Retail Marketing

G P Sudhakar
 Today’s class
• Retail Marketing Concept
• Understanding Consumers
• Core Strategy
• Segmentation
• Targeting
• Positioning
• Marketing Strategy – The Retail Mix
• Shopper Marketing
 Defining Marketing
‘Marketing is the management process that
identifies, anticipates and satisfies customer
requirements profitably’

~ The Chartered Institute of Marketing

‘Marketing is the human activity directed
at satisfying human needs and wants
through an exchange process’

~Kotler 1980
 What is Marketing?
• Many definitions, but for the purposes of this
class we’ll follow Kotler et al:

Marketing is a social and managerial process by

which individuals and groups obtain what they
need and want through creating and
exchanging products and value with others
 Creating Customer Value
Positive Customer value Negative

Perceived Perceived
benefits sacrifice

• Product benefits • Monetary costs

• Service benefits • Time costs
• Relational benefits • Energy costs
• Image benefits • Psychological costs

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 16

 Core Marketing Concepts
Markets
• No longer defined as a physical space where
transactions take place
• In this course, when we refer to ‘Market’, it is
in the sense of a collection of buyers and
sellers in a particular need area, e.g. the
housing market, or the commodity market
• Discussion: name three markets
Evolution of Business Models and the
role of Marketing

Selling Marketing
Societal
Product Production Mktg

As business philosophy has evolved, so has the role of

marketing…customer satisfaction is now at the core of
most successful corporations
The Marketing Concept itself
has evolved
1) Catering to the customer

2) Anticipating the customer

3) Leading the customer

 Retail Marketing Concept

• Selling
•Merchandise • Promotion •Profits thru
Sales •Service sales volume

•Customer needs • Integrated •Profits thru

Mktg (merchandise/ Marketing Customer
service/store) satisfaction
 Retailers need to focus on benefits
• The promise of attractive looks, not simply a stress on
clothes
• Good looking feet and pleasure of walking, not
simply a stress on the offer of shoes
• Hours of pleasure and the benefit of knowledge, not
simply a stress on books and magazines
• the ‘snob’ effect of certain brands- where richer
groups purchase expensive merchandise in order to
manipulate the management of their impression on
others
A retailer is not selling simply ‘things’; the sale has to incorporate aspirations,
benefits, pleasure and new emotions
 Marketing Tasks

Task Retail Marketing Function

1. Identifying customers’ needs and Marketing Research and EPOS data
buying patterns for a store’s retail
mining
offer
Analyzing and selection of target markets
2. Analyzing marketing opportunities (segmentation) and understanding
buyer/seller relationships
3. Translating needs into products Retail product planning /merchandise and
(assortments and store layout) stock management – category definition?
Pricing policy –managing customer value
4. Determining the retail products value
to the customer at different seasonal Establish distribution outlets, inventory
periods systems, location analysis

5. Making the products available Promotion (selling,advertising, relationship

schemes, signage and in-store display
6. Informing and motivating the
customer
Understanding Consumers
 Customer and retail selling
• Customer service crucial
• Pre-transaction
• During transaction
• Post-transaction

• Transient, promiscuous customer

• Unimpressed will not come back
 Time related shopping expeditions
Functional Complex Leisure
(time efficient) (time required) (time rich
activity)

Focused Pre-planned/ Emphasis on

predetermined researched – browsing and
Routine habitual higher risk serendipity
action
 1. CONSUMER BUYING
BEHAVIOUR
Consumer buying behaviour is a set
of activities which consumers
undertake in order to purchase and
use products and services for the
purpose of increasing their
consumer satisfaction.
Bauer&Berács [1998], p.79
2. TYPES OF BUYING
DECISIONS
2.1. Extended Problem Solving
• a purchase decision process in which
consumers devote considerable time
and effort to analyzing alternatives.

