Mayo De
e Juan Vigaray
y Esta obra se
e publica bajo una Licencia Creative Com
mmons
Reconoc
cimiento – No Comercial – C
Compartir Igu
ual 3.0, Spain
RETAIL MARKETING
Instructor :
y De Juan Vigaray
g
y
Dr. Mayo
Student Guide
Ma
ayo De Juan Vig
garay
CONTENTS
Retail Marketing
1.
General information about the instructor
2.
Course description and objectives
3
3.
Learning methods
4.
Areas of study
5.
Indicative reading
6.
Assesment
7.
Assignment 1: presentation
8
8.
Assignment 2: written report
9.
Information needed for assignment 1 & 2
10.
Forms for the assignment 1 & 2
11.
Assignment 3: participation in class & mini cases
Retail Marketing
1.
GENERAL INFORMATION ABOUT THE
INSTRUCTOR
Office Hours
Ma
ayo De Juan Vig
garay
Phone/fax
by appointment before of after class
y e-mail
or by
965 90 36 21; 965 90 34 00 (3167)
e-mail
mayo@ua.es
Office
# 9.
9 Marketing Department.
Department
Business Faculty.
(Next to the Economic library).
University of Alicante
Retail Marketing
2.
COURSE DESCRIPTION AND OBJECTIVES
Initial part
merchandising philosophy
retail store image
atmospherics and visual merchandising
“ t il t i
“retail-tainment”
t” and
d Lifestyle
Lif t l merchandising
h di i
MERCHANDISING
Second half
Ma
ayo De Juan Vig
garay
9
9
9
9
On completion
p
of this unit
you will be
able to:
RETAIL SALES
PROMOTION
9
9
9
9
promotional process
promotional
ti
l methods
th d
promotion objectives
sales promotion tools
9understand and apply promotion and merchandising theory
to retail stores.
9use promotional tools effectively when analysing consumer
and retail markets.
9produce an appropriate, effective and co-ordinated
promotional and merchandising plan.
9employ suitable techniques to evaluate all aspects of the
promotional mix.
9communicate effectively
9produce reports and presentations of an appropriate
graduate standard.
Retail Marketing
Ma
ayo De Juan Vig
garay
3.
LEARNING METHODS
1.
Conceptual framework by the instructor
2.
Student centred activities
3
3.
Group work
4.
Mini-cases will be submitted by students
Case study
y analysis:
y
written project & presentation in class
Retail Marketing
4.
AREAS OF STUDY
Store design
Visual
Communications
9 Storefront or exterior
9 Interior design
9 Store name and logo
g
9 Range of interior signage: buying experience
Ma
ayo De Juan Vig
garay
9 Advertising
Retailer´s
Promotion mix
9
Sales promotions
9 Public
P bli relations
l ti
9 Personal selling
Retail Marketing
5.
INDICATIVE READING
Dunne, P. Lusch, R. and Griffith, D.A. (2002) 4th edition “Retailing”
Publisher: South-Western Thomson Learning
Levy, H.
Le
H and Weit
Weitz, B.
B (1995) 2nd edition “Retailing Management”,
Management”
Publisher: Irwin, Chicago.
Levy, H. and Weitz, B. (2001) 4th edition “Retailing Management”,
P bli h
Publisher:
I i Boston.
Irwin,
B t
Masson, J.E and Wellhof, A. (1997) “Merchandising, rentabilidad y
gestión del punto de venta” Ed. Deusto.
Ma
ayo De Juan Vig
garay
Mounton, D., (2000) “Merchandising estratégico” Publisher: Gestion
2000
Palomares, R.
Palomares
R
(2001)
(2001),
“Merchandising:
Merchandising: Cómo Vender más en
Establecimientos Comerciales” Ediciones Gestión 2000, Barcelona.
Salen, H. (1994) “Los secretos del merchandising activo” Diaz de
Santos.
Valencia, V. “Escaparatismo e imagen comercial exterior” ESIC 2000
Retail Marketing
Ma
ayo De Juan Vig
garay
6.
ASSESMENT
Assignment 1:
Store presentation in class (in group)
30%
Assignment 2:
Store report (in group)
40%
Assignment 3:
Participation in class and individual cases
30%
Retail Marketing
Ma
ayo De Juan Vig
garay
7.
ASSIGNMENT 1: PRESENTATION (I)
1.
An oral presentation to your lecturer & classmates.
2.
One side of word-processed notes for your presentation
(OUTLINE) is necessary to be handed in on the PREVIOUS
SESION (
(discussed in class)
) of y
your p
presentation.
