Metro Shoes Marketing Strategy & Marketing Mix (4Ps)
Published in Services category by MBA Skool Team
Marketing Strategy of Metro Shoes analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Metro Shoes marketing mix, help the brand succeed in the market. Let us start the Metro Shoes Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Metro Shoes marketing strategy can be explained as follows:
Metro Shoes is a leading shoe retailer in India. The prime product sold by Metro Shoes are shoes for men, women and kids as a part of its marketing mix product portfolio. It has stores in different cities in which shoes of different brands like Davinchi, Lee Cooper, Woodland, Metro etc are present. The footwear category is also dividing as formal shoes, sandals, running shoes, slippers etc.
Apart from footwear, there are other accessories like belt, wallets, socks, handkerchiefs, shoe polish etc. The shoes are also present in all the sizes.
Image: company website
Metro Shoes Price/Pricing Strategy:
Below is the pricing strategy in Metro Shoes marketing strategy:
Metro shoes has adopted competitive pricing strategy to attract and hold its current customer base. Metro opened to a lot of stores even in trier 2 cities to cover the large consumer and maximize its profits.
On its online site, there is a sale tab in which products are sold at 30-50% discount. It also does free shipping on online purchases.
Following is the distribution strategy in the Metro Shoes marketing mix:
Metro shoes has almost 450+ stores in 100 cities in India and it is planning to open new stores in the future. Apart from this, Metro is focusing E commercial sites and its own site to increase its sales. It is important for company management to get the prime location of the city for their stores.
The focus will be more on tier 2 and 3 cities to increase the customer penetration.
Metro Shoes Promotion & Advertising Strategy:
The promotional and advertising strategy in the Metro Shoes marketing strategy is as follows:
Metro shoes believed in using all methods to promote its product. It has partnered with many bollywood celebrities to create television ads and billboards. It has online site which also promotes its product using the sales option and consumers can order. End of season sales are also organized at the store to attract more consumers. It is trying to promote itself as footwear fashion destination.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Metro shoes.
The major people employed are present at the stores. They help customers to find the right product and provide them with lowest possible price. During the induction, they are taught the company values and the importance of customer relationship. The company’s senior leadership focusses on strategies to increase growth through both online and offline stores.
To buy the products at the store, customers need to visit them physically where they try the product and get the product. Using the online method, consumers can check order and can-do payment through credit/debit card or cash on delivery. Metro Shoes has free shipping policy from online stores with 30 days return policy on new orders.
Metro shoes stores are very well designed with customer comfort given top priority to maximize the satisfaction. They have also introduced endless aisle concept and electronic screens to give more aspirational visuals. They have kept the standees near the cash counter to increase the impulse buying. This completes the Metro Shoes marketing mix.
About Metro Shoes:
Metro Shoes is a footwear retailer chain founded in 1947 by Malik Tejani at Mumbai, India. It has a tagline of “Happy Feet Make Happy People”. Its mission statement states to be the number one brand in footwear and accessories and to be recognized as prestigious company business development, innovation and passion. Metro Shoes values immense importance to customer relationship, passion for perfection, innovation, integrity, product differentiation.
The country has nationwide network of exclusive stores. It has more than 200 stores at 100 cities all over India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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