaging in-store with overall equity messaging On-going assessment: tracking message effectiveness
Rack ads
IN STORE VIDEO
Live gaming experience inside stores: to stimulate sales
Types of Sales Promotions
Offers extra value & incentive:
Special sales
Merchandise demonstrations
Premiums
Coupons
Games, sweepstakes, and contests
Steps in Developing a Retail Communication Program
Shoppers Stop campaign
Communication Objectives & Stages in the Consumers Decision-Making Process
Retail and Vendor Communication Programs
Vendor Retailer
Long-term objectives
Product focused
Short-term objectives
Category focused
National
Specific product
Local
Assortment of
merchandise
Methods for Setting Communication Budget
Marginal analysis Objective and task Rules of thumb - Affordable - Percent of sales - Competitive parity Sales Advertising Advertising Sales
Illustration of Objective and Task Method for Setting a Communication Budget
CRM Campaign Management System
Implementing Retail Advertising Programs
Developing the Message Selecting the Media Determining Ad Frequency and Timing
Sources of Assistance in Developing Ad Campaigns
Vendors Co-Op Programs Agencies Media Companies
Suggestions for Developing Print Ads
Dominant headline
Dominant element Simple layout Specific, complete presentation Distinct visuals Name and address of store
Press Release (Big Bazaar) June 28, 2008 Priyanka Chopra & Harman Baweja recreate the magic of Love Story 2050 at Pantaloons, Mega Mall, Oshiwara
Instore exhibition
Types of Advertising Media
Newspapers
Direct mail
Outdoor Shopping guide
Yellow pages
Magazines Radio
TV
Media Capabilities
Internet Advertising Applications
Retailers in General
Create Awareness Convey Information Brand Building -- Build Store Loyalty
Multi-Channel Retailers
Build Web site Traffic
Types of Internet Advertising
Banners - >50% of Expenditures
Rich Media: video ads
Microsites:
Sponsorships -Embedded in Site Content Email
Generating Traffic for Site
Domain Name/Brand Search Directories and Engines
Registration, Top Listing
External Links - Partnerships Publicity Paid Advertising
Internet Other Media