• typical when consumer perceive

high risk and uncertainty of the
buying process or the product has an
importance for the consumer
2. TYPES OF BUYING
DECISIONS
2.2. Limited Problem Solving
• a purchase decision process
involving some effort and time
• typical when consumer have prior
experience with the product and
perceived risk is not high
• Common type of LPS is impulse
buying when consumers decide on
buying on the spot.
 2. TYPES OF BUYING
DECISIONS
2.3. Habitual Decision Making
• purchase decision process
involving little or no conscious
efforts
• Typical when decisions are not
very important and merchandise
and store is known from the past
• Brand and store loyalty
indicates Habitual Decision
Making
 3. THE RETAIL BUYING
PROCESS
SELECTING A SELECTING
STAGES RETAIER MERCHANDISE

Need recognition Need recognition Need recognition

Search for information Search for information

Information search
about retailers about merchandise

Evaluation Evaluate retailers Evaulate merchandise

Choice Select a retailer Select merchandise

Visit Visit store, Internet Select merchandise

site, look through catalog

Loyalty Postpurchase
Repeat store patronage
evaluation
When is perceived risk of purchase
high?
• Information is limited
• The buyer has low confidence
• The price relative to income is high
 Types of risk
• Economic risk
• Physical risk
• Psychological risk
• Performance risk
 NEED RECOGNITION
TYPES OF NEEDS
• FUNCTIONAL NEEDS
direct relation to the performance of the
product

• PSYCHOLOGICAL NEEDS
the personal gratification customers from
shopping, purchasing, and owning the product

Types of psychological needs:

- stimulation
- social experience
- learning new trends
- status & power
- self-reward
 NEED RECOGNITION

• STIMULATING NEED RECOGNITION

tools of retailers: advertisments,
variety, visual merchandising,
salespeople, displays . . .
 INFORMATION SEARCH
• SEARCH FOR MERCHANDISE AND/OR
RETAILER
• AMOUNT OF INFORMATION SEARCHED
- the nature and use of product
- characteristics of the individual customer
- aspects of the market and buying
situation (number of competing brands,
retail outlets, time pressure)
• SOURCES OF INFORMATION
- external information
- internal information
 EVALUATION OF
ALTERNATIVES
MULTIATTRIBUTE ATTIDUDE MODEL

• What kind of consumer attributes and

variables determine the store and brand
choice?

• Perceived performance on the relevant

attributes

• Importance of the attributes for the

consumers
 PATTERNS OF RETAIL
CONSUMER BEHAVIOUR
• STORE PREFERENCES are consumers’ statements of
positive attitude about a set of stores. Preference may not
result in store choice or patronage.
• STORE CHOICE is the result of a specific purchase task
and refers to purchase from a given store after the buying
process.
• STORE PATRONAGE refers to a consumer’s purchase
pattern over a series of purchasing task. Retail patronage
may root in store loyalty
• STORE LOYALTY is based on the consumer commitment
and strong preference toward a given store.

Spiggel, S.; Sewall, M., 1987, p.98

 Dimensions of store choice

1. General store characteristics (reputation, number of

stores)
2. Physical characteristics of the store (décor,
cleanliness, checkout services)
3. Convenience of reaching the store from the
customer’s location (time, parking, etc.)
4. Products offered (variety, dependability, quality)
Prices charged by the store (value, special sales)
5. Prices Charged by the store (value, special
sales)
6. Store personnel (courteous, friendly,
helpful)
7. Advertising by the store (informative,
believable, appealing)
8. Friends perception of the store (well
known, liked, recommended
 5. STRUCTURE OF
CHOICE SET
T O T AL SE T

U N AWAR E N E SS AW AR E N E SS
SE T SE T

IN E R T SE T E V O KE D SE T IN E P T SE T

IN AC T IO N SE T AC T IO N SE T R E JE C T E D SE T

Q U IE T SE T IN T E R AC T IO N SE T

R E T AIL E R S R E T AIL E R
Spiggle&Sewall [1987], p. 100
N O T C H O SE N C H O SE N
 Customer behaviour
• Retailer must be aware of needs and wants
• Factors affecting purchasing
• Social, social class, family
• Culture, sub-culture, reference & peer group
• Personal; age, job, literacy, education, status
• Psychological; beliefs attitudes
Current Trends Affect the Way the
Consumer Behaves

Population Societal
Trends Trends

Consumer Shopping/
Purchasing
Model

Economic
Trends
 Population Trends
LO 1

Population
Growth

Age Geographic
Distribution Trends
 Social Trends
LO 2

State of
Education Marriage
and Divorce

Makeup of the Changing

Household Nature of
Work
Economic Trends
LO 3

Income Personal
Growth Savings

Women in Widespread
the Labor Use of
Force Credit
Retailer Marketing Decisions
Retailer Marketing
Mix
Retailer Strategy
Product
Segmentation Price
Place
Targeting
Promotion
Positioning People
Process
Physical Evidence
/Presentation
 The STP Process

Market Segmentation
The subdividing of a
market into distinct
subsets of customers. Market Targeting

The process of evaluating

segments and selecting those
that are the most attractive to
Market Positioning pursue.

