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...!