2. Safeway’s Excellent Sales
Promotion
Description
Store wide
Holiday specific
Above aisle hanging
banners
Target Market
Anyone with
household purchasing
power and who also
identifies with
traditional American
holiday meals
3. Promo Brief: A call to Action
“Stock up on Holiday Items While
They’re on Sale”
Focus on price reduction
Establish sense of urgency
Drive consumers through store
Encourage mass purchase
4. Stopping the Consumer,
and Transmitting the
Message
Great Stopping Power
Recognizable brands or items
Relevant banner locations
Attention-getting colors
Aesthetic
Effective Transmission Power
Elements produce quick
transmission
Colors deliver accurate message
5. Persuade and Lock the
Consumer
Strong Persuasive Power
Items being promoted are significant and cross-
related
Sale time frame is limited, and nationally important
Pricing is competitive without compromising brand
equity
Good Locking Power
Banners placed near items
Cross-promotions stimulates action
Nestle Morsels AND C&H sugar are on sale…
6. How to Improve Position of
Safeway
Wal-Mart is the major price-point competitor
Use the name, logo, or tagline to take
advantage of the opportunity to change
consumers minds about the low price
potential of Safeway
8. Promo Brief
A call to consumers to purchase their gifts
through the Kmart layaway
Inform consumers of the Kmart layaway program
Embrace the holiday trends and attitudes
Increase customer purchases
Brand Kmart
9. How powerful is this promotion?
Acceptable Stopping Power
Big Dreams, Small Payments
Holiday Theme
Quick and Clear
Transmission
Get what you need, without
paying too much all at once
Modestly Persuasive
Get it now with layaway
Little Locking Power
10. How the Spearfish Kmart can
Improve
Increase the power and
effectiveness of the message
Add additional signage throughout
store
Place on high price electronics
Enhance Kmart competitive position
“Free” or “No Service Fee”
Transmit urgency
Specify a Time period
11. OUR LOCAL SAFEWAY
LAUNCHED A WONDERFUL
PROMOTIONAL DRIVE FOR THE
HOLIDAYS…
WE HOPE TO SEE THE SAME
FROM K-MART NEXT YEAR!
Questions?
Hinweis der Redaktion
During this time, a typical American family will consume a vast amount of the items (3-5 meals on average for 8-20 people per meal).(limits time between exposure and purchase)