Page 242 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes
The women's section was given a feminine touch and men's section has polished wood
and leather all over. The garments, the accessories and gifts were displayed in large racks
and full-length mirrors were placed in multiple places. Sales staff present on all the three
floors often advised the customers but never showed around everything. The kids' section
included garments, toys, books, and was manned by more staff. Play centre for the kids
was a major attraction. The parents could safely leave their children in the place, situated
on the ground floor itself. The place had separate sections of toys and books and was
supervised by trained staff. The parents, therefore, could leave the children and shop in a
relaxed manner. This concept was appreciated by customers and became one of the major
attractions for the customers.
The stores were one of a kind in early 1990s and grew rapidly. New sections on books,
gifts and handicrafts were launched gradually and at any time the stores had more than
200 categories of products. During this time, the competition started intensifying as three
similar ventures were launched in the city. This didn't bother Rehman much, because he
felt he had built an image of Escape being the ultimate store. By 1996, Multi-Story, one-
stop stores became the trend in Delhi and many such stores came up.

Rehman had expanded his stores in three other cities as well and the turnover had grown
to more than 40 crore. The total manpower of the company rose to 500 and several new
management and non-management cadres were introduced in the company.
Last year during the Diwali festival season, the store attracted nearly 40,000 customers in
the entire month. This worried Rehman as it was almost 20% less than their estimates. His
marketing manager, after long discussions, hired a market research firm to study the
buying patterns and preferences of people walking into the store.

Questions
1. What are the major problems and issues in this case?
2. Determine the advertising objectives for Escape stores. What message strategy and
media would you recommend? What kind of reach and frequency would you
suggest?

Source: S H H Kazmi and Satish K Batra, Advertising and Sales Promotion, Third Edition, Excel Books, New
Delhi, 2008

13.5 Summary

Television is believed to be the most authoritative, influential and exciting medium,
reaching very large audience. It is basically an entertainment/information medium and
usually viewed by the entire family.
Television has higher coverage, attention, flexibility, cost effectiveness and selectivity.
On the other hand it suffers from the shortcomings like cluttering and zipping and zapping.

When national advertisers buy local station time, this is known as spot buys. It is also
referred by other names, such as spot advertising or spot television. Network schedules
offer blanket coverage; spot advertising is meant for certain market covered by the station.
Advertisers are more concerned about Cost-Per-Rating Point (CPRP), and not just in terms
of the number of spots. A large number of spots over programmes that do no actually
translate into target audience do not serve the advertiser's purpose.
Programme rating is an indicator of the percentage of households in an area that are tuned
to a specific TV programme during a specific time period. Programme rating is calculated

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