Any organization selling to final consumers, whether it is a manufacturer, wholesaler or retailer is doing retailing business. It does not matter how the goods or services are sold or where they are sold. Consumers today can shop for goods and services from a wide variety of retail organizations. The most widely used retail store is the departmental store. Departmental store found themselves contending with a dynamic customer base. But not all the retailers have found themselves falling behind.
Some intermediaries dominate the manufacturers who deal with them. Many use strategic planning, advanced information systems and sophisticated marketing tools. They measure profit on the basis of return on investment basis rather than on a profit margin basis. They segment their markets, improve their market targeting and positioning and aggressively pursue market expansion and diversification strategies. Conventional retail stores typically increases their services and raise their prices to cover the cost.
The point to be seriously evaluated is that, how all the above plans and strategies come into a success. Of course the market segmentation and diversification strategies so on are ways, but still there need something to stay as the backbone of all these. Its one another than the marketing process. What ever the strategy of producers is, the success can be evaluated only when it reaches to the final consumers. There comes the role of ad-agencies and their journey of
looking for child model. Appropriate people have to be used to convey messages effectively and efficiently to the public, as it’s the general public departmental store like retailing concerns are focusing on. When it comes with the product relating to babies and children, appropriate mode and medium should be used, as the customers are these innocent child’s who cant understand the message conveyed through mouth. It’s from the action of the presenter they anticipate or understand things. So the best and the attractive presentation should be planned and executed.
