Product Placement
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This document discusses placement and distribution strategies for Global Gadgets Imports. It examines potential locations for new stores, including retail malls, shopping centers, downtown areas, and freestanding locations. It also explores distribution channels like movies, TV, news programs, and websites. Finally, it outlines an e-business strategy involving search engine optimization, blogging, competitor analysis, and social media.
Product Placement
- 2. PlacementDirect MarketingCynthia C. CutrightColorado Technical UniversityMKT630-0904B-01Professor Alan FowlerDecember 21, 2009
- 3. IntroductionProduct PlacementLocation of new storesDistributionto customersE-Business
- 4. Location of New StoresRetail MallShopping CenterDowntown areasFreestanding locations
- 5. Distribution to CustomersMoviesTV showsNews programsWebcastsConcert hallsConvention Centers
- 6. E-BusinessSearch Engine OptimizationBusiness BloggingCompetitor AnalysisMarketing AnalyticsWebsite EditorLead Tracking & IntelligenceLead GraderMarketing IntelligenceSocial Media
- 7. ReferencesInbound Marketing. (2009). Retrieved December 21, 2009, from HubSpot: http://www.hubspot.com/Pollick, M. (2009). What is product placement? Retrieved December 21, 2009, from WiseGeek: http://www.wisegeek.com/what-is-product-placement.htmWaters, S. (2009, December 18). Types of retail locations. Retrieved December 21, 2009, from Shari's Retailing Blog: http://retail.about.com/od/location/a/retail_location.htm
Editor's Notes
- Direct MarketingCynthia C. CutrightColorado Technical UniversityMKT630-0904B-01Professor Alan FowlerDecember 21, 2009
- The distribution and placement of a product are critical factors in successful marketing. For the retailer, placement is all about location - location of the store, location of the product within the store, or merchandising products in a way that maximizes exposure and profitability of that item. GGI wants to reassess their distribution / placement process. Considerations for GGI to address are: Existing 11 stores with moreopening soon. Where will the new stores be located? How to get the product to the customer? If influencing an action, GGI has to provide product to buy. E-business (selling product through a website).Product placement is a mode of advertisement, where brand-named goods or services are placed in a setting usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is usually not divulged at the time that the good or service is featured.
- Placement -You have 11 stores with moreopening soon. Where will the new stores be located? Retail MallA mall has many retailers competing with each other under one roof. Typically there are 3 to 5 anchor stores (large chain stores) and then dozens of smaller retail shops. Often the rent in a mall location is much higher than other retail locations due to the high amount of customer traffic a mall generates. Mall retailers will have to forfeit some independence and observe a set of rules supplied by mall management.Shopping CenterStrip malls and other attached, adjoining retail locations will also have guidelines or rules for how their tenants to do business. These rules are sometimes more lenient than a mall. Shopping centers come in various sizes and may have as few as 3 or as many as 20 stores. The types of retailers, and the goods or services they offer, in the strip mall will also vary. Smaller shopping centers and strip malls may have a limited parking area for your customers.Downtown AreaLike the mall, this type of store location may be another costly choice but there may be more freedom and fewer rules for the business owner. Many communities are revitalizing their downtown areas and retailers can greatly benefit from this effort. The lack of parking is generally a big issue for downtown retailers.Free Standing LocationsThis type of retail location is a stand-alone building. It can be in a neighborhood location or right off a busy highway. There are usually no restrictions on how a retailer should operate his business here. It will probably have ample parking and the cost per square foot will be reasonable. (Waters, 2009)