Comparative Analysis of Point of Purchase

Suraj BhasinHardik patel

Vrunda parmarPooja Vegad

Shankhnath Ghosh

BY:

A Presentation on

In smaller retail outlets, POP displays are supplied by the manufacturer of the products.

Point-of-purchase displays are intended to promote new products and/or capitalize on special events.

Larger retail outlet with strong purchasing power , prefer to use sales material designed in-house to keep store layout and corporate themes consistent.

Introduction

Purpose

• The purpose of point of purchase (POP) Displays is to make a business owner's products appear more professional and appealing to the customer's eye.

• Well done point of purchase (POP) displays will draw consumers to one product over another.

• They gives one store the appearance of being more organized and clean.

Stand alone outpost display For the merchandise to be

impactful and stand alone use an outpost display.

You can take the product off of the wall and into the “racetrack” where customers can easily locate and purchase.

Examples of POP

Pallet Packs Pallet display contains

multiple products from different manufacturers.

Merchandising different products, creating a one stop center.

Like PC related product like mouse, CD’s, cables etc

Examples of POP

Dump Tray This display attracts customers

and allow easy access to the product on all 4 sides.

The display holds a large quantity of product, is easily refillable and sits on a small footprint.

Examples of POP

Other POS displays can include: Shelf edging Dummy packs Display packs Display stands Mobiles Posters Banners.

Examples of POP

Types of POP

Advantages Disadvantages

Can be informative to customers

Can be used to promote different products

Helpful in increasing sales and revenue.

Gives competitive advantage

Over design Placing the display in the

wrong location  Failure to understand the

store's clientele and their true needs 

Not considering where consumers look when they shop 

POP comparison for local coffee shops v/s Café coffee day in Ahmedabad city.

Café coffee day Local coffee shops

Photo Courtesy: Hardik Patel Photo Courtesy: Shankhnath Ghosh

Different types of coffee (Hot and cold) cite some examples

Snacks Lemonades Desserts Crockery Gift-Hampers

Product range of CCD.

Photo Courtesy: Hardik Patel

Different types of Coffee (Hot and Cold)

Pizzas Sandwiches Mock tails

Product range of other local coffee shops

Photo Courtesy: Shankhnath Ghosh

Products are arranged in a display stand which is easily noticeable to customers.

POP in CCD

• Products complimentary with coffee are also displayed to appeal the customers.

Photo Courtesy: Hardik PatelPhoto Courtesy: Hardik Patel

POP in CCD

• Counter displaying the items available at the shop.

• Eye catching innovative interiors.

Photo Courtesy: Hardik Patel Photo Courtesy: Hardik Patel

POP in CCD

• Coffee served in innovative style

• Display of different offers near the sitting area.

Photo Courtesy: Suraj Bhasin Photo Courtesy: Hardik Patel

POP in CCD

• Attractive packaging of different products.

• Products to enjoy during festive seasons placed exactly in front of entrance.

Photo Courtesy: Hardik Patel

Photo Courtesy: Hardik Patel

POP in local coffee shops.

• Displaying coffee facts• Not displaying offers for

coffee products.

• Serving in disposable cups.

• Less usage of crockery.

Photo Courtesy: Shankhnath Ghosh Photo Courtesy: Puja Vegad

POP in local coffee shops

• Walls are free from display of menu items, instead they have only menu cards.

• Sitting arrangement is very simple and regular.

Photo Courtesy: Puja Vegad Photo Courtesy: Puja Vegad

Café Coffee Day has been able to promote its products and services effectively with the help of Point of Purchase.

Local coffee shops need to be more aware about Point of Purchase.

Conclusion

http://www.indiapackagingshow.com/FCBM.pdf http://www.displays2go.com/ http://www.thomasnet.com/about/displays-point-of-pur

chase-pop-23510399.html https://www.boundless.com/marketing/personal-selling

-sales-promotion/consumer-sales-promotion-methods/point-of-purchase-promotions/

Bibliography