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Supermarket promotional strategies skillfully

Paper Keywords: Using supermarket promotion strategy Abstract: Modern Marketing not only requires companies to develop marketable products, develop an attractive price, through the appropriate channels to target customers easily get the products they need, but also requires companies to establish its image in the market, strengthen the exchange of information with the public and communication work, that their marketing activities. In this connection, this paper has described the supermarkets and the theory of marketing strategy, marketing strategy and discusses the marketing strategy of membership, discount promotional strategy, advertising, promotions and other marketing tools in the application of super-reality of the market, thus to clarify the promotion policy on the real status of implementation of retail formats. Abstract: Modern marketing requires not only the development of marketable products enterprises to develop an attractive price, through the appropriate channels so that the target customers need to get their products, but also establish its corporate image in the market to strengthen the business and the public exchange of information and communication, that is, for promotional activities. In this connection, this paper has described the marketing strategy of the supermarket and the relevant theory, and discusses the marketing strategy of membership marketing strategy, discount promotion strategy, advertising and other marketing promotions in the supermarkets on the reality of the application, thus to clarify the marketing Retail Business Strategies in the real status of implementation. Key words: Supermarkets; promotion strategy; use I. Introduction new economic situation, the promotion of integrated marketing communication strategy has become increasingly valued by the people. Promotional strategy is to make sales in the short term to maximize the beneficial tools, products and consumers have become to communicate effectively expand market share, competitors, an important way to suppress. technology development and product change accelerates, the marketing position in the integrated marketing communication has gradually become an increasing trend, a business in the commercial battlefield bodyguards. promotion on the market today, although the form and content is constantly guise, but there is an important issue has not attracted enough attention, and that is promotion of scientific and systematic. Renovation does not mean progress. Today's market has undergone tremendous changes, and methods in use yesterday's moves, or less than optimal results, or ignored by consumers, to enable enterprises to miss the best market opportunities, trouble. Now let's take a look at contemporary promotions in supermarkets on the application to see whether caused by our strategic thinking. (a) Theoretical Review of supermarkets 1, the source of supermarkets English word comes from the supermarket supermarket, often referred to as the supermarket, is operate customer-choice food, household items consisting mainly of large integrated retail shopping malls, many developed countries, especially in the economic organization of the main commercial retail in August 1930, Americans 迈克尔库仑 (MichaelCullen) opened in New York its first supermarket - Gold Coulomb joint stores. 2, super-markets are characterized by the initial operation of the main supermarkets, all kinds of food, an increasingly broad scope was gradually extended to the sale of clothing, household household goods, appliances , toys, furniture and medical supplies. Supermarkets have a certain size, the full range of goods to the food-focused, basically to meet buyers one-stop shopping food requirements; to open-shelf on-demand, self-service, one thread of the sales approach; cheap sales, fast turnover of goods ; shop located mainly in residential areas or rural areas; supermarkets widespread use of electronic computers and other modern equipment [1]. Generally available at the entrance of a supermarket basket or trolley for mobile customers to use, the customer will select a good product on the basket, or car, to the exit cashier unified billing. (b) review the theory of marketing strategy 1, promotion of the concept promotion strategy is to promote the sale of products referred to, is that enterprises and non- the way staff, communication of information between businesses and consumers, lead, stimulate consumer desire and interest in the activities to produce purchase behavior [2]. Promotion of the main function of corporate marketing companies market products to pass information to induce consumers to consumer demand for enterprise products, stability, and further expand product sales and more. 2, the purpose of marketing strategy (1) the needs of an increasingly competitive retail industry. In recent years, retail is developing rapidly, the major retail chain stores continue to open, the relatively narrow difference between competitors, the competition becomes increasingly fierce. (2) the need to expand market share. Development of the company depends on sales; a product point of sale results in a better, more consolidated position in the market, suppliers, the more support, and vice versa. (3) establish a corporate reputation in the eyes of the consumer's needs. Through promotional activities to enhance exchange of feelings with the community of consumers. Through promotional activities, establish a real business benefits to the people a good image to the ultimate goal is to influence the behavior of promotional objects 3, the type of marketing strategy marketing strategy is based on the distribution of marketing activities. Its mission is to meet the distribution channels, the use of special means to vigorously promote product sales. It covers the promotional mix, personal selling, advertising, sales promotion and public relations. business promotion activities are organized, planned, and aimed the overall behavior, not isolated, piecemeal forays, but a variety of promotional tools into an integrated system, the use of co-ordination, strengthening effect, the same time, different companies according to different market conditions may be appropriate choices to match their marketing promotions [2]. Second, promotion strategy in the supermarket on the application (a) membership supermarket promotions membership main purpose is to keep old customers. Abroad and the larger warehouse stores and supermarkets, often with membership marketing approach. When consumers to store a certain amount of contributions paid or annual fee, will become a member of the store, in the purchase of goods can enjoy a certain price concessions or discounts. 