3.
A session time will be student led (presentations) =
Depending
p
g on the number of the students in class
4.
Students will be organized in groups of 4 or 5. The name of
the g
group
p will be in accordance with the store chosen.
5.
Each presentation should last between 20-25 minutes.
Retail Marketing
7.
ASSIGNMENT 1: PRESENTATION (II)
6.
Using visuals and overheads or Power Point
7.
There will be time available for questions from the rest of
the group.
8.
Students should sign up for their chosen store on the
Ma
ayo De Juan Vig
garay
pp op
list
s in the first
s week o
of the course.
ou s
appropriate
9.
Presentations order will be randomly assigned.
Retail Marketing
7.
ASSIGNMENT 1: PRESENTATION (III)
10.
The content of the presentation should include:
1st
INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN
2nd
MERCHANDISING OF THE STORE CHOSEN
i.
ii.
iii.
iv.
Retail image of the store chosen
Design
es g o
of tthe
e sto
store
ec
chosen
ose
Physical environment (exterior, general
interior, store layout, interior displays)
Customer service of the store chosen
Include visuals; photos; brouchures; location maps, etc ….
Ma
ayo De Juan Vig
garay
3rd
PROMOTIONAL STRATEGIES USED IN THE STORE
Include visuals; photos; brouchures; location maps, etc ….
4th
SWOT analysis based on your observations.
CONCLUSION(S)
RECOMMENDATION(S)
Retail Marketing
7.
ASSIGNMENT 1: PRESENTATION (IV)
Feel free to involve the audience so as to make your
presentation more interesting. i.e. displays,
clothing, smell, music and so on.
Presentation will be submitted in a CD or USB
along with the report.
Ma
ayo De Juan Vig
garay
N.B: In accordance with this outline failure to
produce a presentation will result in no mark being
awarded
d d ffor thi
this assignment.
i
t Students
St d t who
h do
d nott
hand in their notes on the previous class of their
presentation will
lose 20% of their mark.
Retail Marketing
Ma
ayo De Juan Vig
garay
8.
ASSIGNMENT 2: WRITTEN REPORT (I)
1.
A group written report to your lecturer.
2.
7.000-8.500 words plus appendix (scan photos, brochures …)
3
3.
The content of the written report should include:
1st
INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN
2nd
MERCHANDISING OF THE STORE CHOSEN
i.
ii.
iii
iii.
iv.
Retail image of the store chosen
Design of the store chosen
Physical environment (exterior,
(exterior general
interior, store layout, interior displays)
Customer service of the store chosen
Include visuals; photos; brouchures; location maps, etc ….
Retail Marketing
8.
ASSIGNMENT 2: WRITTEN REPORT (II)
3rd
PROMOTIONAL STRATEGIES USED IN THE STORE
Ma
ayo De Juan Vig
garay
Include visuals; photos; brouchures; location maps, etc ….
4 h
4th
SWOT analysis based on your observations.
CONCLUSION(S) & RECOMMENDATION(S)
5th
h
REFERENCES
6th
APPENDIX - ACKNOWLEDGEMENTS
Retail Marketing
8.
ASSIGNMENT 2: WRITTEN REPORT (III)
References should be cited as following:
Books: Author,
Author publication date
date, Title
Title, Edition,
Edition Country.
Country
Journal articles: Autor, Title, Journal, issue or number,
volume, pages, publication date.
Ma
ayo De Juan Vig
garay
Electronic references: Website/author <access to web
site> [access date, month, year]
Project will be submitted in paper format, as well
as CD or diskette,
di k tt along
l
with
ith the
th CD/diskette
CD/di k tt with
ith
the presentation.
Retail Marketing
9.
INFORMATION NEEDED FOR
ASSIGNMENT 1 & 2 (I)
Ma
ayo De Juan Vig
garay
First
Every group will decide in advance (and inform the
g the first week of class) on a p
product
lecturer during
category and a specific type of retailer for
which they will go shopping (“secret shopping”, not
necessary to buy) with their partners.
PRODUCT CATEGORY
For example…
TYPE OF STORE
Specific Store
…..
….
….
…..
….
….
Retail Marketing
9.
INFORMATION NEEDED FOR
ASSIGNMENT 1 & 2 (II)
Second
Third
The second part of the assignment entails a strategic
communication plan for the store chosen.
You will focus on “Merchandise Analysis” and
“Sales Promotions”.
