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Naveen Prabhu.E 1010301090 Retail Management II Mba B 27/06/2011


Home Depot Marketing Mix

Home Depot originated in Atlanta Georgia in 1978 when Bernie Marcus and Arthur Blank formed MB Associates. The company went public in 1981.The Home Depot stock moved from NASDAQ to the New York Stock Exchange three years later in 1984. The company then acquired Bowater's Home Center. The company opened its first supersized store in 1986. Home Depot is a home improvement retailer. The company sells a wide variety of building materials, home improvement, lawn and garden products. The company sells these products to do-it-yourself (DIY) customers, do-it-for-me (DIFM) customers, and professional customers who include professional remodelers, general contractors, repairmen, small business owners and tradesmen. As of 2009, the Company had 322,000 employees.


The company sells a wide assortment of building materials, home improvement, lawn and garden products such as patio sets, kitchen, doors, windows, grills, bath, lighting, fans and appliances. Home Depot provides an inventory of products specifically aimed at professional contractors, such as lumber, paint and painting supplies, plumbing equipment, cleaning and janitorial equipment.


Home Depot offers discounted prices via its online Savings Center where it cuts p to 20% off products such as play sets, kitchen faucets, and professional saws. The company has established special buys prices on appliances offering 25% discounts on products such as Washer & Dryer sets, and 20% off on Water & Ice Refrigerators.


The Home Depots main office is located in the US, in northwest Atlanta, Georgia. Home Depot has 3 stores in Georgia, 5 in Florida, three in California, as well as locations in Tennessee, New Jersey, and Indiana. The company has stores in Mexico, Guam, the Virgin Islands and Canada.


In 2008 Home Depot marketed its New Low Prices campaign which featured rebates and discounted prices on over 1000 products. The company unveiled its Aprons on the Floor initiative designed to improve customer service by providing an increased presence of available. The company markets special offers via email newsletters, do it yourself workshops, and garden clubs.


Estimates are that the Aprons on the Floor initiative could allow the assignment of two additional hours of floor time per week for these supervisors. This is estimated to mean 4,000 extra hours of customer-service activities for Home Depot. Home Depot continues to transforming its information technology applications by converting their Canadian business to a new enterprise resource planning platform.

Recent associate training and procedures concentrate on helping customers with problem solving, rather than simply securing sales. In recent years Home Depot is emphasized a more formalized decision-making process tempering some of the flexibility regional mangers had operated under.

Physical Evidence

The average size of a Home Depot store is about 105,000 square feet of enclosed space. Each store has about 24,000 additional square feet in the outside garden area. The company's stores stock approximately 30,000 to 40,000 different kinds of products. To improve merchandising of its chemical products area, Home Depot has employed new wayfinding signage program to brighten aisle and make easier to navigate between product categories. The garden center area was revised with New table fixture design with larger and brighter wayfinding signage.


Frank Blake is the Chairman and Chief Executive Officer of Home Depot. Tim Crow was hired as Executive Vice President of Human Resources and assigned to oversee all aspects of human resource management as well as address customer service issues. Home Depot plans to increase the number of full time employees and expand their training, while de-emphasizing the use of part-time workers. In 2008 the company issued success sharing checks in excess of $88 million to our hourly associates a new record. The company places strong on value on its associates and provides performance based merit increases as well as a 401(k) matching program.


Marketing Strategy Pantaloons

1. Product:
E-commerce: Pantaloons has revolutionized the ecommerce business in India. It offers a wide range of products at affordable prices. Food: In food business, the group offers a host of options. Food Bazaar a chain of large supermarkets; Brew Bar a beer bar; caf Bollywood a national chain of eateries; Chamosa a pan-Indian chain of snack counters, and Sports Bar a bistro focused on the world of sports. Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10. Home & Electronics: Options include: Collection i a lifestyle furniture store; Electronics Bazaar offers branded electronic goods and appliances; e-zone trendiest electronics items; Furniture Bazaar entire range of Home Furniture; Home Town one stop destination for all the home needs. General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory, Navaras, KBs FairPrice , Central, Blue Sky Leisure & Entertainment: Options are: Bowling Co. state-of-the-art premium family entertainment centre, offering multiple, novel and unique leisure and entertainment options; F 123 - offers a wide range of gaming options ranging from bowling and pool to redemption and interactive video games to bumper cars. Wellness & Beauty: Options are: Health Village a state-of-the art spa and yoga centre;Star & Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic, ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like colour cosmetics, fragrances, herbal and specialty skin items, hair products and bath accessories. Books & Music: Future Groups brand Depot offers Books, CDs, and stationery items.

2. Price:
Pantaloons India has brought a whole new revolution when it comes to pricing strategies, which is evident through the success of its Big Bazaar and Food Bazaar outlets.

3. Place:
The company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take up floor space of 30 million square feet by 2011.It has plans to open over 3000 new stores by 2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed potential.

4. Promotion:
They use magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand . They have joint ventures and alliances with many companies to promote the brand. Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers.

5. People:
At the senior management level, the group hired high profile executives from reputed organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few management schools to create a management talent pool for the lower levels. Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers.

6. Processes:
Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping pace with the technology and it is currently in the process of setting up a SAP consultancy software. SAP will be helpful in building robust transaction management system and

7. Physical Evidence:
It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group Of The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired Food Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery Retailer of the Year Supermarket It is the pioneer in the retail industry and it believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values. Source: