pop communication- ppt

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Point of purchase communications Prof. Nenad Brkić Ass. Denis Berberović Marketing Communications

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Point of purchase communication

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Slide 1

Point of purchase communicationsProf. Nenad BrkiAss. Denis Berberovi

MarketingCommunicationsIntroductionThe Importance of POP CommunicationsObjectives and Tools of POP CommunicationsBusines InsightEffectiveness of POP CommunicationsStore ImageStore OrganisationProduct PresentationStore AtmospherePackaging

Overview of content:

A very powerful toolSignificantly influences on consumersHave to be particularly well integrated with sales promotions and distribution strategies1. Introduction

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Besides altering purchase intentions, the store environment also signicantly inuences consumer behavior in the sense that about 1. Introduction

of unplanned purchases can be attributed to the fact that the point-of-sales environment makes consumers recognize new needs while they are shopping.

It has been shown that, for instance, when advertising and POP communications are combined, as compared to using advertising only, sales increase by more than

1. Introduction

Also, the combination of POP and a price cut appears to have enormous advantages over and above the use of POP or price cuts only.

The BIG?

4 categories of purchase: The importance of POP communications

Generally planned purchaseSpecifically planned purchaseSubstitute product/brand purchaseUnplanned purchaseEntry Exit interviewsThe importance of POP communications

Point-of-purchase or POP advertising can be dened as any promotional material placed at the point of purchase, such as:

interior displays, printed material at shop counters or window displays.

The importance of POP communications

However, it also includes:

in-store broadcasts, video screen demonstrations, shopping-trolley advertising, shelf talkers, coupon dispensers, wastepaper baskets and interactive kiosks.

Objectives and tools of POP

The importance of POP communications

The store image, store design, the scent and the music in the store, the way the products are placed on the shelves and the packaging of the products form an integral part of POP communications.In short, POP communications involve all the aspects of the store and the store environment that can signal something to customers about the quality, price or product assortment, whether it is initiated by the retailer or by themanufacturer.The importance of POP communications

http://youtu.be/IUZGSYzEG2I

In-store Music: Background Noise or Sales Generator?http://youtu.be/IUZGSYzEG2I12The importance of POP communications

Attention and purchase motivation of different POP elements:

The importance of POP communications

Manufacturers should not only focus on their own needs and prots but also on those of the retailers. Collaborating with retailers to increase category sales instead of just the manufacturers own sales, differentiating the POP programme for different stores to give the retailer a unique programme, communicating and working with retailers can raise goodwill enormously and lead to real partnership.

Bussines insight:

http://www.reuters.com/video/2006/09/22/window-shopping-goes-hi-tech?videoId=2024VS.Strengths and weaknesses of certain POP communications formsEffectivness

The choice of the type of music can be adapted to specific target groups that shop at different times of the day:

older consumers shop during the day (play their hits),at noon, mostly hurried and/or stressed people pop in (calm music is called for), after four oclock teenagers take over (a bit louder and modern), andduring weekends it is mostly families who do their shopping. They want to shop efficiently and need fast music to create the illusion of a blitz visit. At the checkout they need slow music to create the perception of shorter queuing times.

Store Image

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Supermarkets creating the right atmosphere using music and smell have seen their turnover increase by as much as 40%.Store Image

Combining smell and music is even more effective. Fast music calls for citrus odours,Slow music connects with lavender,An individuals cognitions and emotions that are inferred from perceptions or memory inputs that are attached to a particular store and which represent what that store signifies to an individual.Store Image

While store image refers to a mental representation of all dimensions that are associated with a store, store personality is limited to dimensions that reect human traits.

Scale of personality:1. Enthusiasm (welcoming, enthusiastic, lively, dynamic).2. Sophistication (chic, high class, elegant, stylish).3. Unpleasantness (annoying, irritating, loud, supercial).4. Genuineness (honest, sincere, reliable, true).5. Solidity (hardy, solid, reputable, thriving).Store Image

Store Image

Divided into space areas or departments it can have an enormous impact on stores profitability.Maximising the selling space and minimising the non-selling space;Space allocation;Grouping the merchandise on the right place.Store Organization

Store cards combined with scanning data are important sources of information.

Supermarkets know whether you drink beer or wine, whether or not you use condoms, whether or not you are a vegetarian, whether or not you have pets, whether you buy vegetables or fruit in their store, etc.Store Organization

Shelf menagement:the product assortment, the space allocated to each product andthe shelf position.Product presentation

Store atmosphere

Store atmosphereRelation between store environment and consumer behavior

The packaging should try to attract and keep the consumers attention to be effectiveIt should possess an attention-grabbing color, an unusual size or form, or be novel or complexThe positive influence of large pack SizesPackaging

Thank you for your attention!Have a great day!