Marketing Decision for Retailers

Switch target markets by replacing inexpensive jewellery with high margin product

Result - Zales lost it’s traditional customers without gaining any new ones

CHANNELS

PRODUCT ASSORTMENT

PROCUREMENT• Demand

Forecasting• Merchandise

selection• Inventory

Management • RFID systems• Advanced

Analytics

• Offers wide array of products• Quality product at affordable

price• Reward for loyal customers• Runs regular promotional

schemes• Investment in technology

LOCATION

Other Factors• Services• Store atmosphere• Store activities and

experiences

Created by:Mohd WasilIIT Delhi

During Internship bySameer Mathur, IIM Lucknow