際際滷

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OptimizingFtheFMarket
CommunicationsFMix
Lowe"sFhadFmostlyFreliedFuponFtraditionalFmarketingFmedia
T?V?FAds
Flyers
PointHofHSaleFdisplays
TheFProblem
Lowe"sFhadFlaunchedFanFambitiousFnewFprojectFcalledF
-TheFNextFGenerationFInstalledFSales-FNNGISG
FtoFgainFcustomerFmindFshareFinFtheFkitchenFremodelingFarena
HowFcanFSimpsonFcreateFaFplanFthat
wouldFrepresentFtheFbestFmixFof
traditionalFand
digitalFmarketingFcommunicationsFchannelsR
CaseFSynopsis
-ToFprovideFcustomerHvaluedFsolutionsFwithFthe
bestFprices)FproductsFandFservicesFtoFmakeFLowe"s
theFfirstFchoiceFforFhomeFimprovement-
Lowe"sFvision
FoundedFinFMooresville)FNorthFCarolina?
1Y$8
ItFwentFpublicFandFhadFsurpassedFS1FbnFinFsalesFbyF1YD9
1Y81
InitiallyFservedFtheFDoHItHYourselfFNDIYGFmarketFsegment
DIY
SalesFinF9,,DFservingFapproxF16FmillionFcustomersFaFweek
S6D?9Fbn
NumberFofFhomeFimprovementFstoresFinFUSFandFCanadaFalone
186Y
NumberFofFcategoriesFLowe"sFstoresFhadFofferedFinstalledFsalesFbyF9,,Y
nationwide
6,
PercentageFofFLowe"sFtotalFrevenueFinF9,,DFfromFtheFnewFprogramFand
targetedFDIFMFNDoHItHForHMeGFcustomers
8HDb
Lowe"sFmidHrangeFkitchenFremodelingFprojectsFcost
S9,),,,
Competitors
SituationalFAnalysis
BradFSimpson)FmarketingFmanagerFatFLowe"s)FbelievedFthatFtoFeducate
customersFaboutFLowe"sFnewFendHtoHendFcustomerFserviceFofferingFandFits
value)FdigitalFmediaFshouldFplayFanFimportantFrole
Lowe"sFneededFtoFcreateFanFintegratedFmarketingFcommunicationsFplanFthat
wouldFcombineFtraditionalFasFwellFasFemergingFmarketingFcommunications
channels
Lowe"sFwasFparticularlyFinterestedFinFhowFitFcouldFremainFtopHofHmind
duringFtheFtypicalF1DFmonthFconsumerFincubationFperiod?FItFalsoFwondered
ifFitFwasFpossibleFtoFinfluenceFconsumerFbehaviourFduringFthisFphaseFand
shortenFtheFconsumer"sFdecisionFmakingFprocess
BradFSimpsonFwasFinFdilemmaFasFtoFwhatFextentFdigitalFmediaFshouldFbe
usedFinFtheFmarketingFcommunicationsFmix?FShouldFheFmoveFaggressively
intoFdigitalFchannelsForFbeFmoreFconservativeFandFoptFforFtraditionalFmedia
complementedFbyFdigitalFmedia?FIfFso)FatFwhatFstagesFinFtheFprocessFshould
digitalFchannelsFbeFemphasizedR
Recommendations
HowFcouldFSimpsonFmaximizeFtheFreturn
onFmarketingFinvestmentsFforFthe
NGISR
T?V?FAds
PrintFAds
InHstoreFmarketing
DigitalFmarketing
EHmailFmarketing
EHmailFmarketingFcanFbeFusedFinsteadFofFPostcards
CaseFBlazerFInfographicFonFLowe"s?FGroupFHF9,

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