Professional Documents
Culture Documents
To develop & implement a communication program to build brand image, attract customers & encourage to buy merchandise Means by which retailers bring traffic into their stores & it includes advertising, sales promotion, publicity & personal selling.
Retailers use a combination of location, price levels, displays, merchandise assortments, customer service & promotion as a means to generate store traffic 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 Brands provide value to customer & retailers
Attract Customers Build Loyalty Higher Prices Leading to Higher Gross Margin Reduced Promotional Expenses Strong Emotional Relationships 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
Brand Equity
Consistent Reinforcement
Repeated Exposure
Home Depot
Starbucks
Symbols
McDonald
Event Sponsorship
Fast Food
McDonalds
French Fries Clean
Happy Meal
Consistent Reinforcement
The retailers brand image is developed and maintained through the retailers communication mix
Retail Communication Mix
Integrated Marketing Communication Program A program that integrates all of the communication elements to deliver a comprehensive, consistent message Providing a consistent image can be challenging for multichannel retailers Need to consider the needs of all channels early in the planning of its communication program
Communication objectives:
Specific goals related to the retail communication mixs effect on the customers decision-making process Long-term: ex) creating or altering a retailers brand image Short-term: ex) increasing store traffic
National
Specific product
Local
Assortment of merchandise
Based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution Very hard to use because managers dont know the relationship between communication expenses and sales Objective-and-Task Method Determines the budget required to undertake specific tasks to accomplish communication objectives
High-assay principle: The retailer allocate the budget to areas that will yield the greatest return
Advertising Campaign: Developing the message Selecting the media Determining the timing & frequency of message presenting Evaluating the communication program