RETAIL MIX- 6 P'S
Introduction
-Aurelia is an Indian ethnic
wear
brand which blends the best
of both worlds,
ethnic and contemporary.
-It was established in the year
2009.
-Aurelia re-defines Indian
Ethnic by
staying in the realm of
traditions,
yet adapting some modern
influences.
-The company started in the
retail
segment with women's wear
brand
W before launching a more
affordable
and easy to
wear brand Aurelia.
Retail Mix
-Retail marketing encompasses all of the ways a consumer business
attracts customers and generates sales of its goods and services.
-A retail marketing mix includes the 6p's of marketing i.e., Product,
Price, Place, Promotion, People and Presentation.
- The 6 P's enable businesses to Create a desirable product or
service that offers value,
sell the product or service at a price that is attractive to customers,
optimize the success of attention-grabbing promotions, etc.
Product Mix
-A product mix is the total
number of product lines and
individual products or services
offered by a company.
-Aurelia offers good quality
products with great fit and sharp
pricing.
-The product category consists of
kurta set, palazzos,
pantschuridars, footwear, etc.
-It is the 1st fashion brand to
study about Indian woman's
shape, fits and size classification.
Price
Follows a competitive based pricing
strategy.
It also takes costs into consideration to
set prices
It currently uses product bundle pricing
as well
It also uses an optional product pricing
strategy for certain products
It charges a greater price for the
products it sells online.
has fixed the prices of the final product.
Place
sells its products through two
marketing channels.
has its products present on
over 500 retailers throughout
the country.
has a substantial amount of
online sales with frequent
traffic on its websites.
It follows an omni-channel
distribution system
has a network of over 500
suppliers
Recommended Place Strategy
should open up its shop on social
media as well
should focus on improving its
online website
should ensure that it sells its
products to large retailers through
personal selling.
should open up company-
operated retail stores
• Aurelia uses many multi-channel
promotional campaigns.
• Aurelia has always promoted effortless
P style – encouraging women to choose
their own representation of beautiful.
R • Ethnic wear brand Aurelia by TCNS
Clothing, has launched ‘Be Compliment
O Ready’ campaign featuring actor and
brand ambassador, Alia Bhatt.
M • Disha will be associated with Aurelia for
yet another year and would be featuring in
O the upcoming collections.
• Last year, Aurelia witnessed tremendous
T growth and recognition in the retail
market via successful campaigns featuring
I Disha.
• The brand has unveiled a digital film on
social media that encourages women to
O confront societal jibes that attempt to
stereotype women into pre-defined
N standards and further urges them to be
comfortable in their own true self.
People
Employee
Work culture is
rated 3.6 at
Aurelia
Job security - 3.9
Work
life balance - 3.8
Aurelia is rated
4.3 out of 5
Career growth -
2.5
Aurelia employee
benefits
Team Outing
Free transport
Soft skill training
Health insurance
Job training
Comments by the employee in 2022
Aurelia needs to step it up. Over the years being employed by this
company I’ve seen more cons than pros and to be honest the only thing
keeping me around at this point is my bond with the clients. They
undermined their employees the pay is terrible, and truly take for
granted what everyone is capable of. This goes for employees AND
clients. We do the same thing everyday, and if there’s any suggestions
for new ideas for the company it will always be “taken into
consideration” what about the clients and their needs? We are
advocates for special needs adults. There’s no room for the employees
or clients to grow of our suggestions are being tossed aside. If we come
to you with a question comment or concern. We want action to be
taken. That being said. Aurelia isn’t a company to work for if you just
want a paycheck. This is a hard job, that takes skill. you’re coaching an
individual on daily life skills, but a very fun rewarding job where you
meet lots of fun new friends.
shifts are kept to 9:00am -2:55pm so there is no break and no benefits they
have to legally provide. If you're really in rough spot and need immediate
work, the interview process is quick and they are pretty much always ready
to hire new staff
Customer
I purchased a set of kurti and dupatta from aurelia on June 4th
2022 in a Bangalore store ..After one wash, the prints(red and
white) on kurti was fading away and started disappearingand it
continues to. I would like to know the reason for this and in need
of an exchange .
I purchased a suit from aurelia when i washed it, entire
suit is covered with white patches.
I absolutely wasted my amount by picking off a product
from a pathetic brand aurelia.
Please help with whatever is possible else i have to look
into another way.
Regards,
Sana Yasmeen
Presentation
Even when a product or service is superior to
• the competition, selling it depends on
effective presentation.
This sixth P of marketing focuses on the
• product’s appearance and whether it
accurately represents the business’s image.
Designers, creatives, and other professionals
involved in presenting products should
• identify the type of customers the business
wants to attract, and tailor a presentation to
appeal to that target audience.
AURELIA
Thank You
THE END
