High/Low Marketing Strategy
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In which situations is the high/low marketing strategy appropriate? Explain how this strategy is or is not appropriate for Kmart after its acquisition by Sears.
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Solution Summary
This solution discusses high/low marketing strategy and why it is a better fit for Kmart than EDLP (Every Day Low Price) strategy.
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Although consumers claim to favor the EDLP (Every Day Low Price) strategy where variety of products is exchanged in return for low prices, evidence shows that shoppers will generally pursue High-Low (hi-lo) retailing when aware of a promotional discount. (Gartner, 2004) The drawback of EDLP marketing is that the consumer must shop at numerous stores in order to get the best deals because everyday prices are not advertised.
With the High-Low retail store, advertisements alert consumers about the discounted price of the desired item often before they even ...
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