Develop Retail Profiles


This will require an understanding of:

  • Types of outlets that sell the product
  • The type of consumers they cater to and the expectations of the consumer. This includes customer needs that the retail outlet is fulfilling, the factors influencing the consumers to choose a particular outlet, and the extent to which they patronize the outlets.
  • The behavior of the retailer with respect to displays, inventory, etc.

These profiles will help the marketer identify the type of outlets that would be catering to the target segment identified in the marketing strategy or the outlets that would suit their positioning strategy.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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The Basic Needs


When questioning your target audience, it might help to list some of the basic needs people have, and ask them to make check marks by those that pushed their particular buttons. Most people will react to one or more of the following basic needs (known as “appeals” in advertising lingo):

  • Convenience
  • Comfort
  • Love
  • Friendship
  • Security
  • Style
  • Social approval (status)
  • Health and well-being
  • Profit
  • Savings or economy

If you have had the feeling that people patronize you because you offer convenience and economy, you may be surprised to learn, via your questionnaires, that they really give you their business because your work adds to their sense of security.

You can engage in more free research by conscientiously studying the other advertising that is going on in your community—not only that of your competitors but that of everyone else as well. Have frank conversations with your customers. Talk with your competitors. Talk with other businesspeople in your community. You’ll find that their sources will provide you with useful information and won’t charge you one cent for it. Research can help you save a lot of money and earn a lot of money. For research can help you save and earn even more.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Talking about Signs


Think of signs in two ways: those that appeal to people outside of your place of business and those that appeal to people who are within the place where you do business. The first category consists of billboards, small signs on bulliten boards, window signs, store signs, banners, signs on trees, and poster-type signs. Category two is made up of interior signs, commonly called point-of-purchase, or point of sale signs.

 Whichever you use, or if you use both, be certain that your signs tie in as directly as possible with your advertising. Your ads may have made an unconscious impression on your potential customers, and your signs may awaken the memory of that advertising and result in a sale. Many people will patronize your business because of your ads. Your signs must be consistent with your advertising message and identity or those people will be confused. If the signs are in keeping with your overall creative strategy, consumers’ momentum to buy will be increased.

 Most exterior signs are there to remind, to create a tiny impulse, to implant thoughts a wee bit deeper, to sharpen an identity, to state a very brief message. As a rule, exterior signs should be no more than six words long. Naturally, some successful signs have more than six words, but not many. Probably the most successful of all have just one to three words.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight