Peter England was a clothing brand that successfully marketed itself in India starting in 1997 without using film stars or hype in its marketing. The document discusses factors involved in retail marketing like store format, layout, exterior, interior, and location. It notes that Peter England adopted a blanket strategy of opening multiple stores in specific areas of cities to capture the local market.
Peter England was a clothing brand that successfully marketed itself in India starting in 1997 without using film stars or hype in its marketing. The document discusses factors involved in retail marketing like store format, layout, exterior, interior, and location. It notes that Peter England adopted a blanket strategy of opening multiple stores in specific areas of cities to capture the local market.
Peter England was a clothing brand that successfully marketed itself in India starting in 1997 without using film stars or hype in its marketing. The document discusses factors involved in retail marketing like store format, layout, exterior, interior, and location. It notes that Peter England adopted a blanket strategy of opening multiple stores in specific areas of cities to capture the local market.
gimmick, film actors or hype?? Can you sell a product honestly?? Peter England did that successfully and captured Indian minds honestly, which launched in 1997. Place In this aspect of marketing, the following factors are involved. They are:- Retail Format. Merchandise assortment and planning. Store layout. Store exterior. Store interior. Atmospheric. IT system in store. Site location and site valuation. 1. Retail format. Speciality store. More retail brands. Area of the store. Family store.
As shown into the above figure, pink dots are the Peter England specialty store into Pune. It is clear that Peter England adopts the Blanket strategy to capture the market means they cover particular area withtheir stores. E.g. in the figure they have covered area between shivajinagar & aundh.