1. EVALUATING HOLIDAY
SALES PROMOTIONS
Leah Bothamley, Carrie Lewis, and Chris
Day
SAFEWAY’s “Great Value”
vs.
KMART’s “Dream Big”

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

7. Kmart Holiday Sales Promotion
 Description
 Store wide
promotion
 Holiday theme
 Kmart branding
 Target Market
 Kmart
customers
 Holiday
shoppers
 Shoppers on
a budget

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?