1, Corporate Membership consumers do not own name and name of a company membership, joining the company store to collect a certain amount of annual fee. The membership card is suitable for internal employees to use. In the U.S., commonly used in daily pay check, rarely use cash settlement, it is the phenomenon of frequent overdrafts, so in fact, the company is joining the company membership cardholders purchase 2 to buy a credit guarantee. Corporate Membership of the members can enjoy 10% of the purchase of a 20% shopping discount and some free services. Non-members can purchase to pay by personal check, can only be settled in cash. 2, lifetime membership consumers a one-time payment to the store a certain amount of contributions, a Life Member of the store, you can enjoy some shopping discounts, long-term and long can be exquisite shop offers merchandise ads, you can also enjoy some free services such as telephone ordering and free shipping, etc. [3]. 3, general membership consumers to shop without paying membership fees or annual fees, just a one-time purchase in a store full of goods can apply for membership cards, since they enjoy 5% to 10% of the purchase price and some free services. 4, the internal credit card membership suitable for large-scale high-end stores. Consumers apply for a store credit card, a credit card purchase only can enjoy shopping installment loans or 15-30 days after the interest-free payment of cash benefits, and some can further enjoy a certain price discounts [3] . (b) of the supermarket discounts discounts main purpose is to develop new customers. Shops in the business, often the customer to implement a degree of price concessions or discounts to attract business loans, including: 1, vendor discounts providers in designated retail shops or supermarkets sell packaged goods affixed to special offers or discounts logo, customers can simply purchase and send it off to the designated location, will receive a period of time can be sent suppliers will be honored discount the amount of the check. 2, bulk discount volume discount is between manufacturers and middlemen or wholesalers and retailers, according to the number of the quantity of goods purchased, to give some Free same goods. For example, ten cases every purchase of a commodity, that is, the practice of a box of free gifts, that is, bulk discounts. The purpose is to stimulate volume discount brokers to increase purchases. 3, discount coupons retailers placed at the entrance to the store or in the newspapers published in shopping coupons, coupons to customers who only shop, you can enjoy a price discount. Some retailers in order to expand sales and even coupons to the customers at the door or into the letter box. 4, donated commodity common in food supermarkets. Store shopping day according to the amount of customers, distribution of different levels of gifts. that comes with goods prices are generally lower, but very practical, such as cups, bowls, racks, toilet paper,[link widoczny dla zalogowanych], egg boxes and so on. For some buying a large amount of precious goods or customers, retailers will be giving the appropriate number of higher value goods. 5, shopping printed ticket purchase per customer, will receive a printed form of printed proof of payment ticket, the customer if such accumulated to a certain number of tickets printed or a certain amount, they can get a discount or rebate shops gifts. This form is mainly used to attract long-term repeat customers [4]. 6, joint discount retailers and other industries such as hospitality, entertainment, car washing industry, so a joint promotional activities. Customers shopping, gift shops will be a small vote, with votes to be small retailers and other industries in the form of the joint body accept the offer to enjoy shopping discounts or services [4]. (c) of supermarket promotional advertising promotion is by means of newspapers, magazines, radio, television and other media objects, transmission of information to consumers, it is not time and space restrictions, nor how much manpower, advertising is an important means of promotion in supermarkets. 1. Establish a unique advertising medium by the image of the supermarket (1) through television, radio, newspapers and other mass media to promote the company's overall image, so that consumers identify with the supermarket, and to stimulate their shopping interest. (2) use of the supermarket, (3) with the company's commercial truck decorated as propaganda vehicles, so as to play the role of mobile advertising. (4) development of own products, such as Hong Kong PARKnSHOP to sell the name (5) organizing community activities, and community residents, companies, social institutions to maintain regular communication to establish and maintain good relations with each other. Expand the impact of the supermarket in the community. 2, the use of other forms of advertising addition to newspapers, television and other major advertising media, but also the use of OTC advertising, performance advertising and word of mouth information, and other forms of advertising: