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You As Consumers

Advertisers will always try to push the boundaries of what is acceptable because the more contentious an advertising campaign is, the more successful it is likely to be. Discuss. You As Consumers.

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You As Consumers

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  1. Advertisers will always try to push the boundaries of what is acceptable because the more contentious an advertising campaign is, the more successful it is likely to be. Discuss.

  2. You As Consumers • Write down at least 8 things that you want from a good retailer (a physical shop or an online shop) • Put these in order of importance

  3. Where do you do most of your toiletry shopping? • Why do you shop there?

  4. Name as many retailers as you can that sell toiletries Put the 5 most important ones onto the slips of paper

  5. Put your retailers rank order…. • Customer service • Number of stores and their location • Short queues (physical shops only!) • Safe buying with good refund/exchange policies • Store layout and size • Price • Range of brands, including the leading brands and quality own brands • Special offers • Incentives (such as reward cards) • Excellence for ‘special’ products (for Christmas, gift sets, holiday products) • Opening hours to suit your needs and/or a website • REPUTATION

  6. Boots • What does Boots sell? • Where can people shop at Boots? • Why do people shop at Boots? • Who shops at Boots? • What makes people shop at Boots rather than anywhere else?

  7. Why is it that the Sutton Coldfield Boots sells different products from the Chelmsley Wood Boots?What would you expect to be in either store?

  8. Who shops at Boots? • Can you think of the three types of women that shop at Boots?

  9. Woman A • She is over 55, works part time or retired, has lots of time to browse, her health is important. • She will use the pharmacy a lot. • She will tend to stick to brands that she knows are reliable, and she wil buy the same products year after year. • She will not buy things solely because they are on promotion. • She will usually pick brands that are the middle of the range • She expects good service. • She hates it when ranges change and the products she uses for years have disappeared. • She hates it when the shop’s layout is changed and she cannot find anything. • She is a loyal customer and will continue to shop at Boots as long as it has a good reputation.

  10. Woman B • She is a young mum who might be working. • She is normally pushed for time and it is vital that the aisles can accommodate her pushchair. • It is important that she gets the best for her baby, so it’s vital that the sales advisors and pharmacists have expert knowledge. She needs to trust the people she’s talking to. • Although she is not an impulse buyer, she will stock up on toiletries when there are promotions. • She probably will not want to spend a lot of money on cosmetics, but will buy a lot in the baby section. • She hates very busy stores where she can’t get in or out quickly. • She will have an Advantage Card.

  11. Woman C • She is an experienced shopper! • She does not have a family and so will have more disposable income than Woman B to spend on herself. • She wants a good store environment. • She will often respond well to the latest advertising and will expect her local store to stock the latest products. • She loves promotions and she does not have a lot of brand or retail loyalty – she will switch brands or buy her products from somewhere else if it is more convenient. • She is often pushed for time at lunchtime if she needs to stock up on essential toiletries; otherwise, she might take the time to browse. • She may have an Advantage Card.

  12. Why No “Bobs”? • Bobs (men!) bob in and out of stores. • Their wives/girlfriends/mothers may buy their toiletries. • If they buy their own, they tend not to have any store loyalty. • They nip in to the closest shop (which is likely to be a supermarket) and buy what they need at that time. • They are very unlikely to have an loyalty card for anywhere!

  13. Television Advertising • Boots Christmas Advert • Boots Summer Advert

  14. You have been appointed as the Marketing Director of “Boots”. What sort of advertising and marketing campaigns would you undertake to entice more shoppers like Women A, B and C into shopping at Boots?How would you encourage Bobs to shop at Boots?

  15. Homework • Supermarket - Saresh and Emily • Electrical store – Shafina and Imran • Toy shop – Aisha and Marieke • High street clothes shop – Ghazalah and Sana • Charity shop – Saira and Faiza • Department store – Hayley and Beth • Entertainment shop (sells CDs, DVDs and computer games) – Usman and Saara

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