Walmart® is a unique hypermarket. Although it is the only store in USA that has
ID: 2491129 • Letter: W
Question
Walmart® is a unique hypermarket. Although it is the only store in USA that has a large selection of fast moving consumer goods, it is facing major sales problems due to fierce competition from K-mart®, Target®. The store advertises all year, but it advertises more heavily around back-to-school time for the school merchandise. They are considering to change some marketing decisions. Answer the following Questions: Walmart ® management wants to increase their sales by 20% in 2017. Which IMC tools would you recommend for an IMC plan designed to meet this objective and why? Specify the scheduling of the promotional efforts that should be followed by Walmart®. Using your knowledge about the social media, which tools Walmart ® should be using and why? Walmart ® are applying the global marketing concept. Explain the advantages of global marketing and advertising? Walmart ® are targeting children. What are the guidelines for advertising directed to children?Explanation / Answer
Ans 1) IMC stands for Integrated Marketing tools, since Walmart is facing stiff competition from K-mart and Target, I would like to advise that Walmart should use IMC tools like Advertisement tools , Internet marketing , Sales promotion to give a boost to their sales. Advertisement will give them an option of reaching to the mass in no time, they can do one thing instead of heavily advertising in back to school time, they can spread the time across the period giving more advertisements at the time of holidays such (Good Friday, other Festival time). They can also increase the speed of advertisement over the weekends since office going people, kids all of them will have time off and the no. of footfalls can be increased. Through the internet marketing, they can target those sites which most of the people uses, like, they can target Chegg website to show their advertisement relating the school items, since a lot of students refer this site, the same way they can target some beauty product sites to advertise their women related products. Through Sales promotions they can quickly change the customer behaviour, but Walmart must need to understand how effectively they can use this tool, since over usage of this tool has sometime dangerous outcomes, they can use this tool for short term period specially when there is weekends or when there is some festival time, offer might be like Buy 2 get 1 free, Buy 3 get 50% discount on next. Like this, they can use this tool but as stated not for long time but for shorter period specially over the weekends or on an festival time.
Ans 2) Walmart should advertise on television in a time zone of from evening 7 to night 10 o clock, since at that time most of the viewers can see it, they should advertise on radio as well again the same timing from evening 7 to night 10 o clock, they should advertise on News paper which highest sold. On internet they should tarhet those websites which are more frequently visited by the users. Over the weekend, they should start their sales promotional activities such as Buy 2 get 1 free, Buy 3 get 50% discount on next. On special timing of the year like Good Friday/ Christmas time they should come up with some unique offering like, If you shop on GoodFriday for more than USD 2000, you will get talk time of $100 in your mobile. (This is just an example). They can also select a lean day in a week, lets say Wednesday, on this day they should slash the price of their products by 1% on MRP just boost the sales in between of the week, they should advertise it in Newspapaer as well, so that most of the house holds can come to the store, they can also tie up with some brands and products which can only be purchased from Walmart chain. These are all some of the schedules they should follow.
Ans 3) For Social Media, I would say internet is the best option, advertising on Facebook, Twitter, Instagram would definitely bring masses to Walmarts and its products.
Ans 4) Global marketing and advertisement brings the whole worlds together, a product can easily reaches towards the world population, it can creates the demands for the products very quickly. Customer base can be increased in no time. It brings a lot of suggestions and modifications towards the base product so that it can suite a particular countries customs. It also gives a chance for expansion of business, expansion of product portfolio and even product width and hierarchy.
Ans 5) When your target audience are children then you have to be a bit more cautious with your content, You should not be using Jargons, usage of simple words, eye catching graphics can be used, advertisement should be made interesting so that children can follow it. No obscenity should be there in the advertisement. Not much action content should be there in advertisement, to the maximum effort make the advertisement simple, concise, easy to understand and eye catching.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.