lowe case study

1. Lowe's: Optimizing Marketing Communications
Group 3
Sec A

2. Overview

Founded in 1946

Home product retailer

Sales of $42.8B (2008)

Region : Canada & US

NGIS launched in 2009 to gain in kitchen
remodeling arena

3. IMC for NGIS

Next-generation installed sales

Kitchen Remodeling project initiative

End to End solution provider

Choice between Do it yourself (DIY) and Do it
for me (DIFM)

4. Objective of IMC




Become and stay top-of-mind for prospective
customer
Gain and hold awareness
Engage customer through the various touch
point across the buying cycle
Maintain healthy relation with customer and
grow base

5. Stages of customer decision process

6. Alternative 1

Heavy investment in Traditional Media
Television and Radio Ad
magazine and newspaper ads
Consumer promotion

Light investment in Digital Media
Promotion
Paid search and Digital displays
Social media promotion

7. Alternative 2
Heavy Investment in Digital Media

Paid search and Digital displays
Social media promotion
Web Based customer design tool
Digital Directs
Lighter investment in Traditional media

In store kiosks

8. Stage 1 – Incubation

9. Stage2 – Active shopping

10. Stage 3 – Post completion

11. Plan of Action

12. Plan of action

14. Thank You !