Retail marketing mix 3P's

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

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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

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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

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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

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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

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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

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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