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The Importance of Retail

The Importance of Retail. Ritzky Karina M.R. Brahmana SE.,MA. Business Model Generation. Segmentation Strategy. Step 2: Describe Segments. Product Assortment and Product Line Decisions. Innovation and Value. Pricing Strategies. Cost-Based Methods.

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The Importance of Retail

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  1. The Importance of Retail RitzkyKarina M.R. Brahmana SE.,MA

  2. Business Model Generation

  3. Segmentation Strategy

  4. Step 2: Describe Segments

  5. Product Assortment and Product Line Decisions

  6. Innovation and Value

  7. Pricing Strategies

  8. Cost-Based Methods • Cost-base pricing methods start with cost • All costs calculated on a per unit basis • Assumes costs don’t vary for different levels of production

  9. Compared to other pricing methods, cost-based pricing: • creates greater improvement value. • is less likely to result in price fixing. • has greater influence on reference prices. • results in higher profit margins. • is relatively simple.

  10. Competitor-Based Methods • Set prices to signal information of how product compares with competitors • Premium pricing Zillow Website

  11. Value-Based Methods • Setting prices that focus on the overall value of the product • Consumer perceptions Mercedes-Benz Commercial

  12. Retail Mix Lokasi -shopping mall -Ruko -KompleksPasarTradisional -Pusat Kota (CBD) -KompleksAlternatif StokBarang -Fast Moving Product -Slow Moving Product LayananJasa-Service Gap (Knowledge, Standard, Delivery Gap)

  13. Retail Mix Desain & Layout -Grid Layout (Carrefour) -Race Track (Sogo, Departement Store) -Free Form (Butik) Harga-EDLP -HLP  Daily Deal? Komunikasi -Iklan -Sales Promotion -Personal Selling -Publikasi PenciptaanSuasana Warna,Cahaya, Musik, Komunikasi Visual, Aroma, PengaturanSuhu

  14. Shopping Motivation Prestige  buying local art allows shopper to show appreciation for local workmanship & add to their personal collection Nostalgia  souvenirs are reminders of the places people have traveled Functionality  convinience and price of items may vary depending on vacation destinations

  15. Shopping Motivation Gifts  shopper buy gifts for family and friends Altruistic reasons  shopper may buy items that benefit people and or places at the destination

  16. Customer Segments Man Move Faster, spend less time looking Look at price tags less often and can be more easily upgraded to a more expensive item

  17. Customer Segments Man Get a thrill from the experience of paying Hate asking for directions

  18. Customer Segments Women Spend more money when shopping with other woman Are More demanding of the shopping environment

  19. Customer Segments Older Shopper -Must have easy to read signs -See a lot more black, white&red, ad a lot less of other colors Need Brightly lit stores

  20. Customer Segments Children If stores are not child friendly, parents will be deterred to enter:

  21. Customer Segments Childproff the store Be able to divert the attention of a restless child Make merchandise reachable Design a good area for children

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