Advertising and Public Relations

Regardless what kind of business a company does, an effective communication is very essential either internally or externally, which can lead to a key success for a company. For every retail company, they use six market strategies to convey their products to their target consumers; also known as 'Retailing Mix'. A 'retailing mix' consist of the four basic market mix, with two additional strategies which are 'Presentation and Personnel'. Amongst all the Ps, promotion is one key element to communicate effectively. When it comes to the aspect of conveying products and services to target consumers, promotion plays a vital role. Like I said 'an effective communication is very essential', too important to be ignored by any company. A company well perceived by its target market, means that it has implement a good promotional strategy.

INSTITUTIONAL ADVERTISING FOR DUANE-READE

 

 Duane Reade as a retail store uses several promotional mix such as advertisement, Public relations, and sales promotions to attract and convince its target consumers about the products and services they are offering. In terms of advertisement, Duane Reade does not really engaged in day-to-day mass media advert, instead, it uses two types of advertisement i.e. "institutional and product advertising" to convey its products to target consumers. However, the institutional advertising is widely used by Duane Reade  to enhance and promote the company's image while it uses "product advertising" sometimes to introduce new product(s) to the existing market. On its websites, Duane Reade provides weekly circulars to communicate and inform both existing and new consumers about daily and weekly promotions, and also products that are coming new to the stores.  http://www.duanereade.com/NewProducts.aspx?p=f&num=5

 Also, the strategic locations of its stores,  is what would be considered a 'grand breakthrough' for its promotional strategy. Not only that Duane Reade operates in strategic places(commercial and residential areas), it also has well over 253 stores to make its target consumers aware of the company and its products, as compared to its major competitors such as Walgreens(13 stores), Rite-Aids (27 stores), and CVS (15 stores) . "For most New Yorkers, Duane Reade stores are an unavoidable fact of life. There is one next to the subway, one across the street from work, one next to the grocery store". The in-store presentation (layout and atmosphere) is another good promotional strategy used by Duane Reade; they are designed in a manner that it almost speaks to every prospective consumer(s) coming to the store for the very first time.



Publicity at Duane Reade

As you are aware, that 'Public relation' is one better way to get feedback from consumers. It provides a means of evaluation for companies to determine whether they are meeting consumer needs and satisfaction or not. Drug store chain Duane Reade uses phone SMS and emails to ask New Yorkers questions and feedback from its potential consumers. According to a survey result published on its website "More than 50,000 Duane Reade customers have shared their thoughts and feelings about what they love about Duane Reade and what they want improved. We're working on it every day". Based on this survey, Duane Reade has continue to work on  improving the goods and services they offer, and how they can better serve both their existing and potential consumers.