Since 1960s, the retail market of the grocery industry in the Europe and the U.S. A. started experiencing the surge in distribution and concentration of private label products. Private label commenced in some grocery shops in the Europe and the U.S. A. Some retailers decided to sell their wares under their own brand names. The process gradually developed into complicated process. Retailer such as Wal-Mart begun to expand their range of brand names to develop into range of products with sub-niches. These involved developing their own products and test them on the market in the same way manufacturers do and later selling them under their own brand names or brand controlled by them. Products for the branding are obtained from manufacturers who supply them under a different brand name. This implies that the brand of the producer is discarded and the brand of retailer appreciated or emphasized. Whoever even if Continue reading
Retail Marketing Management
Traders Oriented Promotion Methods in Retail
With the intention to get the best cooperation from the distribution channel members the companies are using different promotional methods. These methods directed at traders are called traders oriented promotional method. The traders provide the important link between the marketers and the customers. The traders may include dealers, wholesalers and retailers. The company cannot take chance to miss them. Traders oriented promotional methods are applied to strengthen the team work among all concerned parties of sales. Some of the methods for motivation of traders are following; Point of purchase display: This method is targeted at dealers or traders. It means the display facilities are provided by the manufacturers to the traders for display at their showrooms or shops. The types of products sold out at the outlet are displayed at the points. This gives the clear idea to the buyers that the particular type of products are sold at the Continue reading
Factors Affecting Retail Location Decisions – Macro and Micro Factors
Even though non store retailing is growing, most of the retailers are still selling from retail store space. Some of these retailers are very small single-store operators, and some are huge superstore discounters. Each location selected resulted from an effort to satisfy the needs of the particular market each was designed to serve. Whether it was the customer’s need for convenience, their desire to do comparison shopping, the extent of the purchasing power in a market area, of the transportation facilities available, many factors together led to the development of different kinds of retail locations. There is an old saying that the value of real estate is determined by three things: location, location, and location. A wall street journal study looked at the largest store as measured by gross sales of the twenty largest brands. Not surprisingly, in nearly every case, a unique location was a major factor. Retail stores Continue reading
What is Retail Advertising?
The manufacturer has little concern where its product is purchased. The goal of the retail advertiser differs from that of national advertiser. The retailer advertises to encourage patronage by consumers and build store loyalty among them. The retailer is not particularly concerned with any specific brand. In case the retailer shows some concern (the retailer wants to clear stocks of a particular brand), then the message in effect is “buy brand ‘B’ at our store.” General approach in retail advertising is “buy at our store.” The sale of any specific brand is not the concern of retailer unlike the national advertiser. The retailer must compete in one of the most competitive arenas of business and move large volumes of products. Besides, the retail advertising must convey the image of the type of store to particularly attract certain types of consumers. To achieve these objectives, retailers often communicate price information, service Continue reading