Safeway vs. Kmart, A Holiday Sales Promotion Evaluation

2. Safeway’s Excellent Sales Promotion  Description  Store wide  Holiday specific  Above aisle hanging banners  Target Market  Anyone with household purchasing power and who also identifies with traditional American holiday meals

3. Promo Brief: A call to Action “Stock up on Holiday Items While They’re on Sale” Focus on price reduction Establish sense of urgency Drive consumers through store Encourage mass purchase

4. Stopping the Consumer, and Transmitting the Message  Great Stopping Power  Recognizable brands or items  Relevant banner locations  Attention-getting colors  Aesthetic  Effective Transmission Power  Elements produce quick transmission  Colors deliver accurate message

5. Persuade and Lock the Consumer  Strong Persuasive Power  Items being promoted are significant and cross- related  Sale time frame is limited, and nationally important  Pricing is competitive without compromising brand equity  Good Locking Power  Banners placed near items  Cross-promotions stimulates action Nestle Morsels AND C&H sugar are on sale…

6. How to Improve Position of Safeway  Wal-Mart is the major price-point competitor  Use the name, logo, or tagline to take advantage of the opportunity to change consumers minds about the low price potential of Safeway

7. Kmart Holiday Sales Promotion  Description  Store wide promotion  Holiday theme  Kmart branding  Target Market  Kmart customers  Holiday shoppers  Shoppers on a budget

8. Promo Brief  A call to consumers to purchase their gifts through the Kmart layaway  Inform consumers of the Kmart layaway program  Embrace the holiday trends and attitudes  Increase customer purchases  Brand Kmart

9. How powerful is this promotion?  Acceptable Stopping Power  Big Dreams, Small Payments  Holiday Theme  Quick and Clear Transmission  Get what you need, without paying too much all at once  Modestly Persuasive  Get it now with layaway  Little Locking Power

10. How the Spearfish Kmart can Improve  Increase the power and effectiveness of the message  Add additional signage throughout store  Place on high price electronics  Enhance Kmart competitive position  “Free” or “No Service Fee”  Transmit urgency  Specify a Time period

11. OUR LOCAL SAFEWAY LAUNCHED A WONDERFUL PROMOTIONAL DRIVE FOR THE HOLIDAYS… WE HOPE TO SEE THE SAME FROM K-MART NEXT YEAR! Questions?

Notes de l'éditeur

During this time, a typical American family will consume a vast amount of the items (3-5 meals on average for 8-20 people per meal).(limits time between exposure and purchase)

Safeway vs. Kmart, A Holiday Sales Promotion Evaluation

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Safeway vs. Kmart, A Holiday Sales Promotion Evaluation

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