SESSION 15
RETAILING & WHOLESALING
[Link]@[Link]
RETAILING
• Includes Activities involved in selling products/services to final customers for
personal use
• Shopper Marketing, Visual Merchandising, Omni-Channel Strategies
• Retailer Classification
• Amount of service – Self-service / Limited Service / Full-service
• Product Lines Category Killers / Service Retailers
• Specialty Store - Sephora - [Link]
• Departmental Store - Macy - [Link]
• Super Market - Kroger - [Link]
• Convenience Store - 7 eleven - [Link]
• Discount Store - Target - [Link]
• Off-Price Retailer - Sam’s Club - [Link]
• Super Store - Walmart Super Center - [Link]
• Category Killers - Best Buy - [Link]
• Service Retailer – Great Clips - [Link]
• Relative prices – Discount Stores, Off-Price Retailers, Factory Outlets, Warehouse
Clubs
• Organization - Corporate chains, Voluntary chains, Retailer cooperatives, and
Franchise organizations.
WHOLESALING
• Includes Activities involved in selling
products/services to those buying them for resale or
business use.
• Mckesson, Arrow Electronics, Grainger etc.
• [Link]
• Channel Functions
• Buying & Selling, Financing, Risk Bearing,
• Promotions, Market Information, Service & Advice
• Assortment Building, Bulk Breaking, Warehousing,
Transportation,
• Wholesaler Types:
• Merchant wholesalers
• Full Line vs Limited Service
• Brokers and Agents
• Specialized, No title of goods
• Manufacturers/Retailers’ Branches/Offices
RECENT TRENDS
• Tightened Consumer Spending, Shortening life cycle, Green Retailing
• New Retail Forms, Retail/Wholesale & Customer Segment
Convergence
• Rise of Megaretailers & Shopping Centers
• [Link]
• Growth of Direct, Online, Mobile, and Social Media Retailing
• Show Rooming vs Web Rooming
• The Need for Experiential Retailing
• [Link]
• Growing Importance of Retail Technology
• [Link]
• Trends in Wholesaling
• Need for ever-greater efficiency
• Value = Efficiency + Effectiveness
• Large retailers operating as Wholesalers
• Squeezing profits because of value-focused environment
THANK YOU
Any Questions?
SESSION 16
PROMOTIONS
[Link]@[Link]
INTEGRATED MARKETING COMMUNICATIONS
• Promotion Mix
• IMC also includes:
• product’s design, price, packaging,
& visual merchandising
• Factors Influencing IMC:
• Consumer Trends, Competitor
Strategies, Technological Changes
IMC PROCESS
• Designing Message
• Content, Structure, Format
• AIDA - [Link]
• Content Appeals
• Rational - [Link]
• Emotional - [Link]
• Moral - [Link]
• Structure
• Draw Conclusion or Not, Strong Argument First or Last, One-
Sided or Two-Sided Argument
• When to use the Following?
• Personal Communication Channels, Advertising,
Atmospherics, Events, Celebrity, Brand ambassador
• Setting Promotional Budget:
• Methods: Affordable, Percentage of Sales, Competitive
Parity, Objective & Task
• What Metrics are used to measure IMC effectiveness?
IMC CONSIDERATIONS
• Nature of Promotion tool
• Promotion Mix Strategy
• Socially Responsible IMC
• Advertising & Sales Promotion
• Avoid false or deceptive advertising
• Avoid bait & switch advertising
• Cannot favor customers through promotions
• Promote socially responsible messages.
• Personal Selling
• Salesperson should not lie, cheat or mislead customers
• B2B Personal trade
• No bribing
• Should not obtain/reveal trade or technical secrets
• Should not say wrong things about competitors
THANK YOU
Any Questions?
SESSION 17
PROMOTION DECISIONS
[Link]@[Link]
ADVERTISING
• Advertising
• Communicating the value proposition by using paid
media to inform, persuade, and remind consumers.
