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Promotional

strategies followed in
retail sector
Quick
Question
Name of the retail store.
ANSWE
R
Retail company 7-ELEVEN Inc. :
Headquarters in Dallas, Texas. Operating
Parent Company, Seven Eleven Japan
Co. Ltd., is headquartered in Tokyo.
Slogan : Oh, thank heaven for seven
eleven.
Any communication by a retailer
that informs, persuades, and/or
reminds the target market about
any aspect of that firm.
Retail
Promotion
Planning a Retail
Promotional Strategy
Promotional Objectives
Increase sales
Stimulate impulse and reminder buying
Raise customer traffic
Get leads for sales personnel
Present and reinforce the retailer image
Inform customers about goods and
services
Popularize new stores and Web sites
Capitalize on manufacturer support
Enhance customer relations
Maintain customer loyalty
Have consumers pass along positive
information to friends and others
Quick
Question
Name the diversified German retail
group that was established in 1964
by Otto Beisheim and currently the
fifth-largest retailer in the world ?
ANSWER
METRO AG headquartered in
Dusseldorf, Germany. The slogan is
Made to Trade.
Elements of the Promotional
Mix
Impersona Personal
l
Paid
Unpai
d

*SEM Search Engine Marketing


Public Relations
Public Relations - Any communication that
fosters a favorable image for the retailer
among its publics
Non-personal or personal
Paid or nonpaid
Sponsor-controlled or not

Publicity Any non-personal form of public


relations whereby messages are
transmitted through mass media, the time
or space provided by the media is not paid
for, and there is no identified commercial
sponsor.
Advertising
Paid, non-personal communication
transmitted through out-of-store
mass media by an identified
sponsor.

Medium
Newspapers, Magazines, Flyers
Direct Mail, www
Television, Radio
Billboards
Quick
Question
Wal-Mart operates in Mexico
as Walmex, in the UK as Asda,
in Japan as Seiyu, in Bompreco
in Brazil and in India as?
ANSW
ER
Best Price. The first store opened
inAmritsarin May 2012.
Walmart, the number one retail
company headquartered in
Bentonville, Arizona.
Slogan: Save money, Live Better.
Founder : Sam Walton
Oral communication with one or
more prospective customers for
the purpose of making a sale.
Personal Selling
Encompasses the paid
communication activities other
than advertising, public relations,
and personal selling that
stimulate consumer purchases
Sales
and dealer effectiveness.
Promotion
Types of Sales Promotions
POP
Contests
Sweepstakes
Coupons
Frequent Shopper
Prizes
Samples
Demo
Referral Gifts
Retailer Merchandize
Special Events
SALES MANAGEMENT
Efforts put forth to attain a companys sales
objectives.
Sales management can involve any of the
following activities:
(1) formulation of sales strategy through
development of account management policies,
sales force compensation policies, sales revenue
forecasts, and sales plan.
(2) implementation of sales strategy through
selecting, training, motivating, and supporting the
sales force, setting sales revenue targets.
(3) sales force management through development
and implementation of sales performance,
monitoring, and evaluation methods, and analysis
of associated behavioural patterns and costs.