Southern New Hampshire University In Store Marketing Experiences Discussion Week 4: Marketing Initial Discussion Post (1-2 paragraphs) This week, consider

Southern New Hampshire University In Store Marketing Experiences Discussion Week 4: Marketing Initial Discussion Post (1-2 paragraphs)

This week, consider a recent purchase you made in a store. It could be a bottle of soda, a pack of gum, or a major purchase such as a TV or appliance. How was the product you purchased promoted in-store? Was it part of a separate display? Was there specific signage promoting the product? Did the in-store promotion influence your purchase? In your initial post, describe the product placement, packaging, signage, and competing products.

In your response to students 1 and 2 posts, contrast the in-store marketing of the product you discussed with those your classmates described. Make sure you explain the ways in which it was similar and the ways in which it was different.

For your initial post, do the following:

Write a post of 1 to 2 paragraphs.

In week 4, complete your initial post after reviewing the week 4 overview, video, and glossary.

In Modules Two through Eight, complete your initial post with NO plagiarism; all assignments will be ran through the third party plagiarism tool.

Consider content from other parts of the course where appropriate (these are attached). Use proper citation methods for your discipline when referencing scholarly or popular sources.

Response – Student 1: (1 paragraph)

My most recent purchase in a store was at my local ShopRite. I was going to buy some groceries for a small family BBQ I was having because the weather here in NY finally started to take a turn for the better. The groceries in which I purchased that day did not have separate displays or specific promotions. However, the promotions that were advertised were minor sales for customers who had a price plus card. If you’re not familiar with Shoprite, a price plus club is the supermarket’s rewards card. With that card you can redeem sales the store is advertising and earn points towards certain items. Two items in which were needed to make sure the BBQ was a success charcoal and lighter fluid. For these items there were placed in the seasonal department of the supermarket. The store had a display of a grill, charcoal, and all other necessities needed for a BBQ. They even had a patio set they were advertising. Seeing the display of all summer necessities did draw my attention to their products. I even added a couple of seasonal items that weren’t on my list to my purchase. There were two different brands of charcoal next to each other. I decided to go with the ShopRite brand because it was four dollars cheaper than its competitor. This most definitely influenced my decision in purchasing this product.

Response – Student 2: (1 paragraph)

When considering a recent purchase from a store and how it was promoted, I can only think of Frito-Lay potato chips. They were located on an endcap, a few aisles over from the actual chip aisle, and had neon green and orange signs all over that said 2/$5. I do not look at store ads, but the signs did say “as advertised”. The signs did influence my purchase because like most, I love potato chips of all varieties and so does my family. We all know Frit-Lay products have vibrant colors, and images of the chips to grab its customers attention. My choice in chips were dictated by my family, as they wanted Cheetos and Classic Lays potato chips. Cheetos, have that orange and red packaging with Chester Cheetah hanging out, grabbing Cheetos, while Classic Lays are all yellow, with Classic written on it with an image of the potato chips inside.

When looking at the competitor’s brands, there are the store brand and a brand called Backers. Neither have displays, or any promotional pricing. They are priced considerably less than Frito-Lay, but their packaging is less appealing. The store brand is just a generic look, with nothing really standing out to grab the consumers eye. Backers brand has a bit more colorful bags, but the imaging is not as good as Frito-Lay. When looking at the actual placement of chips in the chip aisle, when you enter the aisle it is Frito-Lay that you see first, which is what will grab consumers eyes. Followed up further down the aisle is Backers and the store brand.

I know as a bread vendor we consider that first shelving location to be a prime spot to sell products and it is considered a hotspot because that is what consumers typically see first when they enter the aisle. Frito-Lay has a prime location to sell their product and it catches the consumers eye. There are many products throughout this store strategically placed and promoted, such as an Oreo display near the milk.

Thank you all for taking the time to read my post. I look forward to comparing and contrasting the different in-store marketing strategies of products!

For your response posts, do the following:

Reply to students 1 and 2 outside of your own initial post thread.

In week 4, complete your two response posts for students 1 and 2 with no plagiarism; all work will be ran through the third party plagiarism tool.

