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RETAIL PRICING. “ THE LAST FRONTIER ”. W. FRANK DELL II,CMC DELLMART & Company. AGENDA. INTRODUCTION TYPICAL PROCESS PHILOSOPHY & STRATEGY PROPOSED PROCESS. OBJECTIVES. Review current retail pricing process Explore consumer perception & issues Develop proposed retail pricing Process
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RETAIL PRICING “THE LAST FRONTIER” W. FRANK DELL II,CMC DELLMART & Company
AGENDA INTRODUCTION TYPICAL PROCESS PHILOSOPHY & STRATEGY PROPOSED PROCESS DELLMART & Company
OBJECTIVES • Review current retail pricing process • Explore consumer perception & issues • Develop proposed retail pricing • Process • Approach DELLMART & Company
STAPLE SEASONAL/FASHION STAPLE / BASIC ITEM FOCUS Normal Normal Normal Mark Down Promotion Close Out Promotion • $425.1 Billion Retail Food Industry • Over-stored • Mature • Consolidating DELLMART & Company
MANY NEW COMPETITORS Membership Club Drug/Chemist Convenience Fast Food Home Shopping Supercenter DELLMART & Company
EDLP Advantages Low cost maintenance First market entry advantage Disadvantages Boring Requires discipline HI-LO Advantages Merchandising excitement Provides flexibility Disadvantages High cost maintenance Difficult execution MASTER PRICING STRATEGIES Fact - No retailer truly practices EDLP DELLMART & Company
STORE SELECTION FACTORS Source: Progressive Grocer DELLMART & Company
STORE SELECTION FACTORS Source: Progressive Grocer DELLMART & Company
RETAILER GOALS High • Gross Margin • Quality Ratio Low • Price Image DELLMART & Company
CONSUMERS • Recall up to 200 item prices • Frequently purchased items • High consumables • Translates to 500 - 1,000 items creating the price image DELLMART & Company
PRICE COMPONENTS DELLMART & Company
AGENDA INTRODUCTION TYPICAL PROCESS PHILOSOPHY & STRATEGY PROPOSED PROCESS DELLMART & Company
TYPICAL PRICING PROCESS DELLMART & Company
COLLECT COMPETITIVE DATA DELLMART & Company
DETERMINE PRICE DELLMART & Company
IMPLEMENT PRICE Minimum cost is $1.00 per item per store DELLMART & Company
PRICE CHECK POS Shelf DELLMART & Company
RESULT DELLMART & Company
AGENDA INTRODUCTION TYPICAL PROCESS PHILOSOPHY & STRATEGY PROPOSED PROCESS DELLMART & Company
RETAIL STRATEGY DELLMART & Company
ESTABLISH DEPT. STRATEGY DELLMART & Company
UNDERSTAND COMPETITORS DELLMART & Company
Traffic Builder Transaction Builder Profit Contributor Cash Generator Excitement Creator Image Creator Turf Defender Destination Routine Occasional/Seasonal Convenience DEFINE CATEGORY ROLE DELLMART & Company
DEFINE IMAGE PRICE DELLMART & Company
Gross Margin Relationship between cost and selling price Not a predictor of profit Percentage ineffective during deflation times Profit Contribution Sales - Cost of Goods Sold = Gross Margin + Direct Revenue - Inbound Costs - Outbound Costs = Profit Contribution PRICE FOR PROFIT DELLMART & Company
VELOCITY PHILOSOPHY • Faster sellers priced lower than slower sellers • Reinforces low price image • Basis for power curve DELLMART & Company
SIZE PHILOPSOHY • Larger sizes priced lower than smaller sizes • Promotes selling larger sizes • Increase volume • Lower transaction cost • Supported by vendor pricing • Lower package cost • Lower transaction cost DELLMART & Company
FLAVOR/PATTERN PHILOSOPHY • Create sub-group • Price all items the same • Even if cost differs • Consumers perceive all items as equal Cherry Raspberry Orange Grape DELLMART & Company
MAGIC 9’s PHILOSOPHY • Food is a pennies business • Price with a last digit of 9 • Consumer perceive lower cost 9 DELLMART & Company
AGENDA INTRODUCTION TYPICAL PROCESS PHILOSOPHY & STRATEGY PROPOSED PROCESS DELLMART & Company
PROPOSED PRICING PROCESS DELLMART & Company
COLLECT COMPETITIVE DATA DELLMART & Company
TRIGGER PRICING DELLMART & Company
PRICING CANDIDATES DELLMART & Company
DETERMINE PRICE DELLMART & Company
PRICE TABLE Department Category Category Sub Category Sub Category Sub Category Sub Category Image Item DELLMART & Company
PRICE CONTROLS DELLMART & Company
INTERATIVE PROCESS 1. Competition 2. GM Limit 3. Profit Objective DELLMART & Company
IMPLEMENT PRICE DELLMART & Company
PRICING FILTERS DELLMART & Company
PRICE VERIFICATION POS Shelf Pricing System DELLMART & Company
KEY TO SUCCESS • Understand competition • Price for profit • Consider all factors • Competition • Movement • Cost • Justify implementation • Test item sensitivity DELLMART & Company