1. Public Relations Objectives for Retailers
1.1. Increase awareness of the retailer and its strategy mix Maintain or improve the company image Show the retailer as a contributor to the public’s quality of life Demonstrate innovativeness Present a favorable message in a highly believable manner Minimize total promotion costs
1.2. Increase awareness of the retailer and its strategy mix Maintain or improve the company image Show the retailer as a contributor to the public’s quality of life Demonstrate innovativeness Present a favorable message in a highly believable manner Minimize total promotion costs
1.2.1. Disadvantages Some retailers do not believe in spending on image-related communication Little control over publicity message More suitable for short run Costs for PR staff, planning activities, and events
2. Personal Selling
2.1. Oral communication with one or more prospective customers for the purpose of making a sale
2.1.1. Personal Selling Objectives for Retailers Persuade customers to buy Stimulate sales of impulse items or products related to customers’ basic purchases Complete customer transactions Feedback information to company decision makers Provide proper levels of customer service Improve & maintain customer satisfaction Create awareness of items also marketed through the Web, mail, and telemarketing
2.2. Disadvantages Limited number of customers handled at one time High costs Doesn’t get customer in store Self-service discouraged Negative attitudes toward salespeople
2.2.1. Advantages Message can be adapted Many ways to meet customer needs High attention span Less waste Better response Immediate feedback
2.3. Typical Personal Selling Functions
2.3.1. greet customers
2.3.2. determine customer wants
2.3.3. show merchandise
2.3.4. gives sales peresentation
2.3.5. demonstrate good and service
2.3.6. answer objective
2.3.7. close the sale
3. Sales Promotion
3.1. Encompasses the paid communication activities other than advertising, public relations, and personal selling that stimulate consumer purchases and dealer effectiveness
3.1.1. Types of Sales Promotions
3.1.1.1. Displays Contests Sweepstakes Coupons Frequent shopper programs Prizes Samples Demonstrations Referral gifts Other limited-time selling efforts
3.2. Sales Promotions Objectives for Retailers
3.2.1. Increasing short-term sales volume Maintaining customer loyalty Emphasizing novelty Complementing other promotion tools
3.3. Advantages Eye-catching appeal Distinctive themes and tools Additional value for customer Draws customer traffic Maintains customer loyalty Increases impulse purchases Fun for customers
3.3.1. Disadvantages Difficult to terminate Possible damage to retailer’s image More stress on frivolous selling points Short-term effects only Used as a supplement
3.4. Types of Sales Promotions
3.4.1. samples
3.4.2. point of purchse
3.4.3. prizes
3.4.4. frequent shopper programme
3.4.5. coupons
3.4.6. special events
3.4.7. pens,back,mugs
3.5. Planning a Retail Promotional Strategy
3.5.1. determintation promotion objective
3.5.2. establish promotion budjet
3.5.3. select promotion mix
3.5.4. implment
3.5.5. review AND REVISE