Time to sport a new attitude

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LIKE MANY women, I love to shop for clothes. However, I am easily put off by shops that are cramped, cluttered and do not seem to have order.

LIKE MANY women, I love to shop for clothes. However, I am easily put off by shops that are cramped, cluttered and do not seem to have order. Unfortunately, this is the norm in a significant number of shops in Bulawayo.

The George Silundika Street branch of Pac Shed is a rare exception in this regard. It is a relatively small clothing shop, not overstated, neat and not cramped nor cluttered and the prices are just right.

The young woman who served me when I went shopping there a few weeks ago, was helpful too. I enjoyed my shopping experience (for a change).

There are four P’s in marketing.

  •  Product
  • Place
  • Price
  • Promotion.

The above elements are considered when we market our business and constitute the few essentials which set our business image. This week I would like to focus on two of the P’s — Product and Place.

Product: This can be the merchandise you want to sell or the service you are delivering. The product or service itself must present a particular image. When you market a product think about the following:

  • What is my product or service?
  • Who needs this product and why?
  • Where are they?
  • When are they there?
  • How does my product or service make my clientele better?

These questions will give you a brief scope into who your market is, and the image and style your business must take to make an impact. The delivery of this product or service must make your potential consumer feel your product will be an asset, and take their lifestyle toward a higher level.

Place: Whether you market your product or service in a commercial location, home, by phone, or website, your place projects a particular image. There are a few questions you need to ask when setting up your place:

  • What type of mood does my place of business bring? When a female customer walks into a clothing shop for instance, the smell of the perfume sprayed, the colours used and the music played should grab their attention and put them in a shopping mood.
  • Does my place of business reflect my clientele? The Chinese shops downtown, for instance, have a particular clientele. They know their clients are price-sensitive and are after low prices. Consequently, they do not invest too much in aesthetics, high quality products, or customer service. Surprisingly, this does not seem to deter their customers.

The way we market our business can immediately send a message to consumers on the company’s worth. Every product or service presentation and every customer experience in your place of business determines your business image.

 Nonto Masuku is an executive partner of an image management consultancy firm.