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1. Perfect 10 Agency
Margaret Lawson
Hannah Hickman
Jasmine Milligan
Jennifer Hamilton
Davondra Jones

2. Where do you prefer to shop
for electronics?
– Amazon: Text 14935
– Best Buy: Text 14936
– Apple: Text 14961
– Other: Text 9957
• Text to 22333
• http://www.polleverywhere.com/multiple_choice_polls/MTk
5NDY4NzY0NQ

3. Why do you prefer this retailer?
– Customer Service: Text 16146
– Product Assortment: Text 16183
– Price: Text 16199
– Other: Text 16230
• Text to 22333
• http://www.polleverywhere.com/multiple_choice_polls/LTE4
MzA1MzAyMjM

4. Brief Overview of the Company
• The company founded by Richard M. Schulze in St. Paul, MN in the 1960’s
• Originally named “Sound of Music”, and started out selling car/home stereos.
• In 1983, “Sound of Music”, was coined the name “Best Buy” and further
product/store expansion ensued.
• The company gains it main revenue from home/office
electronics, software, appliances and other services (Geek Squad).
• Today the company operates over 1,100 stores worldwide and employs
around 180,000 associates
• The company relies on customer centricity to keep business.

5. Strengths Weaknesses
• “Big Box” store environment • Competitive Pricing
• Geek Squad (store-within- • Online Retailers
store) • Customer Service
• Price Matching • Non-commissioned based
• Uniformity (electronics) pay for employees
• 18 month financial plan
SWOT
Analysis
Opportunities Threats
• Redesign store exterior/interior • Mass merchants
• Better employee training/ uniforms • Online Retailers
• Commission based pay • Competitions Pricing
• More interactive media
• Online site redesign
• Radio/Magazine ads

6. Competitors

7. Positioning Map
High Quality
High Quality Low Quality
Low Quality

8. Target Market
• Generation Y
– 1980-2000
• Baby Boomers
– 1946-1964
- Specifically:
• tech savvy
individuals
• Small business
owners
• Surrounding families

9. Message Strategy
• Customer Centricity:
•How the customer is treated
before, during and after the sale.
“Make all consumers feel welcome
regardless of their knowledge of
technology, while building that
connection/trust with consumers
and having an energetic/informative
staff.”

10. Best Buy’s Current
Promotional Strategy
Best Buy’s Social Technology Strategy
• http://www.youtube.com/watch?v=whzN-7uCiZw
• “Buy back program”
• Price matching in store
• Buy online-pick up in store
• Best Buy card
– No interest for 18 months
• “Weekly offers”/ “Deals of the day” online

11. New Promotional Strategy
• Promote through different media channels including
radio and magazine advertisements.
• Give coupons and discounts for students and to Baby
Boomers
– 10% off entire purchase with student ID or AARP card.
• Limited time promotions for back to school and major
holidays
– Back to School, Black Friday, Christmas
• Focus will be placed on different cities with the
population of our target markets
– Major college towns
– Major retirement communities

12. Media Strategy
Create brand recognition and broaden the
consumer knowledge that our brand is for the
everyday consumer.
• Magazine Advertisement
• Interactive Advertisement
• 2 Special Events
• Radio Advertisement

13. Magazine Advertisement
• Generation Y
– Highlight the newest technologies and student
discounts
• Fitness
• Glamour
• Men’s Health
• Baby Boomer
– Highlight the fun and ease of retirement
• AARP
• Better Homes and Garden
• Ladies Home Journal

14. Interactive Advertisement
• “The Wish List”
– Show us what you want!
– Christmas/ Graduation
– Take a pic
• Instagram
• Facebook
• Twitter
– Reward $$$

15. Special Event
Movie Night
• Promote through:
– Flyers
– E-mails to Best Buy card members
• Showcase new products
– Movies
– 3D Televisions
– Etc.

16. Special Event
Tutorial Class
• Educate the consumer about the newest products
• Offer discounts to participants
• Similar to:
– Home Depot
• Weekly Workshops
– Apple Genius Bar
• http://www.youtube.com/watch?v=xqQaQ98eRAo
• Connect to the consumer

17. Which special event would you be
more likely to attend?
– Tutorial Event: Text 20621
– Movie Night: Text 21182
– I would not be interested in either: Text 21381
• Text to 22333
• http://www.polleverywhere.com/multiple_ch
oice_polls/MjkzMDQ0NDE0

18. Radio Advertisement
• Radio advertisements will be on a pulsing
schedule. Continuous scheduling and a flighting
schedule during the holiday season.
• Generation Y
– Highlight student discounts and special events
• Kiss FM
• The Edge
• Baby Boomer
– Highlight special events and customer service
• NPR
• The Ticket
• http://www.youtube.com/watch?v=AvC6pZ12TO4

19. Evaluation
• Analytics
– surveys
• In house Feedback
– Manager conference calls
– Live chats
– E-mails
• Observations
– Overall performance
• regional and individually

20. Questions?

21. References
• Best Buy Inc (n.d.) http://www.BestBuy.com
• Goodson, M. (2011) Is Brand Loyalty the Core to Apple’s Success? Forbes Retrieved from:
www.forbes.com/sites/marketshare/2011/11/27/is-brand-loyalty-the-core-to-apples-success-2/HBS Review (2010) Inside Best Buy’s
Customer Centric Strategy BloomBergBusinessWeek
• Retrieved from: http://www.businessweek.com/managing/content/apr2010/ca20100413_286655.htm
• Boyle, M. (2006) Best Buy’s giant Gamble CNNMoney Retrived from:
www.money.cnn.com/magazines/fortune/fortune_archive/2006/04/03/8373034/index.htm
• Pederson, J. (2004) International Directory of Company Histories: Best Buy
• Perry, M. (2011) Walmart: The Most Successful Retailer in History Retrieved from:
http://www.dailymarkets.com/economy/2011/07/18/walmart-the-most-successful-retailer-in-history/
• Poeter, D. (2011) Infographic: The Secret to Amazon’s Success Retrieved from:
http://www.pcmag.com/article2/0,2817,2396634,00.asp
• Coran, Terry. (2011). Common Spending Habits of College Students. Retrieved from
http://www.brighthub.com/education/college/articles/80305.aspx
• Desjardins, Eric and Deris, Johanna. (n.d). SOCIAL NETWORKING USAGE AND GRADES AMONG COLLEGE STUDENTS. Retrieved from
http://www.unh.edu/news/docs/UNHsocialmedia.pdf
• Marketing Charts Staff. (2007). Survey: To Reach College Students, Brands Need to Use Internet. Retrieved from
http://www.marketingcharts.com/wp/television/survey-to-reach-college-students-brands-need-to-use-internet-1389/
• State University. (n.d.) College Extracurricular Activities - Impact on Students, Types of Extracurricular Activities. Retrieved from
http://education.stateuniversity.com/pages/1855/College-Extracurricular-Activities.html
• U.S. Department of Education, National Center for Education Statistics. (2012). Digest of Education Statistics, 2011 (NCES 2012-
001), Chapter 3 . Retrieved from http://nces.ed.gov/fastfacts/display.asp?id=98
• Wilson, M.O. (1927). The American Journal of Psychology. Vol. 38, No. 3, pp. 409-417 Published by: University of Illinois Press Article
Stable URL: http://www.jstor.org/stable/1415009
• (n.d.). Retrieved November 14, 2012, from 2012 Factbrowser.com: www.factbrowser.com
• Yip, P. (2012, August 10). Baby Boomers make a plum marketing target. Retrieved from www.dallasnews.com