RETAIL PROMOTION STRATEGY

Definition

All communication that informs,persuades
and/or reminds the target market or the
prospective customers about the marketing
mix of the retail firm.
Objectives
Increasing store traffic by encouraging new
shoppers to visit the store
Increasing sale of a given product or category
Developing store image or the retail brand
Advertising
Store atmosphere
Visual Merchandising
Sales Promotion
Personal Selling
Publicity Word of Mouth
Paid
Unpaid
Personal Impersonal
Communication Methods
Selection of Promotion mix
Control
Flexibility
Credibility
Cost
Advertising
Indispensable tool of promotion.
Important link between buyers and sellers.
Generally defined as disemmination of
information concerning an idea ,product or
service to induce action in accordance with the
intent of an advertiser
AMA defines any paid form of non personal
presentation of ideas ,goods and services by an
identified sponsor
Paid form ,Non personal presentation of message
and Issued by an identified sponsor
Objectives of advertising
Promote a new product
Support the personal selling programme
Reach out to people not accessible to salesman
Enter a new market for attracting customers
Manage competition in the market
Improve dealer relations
Manage competition in the market by stimulating
sales




Types of Advertising
Persuasive Advertising
Informative Advertising
Corporate Advertising
Financial Advertising
Classified Advertising
Retail Advertisement Campaigns
Selecting Advertisement objectives
Allocating advertisement budget
Designing advertising message
Selection of advertising media
Running an ad campaign
Measuring advertisement effectiveness
Steps in advertising campaign
Selecting Advertisement objectives
Age of the store
Location of the store
Types of goods sold
Level of competition
Market size
Supplier support

Allocating advertising budget
Affordable method
Percentage of sales method
Objective and task method
Competitive parity method

Designing Advertising Message
Attention value
Memorizing recall value
Suggestion value
Conviction Value
Educational Value
Instinctive value
Selection of Advertising media

Measuring Advertisement
Effectiveness
Readability Studies
Eye movement analysis
Recall tests
Response tests
Attitude change test

Media Selection
Reach
Frequency
Impact
Selecting specific media vehicles-
Newspapers,TV,Direct
mail,Radio,magazine,outdoor,yellow
pages,newsletters,brochures,telephone,word
of mouth ,flyers,vehicle signs ,internet
Popular media vehicles used in Indian
retail sector
Leaflets or flyers
Posters/Calendars
Booklets
Direct mail
Magazines
Local cable channels
Billboards
Wall paintings
Banners
Mobile phones