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Lowe's: Optimizing Marketing Communications
Group 3Sec A
Overview
Founded in 1946 Home product retailer Sales of $42.8B (2008) Region : Canada & US NGIS launched in 2009 to gain in kitchen
remodeling arena
IMC for NGIS
Next-generation installed sales Kitchen Remodeling project initiative End to End solution provider Choice between Do it yourself (DIY) and Do it
for me (DIFM)
Objective of IMC
Become and stay top-of-mind for prospective customer
Gain and hold awareness Engage customer through the various touch
point across the buying cycle Maintain healthy relation with customer and
grow base
Stages of customer decision process
Alternative 1
Heavy investment in Traditional Media
Television and Radio Ad
magazine and newspaper ads
Consumer promotion Light investment in Digital Media
Promotion
Paid search and Digital displays
Social media promotion
Alternative 2
Heavy Investment in Digital Media
Paid search and Digital displays
Social media promotion
Web Based customer design tool
Digital DirectsLighter investment in Traditional media
In store kiosks
Stage 1 – Incubation
Stage2 – Active shopping
Stage 3 – Post completion
Plan of Action
Plan of action
Thank You !