Retail and Brand Management. Analyzing non-store retailing in India
Post on 16-May-2023
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Types of non- store retailing
Direct selling- by salesmen
Tele marketing- through telephone
Auto-mated vending- via vending machines
Direct marketing- through direct advertising
Electronic retailing- through apps, web domains
S.W.O.T analysis- Strength
Customers: 1. less time consuming 2. accessibility 3. product diversity 4. effortless shopping 5. ease of comparing two products
Non-store retail 1. less(er) investment 2. more opportunity 3. good targeting 4. better advertising 5. no operation hours
S.W.O.T analysis- Weakness
Customers: 1. long process of returning 2. wait for delivery 3. trust issues 4. absence of experiential shopping 5. decision making- difficult
Non-store retailing 1. lack of interpersonal relationship 2. distinguishing themselves from frauds (phishing) 3. delivery issues 4. target market restricted to internet users only 5. cannot get instant feedback
S.W.O.T analysis- Opportunity
1. Works in spans of a minute 2. Next big choice of the people 3. elimination of physical stores in future 4. expansion of app marketing: promotions 5. shopping apps available on every digital screen 6. overseas 7. ease of category expansion
S.W.O.T analysis- Threats
1. The internet might crash someday 2. Phishing 3. Stores with high visual merchandizing 4. Non-sustainable packaging methods 5. Damage in the process of delivery 6. Services: Physical Store
7 P’s of retail marketing mix: Product
1. More categories 2. Diverse products in each category 3. Product segmentation: Gender Price Relevance New Arrivals
7 P’s of retail marketing mix: Price
1. Wide range 2. Claims of being cheaper than the MRP 3. Discounts/ Offers
7 P’s of retail marketing mix: Place
1. No physical stores for the customers to visit
2. Warehouses 3. Customer care center 4. No glitter and glamour
7 P’s of retail marketing mix: Promotion
Use various means of promotions
Linking to social media eg. Instagram, facebook
Through salesmen
Tie-ups with telephone companies
Advertising on digital channels: television, youtube
Via E-mails
Free subscription, free catalogue: post/ e-mail
7 P’s of retail marketing mix: Packaging
The most important part of the system
Has to be: cheap efficient strong durable all weather durable
Simple and quick
7 P’s of retail marketing mix: Physical Evidence
1. Non-existing (usually)
2. A head office operates and supervises the sales 3. Installations in public places are common
7 P’s of retail marketing mix: People
Customers: Target Market
Celebrities: For brand/product promotions
Salesmen
Marketing Strategy Competitive pricing
Ease of product accessibility
Expansion
Promotions that leave an impact
Target every age/ gender/ religion
Persuasive marketing
The Forecast 1. More scope 2. More accessible 3. Elimination of physical store 4. People: over the trust issues customer touch points: not very important 5. Non-retail Now- Trending In the times to come- Need 6. Elimination of Visual Merchandising
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