Page 199 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes It is believed that every brand contact delivers an impression that can strengthen or weaken the
customer view of the company. The retailer can use various platforms/channels for
communication. The most common tools are:
1. Advertising
2. Sales Promotion
3. Public Relations

4. Personal Selling
5. Direct Marketing
Retailers go through four steps to develop and implement their communication program.
Establish objectives, determine a budget, allocate the budget, and implement and evaluate the
program. Marginal analysis is the most appropriate method for determining how much should
be spent to accomplish the retailer’s objectives because it maximizes the profits that could be
generated by the communication mix. Since marginal analysis is difficult to implement, however,
many retailers use rule-of-thumb methods to determine the size of the promotion budget.
When you develop a behaviour change communication plan, design each step to be as
participatory as possible. Participation in all steps of the process allows community
representatives to participate in decisions, develops a sense of ownership and helps affected
communities achieve a sense of normalcy in their disrupted system.

If an emergency strikes, usually the exact details of a communication plan will have to be
outlined - often under pressure and with little time. Here are some essential steps you can
follow when developing the details of a communication plan for an emergency.
Step One

Bring all stakeholders together: Work with the various stakeholders together (from a given
programme or related sectors at a time, e.g., health and hygiene) from government, UN agencies,
NGOs and community representatives as quickly as possible to determine:
1. What behaviour results should your communication plan for this programme or sector
achieve in the rescue and survival phase; in the recovery phase; and the rehabilitation and
development phase of the emergency?
2. What are the roles and responsibilities of the different partners?
3. How will the plan be funded, implemented, monitored, documented and reported?

4. How will the monitoring results be used in the different phases of the emergency?

Step Two

Plan and conduct a rapid communication assessment based on an appropriate combination of
tools and applying the next steps below:

Step Three

Determine your audience/s and define SMART behavioural objectives and results. Based on the
rapid assessment and on data from any pre-existing communication research, determine who
your audience groups are among the affected population.

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