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HomeMy WebLinkAboutThe Lucknow Sentinel, 1982-06-30, Page 15There were several awards presented in different subjects at the graduation ceremonies for the graduates of ST.Joseph's School in KWgrbrldge,:held last ThruNdity, The Ashfield Selene. Award went to Lonny Doherty, far left, • • West Wnwanosh Went* a Award went.' Cathy O'Connor, seeiond from left, the. Preach Award went to !Linda Van t)sek, second front right and the Musk Award went to Pntriek Fruyne. • Honor holt Awards presented at the St. Joseph's Schou) Marie. Dalton, !ranch Van Cldrlr,. Cathy O'Connor, Sallyitnn graduation ceremonies, ,last Thursday, went to from left,. Oseh, and Lanny Doherty, Stephen Von Osch received the Citizenship Award, Melissa Spurtrnnship Award went to Mario Dalton and Ed Martin received the Public Speakirla Award and the Pllasschacrt, . • Ludrmow Sentinel, Wednesday, Dune ,1 , *N2 : BainPainhllng W. ole " (araite" pelnt, one of the boot for long MO and durability. FREE ESTIMATES W. Adamson and Son . CON7'RACI',NO LTD. t CKNOW 6282113 Retail Advertising Strategy. Fol . Tough l'Tes WITH DA's CRAVIT • RETAIL SPECIALIST Retailers often think that ending more advertigo . ing dollars in, economically difficult tines Is the • snick cure for "slew business", . Iavid_Cravit, executive "vlce+president, creative: services of. Suffer Cravat & Freedman, one of the largest ngenelen .in ,North An ries s j : c ializiru ...in,. re maintains that "in hard times retailers Ye e a hard look at themselves. ' , "if in the past they. had • no 'coherent merchtindisintkittarketing.program, throwing more money Into advertising cannot bail them out. ,.. The key to surviving these difficult titrates, 'said Cravat, "is g history of consistent advertising baa ed on att.aggresslve merchandising and marketing strategy", Such retailers need .riot alter • their . :overall strategy. . Iiut for retailers without an'established Merolla*, dicing and advertising program and hit hard by the ..current recession, Crnvlt suggested the Mowing. 1, TAU STOCK Fake a hard look atyour.entire opera- Hon peration ,merchandising, people; resources, Competitors and your customers. At the end of stock taking, one of two conclusionts will be drrawn. Either you have business which does not deserve to survive and which cannot be made competitive in the short -run, or you have prow bletns but.can identify. strengths which can be used to move your business into a more competitive posi• tion. . 2, COMPETITIVE FRAME OP MIND, • Put yourself into a competitive. fritne of mind: Pick an. enemy. To survive its this economy you have to take away business from someone else. Decide who that someone else is.going tube. Went!, fying a competitor forces you to narrow your teens, and concentrate on your resources. • 3. CATEGORY DOMINANCE Look for Opportunities for category dominance: Identification of an enemy forces an. assess nent'of your 'merchandising 'strengths and ,weaknesses.. • 'Your competitor will be •sotrieone, you can tad - merchandise in one or more categories. Make those categories the fecal point of your merchandising planning and your advertising, . 4. MERCHANDISING STRATEGY tiring , Let your merchandising strategy lead your adver• . 6; DOMINATE ONE MEDIUIVI,. Dominate one medium, Don't scatter your dollars, Concentrate your effort. .6. CREATIVE TALENTS Secure the best possible creative talents you Can find+ Once you've identified an enemy who is vulnerable, if you've built a strong category` • dominated merchandising package, you'll have something of substance to say, " .,Row you.. say it is important, because if the message doen't get through, you'll be outof business. Cravat warned that with all .this advice, it's still not going to be :smooth sailing. Hut with aggres$ive promotion during the recession, you'll stand to benefit even more when the economic tide takes an upswing,