Shoppers ‘Delight’s large retail store, had above­ average quality

Business Communication

 

Shoppers ‘Delight’s large retail store, had above­ average quality

 

CASE STUDY (20 Marks)

Shoppers ‘Delight’s large retail store, had above­ average quality and competitive prices. It advertised its retail promotions in local newspapers. Its TV advertising was mainly aimed at building store image and did not address retail promotions. The management knew it well that they had to advertise their retail promotions more, but they did not feel comfortable with the effectiveness of present efforts and wanted to better understand the impact of their present promotions. To better understand the effectiveness of the present efforts, a study of advertising exposure, interpretation, and purchases was undertaken. Researchers conducted 50 in-depth interviews with customers of the store’s target market to determine the appropriate product mix, price, ad copy and media, In addition, the stores image and that of its two competitors were measured. Based on the research findings, different product lines that would appeal to the target customer were selected. The retail promotion was run for a full week . Full-page advertisements were released each day in the two local Hindi newspapers, and also in one English newspaper that devotes six pages to the coverage of the state. Each evening, a sample of 100 target market customers were interviewed by telephone as follows:1 .Target customers were asked if they had read the newspaper that day .This was done to determine their exposure to advertisement.2.After a general description of the product lines, the respondents were asked to recall any related retail advertisements they had seen or read.3.if the respondents were able to recall, they were asked to describe the ad, the promoted products, sale prices, and the name of the sponsoring store.4.If the respondents were accurate in their ad interpretation ,they were asked to express their intentions to purchase.5.Respondents were also asked for suggestions to be incorporated in future promotions targeted at this consumer segment .Immediately after the close of promotion,500target market customers were surveyed to determine what percentage of the target market actually purchased the promoted products. It also determined which sources of information influenced them in their decision to purchase and the amount of their purchase. Results of the study showed that ad exposure was 75% and ad awareness level was 68% and was considered as high. Only 43% respondents exposed to and aware of the ad copy could accurately recall important details, such as the name of the store promoting the retail sale. Just 43% correct interpretation was considered as low. Of those who could accurately interpret the ad copy ,32% said they intended to respond by purchasing the advertised products and 68 per cent sad they had no intention to buy. This yields an overall intention to buy of 7%.The largest area of lost opportunity was due to those who did not accurately interpret the ad copay. The post­ promotion survey indicated that only 4.2% of the target market customers made purchases of the promoted products during the promotion period. In terms of how these buyers learned of the promotion,46% mentioned newspaper A(Hindi) ,27% newspaper B (Hindi),8% newspaper c( English), and 15% learned about sale through word-of-mouth communication. The retail promotion was judged as successful in many ways, besides yielding sales worth Rs.900,000.However ,management was concerned about not achieving a higher level of ad comprehension, missing a significant sales opportunity. It was believed that a better ad would have at least 75% correct comprehension among those aware of the ads. This in turn would almost double sales without any additional cost.

Answer the following question.

Q1. Give an overview of the case

Q2. How do you think survey helps to determine the preferences and other needs of consumers?

Q3. Prepare a survey questionnaire of any company of your choice?

Q4. Surveys are suitable of certain types of products and brands. Comment.

CASE STUDY (20 Marks)

