The Marketing Mix: Products and Branding Strategies SLP 02 - Essay Example

Products and Branding Strategies The two primary attributes identified for Wal-Mart are a. Quality b. Variety of products Positioning Map: Primary Target Markets:TM 1 – Working Families:Fast food lovers, skilled and unskilled labourers, hourly workers, highly mobile and enthusiasticTM 2 – Middle Class Families:Married, well educated, health conscious, professionals, with maximum two childrenTM 3 - Laissez Faire:Any income class, pick up stuff on the spot, very imaginative and high spendersTM 4 – Students:All college and high school students and seek low prices and brand consciousTM 5 – Bargain Hunters:Information savvy, coupon clippers who are looking for a sale on items(McDonald & Dunbar, 2004)Product Categories:CategoriesDescriptionApparelThe company deals with numerous items of interest in the Apparel section.

These include something for all in a family. The products range from accessories, to baby needs and also clothing for all sizes and ages.BabyWal Mart provides the customers with all the needs for babies, and provides a wide range of brands to choose from as well. The baby products include items from baby registry to even travel solutions for babies.ElectronicsWal mart deals with a wide range of electronics from mobile phones, DVDs to home theatres and a wide range of brands. For the HomeThis department includes almost everything one would require for their home.

From furniture, crafts, heating and cooling, luggage, outdoor living and even pets. GroceryAll home needs in terms of groceries are available at Wal mart. The company deals with all brands and is a single solution for all the grocery needs at home at very affordable prices. Health & beautyThere are pharmacies that are present at the stores. The company deals with all the health and beauty related items and even provides customers with massages and spa(Wal-mart, 2009)Product – Market Matrix:Category / Target MarketApparelBabyElectronicsFor the HomeGroceryHealth & BeautyWorking Families31 & 2  1 Middle Class Families 1 & 23 1 Lassez Faire1 & 2 13 1Students1 2321Bargain Hunters231223Key: 1 - Purchase always from Walmart 2 - One of the primary places of Purchase 3 - Occasionally Purchase from WalmartAnalysis:It is evident from the product – target market matrix, that most of the target segments purchase products relevant to their category from Walmart.

However, the students and bargain hunters do not consider Walmart as their core source for groceries and household products. This can be improved by targeting them with gift coupons and offers which will increase the purchasers from these segments (Students and bargain hunters) in these categories. Competitive Advantage:Walmart does have a strong competitive edge when compared to its prime competitors. It provides a large number of varieties and hence attracts a higher potential customer base.

Most customers find the similar products in other supermarkets to be little over priced and they prefer Walmart though the quality of some of its produce is not equivalent to that of its competitors. Thus pricing and the large variety are the main competitive advantages to Walmart.Works CitedMcDonald, M. and Dunbar, I. 2004. Market Segmentation. Heinemann Publishers. New York.WalMart. About - us. 2009. 13 November 2009 .