Post on 30-Jun-2015
transcript
by, Group 1 – Jarrett Fisher, Devin Wilson, Nick Boris, Kevin Stoker
Promotion Description
REI usually has Black-Friday Promotions
Promotion Description
Located toward the front of store.
On corner of major cross-section
Huge floor-space with the only ground level “Sale” banner
Promotion Description
Price:
20% off all Thule products
Urgency:
November 21-30
Promotion Description
Competition:
Located behind Thule
Blocked by banner
Promotion Description
Competition:
Weak rebate promotion
Impression is ‘not on sale’
Promotion Strategy
Target Market:
Own a Car
Own Outdoor Gear
Looking to improve the transportation of gear with car
Mass Market
Switchers, Own-loyals, Other-loyals
Promotion Strategy
Communication Objectives:
Owning “Own Loyals”
Switching
-Immediate incentive to buy
Promotion Strategy
Message Strategy:
CFR:
-Own industry
P.O.D+P.O.P:
-Same product type
-Cheaper than competition
“Powers”
Transmission & Locking
-Communicates “Price” effectively
-Low-No Locking power
“Powers”
Transmission & Locking
Stopping Power
-Eye level
-Contrasting Color
-Bold Typeface
-In your walking path
“Powers”
Transmission & Locking
Stopping Power
Persuasive Power
-Stopping power creates persuasion for switchers
-Strong for Own-Loyals to add to their existing products
Suggested Improvement
Show what you could be doing thanks to the discount
Provide a P.O.D. from Yakima that includes, but is not limited to the Pricing discount
Promotion Description
Walgreen’s has a ton of seasonal and everyday promotions…
Promotion Description
Located just above eye level in a sea of orange stickers….
About a third of way down the aisle
Lots of clutter
Promotion Description
Price:
$ 5.99, 3 for $10 or Buy 1 , Get 1 50% off…
Store employee couldn’t tell us….
Urgency:
Expired a month ago
Promotion Description
Competition:
Endless
6 companies dominate, including Revlon, P&G, Unilever
Promotion Strategy
Target Market:
Younger, self-indulgent, instant gratification generation…
Mass Market
Switchers, Other-loyals
Promotion Strategy
Communication Objectives:
Switchers – this is a new product line
Others-loyals
Immediate savings incentives if you had been here a month earlier!
Promotion Strategy
Message Strategy:
CFR – Hair care industry
POD+POP:
Cheaper
Immediate savings
Same basic products as everyone else
“Powers”
Transmission & Locking
Poor in all areas
Packaging matches promotion tag for only one of seven items in the line
Price confusion loses the consumer
“Powers”
Stopping Power
Little if any
Poor match to packaging
Higher than eye level for most
“Powers”
Persuasive Power
Only an instant of notice for 1 item
Consumer hesitant to mix and match lines
Suggested Improvement
Too late to change the packaging…
Provide shelf tags better identifying the entire line
Don’t use expired tags
Utilize target market in promotion