Do you have good telephone etiquette (or manners) at work? Do you know the right thing to say when answering the phone in English? Do you get nervous when you have to call a business and speak English? Speaking on the phone and having proper business telephone etiquette in English is something that takes practice. It is difficult to do because you can’t see the person that is speaking. You have to train your ears to listen closely in English to what the caller is saying or asking for. Below you will find many common English phrases that are used when calling a business or answering a business’s phone. Answering the Phone: • Good Morning, Thank you for calling ABC Company. How can I help you today? • Good afternoon, this is Stephanie. How may I direct your call? • Thank you for calling Peterson’s. • Marketing Department. Evelyn Speaking. How may I help you this afternoon? Asking for the Caller’s Name: • Who is calling? • Can I get your name, please? Introducing yourself: • This is Kelly Erickson from West Marketing. • Hi, this Paloma from Tidy Cleaning Service. • Hello, my name is Janet. I am one of your customers. Asking to Speak with someone: • Is Paulo Rodriguez available? • Can I speak to the head of the marketing department? • Is Mary Smith there? • I’d like to speak to the person in charge of the upcoming Gala. Person Caller Wants to Talk to someone that is Not Available: • Mr. Berg is not taking calls right now. Can I take a message? • I’m sorry; Ms. Thorsen is in a meeting until 10. Would you like to call back again later? • Jonathan is out today. Can I forward you to his voicemail? • He’s with a patient right now. Would you like to hold? • She’s on the phone now. Can I have her call you back later? Transferring/Connecting the Caller to Another Person: • Please hold, while I connect you to him. • I’ll put you through to Mr. Shapiro’s phone. If you get disconnected for some reason his direct extension is 4562. • I’m connecting you right now. Problems: • I’m sorry I can’t hear you. Could you speak a little louder? • I’m sorry, I didn’t get that. Could you repeat yourself?

Answer the following question.

Q1. Give an overview of the case.

Q2. Discuss the good Telephone Manners and their importance in business communications.

CASE STUDY (20 Marks)

The challenges of communicating with nine previously independent businesses spread across a number of countries and speaking three different languages (English, Dutch and Papiamento) were significant. Hamlet had no single tool that would enable her to communicate across all the different territories. Email servers on the same network were only operational in the businesses in the English-speaking locations (Trinidad and Tobago, Barbados and Jamaica), whereas the businesses in the Dutch Caribbean (Curaçao, Bonaire, Aruba and Sint Maarten) were operating different email platforms. While Hamlet concluded that there were fewer cultural differences between the countries than she had anticipated, she found that employees were more connected to the local business brands they worked for rather than seeing themselves as members of a larger group. So it was vital to Hamlet that the solution she implemented gave her the ability to communicate the group’s new vision, mission and values in a consistent and engaging way. She also needed to ensure that communications did not come across as “Trini­centric” (Trinidad being the location of the Head Office of the group) or come across as imposing to employees. Hamlet’s research into a software solution that would allow her to communicate more effectively with the distributed workforce led her to the SnapComms internal communication software and in July 2012 Guardian implemented four of the communication channels — Desktop Alert Software, Scrolling Desktop Tickers, Employee Newsletter and Internal Staff Survey tool. Instrumental in her choice was the fact that she could deploy the internal communication tools immediately and would have no ongoing reliance on her IT department to administer them. Hamlet has been pleasantly surprised by the fact that the SnapComms software delivers on its promise and really is as easy to use as it is claimed.

Answer the following question.

Q1. How it was possible to communicate across multiple languages and platforms? Explain.

Q2. Discuss about Snap Comms software.

CASE STUDY (20 Marks)

This company is a voice and data company, providing innovative market leading products, services and customer focus to the business, government, wholesale and residential sectors. They have the backing of and are wholly owned by one of Australia’s largest telecommunications company. They wanted to: Ensure staff had the information they needed when and where they needed it. • Cut through email clutter as well as reduce email traffic. • Remind staff of corporate messages, our business strategy and staff benefits. • Be able to alert staff immediately a situation arose. • Let staff know about our current marketing campaigns and customer offers. How a leading telecommunications company used the SnapComms tools to meet its objectives The company adopted the Snapmag tool to circulate a digital newsletter “Info line”. In addition, a desktop pop­up message was designed to have the same look and feel as the magazine and is used to notify staff when editions are published. Hence staff working in any location and at any time of the day or night know it’s there.

Answer the following question.

Q1. What the company needed for their staff? How they fulfilled it?

Q2. Give an overview of the case.

 

Shoppers ‘Delight’s large retail store, had above­ average quality

 

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