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The Impact Of Product Location

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Introduction

The Impact Of Product Location Before we start I think it is important that I clarify what we mean by Marketing as a concept. Basically it is about selling products that customers want to buy, this is achieved by putting the customer first. Continuing customer research identifies needs and trends in customers buying behaviour which we can cater for to attract further customers. By satisfying the needs of our customers they will become regular customers and will potentially recommend us to their friends and families. The way that we meet our customers needs is by getting the right balance of the "marketing mix" by selling the right product at the right price in the right place whilst being presented correctly. As we advance into the twenty first century there is a stronger focus on marketing than selling within our supermarkets. The supermarket retail sector in this country has reached maturity and as a result we cannot simply open new supermarkets to compete with our rivals. Instead to compete we must build a loyalty base of existing customers whilst attempting to attract customers from our competitors. ...read more.

Middle

Customers wish to see the range of products we provide and these need to be displayed consistently across the store. Premium brands should be clear that they are premium brands as should value brands. This can be taken as arranging premium brands at eye level, mass market brands a little lower and value brands t the bottom of the shelves. As well as the location of a display, size matters. At the entrance we can have large simple promotions that draw lots of attention as the customer enters the store. However there are only so many promotions than we can fit into the entrance without obstructing it. Promotions can be held throughout the store; indeed the extra end of isle space enables more room for promotional offers. In the aisles themselves promotions can be displayed using a variety of tags and signs that can be hung from the shelves, the ceilings or can be displayed on the product themselves. Again it is clear that the size of any display as well as its location has a large impact on the effect of the promotion. ...read more.

Conclusion

Further to these display considerations it is imperative that we strive to maintain our brand identity. The shopping experience for our customers should be a smooth and pleasant journey slowly guiding them around every aisle and every promotion. To achieve this we must ensure consistency in the way we display and promote things around the store. Promotions should be clear and attractive to the customer but should not obstruct the customer. We are currently achieving this by making many aesthetic choices around our stores; these include lighting, colours, smells, posters sizes, text fonts etc. As previously stated a big simple offer at the front door should tempt customers into the store whilst reinforcing the perception of value. Immediately behind this we generally display our fruit and vegetable section under soft lighting. The colours of the fruit and the stringent homogenous standards that we apply in quality control ensure that are customers are greeted into the store with a wholesome, traditional section offering the more adventurous in the kitchen the very basic ingredients to any meal. Products likely to appeal to pedestrians and businessmen looking for a quick lunch are placed off to one side to avoid lunchtime congestion throughout the store. These products generally include newspapers, magazines, packaged sandwiches and bottled soft drinks. ...read more.

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