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.

1. Retail Marketing
Prasanth PV
Prasanthpambadi@hotmail.com

2. MARKETING IN RETAIL
Retail marketing
Refers to the range of activities undertaken by a retailer to promote
awareness and sales of a company's products. It makes use of the common
principles of marketing mix which include, product, price, place and
promotion. Effective implementation of the marketing mix is crucial for
success in retail marketing.
Retail marketing manager who is responsible for
create footfalls in store and covert this in to ales and successful
implementations of all your marketing promotions & planning in time
frame with available resources, this will lead to enhance your instore
overall shopping experience .
Do you think this is an easy job ? while we are living in a highly competitive
retail market place
Turn around , you will find , all newspaper, TV , radio & out door
advertisements media are filled with
One word Sale , sale sale !!!

3. Generally major retail chains would have a centralized marketing office at
head office level and regional level office in regional level
Marketing office responsible for
Facilitate its various Sales & Promotional Activities to increase the sales and
turnover
 Developing Customers and retain existing customers .
 Implementation and controlling various sales promoting activates
 evaluating the results
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Marketing office taking decision on Advertising such as
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How much to spend,
What should be the message,
What media to be used
Evaluating the advertising effectiveness.
There are two main marketing activities in retails
ATL- Above the line
BTL – Below the line

4. STORE CATCHMENT AREA
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The geographical area from which trade to a store or centre is attracted;
the primary catchment area defines the area from which the vast majority
of shoppers (80-90%) tend to use a particular store or centre in preference
to other stores or centers.
So what ever money you are spending in terms promotion , or
communication to attract your customer should keep in mind about
length and width of your store catchment area
Reach of customer by
Walk
Car
Bus or Train

5. ATL-Marketing at
retail
News paper
Magazines
Radio
Television
ATL- Above the line (ATL) is an advertising technique
using mass media to promote brands. Major abovethe-line techniques include TV and radio advertising,
web and internet banner ads

6. BTL
Outdoor advertising
BTL-All advertising activity that is done at an outlet/retail
level as well as direct marketing. BTL activity is
designed to bring in awareness to a specific target
market. It includes store promotions, road shows,
flyers, placing stalls in malls, participating in
exhibitions, brochures, catalogues etc.
Window stickers
LED/LCD displays
Danglers
A4 inserters
posters
Rollup
 sticker
Instore banners
Truck Stickers
Outside Glass sticker
News Paper Inserters
SMS Marketing
E-mailing Marketing
Flyers / News Letters
Special Event arrangements

7. BTL TOOLS - INSIDE THE STORE
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Gift warping sheet
Trolley handle stickers
LED/LCD Displays
Ribbons with brandings
Lift/escalter and change room stickers
POS role with branding
Feed back form with branding
Store timings
Exit signage
Cash counter poster
Delivery counter posters
Parking area signage or poster for
advertisement promotions
Balloons with barding
Staff uniform with branding
Thank you signage
Exchange policy stickers
Carry bags with branding
STATIONARY WITH BRANDING
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Sheet with Branding
Letter Head
Compliment Slip
Business card
A4 envelope
Gift voucher with branding
Gift voucher envelope with branding

8. Branding and promotions
What is an advertisement
Simply An advertisement is any form of communication that is used to peddle or promote
a product, service or even an opinion.
What is retail promotions
Is broadly defined as any communication by a retailer that informs, persuades, and/or
reminds the target market about any aspect of that firm. Advertising, P.R., personal
selling and sales promotion are the 4 elements of promotion.
Retail promotion calendar
Promotional calendar is a list of some of the major holidays, observances, retail trends,
seasonal sales events and other happenings to help plan your store's retail
merchandising. A well planned marketing calendar will help you save your time and
manage all your marketing & promotions , will also help you to all necessery
arrangements before an event
Sales & Promotiosn
Back to school
New year
X-Mas
Summer cleaness
winter sales
End season sales
Month
Jan
Feb
Mar
April
May
Jun
May
Jul
Aug
Sep
June
Oct
Nov
Dec

9. RETAIL MARKETING TOOLS TO ATTRACT CUSTOMER
Loyalty
program
Retail
coupons
Special
discounts
Retail
Marketing
Tools
Retail
contest for
customers
Special
promotions
schemes

10. Retail coupons
A coupon is a ticket or document that can be exchanged for a financial
discount or rebate when purchasing a product, to be used in retail stores
as a part of sales promotions, retail coupons are a powerful tool to attract
customer in the store .
Distribution method
coupon envelopes, magazines, newspapers, Internet ,directly from the
retailer, and mobile devices
DIFFERENT KINDS OF RETAIL COUPONS
Discount for Next purchase
Will give a extra percentage of discount for next visit and purchase ,
this is will encourage customer to visit store again instead to visit
our competitor store

11. 2) DISCOUNT FOR A ABOVE LIMIT PURCHASE
Ex: Spend USD 20 get a USD 5 Off , encouraging
customers to spend more on store .
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CORPORARE GIFT VOUCHER REDEMPTION OPTIONS
This kind of Voucher allow the Employee, or other Partners who associating
with the firm to redeem at the store , there will be a mutual
agreement between corporate and Retail stores for a cretin period of time
or till the validity of a coupons

12. SPECIAL DISCOUNT PROMOTIONS
Special discounts or promotions are intended to boost the sales of store on non season time or newly
introduced and sell old merchandises or dead stocks .
Examples
 Buy one get one ( New product or old stocks )
 New arrival offers
 Was and now offers Tags ( Was USD 100 , Now USD 80 )
 50% discount for a special category etc
 Special season discount : festival seasons, or special day offers like: X-Mas, Newyear , Valentines day offer , Mothers day offer , teachers day offers

13. CONTEST FOR RETAIL CUSTOMERS
Everyone love gifts and want be winner –use your promotion based on this magical
mantra, The result will be happy customers and busy cash registers and valuable
customer data base
RETAIL LOYALTY PROGRAMME
Loyalty programs are structured marketing efforts that reward, and therefore
encourage, loyal buying behavior – behavior which is potentially beneficial to the firm .
Benefits:
 Retain customer
 Understating buying patterns of customers
 Data base for E-mail and SMS marketing
 Always allow us to being touch with customers

14. THANK YOU
PRASANTH PAMBADI
Prasanthpambadi@hotmail.com