Investigate a product with which you are familiar and which has undergone a rigo

Question

Investigate a product with which you are familiar and which has undergone a rigorous promotion. This can be any product from children’s toys to fast food to insurance products.

Describe the product.

Conduct research to identify and document the different promotional methods used for the one product.

How do you think the organisation conducting the promotion identified its target market?

Consider the promotion in terms of mix—was it effective or ineffective? Which parts of the mix were most effective?

Write 500–700 words explaining, as a result of your research, how and how well the product was promoted.

What do you think the objectives of the promotion were and do you think it is likely to have achieved those objectives? Explain why.

Explanation / Answer

Company chosen- Shoppers Stop- multi brand outlet.

Various promotion activities are used by Shoppers Stop as below and has been consistently effective due to it’s strength to analyse, interpret and understand the consumer behaviour and buying process and decision making. It has articulated it well to raise sales volume and profits to great extent, there by achieving it’s marketing and sales objectives:

Digital Marketing:

                                - Virality aspect- sharing what you like with friends through the app will spark of Facebook conversations.

          -Shoppers Stop celebrated the one million fans on Facebook milestone by giving a Rs 200 discount to all their Facebook fans.

                   - Online contest- SS invited people to tweet using the hashtag #sstweetstore to win a variety of different prizes, announced for specific milestone numbers

Advertising:

Events:

       opportunity to showcase their art and craft at Shoppers? Stop

       Customers shopping up to or more than a predetermined value would be eligible to enter a contest and win a holiday

Celebrity Engagements:

Website:

                                Designing apparels with use of funkiest props

                                Upload pictures and videos

                                Winner – Collection / label by his/her name

                                                Cash Prize – Rs. 50,000/-

                                Short stint at MTV Splitsvilla

Blog Marketing :

In Store Branding:

Reason for Success- Coherence in communication:

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