We then looked at how the 7Ps of the marketing mix are being employed for each example
and level of retail? -
1.
Product – what?
What is it? Details/ materials etc. Note down details of each product if you do
notice variances in style, material etc. Consider who the target customer is
for each example you find; the examples might be the same price but are aimed
at different customers and could be designed in different ways.
2.
Place – where?
In-store and on-line. Is it just on the rails or has it been featured on
mannequins or in the window? Where is the store in the city or town? Does this
reflect its market level? What does its location add to the product?
3.
Price – how much
does it cost? Look for examples from as wide a range of prices as possible. How
does the price affect the experience/ the product/ the promotion/ the
packaging?? etc etc.
4.
Promotion – how is
the product promoted? In-store and on-line? What is the language used? Is it
featured in promotional imagery or offers? Observe and photograph how the
product is being sold and who this is appealing to. So, is it part of an
over-arching trend ‘story’? how is it displayed in the store? What other
products is it paired with? (either physically in the store or as part of an
outfit with other garments and accessories)
5.
People – who?
Customer service, employees, points of contact. Who does the customer see/
interact with? Who else is in the store?
6.
Process – how does
the customer acquire the product? What is the ‘journey’? What is the sales process? On-line and
in-store. How does the customer locate, try and buy the product?
7.
Physical evidence - packaging, publicity, physical forms of
communication and branding.
Here is an example slide from our presentation.
Now we have seen what is popular in stores its time to see what the consumer is buying and wearing on the streets.
No comments
Post a Comment