| Retailing and Wholesaling 405
Chapter 13 | Retailing and Wholesaling 405
needs bigger store numbers to defray that expense across more
3. Evaluate Tesco’s research efforts for the U.S. market. Did this stores. Indeed, the U.S. arm of Tesco lost $260 million on $550 mil-
research help or hurt?
lion in sales this year.
4. Will Fresh & Easy succeed or fail in the long term? Support Many analysts now speculate as to what will happen with Fresh
your answer.
& Easy as the economy shows signs of improvement. Leahy pre- dicts that by the time he steps down in March 2011, the economy
5. What recommendations would you make to Tesco for Fresh will have seen a “strong recovery.” But many economists and an-
& Easy?
alysts aren’t so optimistic about what the future holds for the gro- cery business. Dave McCarthy, a Citigroup managing director and
Sources: Simon Zekaria, “Leahy’s Work Not Yet Done,” Wall Street Jour- former Tesco employee, provides cautionary advice for Tesco. “The
nal, June 8, 2010, accessed at www.wsj.com; Paul Sonne, “Tesco’s CEO- sector is heading for its most difficult time in many years. Open- to-Be Unfolds Map for Global Expansion,” Wall Street Journal, June 9, 2010, p. B1; Judie Lannon, “Every Little Bit Helps: Fresh & Easy Brings 21st
ing programs are doubling, industry like-for-likes are currently Century Retailing to the US,” Market Leader, Autumn 2007, accessed at negative, and discretionary income is falling. And there’s uncer-
www.marketing-society.org.uk; Jeffrey Ball, “Tesco to Launch U.S. ‘Green’ tainty on how Tesco will deal with the changing industry environ-
Grocer,” Wall Street Journal, September 24, 2009, p. B4; Matthew Boyle ment. It will be interesting to see if [Tesco] maintains long-term
and Michael V. Copeland, “Tesco Reinvents the 7-Eleven,” Fortune, No- commitment to the United States if it continues to drain profits.”
vember 9, 2007, p. 34; Liset Marquez, “Customers Line Up at South On- tario Fresh and Easy,” Inland Valley Daily Bulletin, December 2, 2009,
Questions for Discussion accessed at www.dailybulletin.com.
1. Describe Fresh & Easy according to the different types of retailers discussed in the chapter.
2. As a retail brand, assess the Fresh & Easy retail strategy with respect to segmentation, targeting, differentiation, and positioning.
Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20)
Communicating
Customer Value Integrated Marketing Communications Strategy
Chapter Preview the need for integrated marketing communications. Finally, we discuss
In this and the next four chap-
the steps in developing marketing communications and the promotion the marketing mix tools—promotion. Companies must do more than
ters, we’ll examine the last of
budgeting process. In the next three chapters, we’ll present the spe- just create customer value; they must also use promotion to clearly and
cific marketing communications tools.
persuasively communicate that value. Promotion is not a single tool Let’s start by looking at a good integrated marketing communica- but, rather, a mix of several tools. Under the concept of integrated
tions campaign—the “Häagen-Dazs loves honey bees” campaign. marketing communications, the company must carefully coordinate
From TV and print ads and an engaging Web site to public affairs and these promotion tools to deliver a clear, consistent, and compelling
grassroots community events, the campaign employs a rich mix of pro- message about its organization and its brands.
motional elements that work harmoniously to communicate Häagen- We begin by introducing the various promotion mix tools. Next,
Dazs’ unique message and positioning.
we examine the rapidly changing communications environment and
Häagen-Dazs: A Beautifully Integrated Marketing Communications Campaign
H beating each other up on price in an increasingly frugal market- .helpthehoneybees.com, a kind of honey bee central where
äagen-Dazs is one of today’s top-selling super pre- Häagen-Dazs has created a full-fledged, beautifully inte- mium ice cream brands. But only a few years ago,
grated marketing communications campaign, using a wide the brand teetered on the verge of commodity sta-
range of media and PR elements that work harmoniously for tus. A glut of top ice cream brands had turned to
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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