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    Chapter 13 Retail Promotion Strategy

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    vikramjeet Singh
    The document discusses different retail promotion strategies including advertising, sales promotion, personal selling, and publicity. It covers the objectives and importance of each strategy as well as considerations for different promotion methods and media selection.

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    Chapter 13 Retail Promotion Strategy

    Uploaded by

    vikramjeet Singh
    73 views14 pages
    The document discusses different retail promotion strategies including advertising, sales promotion, personal selling, and publicity. It covers the objectives and importance of each strategy as well as considerations for different promotion methods and media selection.

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    chapter-13-retail-promotion-strategy

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    The document discusses different retail promotion strategies including advertising, sales promotion, personal selling, and publicity. It covers the objectives and importance of each strategy as well as considerations for different promotion methods and media selection.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    73 views14 pages

    Chapter 13 Retail Promotion Strategy

    Uploaded by

    vikramjeet Singh
    The document discusses different retail promotion strategies including advertising, sales promotion, personal selling, and publicity. It covers the objectives and importance of each strategy as well as considerations for different promotion methods and media selection.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    RETAIL MANAGEMENT, 2/E

    Chetan Bajaj,
    Bajaj Director,
    Sona School of Management, Salem, Tamil Nadu
    Rajnish Tuli,
    Tuli Director,
    Millward Brown, South East Asia, Singapore
    Nidhi Varma Srivastava,
    Srivastava Director,
    Millward Brown, India

    © Oxford University Press 2010


    Chapter - 13
    RETAIL PROMOTION STRATEGY

    © Oxford University Press 2010


    Selection of promotion Mix
    • Retailers usually employ a combination of advertising,
    sales promotion, personal selling, and publicity to achieve
    promotional and business objectives
    • The degree and nature of usage of each of the promotion
    methods depends on the objectives of the retail firm,
    product, market profile, and availability of resources
    • McDonald’s extensively relies on advertising in national
    and local newspapers and national television channels

    © Oxford University Press 2010


    Advertising
    • Advertising is recognized as an indispensable tool of
    promotion
    • Advertisement has acquired a lot of significance in the
    national and international markets
    • Advertising
    - paid form of communication
    - non-personal presentation of message
    - issued by an identified sponsor

    © Oxford University Press 2010


    Objectives of advertising

    The fundamental objectives are:


    Promote a new product
    Support the personal selling programme
    Reach out to people not accessible to salesmen

    © Oxford University Press 2010


    Significance of advertising
    Advertising is not only a provider of information about
    products, services, and availability at different retail
    locations, but also an important link between the adviser
    and the receiver of the message.

    © Oxford University Press 2010


    Benefits of advertisements
    It helps in creating awareness
    It educates about new products
    It increases the utility of existing products
    It encourages the manufacturers to improve the quality.

    © Oxford University Press 2010


    Types of advertising

    Persuasive Corporate Classified


    Advertising Advertising advertising

    Informative Financial
    Advertising Advertising

    © Oxford University Press 2010


    Media selection
    • Media selection involves finding the most cost-effective
    media to deliver the desired number of exposures to the
    target audience
    • In the desired number of exposures the advertiser seeks
    a certain response from target audience
    • The effect of exposures in the audience depends on
    reach, frequency, and impact

    © Oxford University Press 2010


    Popular media vehicles in Indian retail
    sector
    Leaflets or flyers Billboards
    Posters/calendars Wall Paintings
    Booklets Banners
    Direct mail Deciding on Media timing
    Magazines Deciding on geographical
    Local cable channels allocation

    © Oxford University Press 2010


    Sales promotion
    • Sales promotion is one of the most important promotion
    strategies followed by retailers
    • Sales promotion refers to communication strategies
    designed to act as a direct inducement, an added value, or
    incentive for the product to customers
    • Traditionally designed for immediate increase in product
    sales
    • Provides extensive tactical measures to marketers to
    manage internal or external impediments to sales or profits
    • Objectives
    - Stop and shop
    - Shop and buy
    - Buy bigger

    © Oxford University Press 2010


    Personal selling
    • Publicity (at time referred as public relation) entails
    any communication that fosters a favorable image for
    the retailer among its public

    • Non-personal or personal, paid or non-paid and


    sponsor controlled or non-sponsor controlled

    • Publicity is a non personal form of promotion where


    messages are transmitted through mass media, the
    time or space provided by media is not paid for and
    there is no identified commercial sponsor

    • Public relation is beneficial for both small and large


    retailers

    © Oxford University Press 2010


    Publicity
    Publicity is a non-personal form of promotion where
    messages are transmitted through mass media, the
    time or space provided by media is not paid for, and
    there is no identified commercial sponsor.
    Methods:
    Eliminate junk mails to editors
    Follow time limitation, TV.

    © Oxford University Press 2010


    Types of publicity

    The types are:


    Planned public relations
    Unexpected publicity
    Complimentary publicity

    © Oxford University Press 2010

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