DMart IMC
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This document analyzes DMart's current positioning and customers, and proposes ways to target an emerging affluent customer segment. It identifies DMart's current customers as value-conscious and price-sensitive. Competitors use effective promotional campaigns. The document recommends positioning DMart as focusing on "smart purchases" and "bigger savings, better life" to target time-starved, achievers aged 25-50 in metropolitan and tier 1/2/3 cities. It proposes a digital, OOH, and broadcast advertising campaign using the agency Xebec to spread awareness, enhance image, and strengthen brand associations of value and quality.
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The document discusses the stages of new product development including idea generation, screening, testing, development, marketing strategy development, and commercialization. It notes that new products often fail due to poor marketing research, technical problems, insufficient market efforts, bad timing, targeting the wrong group, unrealistic forecasts, and insufficient awareness. The presentation covers defining new product categories, the new product development process, and reasons for new product failures such as poor marketing research and technical problems.
Shoppers Marketing
This document provides information about Heritage Foods, an Indian supermarket chain. It summarizes Heritage's store presence in Hyderabad, Bengaluru, and Chennai, customer demographics including most customers being ages 25-55 with monthly incomes over 30,000 rupees, and store formats ranging from 2500-6000 square feet. It also outlines Heritage's branding and marketing partnership opportunities available to other companies, including various in-store media placements and promotional campaigns.
Pandora - Pithos FINAL
The document outlines a marketing campaign for Pandora to become the preferred luxury jewelry brand for the holiday season. It identifies three key customer segments - Sentimentalists, Expressionists and Male Gifters. The campaign will run from November to December with a $16 million budget. It will employ a multi-channel strategy including TV, addressable TV, print, social media, influencers, and programmatic digital ads to build awareness, consideration and purchase among the target segments. Objectives are to improve brand perception and drive in-store sales. Measurement will assess awareness, intent and sales lifts before, during and after the campaign.
Insight Fuelled Shopper Marketing - Engage Shopper Marketing
This document provides information about the Insight Valley Asia 2013 conference on May 16-17 in Bangkok, Thailand. It discusses topics that will be covered at the conference including understanding shopper behavior, integrating marketing approaches, defining consumption opportunities, and promoting brands effectively in stores. The conference aims to help consumer goods companies identify growth opportunities and savings through the application of shopper marketing insights.
Brand Strategy Vs Marketing Strategy .pdf
Unveiling the Power of Brand vs Marketing Strategies and master your business's success with expert insights. Read an in-depth article on this!
Squeeze that lemon!
The document provides advice for startups on focusing their efforts, marketing effectively, and optimizing sales during an economic recession. It recommends that startups (1) focus on a small, targeted niche to succeed without needing many resources, as focusing allows avoiding direct competition with larger players; (2) leverage low-cost and targeted marketing strategies like building expertise in their niche and prioritizing customer satisfaction to continue attracting customers during a recession; and (3) experiment with pricing, sales strategies, and key metrics to optimize revenues and conversions.
Similar to DMart IMC (20)
Developing of New product and Marketing product -Flying pods
Developing of New product and Marketing product -Flying pods
Rhesa Yogaswara - The Role of Modern Store as Consumer’s Brand Decision
Rhesa Yogaswara - The Role of Modern Store as Consumer’s Brand Decision
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Insight Fuelled Shopper Marketing - Engage Shopper Marketing
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Get admission in various courses and boost your employment opportunities.
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janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Mastering SEO for Google in the AI Era - Dennis Yu
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Design an eye-catching and inviting booth
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Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
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Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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Get admission in various courses and boost your employment opportunities.
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DMart IMC
- 2. THE STORY SO FAR.. Founded on May 2002 by Radhakishan Damani, under Avenue supermarts ltd. 132 Stores across India. 53% revenues from food and grocery items & 21% from other fmcg products. Best in industry CAGR (40%) Best inventory turnover (14.18) Product prices 5-6% lower than all listed competitors. Our secret “Doing small things repeatedly & consistently” Positioning gives cues of “cheap/cheapest products” Expansion is a challenge with current positioning
- 3. THE ANALYSIS (Customers) CURRENT CUSTOMERS: • Value conscious. • First time consumers. • Price sensitive. • Promotions sensitive. • Content with no frills setup and limited choice. • Deals, promotions, word of mouth KPI.
- 4. COMPETITORS Highly competitive space. Competitors strive for cost leadership. Festivity based promotional campaigns (Big Bazaar Ganpathi, #dildar Diwali) Affective message strategy used for promotions by Big Bazaar, Reliance fresh. Informative communications used by online competitors and small scale retailers.
- 5. COMMUNICATIONS Catalogue/pamphlet based communications. Regionally focused promotions. Informative pamphlets, catalogues placed between regional newspaper and e- newspapers. Absence of any Pan India brand promotions. Focus on “daily discounts” Minimum focus on design,
- 6. OPPORTUNITY ANALYSIS “Emerging affluent middle class” • Expected to be responsible for almost 34% of retail consumption by 2025 (BCG) • Essential to locate and target this segment.
- 7. THE TARGET MARKET • Emerging affluent • Rurban • Time starved • Achievers • Experiencers • Affluent, Aspirers. • Age 25- 50. • Metropolitan,Tier 1, Tier 2 & Tier 3 cities. GEO. DEMO BEHAV. PSYCH. (VALS)
- 8. THE POSITIONING Value-Based Positioning. Focus on ‘smart purchases’. Positioning statements “Buy Smart, Save Big” ‘Bigger Savings, Better Life”
- 9. DAGMAR Awareness is low especially in Metropolitan and Tier 1 cities. Customers are aware of the “cheap/low price” cues but need to be informed about the “value based positioning” Establish a superior brand promise “quality is our default, price is our effort” Motivate our target segment to make purchase decisions, using the “smart purchase” and “better life” positioning.
- 10. OBJECTIVES Spread Brand Awareness Enhance Brand Image Strengthen Brand Associations (Smart purchase, value)
- 11. BUDGET Objective and Task Approach
- 12. ADVERTISING AGENCY XEBEC - Full service agency.
- 14. MESSAGE STRATEGY Pre-emptive messages Emotional Advertising Comfort Advertising
- 16. MEANS-END CHAIN Smart & value for money purchases, Presence across cities Better standard of life,Bigger savings Less Search Cost , High Reliability , High Assurance Happiness, Wisdom, comfortable life,Happy Life High Social Acceptance Self Fulfillment
- 17. Media class OBJECTIVE Spreading Brand Awareness Enhancing Brand Image Strengthen Brand Associations (Value, Made in India, Quality) Class Digital(#HumansofDMart (Twitter, Facebook, Instagram)) OoH(Billboard/Pamphlet Poster (Buy Smart, Save Big) E-City flyover, Kanakapura road, Banerghatta main road (Jayanagar),HAL Old airport road, Begur Main Road.) Broadcast (Video Campaign (Youtube, Television))
- 18. PRESS RELEASE
- 19. #Humans of DMart
- 20. ATTENTION – TARGET MARKET INTEREST DESIRE ACTION
- 21. Media Vehicle YouTube page DMart will be created. Video will be advertised through YouTube, Hotstar, Amazon Prime. Television channels • TV9 News ( 8 pm - 9pm slot) • Colors Kannada ( 8pm – 9pm slot) LINK : (PASTE LINK HERE)