The idea

we will include point-ofpurchase displays that will hold 100 10-ounce bars of your company’s best-
selling brand,
which is not selling as well as Hershey’s or Nestle’s best-selling brands. We intend to have
your company’s sales representatives try to persuade grocery store managers to display
the P-O-Ps in the top 100 markets in the United States. We will have our sister agency in
London do the same to try to stimulate sales in England.”

Problem
she wasn’t sold on the idea of the P-O-P displays that he was about to bring up.
3 of them couldn’t agree
“I promise that we’ll have another idea, just in case Tesco and the other grocers are
no longer accepting P-O-P displays.

Tesco and other companies in England will no longer accept traditional P-O-P displays,”
-I can understand
the reason for not wanting the displays. I was in a store the other day and almost drove
my cart into one that was in the middle of an aisle.”
They have more success with their in-store TV service, which allows advertisers to run
advertisements. According to the article I read,
Tesco claims that trials of its in-store TV service increased its advertisers’ brand sales an
average of 10 percent.

Point-of-purchase materials include window and door signage, counter and shelf
units, shelf talkers, cash-register signage, gondola (end of aisle) displays, dump bins, illuminated
signage, motorized (motion) displays, interactive kiosks, overhead merchandisers
(typically located above the cash register), cart advertisements, and aisle directory
advertisements.

In-store TV is
merely another step in a company’s efforts to keep its stores clean. And Tesco had a reputation
for maintaining consistent and clean messages across its stores. It was no surprise
that the company went the extra mile to rid its stores of point-of-purchase material.
Critical
Sarah warner’s mentor jeff taylor
Taylors idea – pop displays

Mary Richards, marketing director for the confectioner, said, “Although I liked the
first part of your presentation, particularly the ideas for the 30-second TV spots, I’m wondering
about the P-O-P displays.”

they first moved its candy bar account to Taylor’s agency two year ago
“I promise that we’ll have another idea, just in case Tesco and the other grocers are
no longer accepting P-O-P displays.
Jeff blaming retailers

Solution
Use free-standing P-O-P displays in the US market and design it after consulting the corporate office
Pros: designed and located to benefit both the customer and the retailer
Cons: retailers might not agree with the company, POP display clutter the store
One is editing one of the TV spots so it will fit Tesco’s in-store TV service.
Pros: would be easier, less expensive
Cons: not effective way to target specific market segmentation and hard to attention of buyers

Stock both chocolate aisle and checkout to entice customers and shelved in near toy section
Pros: attract kid and impulse buyers
Cons: difficult to get both aisles as so many brands are competing

In addition to POP displays in US and TV spots in UK - put their products on the shelf below or
above the leader than at the end of the shelf for both US and UK
Pros: all consumers behave the same way - People search vertically (Incite Marketing Planning)
Cons: the notion contradicts the existing believe that people don’t look into the shelf below.
The study was conducted in England, not in the United States where consumer might have different
buying habit

Giveaway free sample and offer promotional price –

pros: Impulsive buys, attract customer with affordable price, bulk selling
Cons: misperception about quality, less profitable if not sold in bulk

Advertise through in-store TV service both in UK and US

Pros: would be easier, less expensive
Cons: not effective way to target specific market segmentation and hard to attention of buyers,
customers might be different in different countries

Company’s sales representatives appear in stores in the top 100 Markets-handing out samples of
the chocolate bars
Pros: if someone likes the sample, they will buy the chocolate. Also, sore representatives can
directly influence the customers
Cons: can be viewed as irritating and more expensive to hire representatives

best solution

Justification
Conclusion

Research has shown that more than 6o% of all decisions to buy something are made while
people are shopping in a store, with more than 50% of those decisions considered an impulse
buy. What that tells you is that point-of-purchase (POP) displays
the idea was to use free-standing P-O-P displays in
the top 100 markets in the United States. we can put displays of your best-selling chocolate bars
into
stores owned by Wal-Mart and Kroger in the top 100 markets in the United States. We
must make certain that the display is designed and located to benefit both the customer
and the retailer.

Incite Marketing Planning - “The company found that when people are shopping for something,
they first try to
find the leading brand—the one that they are familiar with, not necessarily the one they
want,” Sarah told Mary. “Once they find the leading brand, they search vertically for the
one they want. So they search up and down the shelves, not across the shelves. This
means that the bottom shelf is not necessarily a bad place to be. If your product is not
the leading brand, it’s much better to be on the shelf below or above the leader than at
the end of the shelf, which contradicts what we used to believe. We used to think that a
product should be as far away as possible from the leading brand. Well, that’s not necessarily
the case.” that study was conducted in England, not in the United States.” conducted research for a
major health and beauty brand

stock both chocolate aisle and checkout to entice customers and shelved in near toy section

giveaway free sample – Costco

One is editing one of the TV spots so it will fit Tesco’s in-store TV service.
The other is having your company’s sales representatives appear in stores in the top 100
markets. Each representative will appear in several stores over five days in a specific market,
handing out samples of the chocolate bars.”
“I think it would be easier, less expensive, and perhaps more effective for a longer
period.”

P-O-P displays are ready, our sales representatives

should ask the store managers if they would position the displays near the leading brand?”