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1
Introduction
• The role of marketing in a retail organization is
two – fold.
– The first role is to inform the customer that it
exists.
– The second one is to bring the end consumer
closer to the retail stores.
• Retail marketing can reach the masses and still
be much focussed and convey the same
message in different languages, to varying
audiences in the same or different cities /
regions.
RETAIL MARKETING ENVIRONMENT 2
Retail Marketing Mix
• The marketing tools that are used by a retail
organization to meet its marketing objectives
is called the retail marketing mix.
• Retail marketing mix has four parts, each
directed toward the target audience.
• The way a retailer designs his marketing mix
affects the value proposition and the way
customers perceive his store.
• It will vary based on the type of consumers
served and the market in which he operates.
RETAIL MARKETING ENVIRONMENT 3
Components of Retail Marketing Mix
Product: Product or merchandise is one of the
main elements of the retail marketing mix.
– Range: Range of merchandise refers to the variety
or number of different merchandise items the
retailer stocks in the store.
– Depth: Depth of merchandise is the number of
Stock Keeping Units ( SKUs) within each brand of
the merchandise line.
– Breadth: This refers to the number of
merchandise brands in that merchandise line. This
is also called as assortment.
Price
People
Product
Place
Retail
Marketing
Mix
Customer
Service Promotion
Presentation
Segmentation:
• Segmentation means to break down a large market into
groups of smaller segments of consumers who may be
similar in their needs or purchase habits.
• Segmenting may be done on the basis of any of the
following:
– demographics – age, gender, marital status, education,
family life cycle, etc.
– location or usage patterns – example: non users, heavy
users, occasional users, etc.
– psychographics and lifestyles.
People
Presentation
Customer Service
Brand Associations
Promotion
Retail
Pricing Store Image
Product Place
Shopping Experience