retail marketing mix 3p's
DESCRIPTION
Explaining Retail Marketing Mix By Suitable ExamplesTRANSCRIPT
Retail Marketing
Mix -Yogapriya
Retail & Retailing
• Retail:-The sale of goods to the public in relatively small quantities for use or consumption rather than for resale.
• Retailing:- The strategy of selling goods through retail
Retail Marketing
• It is a range of activities undertaken by retailer to promote awareness and sales of the company’s product.
4 P’s+3P’s
Product
Price
Place
Promotion
People
Physical Environment
Process
3 P’s
People•Target Consumer
Process•Communication•Price•Customer Service•Personnel Selling•Sales Incentives
Physical Environment
•Layout•Ambience•Design•Location
Types Of Retailers
• Single brand retailers
• Multibrand retailers
Multibrand Retailers
Department Stores Supermarkets Warehouse
RetailersConvenience
Retailer e- Tailer
Single Brand Retailers
Specialty Retailers/Category Killers
Prestige Smart Kitchen Total Kitchen Solution Provider
Product Features Quality Image Branding Features Variants Mix Support Customer Service Use Occasion Availability Warranties
Product
Stylish, Availability
Durability, Quality
Options• Electric
Appliances• Non Electric
Appliances
Innovative, Different uses
Exchange Offers,
Occasions
Discounts,Warrenties
Free Servicing
Product ,Its Features & Services
Promotion
PromotionMarketing CommunicationPersonal PromotionSales PromotionBrandingDirect Marketing
Prestige Smart Kitchen Total Kitchen Solution Provider
Promotion
Promotion
Direct Communication
Direct Interaction
Point Of
Purchase
Free Servic
e Camp
Exchange
Camp
Indirect Communication
Social Media
Magazines, News Papers
Radio
PricePositioningListDiscountsCredit Payment MethodsFree Or Value Added
Prestige Smart Kitchen Total Kitchen Solution Provider
Price
• “Total Kitchen Solution Provider”-Positioning • Has Various Discount Offers– Discounts for Occasions
• Gift Coupons• Consumer Services• Online Payment Options• Credit Card Payments• Free Or Value Added Elements– Consumer Services– Exchange Offers
PlaceTrade ChannelsSales SupportChannel NumberSegmented Channels
Prestige Smart Kitchen Total Kitchen Solution Provider
Place
Hypermarkets(modern retailing) Online Shopping Show Rooms Retailing(Tradition
al Trade)
PeopleIndividuals On Marketing ActivitiesIndividuals On Customer ContactRecruitmentCulture/ImageTraining & SkillsRemuneration
All the above leads to consumer satisfaction- Effective human resource gives the best service & a competitive advantage to perform all the below mentioned
activities thus leading to consumer satisfaction and to put across right message
Prestige Smart Kitchen Total Kitchen Solution Provider
Customer Service• Online Shopping Assistance & Order Status Queries
Customer Satisfaction:- Variations, Designs & Different Modes Of PurchasingEx:- It was Found That >60% Customers purchased the product before leaving the shop
Accessibility, Free Service Camps & Exchange ( 1st Implemented by ttk Prestige)
Variations Of Products According To The Requirement Of Consumers. Ex:-Inner Lid Cookers For North
Modern Kitchen(ttk+World Kitchen):- As a one stop solution.
Corningware & Pyrex(ttk+Myerinternational):- Future Of Kitchen Appliances
Non-Electric Water Filters(ttk+Vestergard):- Middle class & Rural Market
PEOPLE
ProcessCustomer FocusBusiness-ledIT-SupportDesign FeaturesR&DPhysical Evidence
Prestige Smart Kitchen Total Kitchen Solution Provider
Process
Brick & Click
• Directly from the company website• Flipkart.com,amazon.com etc• Facilities such as accepting of credit cards• Gift cards :- wherein a particular amount can
be given in form of gift cards and purchases only for that amount can be made
Brick & Mortar
• Show room • Hypermarket• Retailing• Point of purchases at nearby locations Ex:-
Exhibitions
Physical EvidenceSales/Staff Contact Experience Of BrandProduct PackagingOnline Experience
Prestige Smart Kitchen Total Kitchen Solution Provider
Physical Environment
one-stop shop for the entire
range of `Prestige'
kitchenware
showrooms presenting the ambience of a
live kitchen with plush interiors
Prestige Kitchen Care' (the service-at-customers' door-
step programme)Prestige Privilege Club' (a
loyalty programme)
Meeting Future Requirements Of Consumers By Innovation & Developing Strategic Relations With Other Companies
Variations Of Products According To The Requirement Of Consumers. Ex:- Specialy designed Inner Lid Cookers For North
Modern Kitchen(ttk+World Kitchen):- As a one stop solution.
Corningware & Pyrex(ttk+Myerinternational):- Future Of Kitchen Appliances
Non-Electric Water Filters(ttk+Vestergard):- Middle class & Rural Market