For the third part you will answer this
Ma
ayo De Juan Vig
garay
1.
question:
g of the store in accordance with their
Is the image
promotional plans & advertising messages &
merchandising.
you recommend any
y actions to improve
p
the
2. Do y
actual situation?
Retail Marketing
9.
INFORMATION NEEDED FOR
ASSIGNMENT 1 & 2 (III)
It is important that you spend enough time in the
store to get the “feel of it” and capture the
communications signs.
Ma
ayo De Juan Vig
garay
As an
extra task:
It will possible to compare the store chosen in Spain,
with the same store if it is located in your country, or
another store with similar characteristics.
Retail Marketing
10.
FORMS FOR THE ASSIGNMENT 1 & 2
STORE CHOSEN
Ma
ayo De Juan Vig
garay
MERCHANDISING ƒ Merchandising Questions
ƒ Atmospherics Evaluation Guide
ANALYSIS
Exterior
General interior
Store layout
Interior
Customer service
PROMOTION
Retail Marketing
FORMS FOR THE ASSIGNMENT 1 & 2
STORE
O
CHOSEN
O
STORE CHOSEN
Ma
ayo De Juan Vig
garay
Name of store.
ie. Carrefour
Type of store: description
of the characteristics
………..
Location (Shopping centre,
street, isolated)
………..
Retail Marketing
FORMS FOR THE ASSIGNMENT 1 & 2
MERCHANDISING
ANALYSIS
MERCHANDISE ANALYSIS
Product category
………..
Subcategories
………..
………..
………..
………..
………..
Brands/ Manufacturers
………..
Price Range (Lowest – Highest)
Ma
ayo De Juan Vig
garay
………..
………..
………..
………..
………..
Average
g Price
………..
Depth/Assortment (styles, colours, features)
………..
………..
………..
Retail Marketing
FORMS FOR THE ASSIGNMENT 1 & 2
ATMOSPHERICS
EVALUATION
GUIDE
Instructions:
Ma
ayo De Juan Vig
garay
Make the following
g observations about the store
communications tools concerning atmospherics in general,
and, where appropriate, for the department where the
product category selected is found.
Make sure to write down your observations
Retail Marketing
FORMS FOR THE ASSIGNMENT 1 & 2
MERCHANDISING
ANALYSIS
Ma
ayo De Juan Vig
garay
10.
¾ You should answer questions as the following ones.
¾ Do not only use a “yes”/“no” answer, but justify your opinion
in the report.
1 Does
1.
D
it reflect
fl t the
th store
t
purpose?
8 Are
8.
A fixtures
fi t
grouped
d for
f
adjacent coordination?
2. Is it well maintained?
9. Is the merchandise display
appropriately lit?
3. Is signing appropriate?
10. Is it of the right size for the
assortment presented?
4. Do they windows/visual
displays tell a clear story?
11. Are the product categories
clearly identified?
5. Is the merchandise current?
12 Are there good signs
12.
indicating the merchandise
category location?
6. Is the space well kept and
imaginative?
13. Is the area “easy to shop”?
7 Is the space appropriately lit?
7.
14 Is the light level good?
14.
Retail Marketing
FORMS FOR THE ASSIGNMENT 1 & 2
10.
MERCHANDISING
ANALYSIS
15. Is the color appropriate?
21 What
21.
Wh t did you lik
like best
b t about
b t
this store?
16. Is the music appropriate
pp p
for
the merchandise?
22 What
22.
Wh t did you lik
like least?
l
t?
Ma
ayo De Juan Vig
garay
17. Is the music at a comfortable
sound level?
23. Did a sales associate g
greet
you?
18. What is the length of wait
when checking out?
24. Were you offered assistance?
19. What is the level of customer
service?
25. If you asked for help, how
long before you received
assistance?
20. Is the location convenient for
shoppers?
Retail Marketing
11.
ASSIGNMENT 3: PARTICIPATION IN CLASS
& MINI CASES
Participation in class and individual cases will be solved in
class. Instructor can decide “homework” for next session to
hand it in.
Students are encouraged to participate in class, interacting
with the lecturer and when their classmates present.
Ma
ayo De Juan Vig
garay
PLEASE NOTE
EXTENSIONS WILL BE GRANTED IN ACCORDANCE WITH THE
LECTURER GUIDELINES. NON-ATTENDANCE AT A STUDENT´S
OWN PRESENTATION WILL RESULT IN A FAILURE OF THAT
ASSIGNMENT.
STUDENTS WHO DO NOT HAND IN THEIR NOTES ON THE
WEEK BEFORE THEIR PRESENTATION WILL LOSE 20% OF
THEIR MARK.