Marketing Strategies of Promart Homecenter
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ScribdTranslationsMarketing Strategies of Promart Homecenter
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ScribdTranslationsFaculty of Business Sciences
Course: Marketing
Professor: Daniel Varela Llanos
VIRTUAL TASK 1
Marketing concepts applied to the company
PROMART
Bohorquez Katherine
Bustes, Giuliana
Chinen, Carola
Julio Quispe
Rutten, Jens
Lima - Peru
2015
I. INTRODUCTION
PROMART HOMECENTER is a chain of home improvement stores.
home (construction materials, finishes, and decoration) of capital
Peruvian, part of the Intercorp group. It is part of the retail sector and was
founded in the year 2011. Currently has 5 locations in Lima and 11
in the province, with the store in San Jerónimo being the last to open,
second establishment in the imperial city of Cusco.
The company's mission is focused on providing quality products.
quality at the best prices on the market. Currently, the committee
the company executive is led by:
Mr. Francisco De la Roza
Mr. Alfredo Gustavo Endruhn
II. DEVELOPMENT
1. Apply the concepts of Needs, Wants, and Demand to the
clients of the company.
Need:
The state of deprivation that we identify in the promart videos is
They are based on the fact that each person has a need to improve the environment.
what they live in.
wishes
Every Promart consumer has a desire to improve their home.
without having to change their habits or personality.
Demand:
The customer profile of Promart seeks a solution that is at
scope of their purchasing power and that fulfills their desires and
needs.
2. Apply the concepts of Marketing Offer to the company.
We understand marketing offer as the products or services
that are provided to satisfy the needs or desires of
consumer. Promart offers not only a wide range of
products such as construction materials, finishes
and decoration; it not only provides added value by offering
furniture assembly services, home connections,
kitchen design, cutting of boards and transportation of products in
general.
But the promise that Promart offers is an experience,
"Let's do it together," since it is not only in their slogan all the time.
your communications, but also exists in the experience within
from the local, they allow testing the products to have the
knowledge and information about them and has an advisor
for the customers.
3. Apply the concepts of Value and satisfaction.
Promart is concerned about exceeding its customers' expectations.
always ensuring quality and offering affordable prices. We can
to affirm then that the company applies the concepts of value and
satisfaction as it provides the consumer with a quality product
superior, of great value to the consumer, but at affordable prices,
thus generating satisfaction among their customers.
In all the videos, we can see that they offer solutions to the
customer needs generating a high level of satisfaction and
added value.
Regarding your social media, despite there being some comments or
claims, all have the appropriate responses and manage a
intention of resolution to the claims.
4. Describe what the different stages of orientation would be like.
(to production/product, to sales and marketing) in
the case of Promart and specify at which of these stages it
find the company.
4.1 Product orientation:
It is based on maintaining the quality and variety of products that the
consumers wish to acquire. Likewise, it offers a chain of
national locations to make it accessible in any corner
of the country.
4.2 Sales Orientation:
Promart provides highly motivated vendors and
trained in terms of products and customer service.
Offering a variety of options for every need.
4.3 Marketing Orientation
The company understands the customer's needs and comprehends them.
We know what you need. They generate trust and empathy in the
point of sale and offer alternative solutions based on
each consumer profile.
The company Promart is in the stage of orientation to
Marketing seeks to generate sensations, experiences, and value in its
clients, in order to establish a long-term relationship, that is,
their approaches and action plans are customer-oriented.
5. Responding how the company generates relationships
durable with customers.
Promart builds lasting relationships with customers based on providing
a positive experience, added value, and constant innovation.
The direct contact of the collaborators with the clients in their establishments is
important and demonstrates the internal work with each collaborator,
likewise, that motivation is reflected in their social media,
mainly on Facebook.
Despite not seeing a loyalty system (points accumulation
or similar), they have a post-sales service, promotions
exclusive with the Oh! card, information and advice very
complete. Promart sells "solutions" to improve quality of life.
On social media, they apply tips, examples, and guide their clients and to the
general public, creating emotional connection, always oriented towards
grant solutions.
6. What is the real business of Promart?
Offer solutions that improve the quality of life for families and even
of the companies.
7. Describe the factors that influence the marketing strategy
from Promart (internal factors - 4 P's and external ones)
7.1 The main internal factors:
The Company
It is clearly oriented towards its consumers, from the
design in the different internal care processes
(training and motivation), up to the promise with which
they launched their brand.
Suppliers
They have a wide variety of materials and brands for a
same product. Maintaining the balance between quality, variety
and prices.
Marketing Intermediaries
Their main sales promoter is the staff/advisor who
they have direct contact with the end consumer.
Clients
Institutional Clients: Composed of private companies that
They seek efficiency in their volume purchases.
Consumer clients: Composed of individuals, heads
of households looking to improve their lifestyles
7.2 Factors 4Ps
Plaza: Promart since its launch in 2011 has a
broad coverage, with locations strategically located in the
main provinces of the country such as Suyana, Pucalpa, Cuzco among
others. As well as five locations in Lima.
Logistics is extremely broad, they have variety for each
need or product, their shelves are well stocked and
distributed oriented towards the comfort of the visitor.
consumer-focused, competition-focused.
They have competitive prices, discounts for campaigns and
they manage financing through the credit card 'Oh'
Product: It presents a wide variety of products in its three
levels
Fundamental product level, with a series of these that
they satisfy the needs of the consumer, for example:
appliances, white goods among others.
Level of tangible products, varieties of products for the same
item and in different brands thus giving the consumer the
possibility of choosing the option that seems most convenient to them.
Extended product level, after-sales services and benefits
for the client, such as -installation in the client's home of these
products and subsequent technical services.
Promotion: We observe that your communication is clear and simple.
encompassing mainly the need that the target seeks
to satisfy and they are there to support them.
Inside their stores, they handle countless discounts, offers.
and seasonal promotions with POP advertising,
Additionally, they manage a monthly printed and virtual catalog.
Its personal sale identified as 'advisors' is the variable
stronger one they have.
Mass advertising in television and radio media not only
it reinforces the concept of the promise, but also marks
discount or offer products.
They offer guarantees for all the products they sell.
External factors:
Political-legal factor:
The Peru-China Free Trade Agreement that came into effect in 2010 benefits them.
directly because the vast majority of products
The products sold at Promart are of Chinese origin.
Economic Factor:
Growth in the real estate sector.
Increase in the market revenues that Promart is targeting
NSE B-C.
8. Analyzing the videos respond for each one from the
customer's point of view: What is the need?, What is
The desire?, What is the value?, What is the satisfaction?
What is the
What is the desire? What is the value? What is satisfaction
need?
He/She received advice from
PROMART carried out a
Video 1 Being able to do something to purchase of products
Daughter Make your daughter happy.
that your daughter be happy. simple connection
To see his daughter happy.
perfect
economic vs the value of
I would obtain it
That despite the fact that she
To be able to change your He received advice from
Video 2 decoration, without
I changed my mind
PROMART and solved its
The frequently, Solution to your problem
harm the problem with a product
undecided likewise I stayed
walls. economic.
Good your house.
He received advice from
Video 3 Having the space PROMART invested in another
The from the furniture, without having Do not break their furniture that allows
Solution to your problem
Superstitious to be "under the Kábalas take advantage of the same
osa ladder. spaces of before without
break their taboos.
Received advice from
Video 4 That your door does not May the door support PROMART and solution its
Solution to your problem
The Military Let the handle drop. its strength. problem with a purchase
simple
