More Store Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 08, 2019
Marketing Strategy of More Store analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on More Store marketing mix, help the brand succeed.
More Store marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the More Store Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
More Store Product Strategy:
The product strategy and mix in More Store marketing strategy can be explained as follows:
More Store is one of the largest retail outlets based out of India, owned by Aditya Birla group. More Store offers a good shopping experience to its customers by offering them all products under one roof. The product range in its marketing mix product portfolio is huge which includes beverages and foods ranging from baked goods like fresh bread to dairy products like milk, cheese. There are variety in the bakery items available like freshly baked bread, rotary ovens, dough and other bakery appliances. Then, there are instant foods like upma mix, gulab jamun mix and culinary products like vermicelli, pasta, kissan, Lijjat. There are snacks, chocolates, biscuits, Ferrero, lays, kurkure also available. Breakfast choices like muesli, jam, spreads, honey, Kellogg’s, Baggry’s, Saffola, Dabur, flavoured Oats are available. Moreover hot beverages like green tea, coffee, organic tea and assorted food, frozen foods are also present. One distinctive feature is presence of packaged poultry and sea food. The products sold at More Store are of good quality and targeted for semi urban and urban families, students.
Image: company website
More Store Price/Pricing Strategy:
Below is the pricing strategy in More Store marketing strategy:
More Store offers products to compete with other retail brands.
The products are reasonably priced keeping in mind the average middle class family. The products are discounted and on sale for most part of the year. There are several offers to improve sales and Store More believes in quality, providing a satisfying shopping experience. Thus, it is customer oriented, rather stiff focus on money. Since, the products are good and affordable, the sales are good and hence profitability as well.
Following is the distribution strategy in the More Store marketing mix:
More Store has 500+ supermarkets and hypermarkets. They have an online presence as well on Facebook, LinkedIn, and an official website. The store is present in every metropolitan city and take online order in few cities. The More Stores are present in malls where the crowd is heavy.
The competition comes from Big Bazar.
More Store Promotion & Advertising Strategy:
The promotional and advertising strategy in the More Store marketing strategy is as follows:
More Store is deemed as an ethical group and believes in sustainability. They promote products through offers, discounts and games on Facebook like “Spot the names”. The ads are catchy and focuses on the target group. They believe in quality first and uses this as a promotional motto. They showcase through Ads that More Store wants the customers to lead a quality life and thus, sending a strong message of their inclination for quality. They have subscriptions like ‘Milk Card’. This is an innovative strategy to build customer base. They have several in house brands like Inc Heels, Yo!, and have good customer friendly exchange policy.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of More Store.
More Store believes in employees having a good career growth and work life balance. Thus, the employees are trained to be friendly, dedicated and puts people first. There testimonials from employees on the website, affirming that. The senior leadership is supportive and empowers the employees. There are loyalty programs for them too.
More Store logo is red and has a heading as ‘Quality First’. This displays the company’s dedication towards quality. There are club more, quality initiatives towards environment, several awards and achievements, press coverage and deals with mobile wallets. The official website displays the information.
The process includes the customer visiting the brick and mortar store, the employees assisting them and them finally making purchases. The customer can also order online in few cities and get it delivered at door step. The company wants customer to have world class shopping experience and hence they make it as seamless as possible. Hence this completes the marketing mix of More Store.
About More Store:
More Store is the chain of retail stores, belonging to Aditya Birla Retail Limited. It ranks as one of the largest after Future Group. It has wide range of grocery and convenience items at affordable prices. It has online grocery services in Bangalore, NCR and has e commerce website “My More Store” It was founded in 2007 by Kumar Mangalam Birla.
The headquarter of the company is at Mumbai and it has spread across more than 580 locations which includes 22 hypermarkets and rest are supermarkets. It has employees over 11000.
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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