Page 231 - DMGT554_RETAIL_BUYING

Retail Buying

Notes

Figure 1
Illustration 1: Product photos for audio cables can feature white, light blue, or dark blue
backgrounds; glam packages or single wire shots; connectors or wire spread ends.
Relying on Cumulus, Monster is able to reduce the time and costs required to develop
marketing materials. Monster can produce the photos for a new product as part of the
product release cycle, index and store them within Cumulus, and ensure that they are
readily accessible to all employees within the company. Graphic designers and marketers
can readily stay abreast of Monster’s ever changing product portfolio, and easily have the
new product collateral available for Web and print-based distribution when the new
product is launched.
Distributing Training Solutions
In addition, Monster uses Cumulus to catalog and distribute its training solutions.

Monster develops interactive training materials and other multimedia experiences for its
retailers, stores them within the shared repository, and distributes them on demand over
the Web.

For example, when Monster needs to train retailers’ sales associates about a new family of
high-performance video cables, Monster marketers develop interactive training modules
using Flash and video clips. They can easily find previous recorded interactive media,
stored and catalogued within Cumulus. As a result, they can rapidly produce updated
training modules, and enable sales associates to learn about the new features of Monster’s
latest products over the Web.
Building Relationships with Distributors and Retailers

Making it easy to merchandise Monster products
As a manufacturer, Monster is only successful when it moves its products through its
distribution channels. Monster needs to ensure that its network of distributors and retailers
can easily sell its products to the audiophiles, videophiles, and gamers who value them.
Monster needs to ensure that distributors and retailers have easy access to Monster product
information, so that they can incorporate the photos and product descriptions into their
own e-commerce Web sites and publish them as their own marketing collateral.

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