Determining how a brand is to

be perceived to fit into the lives
of its target customers.
 The STP Process
Market Segmentation
• Identify relevant descriptor and outcome segmentation variables.
• Segment the market using the identified segmentation variables.
• Profile each segment by descriptor and outcome variables..

Market Targeting
• Assess the attractiveness and competitive strengths of each segment.
• Prioritize and select which segments to target.

Market Positioning
• Identify potential positioning concepts for each target segment.
• Select, develop, and communicate the chosen concept.
 Market Segmentation, Targeting, Positioning
 Market Segmentation: determining distinct groups of
buyers (segments) with different needs,
characteristics, or behavior.
 Market Targeting: evaluating each segment’s
attractiveness and selecting one or more segments to
enter.
 Market Positioning: arranging for a product to occupy
a clear, distinctive, and desirable place in the minds of
target consumers, relative to competing products.
Segmentation
 Customers and markets
Segmentation
• Market research
• What business are we in?
• Who are our customers?
• Basis for the segmentation
• geographic, behaviour, personal, psyco-graphic,
life-style
• Size, value, growth potential
• Innovation adoption curve
Why Does a Retailer Need
to Focus on a
Specific Target Market?

Why Not Sell to Everyone?

Retail Market Opportunities for
Women’s Apparel
 Methods for Segmenting Markets

Buying Situations Geographic

Benefits Sought

Lifestyle, Psychographics

Demographics
 Segmenting consumer markets
Consumer segmentation

Behavioural Psychographic Profile

Benefits sought Lifestyle Demographic

Purchase occasion Personality Socio-economic

Purchase behaviour Geographic

Usage

Perceptions and beliefs

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4

 The process of market
segmentation and target marketing
The disaggregated market The segmented market The target market

1 2 3 1 2 3
c1 c3
c2 c1 c3 c1 c3
c4
c6 c5 c2 c4 c5 c2 Marketing
c4
c5 mix

c7 c8 c7 c6 c8 c7 c6 targeted at
segment 3 c8

The characteristics of Customers are Segment 3 is judged

individual customers grouped into segments to be most attractive
are understood on the basis of having and a marketing mix
similar characteristics strategy is designed
for that target market

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 3

 Criteria For Selecting
A Target Market
• Attractiveness -- Large,
Growing, Little
Competition More
Profits
• Consistent with Your
Competitive
Advantages
Targeting
 Target marketing strategies

 Undifferentiated marketing

 Differentiated marketing

 Focused marketing

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 7

 Targeting Strategies

Mass Niche
M1 M2 M3 M1 M2 M3
P1 P1
P2 P2
P3 P3

Product M1 M2 M3 Market M1 M2 M3

P1 P1
P2 P2
P3 P3
 Approaches for Selecting Target
Markets
• Undifferentiated Approach
• Directing a single marketing mix at the entire market for a
particular product.

Product AAAAAAAA
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Price Distribution AAAAAAAA
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Promotion AAAAAAAA
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Organization Single marketing mix Target market

NOTE: The letters in each target market represent potential customers. Customers that have the same
letters have similar characteristics and similar product needs.

Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 2000/ed.
Copyright © 2000 by Houghton Mifflin Company, Adapted with permission. Figure 13.2a
 Approaches for Selecting Target
Markets (cont’d)
• Concentrated Market Segmentation Approach
• A single marketing mix is directed at a single market segment.

AAAAAAAA
Product AAAAAAAA
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BBBBBBBB
Price Distribution BBBBBBBB
BBBBBBBB
CCCCCCCC
Promotion CCCCCCCC
CCCCCCCC

Organization Single marketing mix Target market

NOTE: The letters in each target market represent potential customers. Customers that have the same
letters have similar characteristics and similar product needs.

Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 2000/ed.
Copyright © 2000 by Houghton Mifflin Company, Adapted with permission. Figure 13.2b
 Approache
s for
Selecting
Product

Price Distribution Target

Promotion
AAAAAAAA
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Markets
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BBBBBBBB • Differentiated
Marketing mix I BBBBBBBB
BBBBBBBB Market
CCCCCCCC Segmentation
Product CCCCCCCC
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Approach
– Multiple
Organization Target markets
Price Distribution marketing
mixes focused
Promotion on multiple
market
Marketing mix II segments.
NOTE: The letters in each target market represent potential customers. Customers that have the
same letters have similar characteristics and similar product needs.

Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 2000/ed.
Copyright © 2000 by Houghton Mifflin Company, Adapted with permission. Figure 13.2c
 Exhibit 3-2
Search for Opportunities Can Begin by Understanding Markets

Selecting
target
marketing
approach

Segmenting Single
target
Narrowing down to into possible market
specific product-market target markets approach

One Homogeneous Multiple

All Some broad target
customer generic (narrow)
product- product- market
needs market market approach
markets

Combined
target
market
approach
© 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Targeting
• Develop customer profiles
• Corporate and in-store
• Market demographic breakdown
Wills Lifestyle – What is the Target
Market?
 Strategic Implications of Target
Market Techniques
Retailer’s location
Goods and service mix
Promotion efforts
Price orientation
Strategy
Store Positioning
 Positioning ;
A Long-term Objective
• Positioning is the design and implementation of
a retail communication program to create an
image in the customer's mind of the retailer
relative to its competitors.
• Image related characteristics include
merchandise category, price/quality, specific
attributes or benefits, and lifestyle or activities.
 Positioning

• "… positioning is not what you do to a

product. Positioning is what you do to the
mind of the prospect. That is, you position the
product in the mind of the prospect."
Al Ries and Jack Trout
Positioning: The Battle for your Mind
 Positioning Defined
• Martineau defined store image as “ the way in which
the store is defined in the shopper’s mind, partly by
its functional qualities and partly by an aura of
psychological attributes”
• It is the study of the governing laws,
principles, strategies and models of
how the consumer’s mind
systematically sorts, ranks and files
concepts in the mind’s directory
relative to the competition. The mind
does not file concepts at random but is
very selective.
 In 3 Seconds…
• A shopper should be able to determine a store’s
• Name
• Line of trade
• Claim to fame
• Price position
• Personality
 Brand Positioning Basics
“Act of designing the company’s offer
and image so that it occupies a distinct
and valued place in the target
consumer’s minds”
Philip Kotler
 Brand Positioning Basics

“A positioning must be…

One, two or three words, phrases or sentences about
your brand that you want to imprint in the heads of
key stakeholders….

Kevin Clancy, Copernicus

Positioning Strategy development Process
1. Identify the competitors

2. Assess perceptions of them

3. Determine their positions

4. Analyze consumer preferences

5. Make the positioning decision

6. Monitor the position

 Shopping Missions
• Destination Purchasing visits
• Planned Regular Purchases
• Planned Comparison Shopping visits
• Planned Browsing visits
• Impulse Purchases
• Distress Purchases
How do customers compare stores? er
mb
Reme

• a. Merchandise category.
The most common method for positioning is to make
the retailer distinctive in a category of merchandise
offered.
• b. Price/quality.
Retailers emphasize the value they offer to customers
based on characteristics such as price, quality,
fashion, and service.
• c. Specific attribute or benefit.
Retailers can link their stores with other attributes such as
convenience.
• d. Lifestyle or activity.
Some retailers associate themselves with a specific
lifestyle or activity.
• e. The Experience
Retailers are differentiating themselves based on the
shopping experience they offer

Store selection and
purchase decision
process
-Purchase
search Comparison
During Purchase
Product augmentation
Transaction Facilities
Shopping attitudes
Task Oriented Pleasure oriented
Convenience Dominated Environment Dominated
Convenient Location Exclusive store
merchandise
Ample Parking
Close to other task oriented Wide choice
stores Prestigious image
Relevant Merchandise
selection
High availability Ambience and Excitement
Visual Merchandising
Competitive prices
In-Store Facilities
Rapid cash handling
Product-service centers
Credit Facilities

