Retail Marketing Investigation

Macy’s visual merchandising process starts with appeal. Every detail influences a customer’s decision to remain in the store, to eventually make a purchase. The simplest elements like general color scheme can affect a customer’s character and determine a purchase decision, as well as more business (Davis).

4.Product, price, place and promotion make up the elements of a firm 's marketing mix.

The products will be competitively priced, good quality and available in appropriate assortment and quantities in stores. The stores will be attractively and effectively merchandised for selection and be clean and safe.

This study attempts to research and analyze both second hand literature as well as first hand observation. The report also plans to discuss the effects of retail image, personality and brand and their interrelations between the supermarkets, Coles and Woolworths in particular at the Westfield Kotara site.

Product means the ‘good and also service’ combination the organization offers to the target market. The retailer’s solution assortment must meet target shopper’s objectives. The retailer must determine both product assortments’ width and depth. Another product selection element is quality of the good: customer is interested not simply in the selection of choice but also in the products the product offered. There are three major product variables: product assortments, services mix

Everyday thousands of retail stores throughout the United States open up their stores in the morning for the sole purpose of attracting customers and selling them merchandise. For this assignment I decided to do a store analysis of the retail giant Wal-Mart. To begin with I will evaluate the store layout and design. Next I will explain the visual merchandising techniques used that Wal-Mart uses. Finally I will discuss the problems and recommendations that I have for Wal-Mart. Wal-Mart has continually been a leader in the retail industry, and it all starts with the layout of the store.

According to an article from ‘Supply & Demand Chain Executive’ written by (DelMonte, 2007) states what is the marketing mix: “is putting the right product in the right place, at the right price, at the right time.’ The marketing mix is an implement which is needed and it is much utilized in today’s working industries for managers to evaluate business targets such as sales and company’s profits, and also to assist in order to meet consumer needs effectively. It purposes is to satisfy the customer as well as the seller by using the marketing mix tool. The marketing is known as the ‘4Ps’, and it is made up of: place, product, promotion and price.

Marketing mix -The marketing mix is commonly used marketing term. Its elements are basic, strategic components of a marketing plan. Which is mentioned as the four p’s, which include Price, place, product and promotion. More recently 3 more P’S have been added to the marketing mix which are people, process and physical evidence this is known as the extended marketing mix.

Figure 2 shows an actual product (children’s wear) offered at Kmart. An actual product is the physical good/service (Moore, 2008). Kmart offers a wide range of products, from clothing to homeware (Kmart, n.d). This touchpoint relates to marketing as well as merchandising. Merchandising is an aspect of retail in which products are presented in retail stores (Levy, Weitz, & Grewal, 2014). Retailing is the activities involved in adding value to the selling of products (Levy et al., 2014). The t-shirts are offered in a wide variety of colours and sizes. Moreover, the t-shirts are displayed on mannequins to further display the product, thus adding value to

As per Ian Ruskin Brown and Greg Clark “ Marketing mix is the term used explaining the different elements comprising the offer that the different companies makes to their customers”. (Brown and Clarke, 2000:44). E.Jerome McCarthy in early 1960s came up with the four Ps in the marketing mix. According to him these 4ps are “ Product, price, place and promotion”.( McCarthy and Shapiro 1975: 35). Refer Appendix I for the pictorial representation. But the view of Richard Sandhusen is that the four marketing mixes should be ‘price, product, promotion and distribution’ (Sadhusen, 2000:319). According to Steven Stralser ‘in order to create a marketing strategy and plan that touch all the areas of marketing to position a product, maximise revenue etc a few more components have to be considered which are, Marketing segmentation, Marketing Strategy, Marketing research , Pricing, placement and value chain.’(Stralser,

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

To be successful in business, "a consumer does not buy a whole of physical components of the product but it is usefulness, function, satisfaction of consumer's needs, solving the problem, etc" (Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1). Companies and managers must learn to utilize marketing research, as well as, strategy skills to fulfill customers' satisfaction. Management has to focus on exclusive marketing challenges presented by the new era of the 21st century. Management has to be able to utilize inventive, dominant, and cost effective marketing techniques that will support the future success of the organization. Companies must meet,"the increasing importance of services as part of a product (offer, offering package) which cannot be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as, evaluating the importance of such research, facilitates managers in realizing the importance of marketing to an organization's success and to be globally competitive.

Among all the elements of retail strategy, that of merchandising is becoming increasingly important, eventually determining the loyalty that a customer may have for a retail store. Over

This chapter reviews the related literature and conceptual framework of this study. The literature review cover the shopping behaviour, shopping value, consumer’s decision making styles, perceived shopping mall image, shopping mall brand loyalty and consumer segmentation. The conceptual framework of this study will be explained in the end of this chapter.

We are thankful to Almighty Allah for His help in the completion of the project. We are thankful to our respected teacher Mr. KASHIF SAEED for his keen interest and support in providing us the needed information and we like to thanks for assigning us this project that has helped us in learning the basic concepts of marketing management.