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 !