The marketing mix

The Marketing Mix
Place:
Sears stores are in places where the customers are, like shopping malls and other places with other big department stores. There are about 2300 stores spread throughout the USA and Canada so that there is always a store nearby.
Sears owns his own shipping companies so the distribution is easier to do then with an external business.
Like many other companies Sears is also online, with an online store. The products you buy online can be delivered but you can also pick them up t your local Sears store.

Promotion:
Sears releases a new promotion campaign every week with new products and items on sale. Sears also make commercials on national television featuring celebrities like Selena Gomez, Vanessa Hudgens and the Backstreet boys, these commercials are obviously meant for kids and teenagers but there are also commercials for adults which feature more product and price information. Sears promotes itself as cheap and high quality. The slogan “life well spent” also implies this. The Sears logo is simple and recognizable it’s just Sears and nothing else, you can also see this in the stores it’s all about the products.

Products:
Sears sell almost everything you need except food. Sears focuses mainly on living by selling furniture, clothing and appliances. Sears says it sells the best products that there are on the market, so you have a sustainable product. As for competitors they say that they sell products of lesser quality which will breakdown faster.

Price:
Along with the high quality Sears says they sell there products for the lowest possible price, so you can have a good brand and nor pay a lot for it. This is very good for business because a lot of people don’t have that much to spend but still want a good product, so they go where it’s the cheapest. You can say Sears uses a method selling products for the lowest price so that a lot of customers can afford it.

People:
Sears has about 350.000 employees. Per store there are about 11 managers depending on the size of the store. All the employees get certain training so that they can inform the customers about the products they sell. Sears also trains a lot of repairmen who don’t have to work for Sears so they also now the products which makes them easier to repair.