Mix marketing is like a recipe: you have ingredients (4P: Product, Price, Place, Promotion) and you should mix the right quantities of each to get a sweet cake! If you do not put the right ingredient or not the right quantity, you will certainly alter the result. This leads me to ask myself a question about all those supermarkets growing in Moscow and its suburbs ( Perkerestok, Sedmoi continent, Viktoria..): not so big formats but not so small (from 800 to 1600 square meters), interesting range of products….but no parking place (or so few, often no more than 20,always busy and difficult to access, that it is difficult to call that a parking). First answer, confirmed after observation: most of their customers are “by feet customers”. Great, although I wonder how such formats can live with only “by feet customers” (low average basket as one customer cannot carry more than 2 or 3 bags)… But then I discovered that all those stores are doing outdoor advertising in the closest big avenue, more crossed by cars than by pedestrians…I should have missed something...but I am not the only one. Retailers developing such formats should rethink their positioning and review clients’ area and cars use ( more and more Russians have got a car, growing number of people living in suburbs). I am sure that this type of supermarkets is not only attracting pedestrians. But parking is then one of the key of the business.
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