retail marketing mix

E-Branding

Planning Your Store Design

The purpose of retail store design is to create is to create a comfortable environment that is unique in the mind of your customers.

1.    What type of retail store format do you plan to operate?
2.    What category of merchandise will your retail store sell?
3.    What is your target segment of customers your retail store will cater to?

Your retail store might sell food, general merchandise or might be a specialty store. Your retail format might be a hypermarket, super centre, supermarket, superstore, department store, wholesale club, or it may be a franchise, or a themed store selling a single brand, or a single line of merchandise.

When you have defined your store type and your target market, you will need to decide on the elements to establish your store identity:

1. Layout
2. Décor
3. Fixtures
4. Colors
5. Lightning

The goal of any retail store design is to make the customers feel good the moment they enter, and to increase the time they spend browsing in your retail store. The elements of a successfully designed and executed retail store design will influence your shoppers’ behavior.

It is important to understand that a retail store design must evolve to remain relevant to your customers, and to reflect their lifestyle. Retailers who are not ready to remodel or change their store design in keeping with the current trends will be left behind. Successful retail store designs and concepts produce more sales and higher profits, and enjoy higher customer loyalty.

When the retail store design has been established, the next step is to focus on your merchandising. The type of retail store format determines the merchandise mix. Depending on the store format and size, you might be selling anywhere from 20,000 to 100,000 different merchandise. Known as SKU, each SKU will be assigned a PLU (price look-up) code. This will enable your POS system to track your sales per unit of merchandise and your inventory levels.

The layout of your retail store will direct the flow of customer traffic when they shop. Using strategic placement of merchandise categories, shoppers will be exposed to the merchandise you sell. The placement and arrangement of your merchandise plays a vital role in achieving a profitable retail operation. The merchandise placement from various categories should flow together seamlessly. Shoppers are directed to merchandise from different categories, but are considered related.

The arrangement might look something like this; home décor, bed sheets, blankets, pillows, floor mats, curtains, window shades, bedside lamps, wall clocks, bathroom accessories. The merchandise from various categories can be organized in ways that uses suggestive selling to your shoppers.
The height and density of the display, use of POS materials, contributes to your profitability. Consider the type of display and fixtures to use in your retail store:

• Block displays
• Showroom style
• Shelf or gondolas
• Offer bins
• Check-out displays

Your merchandise and merchandise displays have to be visually appealing, organized and properly stocked. It should be well maintained and cleaned. Changing your feature displays often will increase the entertainment factor when shoppers visit your store.

The way your retail store is designed, and the way you display your merchandise to complement your store layout creates your unique identity to your shoppers. By cultivating a store identity, it gives your store a personality, and increases repeat patronage.

How the Internet Is Changing Advertising

Being Different

With consumers being bombarded by advertising 100 times a day, the way you serve your customers must be different in order to just be noticed. You must be different in everything you say and do. Being different is standing on the side of the customer.

Let’s face it, being pretty good isn’t good enough anymore. Consumers have changed, have retailers kept up? Today’s customers are:

• More selective where they shop and shop at fewer outlets.
• Have less time to shop
• More sensitive to price and more demanding

Today’s retailer has to be either;

• The Biggest
• The Cheapest
• The Widest Selection
• The Fastest or Quickest
• The Easiest

If you’re not aiming to be the best in your niche, your customers are going to leave you. Look at the big names retailers that have closed doors in recent years. If a country’s national airline and wind up, nobody can afford to sit back and take it easy. Look at Wal-Mart. Are they the biggest company in the industry, where customers can find the lowest price? Do they have the lowest operating cost per dollar sale in the industry? You can’t have everyday low price without everyday low cost. Look at what you can do to stand out. Write down your sales or marketing ideas. Let it sit overnight and look at them again. Expand on them. Don’t be afraid to get wild and unorthodox, you can always scale back. A lot of the time in retailing bigger is better.

25 Best Indian Brand Slogans

This is my pick of 25 best Indian Slogans

1. Pepsi : Yehi hain Right Choice Baby

2. Thums Up : Taste The Thunder

3. Surf : Daag Acche hain

4. Tata Safari : Reclaim Your Life

5. Asian Paints : Har Khar Kuchch Kahta hein

6. Air Deccan : Simplifly

7. Rasna : I love you Rasna

8.Frooti : Fresh N Juicy / Why Grow Up

9.Coca Cola : Thanda Matlab Coca Cola

10. Raymond's : The Complete Man

11. Bajaj Pulsar : Definitely Male

12. Dairy Milk : Swad Zindagi Ka

13. Peter England : The Honest Shirt

14.Bingo : No Confusion, Great Combination

15. Boost : Boost is the secret of our energy

16 Polo : The mint with a hole

17. Lifebuoy : Thandurusti hain vaham

18. Ceat : Born Tough

19.MRF : Tyres With Muscle

20.Havelles RCB : Shock Laga Kya

21.Idea : An Idea can Change your life

22. Hutch : Where ever you go , our network follows

23. Maggi : Taste Bhi, Health Bhi ( Ketchup : Its Different)

24. Onida : Neighbor's Envy , Owner's Pride

25. Kingfisher : The King of Good Times

Tesco: Homeplus Subway Virtual Store (Movie)

History of Branding

What is marketing

Social Media Marketing in 3 minutes

What is Marketing ROI?

