Answer BOTH questions. Questions carry equal weight. Word limit 1500 words per answer (3000 for the whole assignment).
Question 1:
SCENARIO:
Rimmel is a very mature cosmetic brand that has always positioned itself as a ‘value for money’ product. Its low cost products have been available in supermarkets, Supadrug/Boots and local chemist stores. The company has provided retailers with a metre long in-store display unit that exhibits the full range of ‘colour’ make up products from blusher to nail polish.
Imagine that Rimmel is now launching a perfume. The TV ad will position the product using images of an attractive 18 – 24 year old woman who appears to lead a trendy, fashionable, varied and active life. The ad would appear to target both women buying for themselves and people buying gifts for women. The ad does not give a ‘value for money’ impression.
TASK:
Imagine Rimmel are debating whether to use their traditional retail channels to distribute the product. Evaluate the alternatives Rimmel have for reaching the end consumer and explain your recommendation.
Question 2:
SCENARIO:
You are working as a retail consultant and have been retained to advise a shoe retailer ‘ShuYou’. They have asked you to design the layout and display of one of their stores. The store is situated in a side street close to a popular High Street. Although the shop is in a side street a lot of people pass by on their way to the major parking garage further down the street. The High Street has a good representation of national chain stores selling clothing and shoes. The store size is 1200 square foot, (120 square metres). It has a 20-foot (6metres) frontage and a depth of 60 feet (20 metres). ShuYou is positioned as a family shoes store aimed at C2D target market. The strap line on all their advertising is ‘At the Feet of the Family’.
TASK:
Recommend how the store should look. Your answer should cover ambience, layout and design, fixtures, fittings and atmospherics.