Retail (Marketing) Mix Types

Retail Mix > Forum Log in

Retail (Marketing) Mix Types
Nkanyiso, South Africa
I'd like to know types of retail mix... Please advise

Retail Marketing Mix and Est Theory
V V Gopal, Professor, India
It includes 6 Ps of Retail:
- Product (assortments, quality and type)
- Price
- Place (store location, layout, ambience)
- Promotion (advertising, visual merchandising)
- Personnel (customer service, quality and type of manpower)
- Positioning (ref to the 'Est Theory'*).
*The Est theory states that a winning retailer must be good enough in five market positions and the best at one of them. The five positions are:
◾CheapEst: lowest prices
◾HottEst: most fashionable
◾BiggEst: largest selection
◾QuickEst: fastest service
◾EasyEst: most convenient service
The Est theory is a prescription for a retailerís market position, reducing all of the ways a retailer could claim to be superior to competitors to only five ways. However, it is more demanding than just a market position statement; an Est retailer must incorporate the theory into the core of its operations. The retailer canít simply declare superiority in one of the five positions in its promotional materials - it must consistently deliver on the position and truly be superior in that position.
Source: Willard N. Ander and Neil Z. Sternís WINNING AT RETAIL: Developing a Sustained Model for Retail Success

Response to Place
A. Srikanth, Professor, India
@V V Gopal: Dear Sir, I feel Place includes store location and distribution but not store layout and ambience, these could be the parts of physical evidence that customer considers while shopping at the store.



    Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.  

Special Interest Group Leader

You here

More on Retail Mix
Best Practices

Expert Tips


About 12manage | Advertising | Link to us | Privacy | Terms of Service
Copyright 2016 12manage - The Executive Fast Track. V14.1 - Last updated: 21-10-2016. All names tm by their owners.