Page 222 - DMGT554_RETAIL_BUYING

Unit 14: Disseminating Product Information to Retail Personnel

On the other hand, the noise level of an air-conditioner, or a microwave “child lock” feature can Notes
be characterized as vertical product attributes as buyers are likely to agree that less noise is
preferable and that a microwave oven that has a child lock is at least as good as another that does
not offer this feature, other things being equal. The information that home appliance
manufacturers disseminate about these attributes would be characterized as “vertical”.
An Internet system for delivering information about products from the source of those products,
typically the manufacturer, to those who need that information, such as product resellers and
consumers. The system employs a product code translator, which may be implemented by one
or more servers accessed via the Internet. The product code translator stores cross-references
between product codes and the address of Internet resources which provide information about
the products designated by the codes. Web pages produced by online resellers may display lists
of products in response to search requests from customers, and provide the customer with
detailed information about any listed product by incorporating links to the product information
made available by the participating manufacturers using the cross-referenced addresses provided
by the product code translator.

The objectives of dissemination of product information are as follows:
1. A first objective of the dissemination strategy is setting the conditions for improved and
enhanced work of spreading the information in order to better meet and satisfy the users’
demands and market’s real needs for information.
2. The second objective is increased credibility concerning statistical figures and it drives to
award a mark of statistics recognition or to give statistics a brand.
3. Improving the image of the product and its organization is the third objective of the
dissemination strategy.

4. Defining of the dissemination strategy influences improvement of each dissemination
sub-activities (design, editing and presentation of publications on paper and electronic
supports, publications at national and local level, dissemination of statistical information
on the website, products’ promotion and statistical marketing and the actual release), as
well as focusing on target segments of users.

Task Critically examine the importance of product information in the retail market of
any five products. Prepare an assignment on it.



Caselet Major National Optical Product Company Suffers
from Lack of Identity and Sibling Rivalry

US subsidiary of a high-profile, multinational optical product conglomerate
came to us with a serious identity crisis – as one of several sister divisions selling
Asimilar optical lab equipment, they suffered from brand confusion, web site
cannibalism, and lack of market visibility.
We performed a thorough internal and competitive web site audit and discovered that
several sister divisions were, in many cases, competing for the same customers with the
same products. All divisions maintained similar-looking web sites with generic, standard
keywords, accessed largely through an unwieldy international parent site, resulting in
Contd...

LOVELY PROFESSIONAL UNIVERSITY 217