Page 241 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 13: Broadcast Media and Media Planning

13.4.4 Evaluation and Follow up Notes

Evaluation is essential to assess the performance of any activity. Two factors are important in
evaluating the media plan.
1. How successful were the strategies in achieving media objectives?
2. Was the media plan successful in accomplishing advertising objectives?
Successful strategies help build confidence and serve as reference in developing media strategies
in future, and failure is thoroughly analysed to learn about flaws. It has been pointed out that
there are certain problems with measurements that limit the degree to which one can assess the
relative effectiveness of different strategies.

Case Study Escape Store

he boardroom was filled with the voice of Marketing Manager, Ashutosh Kant. He
was addressing the meeting of senior managers of Escape, "The last three months
Twere spent by our market research team in finding out the reasons and patterns of
sales at stores. Let me emphasize that retail sale is showing growth all over the country
and in the process, competition is intensifying. We can no longer afford to sit and relax.
Instead, we need to put ourselves fully to retain our market leadership." Three facts revealed
by the survey were particularly disturbing:
1. People found Escape service staff bordering on aggressiveness and not really helpful,
as they were never left to browse.

2. Children got bored and hence parents often left the store within minutes after
finishing essential shopping. They never browsed or spent leisure time at Escape
stores, which could otherwise help promote sales.
3. With many choices available in the market, consumers stopped treating Escape
stores as unique and exclusive anymore.

Rehman, an entrepreneur, had set up a garment shop in one of Delhi's busy market area
about 10 years ago. He realized that to attract customers, he must do something new. With
this in mind, he chalked out a massive plan to open a chain of stores called Escape. Some
major features of his store were:
1. Complete dress range for kids, parents and teenagers.

2. Full accessories for women and men in footwear, purses, jewellery and cosmetics.
3. A play centre, where kids could spend time when the parents shopped.
The stores were opened at two locations in Delhi on an area of 7,000 sq. feet each. Within
six months, the shops became popular and the business grew rapidly, and in three years
the turnover crossed 6 crore. The promotion plans included advertising in newspapers
and through cable operators. The store also conducted festivals, such as children's carnival
and valentine special etc., to attract crowds.
Stress on store ambience was high, as Rehman wanted to create an image of a complete
shopping experience for the entire family. The sales staff was carefully selected and trained
to promote, not push any product and to encourage customers to browse through.

Contd...

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