Ch. 14 - Marketing Channels and Retailing

Martha Stewart has developed contracts with many major Chain Stores such as Home Depot, Michaels, Kmart, JC Penny, Macys in order to expand and cater to consumers in different demographics. This marketing process is also know as a Intensive Distribution aim at maximum market coverage. Lines of Home Decor, Cookware & Utensils, Crafting Decor & Supplies has allowed her to market her products in stores with a large customer following. By carefully choosing the 6 P's (The 4 P's in a Marketing Mix Product, Place, Promotion, Price & Presentation, Personnel) Martha Stewart Products will attract different customer in each Retail store.

My recent trip to Michael's Crafting Store in Forest Hills helped me to understand the importance of marketing in a Retail Chain Store.   Defining a Target Market in Michael's should be based on Creative Crafting, this group of consumers are interested in creating, decorating, and designing. The consumer is self sufficient and requires some instruction, materials, and tools to explore their creative talents. This consumers also wants to be able to create, decorate, and design for all occasions from Weddings, Birthdays, and Holidays.

Silk Screening Window Shades

Martha Stewart also has an How-to Silk Screening video available on her website. Please click on the link below to watch the video. 

http://www.marthastewart.com/252993/how-silk-screen

Michaels supplies all of the Martha Stewart tools

you will need in order to successfully craft and silk screen. 

The Merchandise Type and Density displayed in The Martha Stewart aisle in Michaels allows the consumer to quickly survey the materials and tools they will need in order to successfully create their project. If the consumer is unable to understand or find a particular product or tool The  Michaels sales associate is well trained in crafting since the majority of their items are crafting related. The Personnel is essential should be an informative product asset in order to have a productive business. The Level of Service provided in a retail store such as Michaels allows the consumer to feel comfortable and have a familiar shopping experience in the future. Michaels also rewards their consumers every week with an instore coupon worth 40% off any one regular price item, which save the consumer money. This coupon is can be used in addition to their many other coupons available only for that week. 

Martha Stewart Company has many different forms of production, she has Global Channels in China where she manufactures some of her products. Many of her products are also manufactured  in the United States where she continues to influence entrepreneurs to promote Made in America items.    

http://video.foxbusiness.com/v/2746300730001/martha-stewart-on-american-made/