This document discusses using in-store displays, packaging, merchandising, window branding objects, and promotional presence to market products in physical retail locations.
Nex Gen Marketing is an outdoor advertising company established in 2007 in Pakistan. It provides a range of below-the-line (BTL) marketing activities including poster installations, direct store promotions, surveys, leaflet distribution, mobile promotions, sampling, and road shows. The company aims to promote its clients' brands throughout Pakistan using its network of professional marketing and merchandising staff. It offers various promotional services such as store promotions, merchandising, roadside activities, special events, and branded vehicle/float activities.
External Branding Concept – Hochschule für Wirtschaft und Recht BerlinJörg Sesselmann
This document outlines an external branding concept for Hochschule für Wirtscha und Recht Berlin (HWR Berlin). It discusses the need to establish a branding strategy and build a distinctive image to increase awareness and address problems of low awareness and an unfavorable image. The concept covers university marketing basics like target groups, target markets and developing a competitive differentiation strategy. It also defines external branding and its role in endowing a university's products and services with the power of its brand to differentiate it from competitors in the educational market.
Streamlining Freeze Drying Development with BTL BTL
BTL provides freeze-drying services including product characterization, formulation development, cycle development, and process optimization. Their team has extensive experience developing over 1000 products. They utilize two proprietary instruments, the Lyostat freeze-drying microscope and Lyotherm frozen state analyzer, to empirically determine critical product temperatures to inform development. BTL aims to establish a quantitative and science-led approach to streamline clients' freeze-drying processes.
Refined Branding helps clients determine their identity and communicate their brand consistently. Owner Adam Edelman has over 24 years of marketing experience. The company targets small and medium businesses and provides brand development consulting, marketing strategy and campaign development, and speaking engagements. Services include conducting a brand audit and creating a brand identity document, then managing brand messaging across marketing channels. Past clients include technology, healthcare, and services companies.
Illustrative strategy for driving in-store conversion in Tire Category. Includes evaluation of tire market structure, barriers to purchase, and in-store strategy to drive customer conversion.
The document provides an overview of the evolution of retail in India from historic rural markets to modern organized retail formats introduced by international players. It discusses the key characteristics of different types of retailers like department stores, specialty stores, discount stores, supermarkets/hypermarkets. The document also outlines some problems faced by organized retail in India such as competition, taxation issues, shortage of trained workforce and technology challenges. It lists some major Indian and foreign organized retail players operating in the country.
Nex Gen Marketing is an outdoor advertising company established in 2007 in Pakistan. It provides a range of below-the-line (BTL) marketing activities including poster installations, direct store promotions, surveys, leaflet distribution, mobile promotions, sampling, and road shows. The company aims to promote its clients' brands throughout Pakistan using its network of professional marketing and merchandising staff. It offers various promotional services such as store promotions, merchandising, roadside activities, special events, and branded vehicle/float activities.
External Branding Concept – Hochschule für Wirtschaft und Recht BerlinJörg Sesselmann
This document outlines an external branding concept for Hochschule für Wirtscha und Recht Berlin (HWR Berlin). It discusses the need to establish a branding strategy and build a distinctive image to increase awareness and address problems of low awareness and an unfavorable image. The concept covers university marketing basics like target groups, target markets and developing a competitive differentiation strategy. It also defines external branding and its role in endowing a university's products and services with the power of its brand to differentiate it from competitors in the educational market.
Streamlining Freeze Drying Development with BTL BTL
BTL provides freeze-drying services including product characterization, formulation development, cycle development, and process optimization. Their team has extensive experience developing over 1000 products. They utilize two proprietary instruments, the Lyostat freeze-drying microscope and Lyotherm frozen state analyzer, to empirically determine critical product temperatures to inform development. BTL aims to establish a quantitative and science-led approach to streamline clients' freeze-drying processes.
Refined Branding helps clients determine their identity and communicate their brand consistently. Owner Adam Edelman has over 24 years of marketing experience. The company targets small and medium businesses and provides brand development consulting, marketing strategy and campaign development, and speaking engagements. Services include conducting a brand audit and creating a brand identity document, then managing brand messaging across marketing channels. Past clients include technology, healthcare, and services companies.
Illustrative strategy for driving in-store conversion in Tire Category. Includes evaluation of tire market structure, barriers to purchase, and in-store strategy to drive customer conversion.
The document provides an overview of the evolution of retail in India from historic rural markets to modern organized retail formats introduced by international players. It discusses the key characteristics of different types of retailers like department stores, specialty stores, discount stores, supermarkets/hypermarkets. The document also outlines some problems faced by organized retail in India such as competition, taxation issues, shortage of trained workforce and technology challenges. It lists some major Indian and foreign organized retail players operating in the country.
The document discusses marketing concepts and trends. It introduces the 4 P's of marketing - product, price, place, and promotion. It then outlines several concepts in marketing and analyzes recent trends, including increased focus on customer experience, more effective measurement of marketing outcomes, greater use of video and social media, personalized marketing, and emerging technologies like chatbots and artificial intelligence. The conclusion emphasizes the challenges of influencing customers through creative marketing research and campaigns.
