Safeway vs. Kmart, A Holiday Sales Promotion Evaluation
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Safeway vs. Kmart, A Holiday Sales Promotion Evaluation
- 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?
Notas do Editor
- During this time, a typical American family will consume a vast amount of the items (3-5 meals on average for 8-20 people per meal).(limits time between exposure and purchase)