Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
EVALUATING HOLIDAY
SALES PROMOTIONS
Leah Bothamley, Carrie Lewis, and Chris
Day
SAFEWAY’s “Great Value”
vs.
KMART’s “Dream...
Safeway’s Excellent Sales
Promotion
 Description
 Store wide
 Holiday specific
 Above aisle hanging
banners
 Target M...
Promo Brief: A call to Action
“Stock up on Holiday Items While
They’re on Sale”
Focus on price reduction
Establish sense...
Stopping the Consumer,
and Transmitting the
Message
 Great Stopping Power
 Recognizable brands or items
 Relevant banne...
Persuade and Lock the
Consumer
 Strong Persuasive Power
 Items being promoted are significant and cross-
related
 Sale ...
How to Improve Position of
Safeway
 Wal-Mart is the major price-point competitor
 Use the name, logo, or tagline to take...
Kmart Holiday Sales Promotion
 Description
 Store wide
promotion
 Holiday theme
 Kmart branding
 Target Market
 Kmar...
Promo Brief
 A call to consumers to purchase their gifts
through the Kmart layaway
 Inform consumers of the Kmart layawa...
How powerful is this promotion?
 Acceptable Stopping Power
 Big Dreams, Small Payments
 Holiday Theme
 Quick and Clear...
How the Spearfish Kmart can
Improve
 Increase the power and
effectiveness of the message
 Add additional signage through...
OUR LOCAL SAFEWAY
LAUNCHED A WONDERFUL
PROMOTIONAL DRIVE FOR THE
HOLIDAYS…
WE HOPE TO SEE THE SAME
FROM K-MART NEXT YEAR!
...
Upcoming SlideShare
Loading in …5
×

Safeway vs. Kmart, A Holiday Sales Promotion Evaluation

715 views

Published on

Published in: Business, Self Improvement
  • Be the first to comment

  • Be the first to like this

Safeway vs. Kmart, A Holiday Sales Promotion Evaluation

  1. 1. EVALUATING HOLIDAY SALES PROMOTIONS Leah Bothamley, Carrie Lewis, and Chris Day SAFEWAY’s “Great Value” vs. KMART’s “Dream Big”
  2. 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. 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. 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. 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. 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. 7. Kmart Holiday Sales Promotion  Description  Store wide promotion  Holiday theme  Kmart branding  Target Market  Kmart customers  Holiday shoppers  Shoppers on a budget
  8. 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. 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. 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. 11. OUR LOCAL SAFEWAY LAUNCHED A WONDERFUL PROMOTIONAL DRIVE FOR THE HOLIDAYS… WE HOPE TO SEE THE SAME FROM K-MART NEXT YEAR! Questions?

×