1. Purpose & Objectives

The Market Research & Proposal Acquisition process ensures that all marketing initiatives are strategic, cost-effective, and tailored to each store’s unique location by:
✅ Identifying the most effective advertising and marketing strategies through thorough market research.
✅ Ensuring competitive pricing and quality by obtaining multiple vendor proposals.
✅ Engaging key stakeholders to gather insights and feedback for optimal decision-making.
✅ Maintaining alignment with budget constraints and maximizing return on investment (ROI).

2. Responsibilities & Workflow

📌 Store Managers – Lead market research, member selection, and proposal acquisition.
📌 Advisory Board – SM select a team (up to 10 members) providing input on marketing strategies.
📌 Operations Manager – Reviews and approves final marketing proposals.

3. Market Research & Proposal Acquisition

3.1 Store Manager Responsibilities

✅ Market Research

• Conduct in-depth market analysis to determine the most effective advertising channels.
• Align research findings with the store’s marketing budget and customer demographics.

✅ Proposal Acquisition

• Secure a minimum of three distinct proposals from various vendors for each advertising platform under consideration.
• Evaluate proposals based on pricing, target audience, projected reach, and potential impact.

✅ Advisory Group Consultation

• Assemble an advisory group (max. 10 members) representing broader store stakeholders.
• Collect input and feedback to refine the selection of advertising platforms and strategies.

4. Face-to-Face Meetings with Vendors

📌 Arranged by: Store Managers
📌 Meeting Purpose: Vendor evaluation & negotiation

✅ Vendor Discussions

• Schedule face-to-face meetings with selected vendors to review proposal details.
• Gather key information such as pricing structures, audience demographics, and expected ROI.
• Negotiate terms and clarify deliverables before finalizing vendor selection.

5. Presentation to Operations Manager

📌 Prepared by: Store Managers
📌 Reviewed by: Operations Manager

✅ Presentation Content

• Overview of each advertising platform and its strategic relevance.
• Projected impact on the store’s target audience.
• Budget allocation per platform and anticipated ROI.
• Comparative analysis of vendor proposals.

6. Supervisor Approval

📌 Meeting Between: Store Manager & Operations Manager

✅ Approval Process

• Store Managers formally present their marketing proposals.
• Operations Manager evaluates each proposal’s feasibility and alignment with store goals.
• Necessary revisions or adjustments are discussed before final approval.

7. Contract Signing & Compliance

📌 Authorized by: Store Managers (post-approval)

✅ Agreement Terms

• All marketing agreements must include a 60-day cancellation clause for both parties.
• Contracts should be signed without requiring a personal guarantee from the Store Manager.

8. Data Collection & Performance Tracking

📌 Conducted by: Store Managers & Team Members

✅ Customer Insights Collection

• Gather data from every customer regarding how they learned about the store.
• Use collected data to assess marketing effectiveness and budget allocation.

9. Quarterly Evaluation & Renewal

📌 Conducted by: Store Managers
📌 Reviewed by: Operations Manager

✅ Performance Review

• Advertising contracts extending beyond three months must be reevaluated upon renewal.
• Assess marketing campaign performance and adjust strategies if necessary.
• Present findings and proposed changes to the Operations Manager for approval.

10. Summary: Key Takeaways

✔ Conduct thorough market research to tailor advertising strategies to each store’s needs.
✔ Obtain a minimum of three vendor proposals per advertising platform.
✔ Consult an advisory group to refine marketing decisions.
✔ Meet with vendors to discuss pricing, audience reach, and expected impact.
✔ Secure Operations Manager approval before signing contracts.
✔ Ensure all contracts include a 60-day cancellation clause for flexibility.
✔ Collect customer data to track marketing effectiveness.
✔ Review advertising performance quarterly to optimize marketing spend.

By following this structured approach, each store maximizes marketing effectiveness while ensuring responsible budget management.