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POINT OF PURCHASE INDIA
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POINT OF PURCHASE-ADVERTISING
“Shoppers are explorers. They are on safari, hunting for bargains, new products and different items to add excitement to
their everyday lives.”
- Fitzgerald
CONTENT
Definition-What does Point of Purchase mean? Difference between POP & POS Understanding POS Why Point of Purchase? Types Of POP Advertising Importance of POP The POP Marketing Mix Effective Campaign Advantages & Limitations Case Study Trends In POP Conclusion References. Questions.
DEFINITION - WHAT DOES POINT OF PURCHASE MEAN?
The retail point of purchase represents the time and place at which all the elements of the sale—the consumer, the money, and the product—come together. By using various communications vehicles, including displays, packaging, sales promotions, in-store advertising, and salespeople, at the point of purchase (POP), the marketer hopes to influence the consumer’s buying decision.
Source : Harvard Business Review
Point of purchase, or POP, refers to the place or sections that impact the consumers directly, showing specific products and/or offers with a good presentation to encourage consumers to buy products
Point of sale, or POS, refers to the capturing of data and customer payment information at a physical location when goods or services are bought and sold.
DIFFERENCE BETWEEN POP & POS
WHY POINT OF PURCHASE?
Last mile advertising
Shopping state of mind
Supplements ad campaigns
Competition handling
Closure orientedConsumer, money, and product come
together
TYPES OF POINT OF PURCHASE ADVERTISING
Types Of POP In-store broadcasts
Window displays
Printed material at
shop counters
Interior displays
Shelf talkers
Video screen demonstration
s
Shopping-trolley
advertising
Coupon dispensers
Wastepaper baskets
Interactive kiosks
IMPORTANCE OF POP
Specifically Planned Purchase
Generally Planned purchase
Unplanned Purchase
Substitute Product/Brand Purchase
Source:
Using Display
effectively
Attractive Packaging
Making Shopping
Fun
In store Advertising
Media
THE POINT OF PURCHASE MARKETING MIX
Program Development
Program Execution
• Objective• Vehicle• Budget
• Placement• Staff
Collaboration
EFFECTIVE CAMPAIGN
Source:
Advantages
Unique Appeal to the Products
Encourage them to buy
Cost effective and supplements other
forms of advertising
Precise Target
Marketing
Limitations
Limited Reach
Customer Perception
Product Oriented
Complete Miss
Walmart identified the need of making attractive POP for the toys, electronics and entertainment department.
Outsourced the requirement to KDM POP solutions. KDM POP Solutions suggested to make promotional kits
which included cart rail signs, gondola headers, power wings, and merchandise display headers with varying quantities dependent on store profile.
Speed to market their products is critical for Walmart, as it directly affects their sales.
CASE STUDY: WALMART-KDM POP SOLUTIONS
Innovative Cardboard POP Display Stand
TRENDS IN POP
Digital Display
Pop- Up store Interactive Kiosk
REFERENCES
http://www.popai.com/industry-news-blog/pop-up-store-trend-on-the-rise
http://ezinearticles.com/?7-Benefits-of-Using-Custom-Point-of-Purchase-Displays&id=6547534
https://hbr.org/1983/11/better-marketing-at-the-point-of-purchase
http://www.info-now.com/pma/article114#5 http://www.hrsbdc.org/growing-a-business/guide-to-competitive-media/point-of-purchase/
http://www.expertmarket.com/What-Is-The-Difference-Between-Point-Of-Sale-And-Point-Of-Purchase
ANY QUESTIONS ?
THANK YOU...!