MKT353e Retail Management: Singapore Marketing Plan for Don Don Donki

This report explores retail marketing strategies for Don Don Donki in Singapore, focusing on factors to attract the Singaporean market and build brand awareness. It discusses the importance of location, unique shopping experiences, pricing, and product variety. The report also outlines strategic aspects of retail promotions, including paid and unpaid communication methods, and suggests a budget allocation for the promotional mix. Furthermore, it proposes tactics to attract customers, such as store layout, sales, trained employees, and customization. The conclusion emphasizes the need for Don Don Donki to utilize these strategies and publicize future store openings to maximize impact. Desklib offers a platform for students to access this and other solved assignments.

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.