EVALUATING HOLIDAY SALES PROMOTIONS

Leah Bothamley, Carrie Lewis, and Chris Day

SAFEWAY’s “Great Value” vs.

KMART’s “Dream Big”

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

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

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

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…

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

Kmart Holiday Sales Promotion

Description Store wide

promotion Holiday theme Kmart branding Target

Market Kmart

customers Holiday

shoppers Shoppers on

a budget

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

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

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

OUR LOCAL SAFEWAY LAUNCHED A WONDERFUL PROMOTIONAL DRIVE FOR THE HOLIDAYS…

WE HOPE TO SEE THE SAME FROM K-MART NEXT YEAR!

Questions?