Document qkKMVJo98BejdMY3a87B4qqrM

reaching the mwi market Increasing the sales of NAPA AUTO PARTS stores. It's a goal each and every NAPA store, as well as the entire NAPA distribution system, shares. In some NAPA programs this is accomplished with incentives for the traditional mar ket. In others it's done with incentives for the farm, marine and heavy duty markets. In 1989 increased sales to the retail market will be realized with a brand new initiative--the Retail Market ing Program. Basically the Retail Marketing Pro gram is one which establishes common dates and materials for six two-month periods, bringing together all the ele ments of both national and local promo tions and specials. And by bringing them together, produces a more effective and simpler means for NAPA AUTO PARTS stores to reach the retail customer. The program merges parts of past and current NAPA promotional programs-- Bargain Buys, Car Care Days, national price/product promotions and advertis ing and merchandising kits--with spe cials from NAPA Manufacturers. The Retail Marketing Program provides all of the elements a NAPA AUTO PARTS store needs for a promotion (products, plan-o-grams, point-of-purchase and ad vertising materials) and incorporates those elements with the flexibility needed to conduct an effective sales event in the local marketplace. The six promotional periods in 1989 are February/March, April/May, June/July, August/September, October/November and December/January 1990. Each pro motion will have an average of six to eight products which will be store traffic build ers, featuring special incentives such as manufacturers' rebates, sweepstakes and very competitive pricing, in addition to other high demand items. Prior to each of the six promotional periods, each participating NAPA AUTO PARTS store will receive a kit which contains plan-o-grams, four-color shelf talkers, danglers, window posters, news paper ad slicks, radio scripts and instruc tions. NAPA AUTO PARTS stores will then be able to choose the products, prices, length of the promotion and local adver tising they would like to use within the two-month period. Customarily, the two best selling sea sons for these types of promotions have been spring and fall. And that's the rea son national promotions will be tied into the April/May and October/November periods. Common themes, graphics and national advertising will be used to com municate that a sales event is occurring at the local NAPA AUTO PARTS store. The key dates for these two promotional periods are April 15-30 and September 30-October 15 and network television will be used to draw additional attention to the sales events. For these two key selling seasons and for the summer season as well, NAPA AUTO PARTS stores will have the oppor tunity to utilize another national advertis ing method--the National Circular Program. These three circulars will be four-color, four-page tabloids, each featur ing 30 to 40 fast moving products. Along with the predetermined products in each circular, an advance listing of pos sible additional items, to be included in a seasonal circular, will be provided. These "You Pick'em Lists" may be used if a cir cular is being customized to a store's trad ing area. Your Distribution Center will be able to tell you if the circularfs) is being customized for your area. The circulars may also be imprinted with the name and address of a store or group of stores. For those stores who do not wish to personalize an imprint, the message will read, "Available at partici pating NAPA AUTO PARTS stores. Call 1-800-LET-NAPA for the NAPA store nearest you." The circulars can be distributed to cus tomers in a number of ways, such as solo direct mail, marriage mail and newspa per inserts. NAPA stores may choose to participate in all three circulars or in just one or two. To assist NAPA AUTO PARTS stores in more aggressively pursuing the retail market and in making the Retail Market ing Program work even more effectively, the Retail Training Seminar is available. Read more about it on page 12. 13