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RETAIL MANAGEMENT
RETAIL
SCOMMUNICATION MIX
RETAIL COMMUNICATIO MIX
Communication is an integral part of retailers marketing
strategy. Primarily communication is used to inform the
customer about the retailer, the merchandise and the service.
1) Sales Promotion.
1) Public Relation.
1) Personal Selling.
1) Direct Marketing.
RETAIL COMMUNICATIO MIX
ADVERTISING :
It can be any paid form of non-personal presentation and
communication through mass media.
A retailer may use advertising any of the following
objectives:
1) Creating awareness about a product or store.
2) Communicate information, in order to create a specific image
in customer’s mind, in terms of the store merchandise, price
quality, benefits etc.
3) Create a desire to want a product.
4) To communicate the store’s policy on various issues.
5) To identify the store with nationally advertise brands.
RETAIL COMMUNICATIO MIX
ADVERTISING :
1) To increase the sales of specific categories or to generate the
short term cash flows- by way of sales.
2) To reinforce the retailer’s corporate identity.
3) For advertising retailers may use any one or combination of
the following mediums:
a) Press advertising.
b) Posters and leaflets, broachers and booklets;
c) Point of purchase displays
d) Through medium like radio, television, outdoor hoarding and
the internet.
TYPES OF ADVERTISING MEDIA
Merchandise demonstrations
Premiums
Coupons
contests
RETAIL COMMUNICATIO MIX
COMMON RETAIL PROMOTION:
COUPONS: A coupons gives the buyer a reduction in the
price of specific merchandise or product at the time it is
redeemed. Coupons may be delivered through newspapers,
magazines, post, or in the products.