Premier University

Chittagong

Semester : 8th

Department : Marketing

Subject : Sales Sales

ManagementManagement

Submitted To : Miss Tahmina RezaMiss Tahmina RezaLecturer Premier University, Chittagong.

Submission Date : 11/04/2011

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ASSIGNMENT Of(posm)

Point of sales materials

Prepared By:-1) Towhidul Islam Chowdhury

ID No: 0613111482

2) Wasik ChowdhuryID No: 0613111480

3) Shuvodip Chowdhury

ID No: 0613111465

4) Md. Shahadad Hossen ChowdhuryID No : 0613111462

5) Md. Sohel Chowdhury

ID No: 0613111787

6) Md. Rokebul Ahsan KhanID No: 0613111496

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ToThe Course Instructor,((Miss Tahmina RezaMiss Tahmina Reza),),Lecturer,Premier University, Chittagong.

Subject: Prayer for submission of an assignment.

Madam,

We are the student of 8th semester (Marketing), Batch-13.

You are our course instructor for the subject of “Sales

Management”. Recently, you gave us an assignment about

“Point of sale materials” (POSM). In that case, we prepared it.

We therefore, pray and hope that you will receive our

assignment and oblige thereby.

Yours obediently,

Name ID NumberTowhidul Islam Chowdhury 0613111482

Wasik Chowdhury 0613111480

Shuvodip Chowdhury 0613111465

Md. Shahadad Hossen Chowdhury 0613111462

Md. Sohel Chowdhury 0613111787

Md. Rokebul Ahasan Khan 0613111496

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INTRODUCTION

Point of sale materials (POSM) are advertising carriers that are placed in the point of sale of the advertised product. POSM are used to make the advertised brand stand out among competitors, inform consumers about promotions, and focus attention on a new product or modifications to it. POSM are frequently used by companies whose products or services are not on display in a particular point of sale. These companies view the sales area as a place to make contact with their target audience. Point of Sale material can create some fantastic in-store theatre, as well as provide practical gain.

POSM are Promotion undertaken by a business organization at the area where a sale takes place. For example, a chocolate manufacturer may provide special stands to display its products in a shop; a double-glazing company may have a desk, leaflets, and an assistant inside a DIY store; a butcher may put a board on the pavement outside the shop giving details of special offers.

POSM advertising is often termed as Below the Line activities of a brand. However, from a marketer’s point of view, point of sale is becoming the point of marketing itself. It has become critical for the marketers to provide the right communication material to the time-deficient audience at the point of purchase.Point of sales advertising materials are often considered important because they initiate impulse purchases. The other objectives for using POSM materials include increasing visibility, increasing recall, providing information, initiating query generation and emphasizing POSM intoning of the brand.

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WHERE AVAILABLE

POSM are normally available at the checkout counters, etc where the final sale is happening, where the consumer/shopper is actually paying for her purchases. It acts as a reminder to her that she might have forgotten X product.

Why use Point of Sale material

POSM materials are used to attract the attention of the consumer and tempt them into buying the products being promoted by either offering discounts or promoting them so that the customers decide to buy them simply because they find the product irresistible.

It is used in all types of superstore or grocery shop because it provides:

Clear sign positioning. According to CTP, 10% of failed purchases occur because the customer couldn’t find the item they were after. Adding Point of Sale material makes life a lot easier for the consumer, and your turnover

A professional image. Properly printed kits (don’t make your own hand-written ones) can really uplift the look of your store. However, make sure that your material is well-maintained; don’t allow it to get dog-eared and faded, as this will have the opposite effect

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Choosing Point of Sale Display Material:

Every store owner knows that point of sale material helps increase the impulse buys made by retail buyers in most industries. While they are waiting to make a purchase or are waiting in reception areas, they have time to look at advertising material, fill out competition forms, be alerted to new products, or even buy an impulse item such as treats like chocolates.

This makes the point of sale signage you choose important to increasing the value per sale from your clients. The difference between up selling the client at point of purchase is greatly increased with attractive well placed point of sale material.

Point of sale also includes retail signs that bring a passing client into your store. This can include sale signs, a frame signs, neon led lights, banner flags and other eye catching street side items. This is especially true for corner store, food outlets, and almost all other types of retail stores with passing traffic. The aim is to catch the attention of the public and give them a reason to come into your store.

Some of the more popular retail signs that fit this category are A frame signs and LED lights. They are popular for different reasons. The A frame sign can usually be easily changed to suit special of the day, or seasonal advertisements. They may be a simple blackboard, magnetic or have plastic letters which make it easy to write a new advertisement.

LED lights are particularly effective in the night time. There are scrolling led signs that let you get a longer message across, flashing signs to definitely catch the human eye, or rotating signs to get different messages across. They have also become popular in indoor shopping centers, to add a point of difference.

