Intro to Marketing - Target Market Analysis & Marketing Channel Analysis

This week, consider a recent purchase

you made in a store. It could be a bottle of soda, a pack of

gum, or a major purchase such as a TV or appliance. How was the product you purchased

promoted in

-

store? Was it part of a separate display? Was there specific signage promoting the

product? Did

the in

-

store promotion influence your purchase? In your initial post, describe the

product placement, packaging, signage, and competing products.

In your response to your classmates’ posts, contrast the in

-

store marketing of the product you

discussed wit

h those your classmates described. Make sure you explain the ways in which it was

similar and the ways in which it was different.

A significant (and somewhat recent) purchase I made in a store would have been

m

y new

Kohler

P

ro

75E 6300

-

watt

bac

kup generator from Lowes. I received an email blast fi

rst which sho

wed

the generator and detailed

the

specs such as

kWh/amps

, number of plugs available,

the

no

-

tools

required setup, and the

“light

” weight portability of the generator. I should also mention the

color is lime green and black, so compared to the normal basic colors s

uch as white, gray, silver,

etc

…..this stood out and grabbed my eye before anything else did. When I went to the store

to

make the purchase, I did not see any promotional displays, signs, etc. for it. When I found the

aisle it was located in, the only thing that made it

“pop

” from others was the shelf tag that had

the ON SALE sticker with

the price printed in medium red

–

the

others around it were black and

white tags only.

The original sticker price was $1,618 and the sale discount at 35%

Off brought

t

he total cost to just ov

er $1000.

The packaging was a

new

medium

/large

size box

(not a sold

-

as

-

is, refurbished or open

-

box sale item)

with a

wraparound

label that included the specs again,

the pictures of it by itself on a blank background, pictures of it in use (a refrigerator plugged into

it in one segment of the image and some electric lawn equipme

nt being used with an extension

cord showing coming from the generator and going into the edger (or weed

whacker

, can

’t

remember exactly)

. The Kohler brand is a well known and trusted brand

–

Champion,

Briggs &

Stratton, Generac and Troy Bilt are the other well known brand names that are comparable in

many areas to the Kohler I purchased. The other

generators

did not have some luxuries such as

larg

e

wheels for

easy transporting,

extended pickup handles that would

not

force me to walk

hunched over if I wanted to move it from one place to another

, and the support/warranty that

came standard (3 years from Kohler covering all parts and included no cost d

iagnostic services

from a local authorized repair facility should something malfunction.

This week, consider a recent purchase you made in a store. It could be a bottle of soda, a pack of

gum, or a major purchase such as a TV or appliance. How was the product you purchased

promoted in-store? Was it part of a separate display? Was there specific signage promoting the

product? Did the in-store promotion influence your purchase? In your initial post, describe the

product placement, packaging, signage, and competing products.

In your response to your classmates’ posts, contrast the in-store marketing of the product you

discussed with those your classmates described. Make sure you explain the ways in which it was

similar and the ways in which it was different.

A significant (and somewhat recent) purchase I made in a store would have been my new Kohler

Pro 75E 6300-watt backup generator from Lowes. I received an email blast first which showed

the generator and detailed the specs such as kWh/amps, number of plugs available, the no-tools

required setup, and the “light” weight portability of the generator. I should also mention the

color is lime green and black, so compared to the normal basic colors such as white, gray, silver,

etc…..this stood out and grabbed my eye before anything else did. When I went to the store to

make the purchase, I did not see any promotional displays, signs, etc. for it. When I found the

aisle it was located in, the only thing that made it “pop” from others was the shelf tag that had

the ON SALE sticker with the price printed in medium red – the others around it were black and

white tags only. The original sticker price was $1,618 and the sale discount at 35% Off brought

the total cost to just over $1000. The packaging was a new medium/large size box (not a sold-

as-is, refurbished or open-box sale item) with a wraparound label that included the specs again,

the pictures of it by itself on a blank background, pictures of it in use (a refrigerator plugged into

it in one segment of the image and some electric lawn equipment being used with an extension

cord showing coming from the generator and going into the edger (or weed whacker, can’t

remember exactly). The Kohler brand is a well known and trusted brand – Champion, Briggs &

Stratton, Generac and Troy Bilt are the other well known brand names that are comparable in

many areas to the Kohler I purchased. The other generators did not have some luxuries such as

large wheels for easy transporting, extended pickup handles that would not force me to walk

hunched over if I wanted to move it from one place to another, and the support/warranty that

came standard (3 years from Kohler covering all parts and included no cost diagnostic services

from a local authorized repair facility should something malfunction.