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Analysis of National Geographic’s sales strategies in London

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documents in English
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case study
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6 pages
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  1. Introduction
  2. The video game industry
  3. Immersion in the virtual world
  4. Another step that brings the video game closer to visual films
  5. The video game: Virtual factor or real world
  6. Conclusion

Today, we are seeing more innovative store concepts that are developing in order to cope with the high competition and meet the increasingly sophisticated expectations of the consumers. These stores also hope to full fill the company's corporate communication strategies as it is a unique and unsaturated means of communication.

There are certain ?flagship' stores that do not solely concentrate on the buying and selling process. These stores aim to entertain their customers by setting up several attractions that will appeal to the tastes of the consumers. In this paper we will elaborate on this concept and analyze the stores of National Geographic in London to help explain the finer points.

I. Analysis of National Geographic in London

A. Thematic point of sale

The main theme is the journey that the consumer can take through several worlds: the Market place, the photo exhibition, a coffee bar and food counter.
These zones are clearly separated from each other and easily identifiable which allows the customer to take a break and have a suitable place to visit within the store. The prices of the products at these areas are varied so that they can suit a variety of consumers. The customer can move within the store and when he does so he ?enters' and ?leaves' several ?worlds.' Or so is the impression he gets. The consumer is aware that he is being taken around the world by National Geographic and this reiterates the images of the company i.e. travel.

The different areas are separated as they are on different floors. For example, the basement is the preparation area and the floors above it are the various stages of the expedition. There is an exploration area where the products that are used in the field are kept and there is an area where the children can occupy themselves with races or games while the parents choose to educate themselves.

Tags: National Geographic, flagship store, marketing concept

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