Falabella's marketing mix

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We will explain to you about the marketing mix.

Marketing mix: product policy and product attributes.



You must take into account the 4p's of marketing : product, price, place, promotion.



Product:

Decide the category of products you will offer:

Men- Perfumery, footwear, Children, Youth corner, household appliances

Home – Sports – Clothing.



marketing strategy



In the case of product categories for women, Falabella takes special care since it covers more than 50% of its customer segment, offering a wide variety of quality products: clothing – sportswear – perfumery – footwear – makeup – jewelry – decoration – home products.



situation analysis



Square:

Organizes direct distribution logistics in various locations.

Price:

The pricing strategy used is accessible to all socioeconomic segments.



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Promotion:

Television and weekly promotions properly organized by seasons.



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Product Quality
An important point is the quality of all its products.

This will communicate the way in which you satisfy the needs of your clients, whether in price, packaging, distribution or promotion.

Falabella department stores pay special attention to the quality of their products.

In this way, they avoid any kind of failure in them, it is demanding from the creation to the presentation of all the products.

High demands on suppliers to produce and deliver each product with excellence.

The key is the image that Multitiendas Falabella sells, which is present in each presentation of the articles, and the company would decide to lose the contract with a supplier of products or services rather than a client.

Container
In Falabella department stores, more than 70% of the products are produced externally.

Therefore, it does not define how these will be carried out, but it is responsible for reviewing the quality of all products.

Each package must be in line with the company's policy in terms of its target audience.

In this regard, the most commonly used packaging is:

Electronics: In this case, cardboard boxes are used that are separated internally for better transport, bearing the brand seal and with a brief user manual.
Furniture: Use packaging as a means of protection and demonstrate your concern by ensuring that the product arrives in good condition.
White line: Special care is taken with this product as it uses polyethylene in shockproof boxes. In this way, it provides a guarantee to all its users that the product will be of good quality and will arrive at its destination.
Clothing: In this case, special care is taken with the clothing items, preventing them from becoming worn or causing discomfort to the client.
Footwear: Each shoe box delivered must have the brand's seal, providing a special design in the case of a gift.
Toy store: Combine colors in a special way to create sensations that attract the customer's attention, also providing product instructions on the box itself.


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Label
The label is an important part of the packaging, it can be of different designs and contains all the useful and essential information for the customer.

Whether it is the company's brand or the product's instructions for use, it is an indispensable media directors email database resource for establishing the brand in the consumer's mind.

Currently, there is special care regarding toy products according to Chilean decree law N°114.

Brand
The brand is the corporate name of the business; it can be a term, sign, symbol and design, or even a combination of all of these.

They allow to identify the goods or services that a company offers to its competitors.

A certain percentage of consumers decide to buy a product that matches the brand, either because of how clearly it communicates its services or how it solves their problem. Therefore, working on this is a fundamental part of the company.

Multitiendas Falabella has developed strategic alliances with different brands and companies, which has allowed it to remain a leader in retail sales in Chile and Latin America.

The added value achieved through its image of quality and status has led to the high presence of aspirational brands such as Sony, Samsung, Vaio, Mademsa, Fensa, Rossen, Nike, Adidas, The North Face, etc.