RETAIL IN STORE COMMUNICATION / VISUAL MERCHANDIZING Think As Consumer
The document discusses various visual merchandising initiatives undertaken by Reliance Value Format over the past 12-24 months. It describes campaigns like Cost-to-Cost during the Republic Day weekend in 2009 and Ghar Sajao Ghar Basao during Diwali period from September to December 2008. It provides details of the marketing strategies, visual elements used like banners, standees, and outcomes of these campaigns. The document emphasizes using visual merchandising to effectively communicate offers and enhance customer shopping experience.
The document discusses retail communication programs. It explains that the goal is to present a consistent brand image through various communication channels both in-store and outside. This includes advertising, promotions, store design, website, social media, and word-of-mouth. Developing an integrated marketing communication program is important to deliver a coordinated message. The document also outlines steps to plan a communication program such as setting objectives, budget, and determining the appropriate communication mix.
Este documento describe diferentes técnicas de comunicación bajo la línea (BTL) como el marketing de guerrilla, ambient marketing, street marketing, promociones de venta, trade marketing, marketing directo y sus características. Explica que las técnicas BTL son formas de comunicación no masiva dirigidas a segmentos específicos utilizando canales novedosos con creatividad. También describe objetivos, ventajas, limitaciones y ejemplos de cada técnica.
The document discusses several common conflicts that can arise in the workplace, including abuse of rank and power, backstabbing among peers, gender discrimination, and double standards. It provides examples and case studies to illustrate how these issues negatively impact workplace relationships, morale, and productivity. Potential solutions are presented, such as policies against discrimination, open communication, and recognizing individual merits rather than showing favoritism. The conclusion acknowledges that office politics are inevitable but that raising awareness and dealing with issues effectively can help improve workplace culture.
This document discusses retail marketing strategies. It explains that retail marketing refers to activities like advertising, promotions, and other elements of the marketing mix to promote awareness and sales. An effective marketing mix is crucial for retail success. It also discusses different marketing channels like above-the-line advertising using mass media and below-the-line techniques directly in stores. Some specific in-store marketing tools mentioned include coupons, loyalty programs, special discounts, and contests to attract customers. The document emphasizes creating a retail marketing calendar and using a variety of promotions and offers to boost sales.
Below the Line (BTL) marketing refers to engaging consumers through their senses rather than just communicating to them. It uses incentives, contests, sampling and other tactics to motivate consumers to act and develop an emotional connection with a brand. The goal is to "touch" consumers and give them a "taste" of the brand through relevant messaging delivered through their preferred media and times. Examples include a road trip promotion for Nissan vehicles, an interactive virtual bartender game for beer.com that drove massive traffic, and ABC partnering with Apple to offer downloads of "Lost" the day after broadcasts. BTL marketing is becoming more important as consumer control increases with tools like DVRs, iPods, blogs and social media that
Brands face new challenges as consumers demand simplification and risk reduction. Effective brand management is difficult due to savvy consumers, increased competition, and changing marketing tools. Marketers must have a deep understanding of customers and brands, and how the relationship between the two. The top 11 brand challenges include having a reactive approach, lack of accountability, inability to conclude initiatives, and unrealistic expectations. Strong brands provide clarity, consistency, and constancy - always communicating their unique value to customers.
Marketing and how atl and btl activity relate to marketing mc presentationSyed Salman
This document discusses Above the Line (ATL) and Below the Line (BTL) marketing activities and how they relate to marketing. ATL activities include television, radio, print media and billboards which allow mass communication. BTL involves more targeted and personal approaches like direct mail, events, promotions, and product demos to directly reach consumers. Both ATL and BTL techniques are used to effectively target customers depending on the product.
The document provides guidelines for appropriate business attire for men and women for interviews and business casual settings. For men, it recommends wearing a dark grey, navy or medium grey suit with a conservative silk tie and leather shoes for interviews. For business casual, it suggests polo shirts, button downs or sweaters with dress pants, chinos or linen pants. For women, it recommends a pantsuit or skirt suit in grey, navy or black with a conservative blouse and skirt at or below the knee with closed toe pumps under 3" for interviews. For business casual, it suggests blouses, sweaters or cardigans with dress pants, chinos or linen pants.
1. Business attire can be called as appropriate wear for an interview, for a professional job and dress code wear for work in an office environment.
2. Dress codes are written and more often, unwritten rules with regard to clothing.
3. Business attire for men includes a suit, jacket, shirt, trousers, tie, dark socks and dress shoes.
4. For women, business attire includes a suit or an ensemble of a skirt, dress slacks, or dress with a jacket, blouse, hosiery and closed toe shoes.