Inside the store, there are many different types of brochure, magazine, flyer holders and many other types of display material available. The best thing to do is take a look at the type of point of sale material you would like to offer and buy your point of sale displays based around that. This is much better than trying to fit the material to the display. Buying from an experienced point of sale distributor, will also give you a

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better chance of getting sensible advice that can save you both time and money.

Most point of sale retailers will stock all you need for pricing, ticketing, such as price ticket or food ticketing, brochure holders, blackboards, whiteboards, banners, bags, competition boxes, shelf stripping and much more. Again it is important to think about what messages you need to get across and choose the point of sale displays that suit your purposes. Talk to your supplier about what you want to achieve and they will be able to suggest items to get this message across, or recommend the products to display the promotional material you want to offer effectively.

Decorating a new shop is fun, and this includes selecting your advertising materials. Taking the time to choose quality point of sale displays, that help convey clear messages to your customers, can also promote the personality of your store. And of course they are proven to help increase sales too.

TYPES OF POSM

There are many ways and materials available for this purpose. Here is a list of some of them:

Promoter holders, leaflet dispensers and Showcard stands are used on table tops or counter tops to catch the customer’s eye and hopefully induce them into buying the product.

Shelf edge displays are attached to the edge of a shelf on hinges and are small in size to avoid any inconvenience to the customer in reaching any product on the shelf. The placement of these displays means that customers must look at it no matter what.

Cable and rod displays are bigger and bolder. Suspended from hinges on the wall or ceiling, they never fail to make the customer stop and look for a minute.

‘A’ boards, pavement signs and banners are bigger in size and can incorporate a lot more detail in them.

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Hanging signs; can be used for highlighting your store categories, and the promotions that you are currently running in your shop

POSM materials can do amazing things to enhance the sales of a business provided they are well laid out and executed.

IMPORTANCE OF POSM

There comes a time in every company's history that market research becomes paramount in producing an exceptional end product. Once the "ideal" product has been manufactured, point-of-sale advertising can play a huge role in getting that "ideal" product into the hands of consumers and off store shelves.

Whether looking to better use table-top materials provided by product manufacturers or hoping to determine how memorable a particular advertisement is in the minds of your customers, it's important to understand how POSM materials can enhance your customer's purchasing decisions.

POSM displays are used to create awareness among consumers about "new" news. This could include a special sale price or a new product, or to serve as a reminder for purchase.

Providing high impact on sale items so that products will never go unnoticed. From aluminum poster frames to leaflet dispensers we have everything you need to maximize your business opportunities. We make use of a wide range of materials to achieve the end results our customers demand.

TASKS & BENEFITS OF POSM

POSM placement allows you to accomplish the following tasks: • Increase sales volume • Increase brand reconcilability. • Make the product stand out in the sales area against the competition • Navigate customers

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POSM placement provides the following benefits:

• The ability to attract customers to the product/brand with minimal use of human resources • Securing shelf space behind the product • Fixing the product's exact location in the minds of consumers

AFFECT

Customer may feel exploited and see a product as poor value if they have to buy it. Here, Advertising can be used to raise the perceived value. The advertising drew attention to the benefits offered by the company and raised the perceived value of the service which may increase the customer satisfaction.

The effectiveness focuses directly on behavior because this is where revenue is derived and profit is made. But sometimes consumer attitudes and beliefs do not correspond with the reality of the product offering. In the early’s of 1990, the Uk Supermarket Group was perceived as offering low prices and commensurately low quality, despite objective evidence that the quality was high.

DOES POSMMM AFFECT ON SALES?

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IMPACT

POSM displays can take various forms, including shelf-mounted signs, hanging posters, and more. Since an estimated 70% of purchase decisions are made within the retail store itself, effective POSM displays can have a dramatic impact on sales for a particular product category or brand. POSM displays that present targeted product information, instant coupons, and more.

Point-of-sale material perfectly compliments not only products but also sales & marketing objectives.

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Increase brand awareness and enhance your corporate image

Ensure that product launches and promotional offers are noticed

Increase impulse buying Increase product rotation

With the correct blend of quality point-of-sale material, impact at the point of purchase can have an enormous influence on your sales

sales and design team will advise you on which type of point-of-sale product is best suited for your needs and will utilize modern technology to design unique, eye-catching graphics to ensure that your products will stand our from the crowd.

You can ensure product and point-of-sale material compliment each other perfectly which are lower than average minimum production runs can be achieved and lead times are competitive.

AGORAThe Number 1 Chain Superstore Of

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BACKGROUND

Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by launching the first retail chain in the country, ‘Agora’. Currently there are five Agora outlets at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka and at Afmi plaza in Chittagong. Agora is endeavoring to fulfill the everyday shopping needs of the urbanites through fair price, right assortment, and best quality.