Big FMCG sales come in small packages

LUX soap at Rs 10, Good Day biscuit packet at Rs 5, Nestea premix ice tea pack at Rs 2. These are some of the most popular offers in the consumer products market where companies expect low-priced units to account for more than 40% of their total sales this year.

With rising prices of food and commodity products forcing India’s huge middle class market to lap up low-unit packs of soaps and detergents, shampoos, biscuits and snack foods more than ever before, companies such as Hindustan Unilever (HUL), ITC, Britannia, Frito-Lay, Godrej, CavinKare, Dabur and Nestle are banking on these ‘magic price points’ to push volumes. Last year, such packs accounted for 25-30% of their sales.
   

“The Rs 5 and Rs 10 price points in India continue to be magical in providing affordability and accessibility across a wide variety of foods,” says Vinita Bali, CEO of Britannia Industries, which recently introduced Good Day biscuits in Rs 5 packs.

    This is because most Indian households spend a large chunk of their disposable income on food, and they have to adjust their expenses on discretionary items when the prices of sugar or dal rise, she says.

    The price of sugar, which is also a raw material for biscuit and confectionery makers, has doubled from Rs 17/kg to Rs 35 over the past one year.

    Nestle has introduced Nestea, its premixed ice-tea, in refill packs of Rs 2 and Rs 10. Till now, the brand was only available in packs of Rs 75. FMCG’s rural focus drives small size sales

    PEPSICO’S snack foods arm, Frito-Lay, has started advertising its Kurkure brand in packs of Rs 3 and Rs 5. “We are trying to recruit new consumers and drive category penetration on Kurkure with price-pack play,” says Deepika Warrier, marketing director of Frito-Lay. Small packs will account for about one-third of the firm’s business, she says.

    While the slowdown in economy and inflationary pressure have impacted the disposable income in the hands of people, another factor driving the low-price unit growth is the increasing penetration into rural areas and the bottom-of-the-pyramid market.

    “There is so much unexplored potential in rural areas. Keeping low-price points is crucial to get into thesemarkets,” says Dalip Sehgal, managing director of Godrej, which is selling its No. 1 soap, Expert hair colour and Nupur henna at the Rs 5 and Rs 10 price points.

    Godrej is strengthening its distribution by tapping new channels like barbers and salons to push its shaving creams and talc and advertising its low-price units both regionally and nationally, he adds.

    CavinKare, which began the sachet revolution by selling Re 1 shampoo packs in rural India in early 1980s, says sachet shampoo sales have accelerated over the past few months from 70% to over 80% of the Rs 2,400-crore shampoo market.
   

“Small packs are growing faster because they drive penetration specially in rural markets and offer convenience of use. We have not seen much upgradation from sachets to bottles,” says V Ramesh, executive director of CavinKare, which sells Nyle and Chik shampoos in 50 paise and Re 1 packs.
   

Small packs help attract new users into a category, says V S Sitaram, COO of Dabur India, which recently rolled out Hajmola in 50 paise packets and Amla hair oil in Re 1 sachets. Low-priced packs contribute close to 35% of total sales of Dabur that also owns Vatika and Chyawanprash.
   

Both Hindustan Unilever and ITC are now focusing their advertising for Lux and Vivel soap brands, respectively, on the Rs 10 price point instead of brand attributes.
   

According to Cadbury India’s director for marketing Sanjay Purohit, the growth of lowprice units is led by a marketneed to encourage consumption and push growth in the smaller markets. The chocolates and confectionery maker has launched a Rs 2 version of its flagship brand Cadbury Dairy Milk, called CDM Shots, and will soon introduce smaller packs of its premium brand of chocolates, Bournville.
   

Analysts feel the trend will force companies increase volume discounts and consumer promotion schemes to push sales of larger units. But even then, the small will keep getting bigger, as the market penetrates and competition tightens.
   

“We expect low-pack units to become the highlight of the industry, with competition across categories intensifying. Downtrading and downpricing (weight reduction rather than price hike) is likely to become a reality, with a focus on sustaining volume growth and protecting market share,” says Anand Shah, FMCG analyst at broking and advisory firm Angel Broking.
   

Interestingly, the expansion of low-price units — a popular phenomenon in emerging and developing countries — does not favour the country’s nascent organised retail sector. More than 70% of low-unit packs are sold through kirana, or mom-and-pop stores, that constitutes almost 95% of the total retail market.

An introduction to Google AdWords

Ikea Mattress Display Team

The Coca Cola Friendship Machine