Demonstrate more depth and thought than saying things like “I agree” or “You are wrong.” Week 4 Overview
Companies have many different channels, or distribution options, to sell and
promote their products and services. One of the key decisions a company
needs to make is where its goods will be available for sale. This decision will
inform channel marketing and distribution strategies. There are three
overarching elements that a company uses to make the decision as to where
to sell its products. The first is determined by the product price. Companies
set prices based on the costs to make and distribute the product or goods and
the percentage of profit the company chooses to make on that good. For
example, an article on profit margins reports that iPhones have close to a 50%
profit, Nike’s products yield about 43% profit, and 40% of every McDonald’s
cheeseburger is profit (Sherman, 2013). The second element of consideration
is the amount of sales support the product will need. For example, if the
product is something like salad dressing purchased from the supermarket, it is
considered to be self-service, whereas if the product is something more
complex or the consumer needs additional information to use it, such as a car
or a Mary Kay cosmetic product, then the product requires a sales force.
Finally, a company needs to review who the consumers are in the target
market(s) for its product and make decisions about where and how
consumers in this target market prefer to shop. The company then aligns its
marketing choices with those consumer preferences.
Companies can choose to sell their products through a variety of channels
including retail, wholesale, e-commerce (online sales via the internet), and mcommerce, that is, commerce using hand-held wireless devices such as
smartphones and tablets. Retail sales include in-store locations and direct
marketing. Direct marketing includes door-to-door sales, direct mail, and
catalog marketing.
Once a company has identified the channel(s) through which a product will be
sold, it needs to make decisions about the market channel to promote the
product. For example, for an item that will be sold in a retail store, the
company needs to consider packaging and in-store signage. It also needs to
understand the characteristics of the retailers selling their goods to identify
opportunities for preferred product placement and possible situations for sales
promotions or coupon or discount use.
The video Pet Supply Shop Channels will cover the marketing channel
strategies that the pet supply store is considering as it rolls out the new
product. It will provide additional details about how companies make these
decisions.
Now, take a minute to review this week’s glossary.
Reference
Sherman, J. (2013). Spendy but indispensable: Breaking down the full $650
cost of the iPhone 5. Digital Trends. Retrieved from
http://www.digitaltrends.com/mobile/iphone-cost-what-apple-is-paying/
Module Four
Marketing Channels
Slide 1
Introduction
Slide 2
Scenario:
The channels companies choose to market through is a very important decision. Some
examples of these channels are TV, print ads, online, direct mail, social media, email, and instore specials. Many items must be considered, including the target market of the product, the
advertising budget of the company, the type of product being marketed, and the objective of
the campaign.
One of the challenges facing marketers is to make sure a company appearances or brand is
uniform across different channels.
In-store promotions are an important part of a consumer’s shopping experience. These signs
tell us where things are, what is on sale, and provides key selling points to try and persuade us
to purchase product A or product B. Effective in-store signage is large enough to read from a
distance, which means the font is easy to read, the word lettering is large enough, and the
colors provide adequate contrast. It is also concise and to-the-point.
Direct mail remains a valuable marketing tool for retail stores. As the amount of “junk mail”
goes down, the value of what is received goes up. When a retail establishment sends a mailer
with a coupon attached, the likelihood that it will get read increases even more. Direct mail
needs to be professional in nature and also should utilize compelling visuals to attract
attention. One of the challenges with direct mail is list segmentation. Companies need to make
sure they are sending the right flyers to the right group or they risk oversaturating the market.
The internet is a key place consumers go for information. Whether for product information,
reviews, or an address, companies must ensure that their online profile—from their website to
social media sites to review sites—is easy to find, easy to navigate, and as helpful as possible.
The first place for a company to focus is their own website. Developing a clean design with
straightforward navigation is a good start. Many companies leave space on the homepages for
“hero images” so they can rotate out featured products and announcements.
Marketing Channel Design
“Designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying
major channel alternatives, and evaluating those alternatives.”
,
Marketing channels
The channels through which products reach consumers. There are three primary ways: direct to
consumer, retailer to consumer, or wholesaler to consumer.
Ex: BJ’s Wholesale Club is able to sell goods to its customers at a
discounted rate by selling directly to the consumer. One reason this is
possible is because it charges a membership fee.
Channel Objectives
Different channels will yield different results. It is important to identify what the objectives are
for each channel that a company intends to use. Are they to move a large quantity of goods? To
create customer loyalty? To have a product be available in a widespread areas?
Ex: Mary Kay may use direct to consumer to build customer loyalty and
then turn to its online retail presence to provide easier ordering.
Distribution Channel
“A set of interdependent organizations that help make a product or service available for use or consumption by
the consumer or business user.”
Producer
Producer
Producer
Wholesaler
Consumer
Retailer
Retailer
Consumer
Consumer
Diagram from: Marketing, An Introduction, Armstrong and Kotler
Marketing Logistics and Supply Chain Management
Marketing Logistics: “Planning, implementing, and controlling the physical flow of materials, final goods, and
related information from points or origin to points of consumption to meet customer requirements at a profit.”
Supply Chain Management: “Managing upstream and downstream value-added flows of materials, final goods,
and related information among suppliers, the company, resellers, and final consumers.”
Inbound Logistics
Suppliers
Outbound Logistics
Company
Resellers
Reverse Logistics
Diagram from: Marketing, An Introduction, Armstrong and Kotler
Customers

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