 While Agora mainly focuses on food items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other household, grocery, personal care, and miscellaneous products. At any point in time, there are nearly 20,000 different products available at our stores.RSL is committed to sustaining and growing as the most trusted, loved, and frequented retail chain.

To build on Rahimafrooz Superstores’ long tradition to enhance customer satisfaction, we are pleased to announce the launch of Agora E-commerce website. With the continued support of our valued customers, Agora is now just a click away. Browse through our website to find your desired products and have them delivered to you at home. By e-commerce, we at Agora hope to take the relationship with our customers one step further and be nearer to them at all times.

TYPES OF POSM USED IN ‘ AGORA ’

‘AGORA’s POSM ARE –

Posters13

Leaflet dispensersPoster holdersNoticeboardsPavement signsAcrylic suspended and wall displaysWindow graphicsBannersLabels and decalsPromotional products

Posters

Suitable for indoor or outside display, wall posters are the perfect answer for small exhibitions and presentations. Water resistant finishes can be applied to ensure they don't dissolve at the first drop of rain when used in the open air.

Posters can be hung on any suitable backdrop or fitted into a purpose built display case to preserve them from damage. Size isn't an issue either as ‘Agora ’'s large format printing capability gives the freedom to customize every production.

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Leaflet dispensers

Keep your point of sale materials neat and tidy with handy leaflet dispensers. Available from ‘Agora’ in a wide range of styles and sizes, the holders are supplied in either pre-formed acrylic or flat pack PVC, with versions suitable for either indoor or outdoor use.

From large free-standing carousels, zigzags and revolvers to small counter displays and wall mounted versions for fixing to slats and shelving, leaflet dispensers let you change your merchandising message in an instant; personalized with your logo they reinforce your company's image too.

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Poster holders

Keep your Posters looking fresh and new for months with a Poster holder from ‘Agora’. Choose from conventional, illuminated or suspended snap frames, freestanding information boards, stretch frames, Poster clamps or media frames; the variety will amaze you.

If you want to turn a simple Poster into a professional display then opt for a complementary border and personalize the frame with your company logo and sales message. Poster holders,

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frames and displays are the perfect way to advertise your products or events.

Noticeboards

From simple cork boards to church noticeboards, why settle for plain and generic when you can print your logo and sales message directly on to the surround? Whether the board is destined for an indoor display area or needs to withstand all weathers in the open air, ‘Agora’ will create a bespoke noticeboard for you.

Both external and internal noticeboards can be provided with a lockable, hinged door made from glass or acrylic, making it easy for you to change your announcements at any time.

Pavement signs

Ideal for shops, special event venues and estate agents, all-weather pavement or A-frame signs are a durable, yet cost-effective way to get your message across. Light and portable, allowing you to put them outside during the day and take them in at night for security, they are available in fixed, swinging, flexible or custom made versions.

‘Agora’ offer A-boards which include options for either digitally printed permanent graphics or changeable graphic inserts for flexibility and variety.

 

Acrylic suspended and wall displays

A flexible and attractive method of presentation, acrylic suspended and wall displays are also highly practical. The acrylic panels, available from ‘Agora’ in a range of sizes, protect the inserts while allowing your customers a clear view of the contents.

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Suspended from ceiling to floor, the supporting wires or rods offer a system for additional displays within a normally dead area of retail space. Alternatively, create an attractive wall display to keep the panels stable, whatever the configuration.

Window graphics

When you want to make a splash and let passing trade know you have something new to offer, temporary window graphics are the perfect way ‘Agora’ produce a range of graphics from simple cut out lettering to full color, digital printed graphics and photographs.

More permanent graphics can also be created, giving your shop or office window a professional image at very little cost. Specialty graphics and lettering can be combined in a variety of materials, from a film that gives the appearance of etching to a full cover design that still allows light to flood in through the window

Banners

Advertising banners are versatile, cost-effective, can be made to any size and used for nearly all signage applications. Flexible and portable, the limitless size, color and digital imaging options available from ‘Agora’ make it simple to generate maximum exposure at minimum cost.

Available in several different materials, banners are suitable for both indoor and outdoor display. Standard printed or vinyl banners utilize a range of finishing options including hems, eyelets and pole pockets; create large format signs from flex-face banners with perfect tensioning or use a mesh banner for building wraps.

Hoardings

Conceal and protect a building site or refurbishment with attractive advertising hoardings from ‘Agora’. Concept designs

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and plans can be digitally printed onto boards to give potential customers a taste of the finished project.

Using a combination of photographs, professional artwork and eye-catching text, you will create interest in your scheme, attracting early enquiries and sales. The finished site hoardings are weatherproof and long lasting, working for you throughout the build cycle.

