Download - What is a Strategy
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Strategy is a plan, a “how,” a means of getting from here to there.
Strategy is perspective, that is, vision and direction.
What is a Strategy
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Retail Strategy
A clear and definite plan that the retailer
outlines to tap the market and build a long-
term relationship with the consumers.
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Mission of Mc Donald’s – QSCV
Mission of Wal-Mart –”To give ordinary folk the chance to buy the same thing as rich people”
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Retail Marketing Strategy
Develop the “Six Ps”Develop the “Six Ps”
Define & Select a Target Market
Define & Select a Target MarketKey Tasks Key Tasks
in in StrategicStrategicRetailingRetailing
Key Tasks Key Tasks in in
StrategicStrategicRetailingRetailing
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• Selecting a Target MarketSelecting a Target Market– Retailers analyze demographic, geographic,
and psychographic profiles to segment and select potential markets
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six P’s
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Choosing the Retailing Mix
ProductProduct
PricePrice
PromotionPromotion
PlacePlace
PersonnelPersonnel
PresentationPresentation
• STEP 2:• Choose the
Retailing Mix
• STEP 2:• Choose the
Retailing Mix
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Product Offering
The mix of products
offered to the
consumer by the
retailer; also called
the product
assortment or
merchandise mix.
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• Merchandising StrategyMerchandising Strategy
– Planograms: Diagrams of how to exhibit selections of merchandise within a store
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• The Battle for Shelf SpaceThe Battle for Shelf Space– Stock keeping unit (SKU): specific product
offering within a product line that is used to identify items within the line
– Slotting allowances: fees paid by manufacturers to secure shelf space from retailers for their products
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• Customer Service StrategyCustomer Service Strategy– Retailers must decide on the variety of
services they make available for shoppers
• Examples include gift wrapping, return privileges, electronic shopping, and delivery and installation
• Objectives are to enhance shopper comfort and attract and retain customers
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Customer Management Strategies
Customer Relationship Marketing
Customer Relationship Marketing
LoyaltyProgramsLoyalty
Programs
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• Location / Distribution StrategyLocation / Distribution Strategy
– Planned shopping center: A group of retail stores planned, coordinated, and marketed as a single unit
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Location Decisions
Freestanding StoreFreestanding Store
Shopping Center Tenant
Shopping Center Tenant
Mall Mall
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Retail Promotion Strategy
RetailRetailPromotion Promotion
StrategyStrategy
RetailRetailPromotion Promotion
StrategyStrategy
AdvertisingAdvertising
Public RelationsPublic Relations
PublicityPublicity
Sales PromotionSales Promotion
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Presentation of the Retail Store
Employee Type Employee Type
Merchandise Type Merchandise Type
Fixture Type Fixture Type
SoundSound
OdorsOdors
Visual FactorsVisual Factors
Factors Factors inin
CreatingCreatingStore’sStore’s
Atmosphere Atmosphere
Factors Factors inin
CreatingCreatingStore’sStore’s
Atmosphere Atmosphere
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Target Market & Positioningfor Shopper’s StopShopper’s Stop
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Shopper’s StopShopper’s Stop
• Positioning Shoppers’ Stop is positioned as a family store delivering a complete shopping experience defined by its mission, vision and values.
• Target Market– Man, Woman, youngsters and children
Who Want Comfortable, Casual, But Stylish Apparel, upper-class and upper middle class.
– between the age group of 16 years to 35 years
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Examples of Retail Strategies
• Big Bazaar • Reliance Malls• McDonalds• What is the target
market, retail offering, and source of competitive advantage for each retailer?
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• Positioning
• Is se Accha aur profitable kahin nahi',
• Target
• Middle class
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• Competitive Advantage • 1) Offering discounts ranging from 5 per cent to 60
% as discount stores is still a nascent concept in India
• competence in providing products at lowest prices and great quality in an ambience much better than what the customers except.
• 2) Offering products and services such as a photography shop, a bakery, automobile accessories, bicycles, electrical hardware, among other items, the range is vast and fulfils practically every need of the consumer under one roof
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Reliance Industries
will try to give
consumers a
complete shopping
experience
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Company’s retail venture will cater to
almost all major sectors like apparel and
footwear, FMCG, consumer durable,
home furnishing, farm product,
entertainment and leisure.
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Creating Store LoyaltyMental and Emotional Attachments
• Elements in a Strong Brand– Top of the Mind Awareness– Associations with Brand/Store Name
• Methods Used to Develop a Strong Brand– Massive Exposure– Symbols to Reinforce Image– For e.g. :- Mac Donalds.
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Theories of retail development.
1) Environmental theory
Darwin’s theory --- survival of the fittest.
The retailers who successfully adapt technological, demographic, economic changes , can only grow and prosper.
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Cyclic or wheel of retailing.
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Wheel of Retailing Theory
High-end strategy• High prices• Excellent facilities and services
• Upscale consumers
Low-end strategy• Low prices• Limited facilities and services
• Price-sensitive consumers Medium strategy
• Moderate prices• Improved facilities• Broader base of value- and service-conscious consumers
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