Compe&&ve  Review  and  Analysis  Brand  Development  Discussion,  BDV  3.4.4    

Stacie  Wilson  

Campaign  Project:  Melvin  Variety  Store  

•  Melvin  Variety  Store  does  not  spend  any  money  on  adverBsing  of  any  kind.  They  don’t  have  a  logo  or  a  tagline.  

•  You  can  Melvin’s  on  Facebook  and  on  EBay,  where  you  will  find  some  of  there  product  listed  for  sell.  

•  Selling  of  their  products  are  sold  only  on  EBay  and  in  the  store.  •  The  only  paid  adverBsing  Melvin’s  has  done  in  a  long  Bme  is  in  the  local  paper.  •  They  also  have  recently  goNen  free  adverBsing  from  Channel  14  News.  

The  store  has  been  in  business  for  50  years  and  you  will  sBll  find  the  founder’s  son  and  grandson  working  in  the  store  almost  everyday.  They  sBll  run  the  store  on  the  same  principles  as  the  founder,  that  without  customers,  there  is  no  store;  so  they  go  above  and  beyond  for  their  customers.  

This  photo  was  taken  from  Melvin’s  Facebook  page.  This  is  just  one  photo  they  have  posted  to  show  what  items  they  have  for  sale.  This  is  just  one  of  the  few  adverBsing’s  they  have  done  to  promote  their  products.  hNp://www.facebook.com/MelvinVariety/photos_stream  

 

This  is  a  clipping  of  the  Channel  14  News  coverage  that  was  done  on  11/24/2012,  for  their  “small  business”  story.  Free  adverBsing.  hNp://charloNe.news14.com/content/top_stories/672785/nc-­‐variety-­‐store-­‐celebrates-­‐50-­‐years-­‐in-­‐business-­‐on-­‐-­‐small-­‐business-­‐saturday-­‐    

Project  CompeBtor:  Walmart  “  Save  money.  Live  beNer”  

•  Walmart  does  some  adverBsing,  mostly  TV  commercials.  •  The  products  can  be  purchased  at  their  online  store  or  at  their  

many  locaBons  across  the  states.  •  They  have  designed  a  mobile  app  for  even  easier  shopping.    •  They  also  can  be  found  on  Facebook.  •  Walmart  just  released  a  holiday-­‐shopping  app  where  customers  

can  buy  items  through  walmart.com  

hNps://www.facebook.com/walmart/photos_stream    

hNp://www.dailydealmedia.com/789walmart-­‐unveils-­‐holiday-­‐shopping-­‐mobile-­‐app/    

Project  CompeBtor:  Dollar  General  “Save  Bme.  Save  money.  Everyday!”  

•  Dollar  General’s  adverBsing  can  be  seen  mostly  on  their  website  and  in  some  local  papers.    

•  Their  also  have  a  Facebook  page  that  helps  keep  them  in  the  minds  of  consumers.  

•  They  are  currently  a  compeBtor  of  Walmart.  •  They  have  launched  a  mobile  app  that  helps  the  

consumer  shop  easier  at  the  locaBon  closet  to  them.  •  Their  products  can  only  be  purchased  at  the  online  store  

or  at  the  many  locaBons.  

This  is  just  a  few  photos  of  their  Facebook  adverBsing  

hNp://www.facebook.com/dollargeneral/photos_stream    

hNp://dealspl.us/freebies/p_new-­‐dollar-­‐general-­‐mobile-­‐app-­‐for-­‐android-­‐and-­‐iphone    

Compe&&ve  crea&ve  works  of  the  companies:  Walmart,  Dollar  General  and  Melvin  Variety  Store.    *  The  markeBng  varies  with  each  company.  Walmart  is  cheap  when  it  comes  to  adverBsing.  They  do  not  do  much  of  it.  They  do  some  commercial  ads  and  they  have  their  website  and  mobile  app.    *  Dollar  General  has  web,  print  and  commercial  ads.  They  try  hard  to  keep  the  brand  on  the  consumers  minds.  They  place  stores  in  lower  income  areas  to  appeal  to  more  people  with  less  income  than  the  ones  that  are  more  likely  to  shop  at  Walmart.    *  Melvin  Variety  Store  really  has  no  adverBsing.  What  adverBsing  they  do  get  is  free  from  local  news  stories.  They  have  no  logo,  no  tagline.  They  do  have  a  Facebook  page  and  they  sell  things  on  Ebay.  A  whole  new  markeBng  plan  would  do  really  well  for  Melvin’s  would  increase  awareness  of  business  ans  increase  profits.    References:    hNp://www.dailydealmedia.com/789walmart-­‐unveils-­‐holiday-­‐shopping-­‐mobile-­‐app/      hNps://www.facebook.com/walmart/photos_stream      hNp://www.nacsonline.com/NACS/News/Daily/Pages/ND1113128.aspx      hNp://www.linkedin.com/in/colbyswann      hNp://www.youtube.com/watch?v=vcSb1LkRYtY      hNp://newscenter.dollargeneral.com/arBcle_display.cfm?arBcle_id=1843      hNp://start.cortera.com/company/research/k5o5qrj9o/melvin-­‐variety-­‐store/      hNp://www.studymode.com/essays/Dollar-­‐General-­‐Vs-­‐Wal-­‐Mart-­‐173928.html      hNp://www.facebook.com/dollargeneral/photos_stream