Post Purchase Product displays and Theme Displays and

Delivery
customer advice areas Customer advice areas
Installation
Use extension
Evaluation
Repeat Visits
Attitude towards shopping influence trading format and store environment strategy decisions
 Shopping
Missions

Exclusivity Customer
Attributes Expectations Exclusive
Width + Depth
Wide Choice
Merchandise
Quality n Ad v i ce Positioning
Fashi o Strategy
Characteristics Customer High Service
Critical Success Service Intensity
Factors
Store Informative Visual
• Experienced fashion merchandisers & buyers Environment Merchandising
• Exclusive brands/labels
• Experienced and well-trained sales-staff who Customer Communications
understand style and colour coordination
Targeted Direct Marketing
• Imaginative visual displays
• Selective direct marketing to advise customers
of specific merchandise using effective
customer lists and relevant technology.
 Interiors Physical Layout/interiors design and quality/Lighting/music/aesthetics
Product knowledge/Relationship/Appearance/skills
Staff

Shopping Centre Shopping Convenience

Parking/Aisle space/Check out/display

Outside the Store

Street

Inside the Store

Distance from home/city
centre/public transport location Atmosphere
Price/Performance
Type of Selection/style
Name/Emblem/Signage Choice
Store identity Products Packaging
Replacement Policy

Advertising/Publicity/PR Store Physical Evidence

Communications

Other Customers
Opinion leaders/Buzz/Reference group
Word of Mouth

Entertainment
Store History
/Ownership

Comparing Promises/Expectations with Total Experience

Positioning in customers/prospects minds

Wal-Mart Slogan: Past and Present
• From:
• “Always the lowest price”
• “We sell for less everyday”

• To:
• “Save Money. Live Better”
Wal-Mart Commercials
 Competition
• Major players
• Market share
• Positioning
• Existing and future strategies
• Inter-firm comparisons
 Types of Competition
• Intratype
2 retailers, same type compete head-to-head -
Sainsbury, Tesco
• Intertype
2 or more different retailers compete with
similar products - Boots, Body Shop
 Competitive Intensity
• WATERSHED - a retailer customers are
attracted from a limited geographical area
• AREA OVERSTORED - profits will fall -
customers leave
• AREA UNDERSTORED - profits will raise;
attracting others
• Market equilibrium when profits ‘normal’ and
action by one will welcome retailiation
 Marketing Mix and Customer
Needs
Customer needs
Marketing
Economic Psychological
mix
• Performance• Self-image
Competitive
• Availability • Quiet life advantage l Product
• Reliability • Pleasure
l Price
• Durability • Convenience
l Promotion
• Productivity• Risk reduction
l Place

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 20

The Retail Mix
6 The Retailing Mix
Product

Personnel Promotion

Target
Market

Presentation Place

Price
Product Offering

The mix of products offered to

the consumer by the retailer; also
called the product assortment or
merchandise mix.

On Line
http://www.kroger.com
 Click to Product
Retailer’s add titleAssortment and
Services Decisions
Product Assortment Decisions
• Width and Depth of Assortment
• Quality of Products
• Product Differentiation Strategies

Services Mix
Key Tool of Nonprice Competition
for Setting One Store Apart From
Another.

Store’s Atmosphere
• Physical Layout
• “Feel” That Suits the Target Market
and Moves Customers to Buy
Retail Promotion Strategy
Advertising

Public Relations

Publicity
Retail
Promotion
Strategy Sales Promotion
Factors to Consider in Site
Selection
Economic growth
potential

Area competition

Geography
Location Decisions
Freestanding Store

Shopping Center
Tenant

Mall Tenant

On Line
http://www.mallofamerica.com
 Shopping Center and Mall
Locations
Advantages Disadvantages

• Design attracts • Expensive leases

shoppers • Failure of common
• Activities and anchor promotion efforts
stores draw customers • Lease restrictions
• Ample parking • Anchor store
domination
• Unified image
• Direct competitors
 Price

Low Price High Price

Good Value Quality

Image
Presentation of the Retail Store
Employee Type & Density

Merchandise Type & Density

Fixture Type & Density

Factors Sound
in
Creating Odors
Store’s
Atmosphere Visual Factors
Personnel
6 and Customer Service

