Marketing Communication In Shoprite

In reviewing advertising and Integrated Marketing communication, I have looked at the top five retail store chains in South Africa, their slogans and the consistency of the message in their target markets.

Identify messages that you have seen or heard from several companies. Are the companies being consistent with their messages across the markets they are targeting?

Integrated marketing communications (IMC) is the use of marketing strategies to optimise the communication of a consistent message of the company 's brands to stakeholders. Advertising is the activity or profession of producing information for promoting the sale of commercial products or services (businessdirectory.com)

The top five retail shops in South African and Southern

Their slogan “Lower Prices You Can Trust Always” speaks into their brand, their offering as well as to their target market. Shoprite is also the most affordable of the retail brands and attracts a range from the low income to the high-end consumer. It has been the top retailer for the last five years and is regarded as one of the most dominant brands in the region. The retailer employs more than 90,000 employees in the different outlets of South Africa as well as in Africa. Shoprite is visibly located in the rural areas, low-income townships as well as the suburbs and its slogan speaks to what the brand offers as does its marketing strategies.

What factors are causing the media landscape to change?

Social media and technology have been instrumental in changing the media landscape; Shoprite were predominately advertising in the print media and billboards but with the change in media landscape have moved to social media as well as search advertising. Social media; Facebook, twitter, Instagram etc. are added to their budget and they have also created an App which consumers can use to access the specials, information and much more as well as permit online shopping.

How can you maximize the reach of the promotional mix on a limited budget (that is, how can you get the most exposure for a minimal

On a limited budget, Shoprite has used all tools of the promotional mix in getting its brand to the target market. It has used sales promotions, public relations, personal selling, and direct marketing effectively together. In the lower income areas (Townships), the emphasis is on sales promotions; special discounted rates that run every Thursday for a week. Mostly on day-to-day items, food, and this is available on social media as well as in the area print media. The email subscription options for the consumer permits Shoprite to offer direct marketing to the