Retail Management Strategy

Marketing Channel
• Functions: Distribution, ownership transfers, market
intelligence, and logistical support are just a few of the many
roles that marketing channels play.

• Types: Direct channels (from producer to consumer) and

indirect channels (through middlemen like retailers or
wholesalers) are just two examples of the many marketing
channel types possible.

• Intermediaries: The role of intermediaries in modern

marketing channels cannot be overstated. Wholesalers,
retailers, agents, and distributors help get goods from
manufacturers to customers by performing tasks like sorting,
warehousing, and breaking down large orders.
Marketing Channel
• Channel Design: To guarantee the smooth and successful
distribution of their products, businesses must carefully plan
out their channels of distribution. Here, you'll have to choose
between three levels of distribution intensity: intensive,
selective, and exclusive.

• Channel Management: Marketing channels must be actively

managed on a regular basis. Some examples of this work are
building rapport with middlemen, keeping tabs on how the
channel is doing, and settling any disputes that arise between
its participants.

• Digital Channels: E-commerce, social media, and email

marketing are just a few of the digital channels that modern
businesses use to connect with their target audiences.
Consumer Behaviour
 The term "consumer behavior" is used to describe the
study of how people select, use, and eventually
discard the goods and services they buy.

 Factors Influencing Consumer Behavior: Culture,

society, the individual, and the individual's own
psychology all play a role in shaping consumer
behavior.

 Consumer Decision-Making Process: The consumer

decision-making process includes the steps of
identifying a need, gathering relevant information,
considering available options, making a final choice,
and following through after making a purchase (which
can result in either customer satisfaction or
dissatisfaction).
Consumer Behaviour

 Cultural Factors: Consumer behavior is profoundly impacted

by cultural factors such as one's country of origin,
subculture, and socioeconomic status. What people buy and
how they use it are affected by cultural norms, values, and
beliefs.

 Social Factors: Family, friends, social roles, and social status

are all examples of social factors. In many cases, friends and
family will sway a consumer's final decision.

 Personal Factors: Age, gender, income, occupation, lifestyle,

and personality traits are all examples of personal factors.
Product and brand preferences may be influenced by these
factors.
Consumer Behaviour
 Psychological Factors: Perception, motivation, learning,
memory, and attitude are all examples of psychological
factors. Advertisements and brand names are just two of
the many psychological tools used by marketers to sway
customer decisions.

 Consumer Segmentation: Businesses frequently use

consumer segmentation to divide customers into more
manageable subsets based on demographics, interests, and
other characteristics. This paves the way for more specific
advertising campaigns.

 Consumer Research: To better understand their customers'

wants, needs, and interests, businesses conduct consumer
research through surveys, focus groups, and statistical
analysis.
Competitor Behaviour

 Competitive Analysis: Analyzing the competitive landscape

entails looking at how different businesses stack up against
one another in terms of their market positioning, product
offerings, pricing strategies, and marketing strategies.

 Market Share: Market share is a common metric used by

businesses to compare themselves to their rivals in a given
field. This aids in the detection of potential new dangers
and benefits.

 Competitive Advantage: Establishing a competitive

advantage is the goal of businesses everywhere. This
advantage can take the form of lower prices, higher quality
goods or services, or more attentive support staff.
Competitor Behaviour

 Market Positioning: A company's market positioning may

shift depending on how its rivals act. To compete more
effectively, a company may decide to shift its focus to a less
saturated market segment.

 Pricing Strategies: It is essential to keep an eye on how the

competition prices their products. In order to stand out
from the competition, businesses may resort to price
competition, price leadership, or price differentiation.

 Product Innovation: To maintain an edge in the market,

competitors regularly release new versions of existing
products or add new ones. In order to maintain their market
relevance, businesses should monitor these developments.
Competitor Behaviour

 Marketing and Promotion: Advertising and Promotion:

Keeping an eye on how the competition markets and
promotes their products can yield useful information.

 SWOT Analysis: An organization's potential for success can

be gauged by performing a SWOT (Strengths, Weaknesses,
Opportunities, Threats) analysis on its competitors.

 Legal and Ethical Behavior: Competitors must be watched

carefully to make sure they're playing by the rules when it
comes to legality and decency. Legal action and damage to a
company's reputation are both possible outcomes of
unethical behavior or violations.
Thank You.