• Ancient Practice dating back to medieval times
• Largest advertising Spenders also include not-for-profit
organizations, professionals, and social agencies
ADVERTISING DECISIONS
• Advertising Strategy = Message + Media
• Advertising Message
• Breaking through the Clutter
• Making Ads Entertaining and Useful
• Advertainment: [Link]
• Brand Integrations: [Link]
• Native Advertising: [Link]
MESSAGE STRATEGY
• Developing a creative concept with right advertising appeal
• Meaningful, Believable and Distinctive
• Proper Tone, Illustrations, Headlines and Wording.
• Incorporate UGC when required
• Message Execution
• Slice of Life – Product used in everyday use (IKEA)
• [Link]
• Lifestyle – Product fits a lifestyle (Nike)
• [Link]
• Fantasy – Creates a fantasy around product (Axe)
• Mood/Image – Builds mood/image (beauty, love, pride) (OfficerChoice)
• Musical – People/characters singing about product (DairyMilk)
• [Link]
• Personality Symbol – Character represents product (Pillsbury Doughboy)
• Technical Expertise – Shows company’s skill (Apple, BMW)
• Scientific Evidence –Scientific proof for effectiveness (Dettol)
• [Link]
• Testimonial/Endorsement – Believable source endorses (Mannapuram)
MEDIA STRATEGY
• Determining Reach, Impact, & Engagement:
• Use of multi-media Strategy
• Paid, Earned, Shared and Owned Media
• Selecting Specific Media Vehicles
• Budgetary considerations in multi-media strategy
• Deciding on media timing
• Purchasing behavior of consumers
• Evaluating Advertising Effectiveness
• Measuring ROI
• Measuring consumers response for Ads
• Other Advertising Considerations
• Responsibility for handling Advertising
• International Advertising Decisions
• Standardization in advertising
PUBLIC RELATIONS
• Building good relations with various company publics including
consumers, the general public, investor, donor, and government.
• Press relations- Placing newsworthy information in news media
• Brand publicity- Publicizing specific products and brands
• Public affairs - Maintaining national/local community relationships.
• Lobbying- Maintaining relationships with legislators/government
officials to influence them
• Investor relations- Relation with shareholders/financial community
• Development- Working with donors/nonprofits to gain support
• PR can be a powerful brand building mechanism
• Major PR Tools:
• News
• Special Events
• PR Material - Audiovisual Material, Corporate Identity Material,
Social media posts
• Public Service Activities
PERSONAL SELLING
• Engaging with customers/prospects to drive sales & build
relationships
• Approaches:
• Creative Selling, Team Selling, Value Selling, Social selling,
Insight selling
• Activities Involved
• Prospecting, Communicating, Selling, Servicing, Information
gathering, and Relationship building.
• Role of the Sales Force
• Linking the Company with Its Customers
• Coordinating Marketing and Sales
• Steps in Sales Force Management
SALES PROMOTIONS
• Consists of short-term incentives to encourage the
purchase or sales of a product or service.
• Types
• Consumer promotions: Targeting final buyers
• Samples, Coupons, Rebates (Cash Refund), Premiums (Goods
offered for free or low cost), Promotional products, POP
promotions, Contests, sweepstakes, and games, Event sponsorships
• Trade promotions: Targeting retailers and wholesalers
• Discounts, Allowances, Free goods, Advertising goodies
• Business promotions: Targeting business customers
• Conventions, Trade shows and Sales contests.
• Sales force promotions: Targeting sales force members
• Decisions on Developing the Sales Promotion Program
• Type of promotions to use & Conditions for participation
• Size of the incentive & length of the promotion
• Promoting the promotion program & Evaluating the impact
THANK YOU
Any Questions?
SESSION 18
BEYOND THE BEAN
[Link]@[Link]
PLANNING OVERVIEW
ENVIRONMENTAL & SITUATIONAL ANALYSIS
GOALS, STRATEGIES, & METRICS
THANK YOU
Any Questions?