It is a common misunderstanding that online retailers don't have major costs as brick & mortar stores do and therefore they don't need to have higher margins than the brick&mortar counterparts. However, online retailers do have high costs and they provide every consumer-experience option that a brick & mortar store provides. The below is a …
Continue reading Similarities between Brick & Mortar Stores and Online Retail
With increased exposure to global brands, latest internet communications, and desire for better lifestyle, the consumers today are looking to use the global, trendy, life-style oriented products and are demanding more in terms of the shopping experience, simplicity, quality products, and value. The evolution of Modern Trade is just meeting the demands of these consumers …
Product Range Management A product range is the total product offering expressed in terms of width and depth. The width of a product range depends on the variety or number of types in a product category. The depth of a product range refers to the amount of choice offered in terms of product and brand …
Continue reading How promotions help in range management issues?
The heart of a computer is the processor and that is what Intel makes. Let us see how Intel is constantly reminding the consumers about what they build and inspire them to engage with their technology. In a bid to engage consumers and promote its i5 processors, Intel is doing a range of promotions. Objective: To …
During the early 90's, the brand Horlicks faced a problem in West bengal. Though the brand is well known and the consumers are buying it, the consumers are not buying the 1Kg pack and are repeatedly buying the 450gm size pack. Though the 450 gm size pack helped gain new users (trials), the repeat purchase …
A happy customer is the top priority of every retailer and along with it attached is the need and want of extracting a larger share of wallet (SOW) from these customers, in a way that their happy status quo is not disturbed. Helping retailers balance this well, are tactics like Cross-selling and Up-selling. Cross-selling and …
In marketing, there are different types of promotions that are provided to consumers and trade partners. Broadly, they are divided into two categories: front-loaded promotions and rear-loaded promotions.For example, when using price packs, direct mail coupons, FSI coupons or peel-off coupons, consumers obtain an immediate benefit upon purchase or a front-loaded incentive. However, when buying …
Continue reading Front-loaded and Rear-loaded incentives in marketing
Consider a firm that wishes to increase current year profits p, as well as market share m. As shown in the figure, for some values of m profits increase, and then it starts to decrease beyond a point. Beyond a point increased market share comes only with reduced current year profits because of increase expenditures …
Myntra.com is currently among the top e-commerce companies in India. Recently, they started above the line (ATL) advertising with the television commercial(TVC) below. As most of us know, if you have the pockets, a TVC is probably the best way to create awareness of your brand in India. Myntra.com TVC on air Going on TV …
Pricing is one of the linchpins of marketing strategy and success. Marketer's need to get their pricing strategy right and it is always a big challenge to understand which price is the right for both my customer and me. Marketeers should understand how customers perceive value, because it is the value that is the ultimate …
Continue reading Customer Perceived Value – The base for your pricing strategy
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