Retail Marketing for Don Don Donki

This presentation discusses the factors that can help the image of Don Don Donki, the strategic aspect of retail promotions, tactics to attract customers in the store and more. It also includes a budgeting plan for the promotional mix and references for further reading.

itle: Retail Marketing for Don Don Donk
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Introduction
Retail Marketing involves a wide range of
processes and activities that have to be
conducted for creating a brand awareness and
increasing the sales of the organization. But
with the evolution of the internet shopping, the
retail industry has been facing issues with the
crowd in the stores. The Don Don Donki has
recently been launched in Singapore, the
organization requires to create a brand image
and try to get maximum footfall in the stores.

actors that can help the image of Don Don Donk
The Don Don Donki is an
organization that has
discount stores under the
name of Don Quijote at
various parts of the world.
The approach of Don Don
Donki is of a wide variety of
products in one store, that
is, everything under one
roof concept. The
organization new store in
Singapore has to utilize
factors that attract the
Singaporean market into
the stores.
Factors
Location
Products
Pricing
Unique
Shopping
Experience

Location
The location of the store is in the Orchard Central mall. The
Orchard Central is a popular location and is considered as an
epicenter of Singapore. It is the most popular place for shopping
with a huge crowd all year long (Groeppel-Klein and Kamm, 2014).

Products
Don Don Donki offers the customers with a wide range of products majorly
Japanese. The people of Singapore have a strong fascination with the
Japanese products. The organization offers products like home goods, toys,
clothing, perfumes, confectionery, health products, bedding, bags,
cosmetics, and many others.

Pricing
The prices of the
Don Don Donki
are less in
comparison to
the regular
stores as it is a
discount store.
Also, in

Unique Shopping Experience
Don Don Donki offers a unique
experience to the customers by
providing them with store
services for 24 hours a day,
seasonal goods that are helpful
during festivals and a secured
parking space for the customers
(Ijaz, 2014).

he Strategic Aspect of Retail Promotion
Don Don Donki has been launched, but a major population of
Singapore is unaware of it, also because the store has been
launched with a different name. The organization required
effective promotional activities to create brand awareness
(Makandar, 2014).
Paid Impersonal
Communications
Paid Personal
Communication
Unpaid
Impersonal
Communication
Unpaid Personal
Communication

Paid Impersonal Communications
Advertising – Newspapers, Local Television
Channels, Billboards
Sales Promotions – Banners, Pamphlets.
Internet Shopping
Store atmosphere – attractive shelves and
friendly staff.
Community building
Paid Personal Communication
Personal Selling

Unpaid Impersonal Communication
Publicity is the activity to conduct
Unpaid Impersonal communication, for
example, spreading stories about the
store etc.
Unpaid Personal Communication
Mouth Advertising is the best approach
for this type of communication and good
mouth advertising is conducted by loyal
customers (Záboj, 2012).

Budgeting the Promotional Mix
Don Don Donki have to invest the maximum budget
on the Paid Impersonal Communication. Advertising
requires huge investment for creating a brand
awareness in a new geographical location.
The budget of the promotional mix will also include
the charges for an interpreter.
Implementing & Reviewing
All these practices have to be implemented according
to the latest trends that are being followed by the
competitors in the Singaporean market and the
proposed activities also have to be reviewed at regular
intervals, and necessary changes should be made if
required.

Tactics to Attract Customers in the Store
There are some effective tactics that can be incorporated by the
organization to attract customers in the store. They are-
A Perfect
Store
Layout.
Hiring
Trained
Employees
Customization &
Customer Value.
Offering
a Sale.

A Perfect Store Layout.
A well-designed store with attractive shelves
and lighting is important for attracting the
customer. The products should be displayed
accordingly and the pathway should be spacious
that leads the customers in the entire store
(Choonsup Hwang, 2015).
Offering a Sale.
A discount store offering a sale is a
jackpot. Publicize it with banners in red
highlighting the engaging words buy now,

Hiring Trained Employees
The store staff should inform and persuade the customer, to
drive the customer to make a purchase.
Customization & Customer Value.
Customization and Customer Value is the key to retail
store success. Make a customer by fulfilling their
needs and demands by offering them customization
that makes them feel valued (Vidhya, 2017).

Conclusion
The Don Don Donki have to utilize the
proposed retail factors, promotional
activities and tactics to create a brand
awareness in Singapore and also to
increase the crowd in the store. The
organization should also publicize about
their next store along with their
promotional activities of this store, as it will
have a bigger impact on the Singaporean

References Choonsup Hwang (2015). Consumer Attitudes toward the Sales Promotions
of Retail Apparel Stores With Respect to Purchase Intention. Journal of
Distribution Science, 13(3), pp.51-60.
 Groeppel-Klein, A. and Kamm, F. (2014). Space Utilisation and Retail Store
Image: How the Arrangement of Organic Foods Impacts on the Overall Image
of Retail Stores. Marketing ZFP, 36(2), pp.69-81.
 Ijaz, M. (2014). Efficient Digital Signage Layout as a Replacement to Virtual
Store Layout. International Journal of Information and Electronics
Engineering, 4(4), pp.30-40.
 Makandar, N. (2014). A Study on Referral Marketing. ELK Asia Pacific Journal
of Marketing and Retail Management, 1(1), pp.45-60.
 Vidhya, D. (2017). Consumer Shopping Behavior towards Retail Stores In
Coimbatore City. International Journal of Scientific Research and
Management, 1(1), pp.33-55.
 Záboj, M. (2012). Using RFID in supply chain and retail store unit.
Agricultural Economics (Zemědělská ekonomika), 51(No. 9), pp.427-434.