Contractors signs

New building projects and major refurbishment work invariably utilize a number of specialist firms and each will want public acknowledgment of their presence on site. Hence the large contractor sign found at the entrance to many of these projects.

‘Agora’ produces site boards to order, matching the size to the number of participants in the project; logos and personalized typefaces can be used to highlight individual companies. Installation, using poles or frames, is available as part of the service.

AGORA’s KEY SUCCESS FACTORS OF POSM

It is essential to identify the key success factors for better outcome from point of sales materials. However, not all POSM help; some important points necessary to ensure successes of a POSM are:

1. In-line with the advertising: The media fragmentation and advertising clutter is battled through an Integrated Media Communication (IMC) to reinforce beliefs of the consumer. It also produces a greater multiplier effect thus ensuring greater returns.

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2. Matching the product characteristics: Outline of differences in POSMM material depending on the appeal of the product is presented in the following figure as:

3. Constant evolution of POSMM material is essential: The consumer fast turns a blind eye to the clutter of POSM of competing brands. In order to break the clutter the POSM’s have evolved from basic posters, banners, danglers to more sophisticated kiosks, dynamic scrollers etc bringing in the element of innovation.

4. Designed keeping in mind the needs and limitations of the consumers: Depending on the nature of the POSM, the communication material is either directly provided by the ‘Agora’. While the objective is to catch the consumer attention at the final point of purchase, to optimize the space in his shop in order to display the POSM of competing brands. Some dynamic materials may attract consumer attention and space it requires. Alternately, simple banners providing information help consumers make an informed purchase reducing his load..

5. Product packaging should be utilized as an effective POSM communication: Attractive product packaging is the most basic and effective POSM communication. It should reflect the same message as the IMC developed for the brand.

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WHY AGORA USE POSM?

Point of sale materials is used by practically every business. This is a great way to motivate people to buy more on their way out the door and it's a wonderful way to get rid of extra inventory.

POSM goal is to get customers to at least look at the items, even if they don't want to purchase them. Quite often they will purchase it because it looks good. Point of sale materials is all about encouraging the customer to spend more and encourage them to keep shopping at store.

HOW THEY ATTRACT CONSUMERS ATTENTION BY POSM

Marketing is all about attraction. Whether it’s via message, presentation, or promotion, the key to successfully marketing your product is attracting customer attention. Printed material is – on the surface – the simplest avenue to market your product and attract attention, and it’s also the most popular. However, simplicity can be tricky to perfect because there is so little room for error, especially for someone relatively new to the game. But Agora is following these three easy steps to effectively attract customer attention using printed material.

Prepare a Cohesive Message:

Agora is selling your product here. Just like in politics, they want to present a unified front to the customers. If they’re trying to highlight a store sale or upcoming special, take attractive photos and write good copy. Unless they target audience is comprised of schizophrenics.

Use Signs and Acrylic Sign Holders:

Agora puts their signs together. They have a message and an image – then they, realize their synthesis on paper (or

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cardboard!). But they never want to just put a sales sign out by itself. Paper signs are flimsy, cheap-looking, and they easily fray. Protect them and streamline their appearance by using acrylic sign holders. Signs slip right in, and the acrylic sign holder provides a sheen that attracts more eyes than a plain matte finish.

Placing Acrylic Sign Holders Effectively:

Placement of Agora, acrylic sign holders is perhaps the most important step. First off, an acrylic sign holder doubles as upright stand; without it, Angora would be left propping up or merely lying flats their signs. Using the vertical element allows them to reach even more customers’ eyes. To figure out where exactly to place them, they make a walkthrough of the store. Just like a customer. Where are their eyes drawn first? Agora places an acrylic sign holder there. Set up tables designed primarily to hold acrylic sign holders.

Agora always keeps these three tips in their mind – they construct a message by using signs and acrylic sign holders; and use proper placement of acrylic sign holders – and they would be well on their way to attracting customer attention.

IS IT AFFECTS ON SALES?

Of course it affects on sales, not only their internal sales, but also they are providing special discounts on outer products/ services. For example Agora is providing 10% special discount if anyone buy products from agora. If people buy a large number of good items from agora, then they will give that customer a discount card. Consumers have to show that card to CNG Conversion Company and they will give him/her 10% discount.

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Conclusion:

Here we want to show the common post of sales material (POSM) of agora. They use various types of POSM for their product advertising or increasing sales for increase profit. Basically their dealers supply the post of sales materials for showing to the customers. They just act as a media. Not only ‘Agora’ but also other super stores are also uses this strategy for advertising their product which they offer to customer to sale. We visit the ‘Agora’ and saw various types of POSM in their stall. It is a one kind of fruitful technique for draw

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attention of the customer.

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