Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Wal-Mart and InStore TV, Worth an Investment

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Case Title:

Wal-Mart and InStore TV: Worth an Investment?

Publication Year : 2007

Authors: Manu Krishna & Bharathi S. Gopal

Industry: Retailing

Region:USA

Case Code: MKS0101B

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Wal-Mart, undoubtedly the best and the biggest in retail and grocery had also grown into a major network television broadcaster by 2006. And it had grown in such a way that the Wal-Mart network was the fifth largest TV network in the US. Wal-Mart used its Network to advertise its own products as well as other marketer’s products. Latest studies revealed that 70% of all purchasing decisions were made inside the store. So had the advertisers being shooting their dollars elsewhere and away from their targets so far? And would the shopping arena be another big advertising wall for marketers? This case discusses the new trend in out-door as well as Point-of-Purchase advertisements, and why a retail giant like Wal-Mart was investing so much money in a novel medium, that hasn’t proved its effectiveness yet.

Pedagogical Objectives:

  • To study the reasons for Wal-Mart’s decision to advertise on its TV network
  • To comprehend how purchasing decisions are made at the point-of-purchase
  • To analyse how Wal-Mart should use the insight of point-of-purchase decisions to sell its products.

Keywords : Alternate media, Wal-Mart, Advertising, Media fragmentation, Marketing Strategies Case Study, US advertising industry, Digital signages, InStore TV, Premier retail network, Point-of-purchase, Marketing channels, Consumer, Out-of-home media, research

Contents:

  • Significance of InStore TV
  • Wal-Mart InStore TVs
  • Wal-Mart and Network TV: Network Inside a Network
  • Is InStore TV Here To Stay?

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