The Marketing mix of Easyday analyses the 4Ps of Easyday, which includes the Product, Price, Place, and Promotion of Easyday. Easyday is a consumer store related to the retail department category and has targeted middle-income people as its customers. It was established in 2008, and its ownership is in the hands of Bharti Enterprises Limited. Operations are under one of its subsidiaries, Bharti Retail Limited. Easyday is of Indian origin and is headquartered in New Delhi, India. The brand offers Management and technical support via Wal-Mart Stores, the largest retailer in the global market. It faces competition from the following-
- Big Apple
- Reliance Fresh
- Food Bazaar
- Spencer’s
- Mahindra Retail
About Easyday
- Type: Retail brand
- Industry: Retail
- Founded: 2007
- Founder: Sunil Bharti Mittal
- Headquarters: New Delhi, India
- Area served: India
- Key people: Sunil Bharti Mittal (Chairman) and Pravin Jain (CEO)
- Number of employees: 10,000
Table of Contents
Easyday Product Strategy
Easyday is a popular outlet with a wide range of merchandise in an extensive set-up. The company caters to regional and local business needs and sells items from several brands. It also has a corner called Youth Zone for youth-oriented products and services like cosmetics, apparel, movies, books, and music.
The product mix of Easyday in 2023 is as follows(Source)
- Grocery and Staples: Rice, wheat, and other grains; Pulses and lentils; Cooking oils and ghee; spices and condiments; canned foods; breakfast cereals; snacks and namkeens; beverages (tea, coffee, soft drinks, etc.).
- Fresh Produce: Fruits and vegetables, Dairy products (milk, yogurt, cheese), Eggs, Fresh meat, and poultry (if available).
- Personal Care and Beauty: Toiletries (soap, shampoo, toothpaste, etc.), Skincare and cosmetics, Haircare products, and Personal hygiene items.
- Home Care: Cleaning products (detergents, cleaners, etc.), Household essentials (brooms, mops, etc.)
- Baby Care: Diapers, Baby food and formula, Baby toiletries.
- Health and Wellness: Over-the-counter medicines, Vitamins and supplements, Health drinks.
- Kitchen and Cookware: Cookware and utensils, Kitchen appliances (if available).
- Apparel and Fashion (in larger stores): Clothing for men, women, and children, Footwear and accessories.
- Electronics and Appliances (in larger stores): Small appliances (kettles, irons, etc.), Mobile phones and accessories.
- Stationery and Office Supplies: School and office supplies.
- Bakery and Snack Counter: Freshly baked goods, Snacks, and fast food items.
Easyday Place Strategy
Bharti Retail operates three formats of stores with an Easyday nametag. They are located at prime spots to gain maximum exposure and garner good sales. Easyday is the name given to standard stores in the neighborhood, Easyday market to mid-size compact hypermarkets, and Easyday hyper to hypermarket style larger stores. Bharti Enterprise declared its intention to join the retail industry by opening its first Everyday store in Ludhiana, Punjab, in 2008 and Easyday market in Jalandhar, Punjab, in the same year.
The first store of compact-hyper nature was opened in Indore in Madhya Pradesh. Since then, it has spread its network widely in every part of India. It has reached thirteen states through two hundred and twenty stores. Cedar Support Services provides construction, design, and real estate services to Easyday. In 2015, the company combined its operations with Future Group, and as a result, it became the biggest chain in the retail industry in India. Its network spread to two hundred and forty-three cities through five hundred and seventy outlets.
- Location Selection: Easyday strategically chooses store locations, often focusing on high-traffic areas, residential neighborhoods, and places with a target customer demographic to maximize accessibility and convenience.
- Store Layout and Design: Easyday emphasizes a customer-friendly store layout, ensuring products are well-organized and easily accessible to enhance the shopping experience.
- Supply Chain Management: The company maintains efficient supply chain logistics to restock stores regularly, ensuring products are consistently available to meet customer demand.
- Multi-Channel Presence: Easyday may offer an omnichannel approach, allowing customers to shop in physical stores and online, increasing their reach and accessibility.
- Local Adaptation: Some Easyday stores may adapt their product mix and marketing strategies to cater to the specific preferences and needs of the local community, enhancing their relevance in each location.
Easyday Pricing Strategy
Affordable prices are the business mantra of Easyday retail outlets because they want to cater to the marketing needs of a large section of people. The brand is interested in selling products in considerable quantities to a maximum number of people to create vast sales volumes.
Easyday has agreed to several pricing policies to market its goods. It has kept the basic prices low, so the company has adopted a reasonable pricing policy. During festive seasons, it encourages bulk buying through its economic pricing policy. This is possible because of special offers and discounts on several products. The company has adopted a penetration policy, and to create new inroads, it periodically offers an incentive to the customers so that they visit and buy, thus becoming more valuable and making prominent sales figures and ultimately more significant revenues.
- Everyday Low Prices (EDLP): Easyday may emphasize EDLP by offering consistent, competitive prices on everyday items. This strategy helps build customer loyalty and trust, as shoppers can rely on getting good deals every time they visit the store.
- Promotional Pricing: Easyday may run periodic sales, discounts, or promotions on select products. These promotions can create a sense of urgency and encourage customers to purchase during the sale period.
- Bundling and Package Pricing: Easyday may bundle related products or offer package deals to encourage customers to buy more. For example, they might offer a discount on purchasing a combo meal with a drink and fries.
- Price Matching: Some Easyday stores may have a price matching policy, matching or beating competitors’ prices on identical products. This strategy helps ensure that customers get the best deal available.
- Tiered Pricing: Easyday may offer tiered pricing for specific products or services. For instance, they could provide different price points for various levels of a product’s quality or quantity, catering to a broader range of customer preferences.
- Membership or Loyalty Programs: Easyday may have loyalty programs that offer exclusive discounts and benefits to repeat customers. These programs encourage customer retention and repeat visits.
Easyday Promotion Strategy
As part of its marketing strategy and promotional activities, Easyday has participated in various events for social causes like eye donation, blood donation camps, eye and dental check-ups, and health awareness programs. The company encourages its employees to volunteer to educate street children. It collects clothes so that they can be donated to the less-privileged section of society. Easyday has also been part of Go Recycle, a campaign for plastic recycling. To create customer interest in its brand and products, Easyday has launched several marketing strategies.
Easyday’s promotion, advertising, and marketing strategy typically includes:
- Everyday Low Prices: Emphasizing competitive pricing on everyday items to attract cost-conscious shoppers.
- Seasonal Sales and Discounts: Offering special promotions during festive seasons and holidays to drive footfall and boost sales.
- Loyalty Programs: Implementing loyalty programs to reward repeat customers with exclusive discounts and incentives for continued patronage.
Its promotional techniques include advertising in local newspapers and offering promotional coupons for a specific period. The brand has also taken advantage of social media marketing tools. It has started advertising its products online and sending emails about the brand and the latest offers to its regular customers.
Some Recent Video ads and Print ads for customers of Easyday are:
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