Trading Up
Two Common
Selling
Techniques
Suggestive Selling
 Trends in Retail Marketing
• Multi-channel retailing
• Shopper marketing
• Private labels
• Customized Promotions
Shopper Marketing
 What is Retail Shoppability?
Definition:
• The ability of the retail environment to translate
consumer demand into purchase

Components:
• Consumer Engagement: Making consumers’
needs salient in specific retail settings
• Purchase conversion: Turning shoppers into
buyers
 Enhancing Retail Shoppability

1. Show the Product

2. Provide Effective Navigational Aids
3. Simplify Product Organization and
Presentation
4. Minimize Clutter
5. Maximize Product Affordance
 Enhancing Retail Shoppability

6. Showcase What’s New

7. Make the Experience Convenient
8. Make the Experience Enjoyable
9. Speak with Authority
10. Maintain Flexibility
Why is the shopper still such
a massive challenge and
opportunity for marketers?
 POP excellence requires an
understanding of the psychology of
shoppers
• Modern stores are big and complex whilst convenience stores
condense the complexity and are sometimes anything but!

• The weekly shop is hard: locate, pay for and pack 100 items
in less than 1 hour!

• Experienced shoppers have developed shopping routines to

deal with the complexity of this task

• These routines are called Schemata (or ‘Scripts’ in

psychology)

• They make shopping easier and the shopper uses less mental
energy to achieve their goals
Let’s put the theory into practice...
• Your task is simple

• On the next slide find the green square

Find the green square
Find the green square
Find the green square
 Easy, wasn’t it?!
• There were 40 coloured shapes on that page

• You found the green square quickly and subconsciously

• You could do this because you understood the visual language

of a green square - we culturally share this language

• Every category has its own visual language which shoppers

culturally share. They use this visual language to identify
products and brands and judge their relevance to the shopping
mission

• Understanding the correct visual language for your category

unlocks POP potential
But where were the blue
triangles???
Either side of the green square!
 Visual language
• The blue triangles were not relevant to your
task

• You subconsciously deselect them

• Customers shop by automatically

dismissing most brands as irrelevant to
their shopping tasks and seeing only those
that are relevant
Find the blue circle
 influence the Path to Purchase shopper
elements…
Step 1:
Understand
and Influence
Consumer Demand
Consumer Influence
Step 2:
n Understand or create Know Shoppers
the need or occasion Channel / Format Step 3:
which leads to a Selection Influence
propensity to
Choosing the Outlet
Shoppers in the
purchase our brand Retailer Step 4:
n Identify the shopping
missions which will Influence
determine the outlet In the Outlet Shoppers at the Step 5:
selection and right n Understand and Point of Purchase Satisfy
mix of offering by influence shopper
behaviour in the Consumer Demand
channel and format Making a Selection
outlet towards our n Understand and
category Consumer
influence shopper n Satisfy consumer
behaviour at the demand which
fixture towards our drives desire for
brands repeat purchase

CONSUMER SHOPPER CONSUMER

 Total Target Market

Aware

Understand Path to
Purchase
Step 1
Believe Consumer

Want

Find Path to
POP Purchase
Buy Steps 2- 4
Buy Shopper

Use Path to
Purchase
Step 5
Prefer Shopper
 Nestlé identified two different shopper repertoires in the Sweet Spreads Category
which led to fundamental change in layout to meet shopper needs

CHOC
MARMALADE JAM YEAST
EXTRACTS

WRONG HONEY PEANUT RIGHT

No POP link to shopper repertoire BUTTER Jam moved to centre to reflect
the two purchase repertoires

Yeast Yeast
Honey
Choc
Peanut
Jam Marmalade Butter Jam
Honey
Peanut Marmalade
Butter
Chocolate
Guinness iconic pint glass POP increased brand, segment , and category sales
through driving visibility and removing out of stocks
 Is this ‘Shopper Marketing’?

• Before • Sidewalk sign • After

 Quick Revision
• Retail marketing key decision areas
• Understanding Customer needs
• Segmentation
• Targeting
• Positioning
• 7 p’s – product, price place, promotion, people,
process, physical evidence
• Shopper marketing – growing importance and
partnership area with manufacturer/supplier
Thank You

Good Night