Radio Shack 2003 Annual Report Download - page 14

Download and view the complete annual report

Please find page 14 of the 2003 Radio Shack annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 60

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60

National media buys, sponsorships and celebrities are all utilized to drive our brand image—and sales. By strengthening our trade area
marketing, and using highly targeted media and promotions, we’ll appeal directly to key customer segments living in trade areas around our
best stores.
RadioShack is one of the most well-known
brands in America, and our advertising is designed
to maintain that status.
Our research has identified three major customer segments as prime customers. All are families, with unique lifestyles and needs that
RadioShack can address. Active suburban families often have teenagers in the family and are attracted by convenient shopping and innovative
products. Urban dwelling families often have pre-teen kids and are attracted to the latest trends and fashion. Small-town rural residents
value their time at home and enjoy products that bring the family together.
Our advertising is targeted to specific markets comprised of these three customer segments, as well as to markets that have a mix of
these segments.We’ll reach all of our customer segments through sports sponsorships with the NBA and NASCAR. And we’ll feature more
national and local advertising and in-store signage produced in Spanish. Our Major League Soccer sponsorship, for example, will help us
reach young males, as well as the Hispanic community.
We’ve also optimized our organization by elevating marketing to a chief leadership position.This move brings a strategic focus and discipline
to our product and service platforms, strategic pricing, channel strategy, consumer marketing and product research.
Our marketing operations provide us with a scientific approach to our business and a long-term planning component to drive sales
and profit.
The power of our marketing and advertising becomes even more important as we focus on trade areas and key customer segments
using differentiated store configurations—stores offering different inventory for different customers.We are intent on better serving our
customers with the products and services that they find relevant—from everyone’s routine electronics needs, to families’ distinct
electronics wants.
RADIOSHACK 2003 Annual Report
12
IlluminationsTM is RadioShack’s brand of high-speed USB cables that
light up ordinary computer connections with a touch of color that
glows… just for the fun of it.
Driving value:
Marketing and Advertising