The document discusses marketing concepts and trends. It introduces the 4 P's of marketing - product, price, place, and promotion. It then outlines several concepts in marketing and analyzes recent trends, including increased focus on customer experience, more effective measurement of marketing outcomes, greater use of video and social media, personalized marketing, and emerging technologies like chatbots and artificial intelligence. The conclusion emphasizes the challenges of influencing customers through creative marketing research and campaigns.
RETAIL IN STORE COMMUNICATION / VISUAL MERCHANDIZING Think As Consumer
The document discusses various visual merchandising initiatives undertaken by Reliance Value Format over the past 12-24 months. It describes campaigns like Cost-to-Cost during the Republic Day weekend in 2009 and Ghar Sajao Ghar Basao during Diwali period from September to December 2008. It provides details of the marketing strategies, visual elements used like banners, standees, and outcomes of these campaigns. The document emphasizes using visual merchandising to effectively communicate offers and enhance customer shopping experience.
The document discusses retail communication programs. It explains that the goal is to present a consistent brand image through various communication channels both in-store and outside. This includes advertising, promotions, store design, website, social media, and word-of-mouth. Developing an integrated marketing communication program is important to deliver a coordinated message. The document also outlines steps to plan a communication program such as setting objectives, budget, and determining the appropriate communication mix.
Este documento describe diferentes técnicas de comunicación bajo la línea (BTL) como el marketing de guerrilla, ambient marketing, street marketing, promociones de venta, trade marketing, marketing directo y sus características. Explica que las técnicas BTL son formas de comunicación no masiva dirigidas a segmentos específicos utilizando canales novedosos con creatividad. También describe objetivos, ventajas, limitaciones y ejemplos de cada técnica.
The document discusses several common conflicts that can arise in the workplace, including abuse of rank and power, backstabbing among peers, gender discrimination, and double standards. It provides examples and case studies to illustrate how these issues negatively impact workplace relationships, morale, and productivity. Potential solutions are presented, such as policies against discrimination, open communication, and recognizing individual merits rather than showing favoritism. The conclusion acknowledges that office politics are inevitable but that raising awareness and dealing with issues effectively can help improve workplace culture.
This document discusses retail marketing strategies. It explains that retail marketing refers to activities like advertising, promotions, and other elements of the marketing mix to promote awareness and sales. An effective marketing mix is crucial for retail success. It also discusses different marketing channels like above-the-line advertising using mass media and below-the-line techniques directly in stores. Some specific in-store marketing tools mentioned include coupons, loyalty programs, special discounts, and contests to attract customers. The document emphasizes creating a retail marketing calendar and using a variety of promotions and offers to boost sales.
Below the Line (BTL) marketing refers to engaging consumers through their senses rather than just communicating to them. It uses incentives, contests, sampling and other tactics to motivate consumers to act and develop an emotional connection with a brand. The goal is to "touch" consumers and give them a "taste" of the brand through relevant messaging delivered through their preferred media and times. Examples include a road trip promotion for Nissan vehicles, an interactive virtual bartender game for beer.com that drove massive traffic, and ABC partnering with Apple to offer downloads of "Lost" the day after broadcasts. BTL marketing is becoming more important as consumer control increases with tools like DVRs, iPods, blogs and social media that
Brands face new challenges as consumers demand simplification and risk reduction. Effective brand management is difficult due to savvy consumers, increased competition, and changing marketing tools. Marketers must have a deep understanding of customers and brands, and how the relationship between the two. The top 11 brand challenges include having a reactive approach, lack of accountability, inability to conclude initiatives, and unrealistic expectations. Strong brands provide clarity, consistency, and constancy - always communicating their unique value to customers.
Marketing and how atl and btl activity relate to marketing mc presentationSyed Salman
This document discusses Above the Line (ATL) and Below the Line (BTL) marketing activities and how they relate to marketing. ATL activities include television, radio, print media and billboards which allow mass communication. BTL involves more targeted and personal approaches like direct mail, events, promotions, and product demos to directly reach consumers. Both ATL and BTL techniques are used to effectively target customers depending on the product.
The document provides guidelines for appropriate business attire for men and women for interviews and business casual settings. For men, it recommends wearing a dark grey, navy or medium grey suit with a conservative silk tie and leather shoes for interviews. For business casual, it suggests polo shirts, button downs or sweaters with dress pants, chinos or linen pants. For women, it recommends a pantsuit or skirt suit in grey, navy or black with a conservative blouse and skirt at or below the knee with closed toe pumps under 3" for interviews. For business casual, it suggests blouses, sweaters or cardigans with dress pants, chinos or linen pants.
1. Business attire can be called as appropriate wear for an interview, for a professional job and dress code wear for work in an office environment.
2. Dress codes are written and more often, unwritten rules with regard to clothing.
3. Business attire for men includes a suit, jacket, shirt, trousers, tie, dark socks and dress shoes.
4. For women, business attire includes a suit or an ensemble of a skirt, dress slacks, or dress with a jacket, blouse, hosiery and closed toe shoes.