Marketing & Operation Manager Campaign Plan and Strategy

This case study presents a marketing campaign plan and strategy developed for multimedia retail stores. The primary objectives are to increase the average value spent per transaction by 15% and improve traffic by 10%. The campaign plan involves understanding the existing marketing strategy, analyzing competitor strategies, establishing sales training for employees, and directly involving customers in the marketing efforts. The plan outlines media channels, integrated marketing communication, positioning, and various promotional mechanics such as cashback promotions and in-store coupons. The study also emphasizes five steps to improve sales in each store, including sales training, loyalty programs, online/social presence, mobile point-of-sale systems, and location-based mobile marketing. Recommendations include using a campaign management system and measuring customer satisfaction through surveys. The provided solution is a comprehensive guide for implementing a successful marketing campaign in the retail sector.

MARKETING &OPERATION MANAGER
FOR MULTIMEDIA RETAIL STORES
MARKETING COMPAIGN PLAN AND STRATEGY
Name
Institutional affiliations

 To increase the average value spent per person per
transaction in the store by 15%
 To improve the tariff by 10%
 Bring back store to the consumers expectations of their
mind through promotion
 To attract potential and loyal customers who may come to
our stores and wish to buy
OBJECTIVES

 Understand the existing marketing strategy of the company
 Get to know what the company rivals apply as their
marketing strategy
 Establish a sales training forum for employees
 Establish ways to involve customers directly in our
marketing strategy
Main agenda

 In order to establish a well laid plan for market campaign
there are several steps for effective campaign (Ayers, &
Odegaard, 2017).
 Media channels( TVs, radios and news paper for advertising
the brands )
 Integrated marketing communication
 Positioning
 Touch points
 Communication process diagram
 Promotions
COMPAIGN PLAN

 There are some mechanics that are best in promotions
which includes
 Cashback promotions
 Money back guarantee/try me free
 In-store coupons
 Click to win
 Gift with purchase
This promotion mechanics ensures that the customers are
attracted to the stores and thus making more sales (Wansink,
2017)
Promotions

 Invest in sales training
 Gift cards and loyalty programs
 Online /social
 Mobile point of sales systems
 Location based mobile marketing
in order to improve profit margins there are five steps
 Watch out for scrap and spoilage and wastage
 Cut low margin client ,products or services(Kahn, Inman, & Verhoef, 2018). The
saved money and time are invested on the higher producing parts of the
business
 Retention
 Up sell and cross sell to increase average unit sale
 Velocity matters
FIVE STEPS TO IMPROVING SALES IN EACH
STORE

 Use campaign management system (CMS) which is a
software solution dealing with marketing online which is also
a 360 strategy (Williams,& Williams, 2017)
To measure customers satisfaction use the following steps;
 Outline your goal and make a plan
 Create a satisfaction survey for customers
 Choose your survey triggers and timing
 Analyze the survey data
 Make adjustment and repeat
The employees should be given the sales training
RECOMMENDATIONS

1. Kahn, B. E., Inman, J. J., & Verhoef, P. C. (2018). Introduction to
Special Issue: Consumer Response to the Evolving Retailing
Landscape. Journal of the Association for Consumer Research,
3(3), 000-000.
2. Williams, R. L., & Williams, H. A. (2017). Vintage Marketing
Differentiation Categories and Groupings. In Vintage Marketing
Differentiation (pp. 19-29). Palgrave Macmillan, New York.
3. Ayers, J. B., & Odegaard, M. A. (2017). Retail supply chain
management. CRC Press.
4. Wansink, B. (2017). Healthy Profits: An Interdisciplinary Retail
Framework that Increases the Sales of Healthy Foods. Journal of
Retailing, 93(1), 65-78.
REFERNCES