Ring Security: Analyzing Retail Strategy and Communication Objective

This report analyzes Ring Security's retail strategy, communication objectives, and sales tactics. It begins by examining the type of retail outlet used by Ring Security, considering factors from the textbook to understand the strategic issues involved. The report then describes the typical end-user profile and their environment. It identifies a communication objective for the brand and explores traditional and non-traditional promotional vehicles, integrating them to achieve the objective. The report details the steps a salesperson would take to close a sale, including specific questions. It proposes two sales promotions, explaining how they support the communication objective and how their effectiveness can be measured, along with the factors considered in choosing the promotions. The report also discusses the variable and fixed costs associated with the Ring Security product and explores two pricing alternatives that could be used with suppliers, explaining their effectiveness within the brand context.

“Ring Security”
Take-Home Assignment – Due Week 9
Please review the links below to become familiar with the Ring Security Doorbell product.
https://www.google.com/#q=succe
http://blog.ring.com/index.php/2014/09/26/scrappy-dedicated-humbled-proud-and-excited-the-
history-behind-ring/
Format: 2-4 pages, typed, double-spaced.
Hard copy.
1) Assess the type of retail outlet Ring Security Doorbell utilizes by reviewing the strategic issues in
retail (p. 455) Include in your response a description of the profile of the end-user and the
location in which they are placed.
2) As the marketing manager at Ring Security Doorbell, what might be your communication
objective that you would like to achieve to support the growth of the brand?
a. Using the factors essential in developing a campaign (pg. 518), omitting the cost and
availability factor) , what might the traditional and non-traditional promotional vehicles
be used to meet your communication? How will they be integrated?
3) Using the general steps in the personal selling process (pg. 548), how does/should a sales person
greet its customer in order to “close the sale?” Please be very specific in the questions that
would be asked.
4) Describe 2 sales promotions that could be used with Ring Security Doorbell (consistent with your
communication objection stated in Q. #2) How are they supporting your objective? How might
1

they be measured to understand their effectiveness? What factors (at least 2) did you consider
in determining the type of sales promotion to use?
5) What types of variable and fixed costs are involved in a Ring Security Doorbell product? Briefly
discuss 2 types of alternatives used in the pricing of business products (pg. 619) that might be
used with the suppliers to Ring Security. Why might the alternatives be effective with this
brand?
2