Chapter 15 1

RETAIL MIX – 4
COMMUNICATION MIX

Retail
Communication Mix
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
 Brands
Distinguishing name or symbol, such as a logo,
that identifies the products or services offered by
a seller and differentiates those products and
services from those offered by competitors

The McGraw-Hill Companies, Inc./John Flournoy, photographer The McGraw-Hill Companies, Inc./Bob Coyle, photographer
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Building Brand Equity
Create
Consistent
Emotional
Connections Reinforcement

Develop
Favorable
Brand
Associations Equity

Create a High
Level of Brand
Awareness

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Benefits of High Brand
Awareness

Aided Recall Top Mind

Stimulates Visits to Retailer
Awareness

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 Consistent Reinforcement
through Integrated Marketing
Communication Program

Integrated Marketing Communication Program

• A program that integrates all of the communication
elements to deliver a comprehensive, consistent
message
• Providing a consistent image can be challenging for
multichannel retailers – Need to consider the needs
of all channels early in the planning of its
communication program

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

 Integrated Marketing
Communications
• Present a Consistent Brand Image through all
Communications with Customers
• Store Design
• Promotions

The McGraw-Hill Companies, Inc./Andrew Resek, photographer

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

 Brand Extensions
• Gap  GapKids and Old Navy
• Abercrombie & Fitch  Hollister and Gilly Hicks
• Sears  Sears Auto Centers and the Great Indoors
• Pottery Barn  Pottery Barn Kids

The McGraw-Hill Companies, Inc./Andrew Resek, photographer

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

 Methods of
Communicating with Customers

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Direct Marketing

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

 Direct Marketing
• Mobile marketing is
marketing through
wireless handheld
devices, such as
cellular telephones,
and m-commerce or
mobile commerce
involves completing
a transaction via the
cell phone.

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Online Marketing

Web Sites

Blogs

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Social Media

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 Sales Promotions
Promotion Advantages Disadvantages

Temporary
Storefront

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 14

Coupons

Mahesh M Vanjeri SDM CET,

Mgmt. Studies
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 15

Premiums

Continued
Mahesh M Vanjeri SDM CET,
Mgmt. Studies
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 16

Free sampling in stores

Mahesh M Vanjeri SDM CET,

Mgmt. Studies
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
 17

In-Store Displays

Mahesh M Vanjeri SDM CET,

Mgmt. Studies
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
 Personal Selling

• A communication process in which sales

associates help customers satisfy their needs
through face-to-face exchanges of
information.

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

 Public Relations (PR)

• Managing communications and relationships to

achieve various objectives
– Building and maintaining a positive image of the retailer
– Handling or heading off unfavorable stories or events
– Maintaining positive relationships with the media

• In many cases, public relations activities support

other promotional efforts by generating “free”
media attention and general goodwill.

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

 The Indian Retailscape
Landmark’s Lifestyle Store
“Back To School With Disney”
• To attract kids during their summer vacations
• Kids accompanied by parents; opportunity to cater
to the entire family
• Fun & excitement
• Weekend activities:
– Painting competition
– Story telling etc
• Store was brought alive by Disney characters
spread across the store Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
 Back To School With Disney

• Cool, assured gifts – Disney merchandise

• For purchases from Rs. 1500 to 4999 – coloring sets
worth Rs 249 to 450
• For purchases above Rs 5000 – combo pack worth
Rs 1000
– Pencil box
• Bumper prize one per region – Room full of Disney
goodies
– MP3 music player, play set, bicycle,
– 14 inch TV, car alarm, telephone etc
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.