Published by MBA Skool Team, Last Updated: February 24, 2019
Marketing Strategy of Staples 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 Staples marketing mix, help the brand succeed in the market.
Staples marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Staples Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Staples marketing strategy can be explained as follows:
Staples is a retail organization that supplies office necessities and is headquartered in Massachusetts. They specialize in office supplies, promotional products, furniture, technology and business services as a part of their marketing mix product portfolio. Staples are the largest office products company in the world and comprises of 1,500 stores in North America. Their product range is wide to meet the needs of consumers and corporations.
Staples Price/Pricing Strategy:
Below is the pricing strategy in Staples marketing strategy:
Staples’ prices are quite reasonable and they offer products at low price, mid-price as well as high priced segments.
Their price segments are categorised as per the product and brand they are offering. For example – A Texas instrument calculator is priced at $119.99 whereas a Staples digital display calculator is priced at $8.99. So Staples’ prices are reasonable for customers who prefer lower costs and higher priced segments also exist to suffice the needs of another set of customers.
Staples Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Staples SWOT Analysis, STP & Competitors
Staples Place & Distribution Strategy:
Following is the distribution strategy in the Staples marketing mix:
Staples are located in Massachusetts but have stores over 1500 locations in North America. They have got 1500+ locations in USA itself and 200+ stores worldwide. They also operate via their website.
Staples do not sell their products on any ecommerce platform.
Staples Promotion & Advertising Strategy:
The promotional and advertising strategy in the Staples marketing strategy is as follows:
Staples is known as the Office Super store. Their promotional campaign “that was easy” was quite popular. It emphasized to spread the message that they made it easy for everyone to buy their product at a reasonable price. Staples retail stores are convenient for the customers to shop from and they implied this through their campaign. Their product differentiation has been the biggest promotional campaign for them. Their slogan “Yeah we’ve got that” denoted that they offer a wide range of products. Their “Easy Button” and Snowbot were extremely popular.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Staples.
Staples have an option to get the items delivered to a customer’s home or office or to one of the Staples retail stores where customers have an option to pick them up. They do not deliver products directly from the stores but they provide fast and free delivery to a customer’s place when they order from their website. They also have a provision of same day delivery in Boston, Chicago, Dallas and New York. They also deliver to Mail Box locations.
Staples Inc. is known for its productive and learning environment. It was ranked in top 20 among America’s largest private companies. It has a strong focus towards delivering customer satisfaction by having highly trained staffed. More than 50,000 people are employed with the organisation.
Staples focusses on omnichannel stores with more efficient store layout that has helped them to sell the same number of products in lesser space and an integration of the online sales platform and mobile business with the retail store operations. The stores feature kiosk that enables customers to choose from 100,000 items. Each Staples store carries over 7,000 brands and features a full-service copy center and UPS authorized shipping outlets. Their low prices help families when they need school supplies. Their retails stores account for more than half of their total revenues. They understood the customer behaviour and changed their store layout from a warehouse look to Dover that had better customer sight lines and traffic flow. Hence this concludes the marketing mix of Staples.
Staples is an American retail brand primarily selling office goods, supplies, stationeries and much more.
It has a strong business presence in USA as well as Canada. Staples has its business through not only retail outlets but also through its own e-commerce platform.
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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