Retail (Marketing) Mix Types

Retail Mix
Knowledge Center

Nkanyiso, South Africa

Retail (Marketing) Mix Types

I'd like to know types of retail mix... Please advise

  V V Gopal
Professor, India

Retail Marketing Mix and Est Theory

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

  A. Srikanth
Professor, India

Response to Place

@V V Gopal: Dear Sir, I feel Place includes store location and distribution but not store layout and ambience, these cou...


More on Retail Mix:
Point-of-sales Advertising
Retail Mix is a Strategy
🔥Merchandise Mix, Product Assortment and Merchandise Planning
👀Retail (Marketing) Mix Types
Classifications of Retail Outlets and Stores
What is a Mystery Shopper? What is the Impact of Mystery Shopping?
Point of Sale Systems
Trends in Global Retail Industry
Retail Management Assistance
Special Interest Group

Do you have a keen interest in Retail Mix? Become our SIG Leader

Retail Mix
Knowledge Center

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2022 12manage - The Executive Fast Track. V15.8 - Last updated: 1-7-2022. All names ô of their owners.