Traditional Media Elements New Media Elements Developing Brand Image Developing Communication Program

1. Retail Promotion
Staying Ahead of Competition
Pranav Kishor Choudhary

2. Content
Traditional Media Elements
01
New Media Elements
02
Developing Brand Image
03
Developing Communication
Program
04

3. Introduction
Retailers communicate with customers through vehicles,
namely; advertising, sales promotion, publicity, store
atmosphere, and personal selling .

4. Objectives
Encourage them to buy
merchandise
Develop a band of loyal
customers
Inform customers about the
store and merchandise and
services it offers
Attract customers to stores

5. Elements of Retail Promotion Mix
Media/Characteristics Personalization Interactivity Message Control Information Cost per Exposure
Traditional Media
Mass Advertising None None High Low Very Low
Sales Promotions Depends Depends High Low Low
In-store marketing/
Design Emements
Depends Depends High Depends Low
Personal Sellin High High Medium High Very High
Public Relations None None Depends Medium Low
New Media
Online Depends Depends High High Depends
Social Media High High Depends Depends Low

6. Traditional Media Elements

7. Mass Media Advertising
• Used to generate awareness
• Controlled content and timing
• Limited capacity for information transmission
• Non Personalized message
• Cost-Effective to announce sales or new store opening
• Newspaper, Magazines, Direct Mail, TV, Radio, And Billboards

8. Newspaper
• 57% advertisement revenue generated by retailers
• Free standing Insert(FSI)
• Effective for specific target market
• Almost no lead time
• Life of advertisement is short
Source: Bangalore Times of Times of India Newspaper for its Bengaluru Edition on 29-10-2017

9. Magazines
• Offer both print and online version
• National retailers – National Magazine
• Local retailers – Local/regional magazine
• Best for image advertisement
• Longer lead time
Source: October 30, 2007

10. Direct Mail
• Brochure, catalog, advertisement or any other printed marketing
material
• Can be personalized with help of CRM
• Relatively expensive

11. Television
• Used for Image advertising
• To demonstrate product usage
• Expensive
Source: Big Bazaar #PaperPatakha #ShubhShuruaat

12. Radio
• Message can be targeted to specific segment
• Audiences are highly loyal to radio programs
• Cost Is relatively low
• Radio ads get limited attention
Source: Radio Mirchi Patna

13. Sales Promotions

14. Coupons
• Offers discount on the price
• Issued by retailers in newspaper, cash tills, Over the internet, via
mobile or e-mail etc.
• Induce customers to try products
• Encourage repeated and larger purchase.
• linked with loyalty program

15. Rebates
• Discount by manufacturer
• Same effect on sale as coupons
• No handling cost for retailers

16. In-Store Marketing/Design Elements
• Point of Purchase display
• Samples
• Special Events

17. Personal Selling
• Face to Face exchange of information
• Message can be controlled
• Cost of communication is high

18. Public Relations
• Building and maintaining a positive image
• Handling unfavorable stories
• Generating free media attention and general goodwill
• Can not be personalized
• Cost is low

19. New Media Elements

20. Websites
• Used to build brand image
• Inform customer of store location, events
• Sell merchandise and services
• Community building
• Reviews

21. E-mail
• Inform customer about new merchandise, special promotions
• Communicating order details
• Used consumer behavior study
• Highly personalized communication
• Low cost

22. Mobile Communication
• Depends mostly on apps
• Use of GPS based services
• Use of data analytics
• Realtime tracking of consumer behavior

23. Social Media
• Highly interactive medium
• Bring like minded people together
• Use of Sentiment mining

24. Developing Brand Image

25. Brand
“A name, term, design, symbol or any other feature that identifies
one seller’s goods or service as distinct form those of other
sellers”
• In retail name of the retailer is Brand
• Brand will suggest the type of merchandise or service offered

26. Value of Brand Image
• Brands provide value to both customer and retailers.
• Customer –
• Expectation about the shopping experience
• Confidence in purchase
• Enhance Satisfaction
• Retailers –
• Brand Equity
• Loyal Customer
• Higher profit margin
• Scope for diversification/expansion

27. Brand Awareness
• Ability of customer to recall or recognize a brand name, type of
products and services it offers.
• Top-of-mind awareness – 1st name that comes in mind
• Aided recall – When presented with the name
• Top of mind awareness can be build by advertising, Locations,
Sponsorships, symbols etc.

28. Brand Association
• Merchandise Category
• Price/Quality
• Specific attribute or benefit
• Lifestyle or activity

29. Developing Retail Promotion
Program

30. Steps in development
Allocate Budget
Establish Budget
 Long term vs
short term goal
 Product vs
Location
 Breadth of
merchandise
Establish
Objectives
Implement and
evaluate programs
 Marginal
analysis
 Objective and
task method
 Rule of thumb
methods
 Merchandise
category
 Geographic
regions
 Long and short
term objectives
 ROAI – Return
on
advertisement
investment
 CTR – Click
through rate
 AdWords –
Quality score

31. Thank You