The document discusses the retail marketing mix, which refers to the various elements and methods required to formulate and execute a retail marketing strategy. The essential elements of a retail marketing mix include store location, merchandise assortments, store ambience, customer service, price, communication with customers, personal selling, store image, store design, sales incentives, people, process, and physical evidence. Retail managers must determine the optimal mix of these elements and coordinate them to create a distinct image for each store and meet the expectations of target customers. The retail marketing mix is how a retailer implements its marketing strategy in a way that is consistent across elements and responsive to competitors.

7.  Marketing indentifies current, unfulfilled needs and wants,
which it defines and quantifies.
 Marketing determines which target groups the retailer
should serve.
 Marketing could be seen as delivering an acceptable
standard of living.
 Marketing can ensure complete satisfaction and sustained
customer loyalty.
 Marketing depends on the efficient co-ordination of
customer prediction, product development, packaging
design and influencing demand through appropriate
communication medium.
 From these, a suitable mix is achieved.

8.  Retail marketing mix is the term used to describe
various elements and methods required to formulate
and execute retail marketing strategy.
 Retail managers must determine the optimum mix of
retailing activities and co-ordinate the elements of the
mix.
 The aim of such coordination is for each store to have
distinct retail image in consumers’ mind.
 The mix may vary greatly according to the type of
market the retailer is in, and the type of
product/services.

9. While many elements may make up a firm’s retail
marketing mix, the essential elements may include:
 Store location,
 Merchandise assortments,
 Store ambience,
 Customer service,
 Price,
 Communication with customer

10.  Personal selling
 Store image
 Store design
 Sales incentives
 People
 Process
 Physical evidence

11. The retail marketing mix is the vehicle through which a
retailer’s marketing strategy is implemented and, in
planning the mix, retailers should be guided by three
basic principles:
1. The mix must be consistent with the expectation of
target customers;
2. Elements must be consistent with each other to cretae
synergy; and
3. The mix must be responsive to competitive strategy.

12.  Place
 Product
 Price
 Promotion
 People
 Process
 Physical Environment

13.  Target market
 Channel structure
 Channel management
 Retailer image
 Retail logistics
 Retail distribution

14.  Product development
 Product management
 Product features and benefits
 Branding
 Packaging
 After-sales services

15. Price
 Costs
 Profitability
 Value for money
 Competitiveness
 Incentives
 Quality
 Status

16. Promotion
 Developing promotional mixes
 Advertising management
 Sales promotion
 Sales management
 Public relations
 Direct marketing

17. People element
 Staff capability
 Efficiency
 Availability
 Effectiveness
 Customer interaction
 Internal marketing

18. Process element
 Order processing
 Database management
 Service delivery
 Queuing system
 Standardisation

23. Convenience stores

31. There are two theoretical forms of retailing.
1."High-Low"
2. “Everyday low price" (EDLP) strategy

33. ◦Ever changing customer requirements
◦Economic Development
◦Falling borders
◦New technologies
◦The entrepreneurs

34. We are witnessing unforeseen changes in
the landscape of retailing
There are several theories which have
been propounded to explain such
development.

36. • Retail development is linked to human habitation.
• Expands with a geographical expansion of the
society.
• Starting with general stores neighboring localities
• To specialist stores…things like gifts, restaurants,
entertainment at a certain distance
• Theses specialist retailers when mature start adding
variety and become general stores
• Some become category killers

37. • A new value proposition by one retailer gives rise to
two retailers with same value.
• E.g: Tesco always copied Sainsbury
• In India too the grocery sector is facing a price led
dialectic process…some of them are sure to die

39. • In long term the industry would have mostly either
large or small sized retailers
• The medium size becomes unviable.
◦ Bermuda triangle
◦ Act small and set up big firm practices.
Mid-sized (diff to sustain)
Large sized
Small Sized