Marketing Mix Strategies for Wilko's Expansion into the Indian Market

This report focuses on Wilko, a home goods retailer, and its planned expansion into the Indian market. It utilizes the marketing mix framework, examining key elements such as product adaptation to meet Indian consumer preferences, including durability and demand for beauty products. The pricing strategy suggests lower prices to attract customers, followed by premium pricing for specific product ranges. The report identifies strategic locations in major Indian cities for outlet placement and emphasizes the use of print, TV, and social media for promotions. It also recommends integrating online and offline sales channels, recruiting local employees, and creating appealing store environments to enhance customer experience. The report concludes that a market-centric marketing mix is crucial for Wilko's expansion in India.

Marketing Mix
&
Expansion into India

Table of Contents
INTRODUCTION...........................................................................................................................1
MARKETING MIX.........................................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing mix elements can help to organisation to determine success in a market. It
covers all necessary factors which can increase effectiveness of a company towards targeted
market (Luan and Sudhir, 2010). This report is having focus on Wilko which is an international
organisation and deals in home ware and house hold goods wants to expand their business in
India. This report is having marketing mix which can used by organisation to enter in this new
market.
MARKETING MIX
As Wilko wants to enter in this market so these marketing mix can help them to
determine qualities and features in products and services. Marketing mix elements are here:
Products: As they are working home ware products so they have to make a better products
against needs of people living in India. Most Indian customers wants a durable product which
has a long life with out any problem. So company has to manufacture these types of products as
consumes needs. They are having a large range of beauty products sop they have to make it in
centre because most of Indian females are use beauty products and it has a large demand in
Indian cosmetics.
Price: It is essential for Wilko to change their pricing policy according to Indian customers.
Most of Indian people are having a lesser purchasing power so cited organisation has to use
lower pricing policy for their products. by this they can easily convert their market and enlarge
number of customers in short time of period (Peter and Donnelly, 2011). When company will
have a large customer data base they can increase their prices and a separate product range which
will having premium pricing. Most of the customers are hesitates to go for a new brand and a
company so it is essential for Wilko to attract people by attractive pricing.
Place:There are many cities like: Delhi, Mumbai, Bangalore and Chennai in which most of the
new companies are having their outlets. In these cities most of the people are shopping lovers so
it can be used by company to make a better sale by opening their outlets in these new places. By
opening these places company can easily develop their market (Huang and Sarigöllü, 2012).
These cities are tourism centric where many foreign and local visitors come to visit which is also
positive point for the organisation to start their business from these places.
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Promotions: It is a main element which can help to a company to enhance their market share and
marketing. Most of the companies are using latest promotional tools to enlarge their market. So
Wilko has to use their element effectively in India and they have to make effective promotions in
Indian market (Gordon, 2012). Print media is highly used in India and most of the Indian people
are daily reader of news paper and magazines so by this company can start their promotional
activities. TV is also a very used platform in India which can be used by cited organisation to
show their market presence. So they can use this platform to advertise their product, place and
prices. Social media platforms like: Facebook is also can be used by company because many
Facebook users are available in Indian market.
Process: Cited organisation has to use online and offline sale in to Indian market because it is
having a equal customers for both types of market channel. Mostly professional people use
online shopping which is essential for them. So company has to launch their website also in India
to purchase products and they have to give a better service by this method.
People: It is related to employees which will work in organisation, as most Indians uses their
mother language which is Hindi so it is essential for the company to recruit local people in their
outlets by which their targetting customers can easily communicate with them (Kim and Hyun,
2011). Also it can help to them to analyse what their customers wants from products and
services.
Physical evidence:People lives in India are highly affected by the ambience of outlets so it is
essential for the company to make a better impression on them by making a better presentatio0n
of their outlets. Indian people are highly affected by by foreign culture so company has to
develop their outlets according to foreign engineering and architectures.
These all elements has to use by the company which can help them to make a better
customers database in starting time.
CONCLUSION
On the basis of above report it can be concluded that marketing mix can help to a
company to expand their market but it is essential that all of these elements has to new market
centric.
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REFERENCES
Books and Journals
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Huang, R. and Sarigöllü, E., 2012. How brand awareness relates to market outcome, brand
equity, and the marketing mix. Journal of Business Research. 65(1). pp.92-99.
Kim, J. H. and Hyun, Y. J., 2011. A model to investigate the influence of marketing-mix efforts
and corporate image on brand equity in the IT software sector. Industrial marketing
management. 40(3). pp.424-438.
Luan, Y. J. and Sudhir, K., 2010. Forecasting marketing-mix responsiveness for new products.
Journal of Marketing Research. 47(3). pp.444-457.
Peter, J. P. and Donnelly, J. H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Online
How to use the 7Ps Marketing Mix? 2017. [Online]. Available Through:
<http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/>. [Accessed On 6 July 2017].
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