A Look at the Super market as a Marketer !

On entering the super market, the first thing which caught my attention was P&G and their ‘Thank You, Mom’ campaign–marketing to mom brilliance! P& G has taken the concept of ‘MOM’ for using it as a marketing concept. And to your surprise you do not have to do anything for it. Just buy any of the products enlisted here and you can get 2 Carat diamond for her. It sounds like Why not? It’s a great marketing lesson that any brand of any size can use to their advantage!

Eye Level Marketing:

I noticed that all the high priced products are placed on the first shelf while the low price at the bottom one. It holds true for Rs1 shampoo sachets wherein there is least margin for the seller and hence is kept at the position which is not at eye level.  Many a times, due to this customer end up buying the big bottle of shampoo and hence the strategy is successful.




Affordability:

One of the major successes of small packs of biscuits is the affordability factor. To reach to the specific customer segments, this idea is great selling! It is very popular among customers who belong to lower class of income. They get fascinated by the brand packaging and quality but can only buy in small quantity. Also I believe that reasons of marketing behind these small packs are different for different products like shampoo, tea bags etc. It could be the convenience that prompts consumer to buy these small packs like in case of shampoo sachets. It could be the use of small ‘Bhujiya’ pack since it is made for single use i.e. you love to have it with your evening tea.


Product Grouping:

Now that I know this term, I am sure that it is widely used across all the super markets. Basically it is grouping of all the products belonging to one category at one place. Like an example could be placement of all baby food, baby oil, baby lotion and baby cream, baby pads together. It helps customer to get all the possible combinations of products at one place. It is much easier.


Checkout tempters



By the time I reached the billing counter, I could understand the meaning of the term ‘Checkout tempters’: Magazines and confectionery live here. We always tend to pick this stuff in place for some change or the kids along with you make you put some in your basket even if you are not willing to buy these.



Ruchika Salhotra
FT13466