IT Enabled Supply Chain: A Key Driver for Effective Marketing Mix Strategy

NEW AGE MARKETING: EMERGING REALITITES, U. Dhar, V. V. Nath, S. K. Nair, P.K. Yadav, eds., pp 239 - 255, Excel Books, New Delhi, 2008

17 Pages Posted: 12 Dec 2009 Last revised: 9 Aug 2015

See all articles by Pankaj M. Madhani

Pankaj M. Madhani

Former Dean (Academics) & Professor

Date Written: December 10, 2009

Abstract

A marketing mix strategy is the mix of product or service offerings used to reach target customers of the firm. The marketing mix comprises the Price, Product, Place and Promotion. RFID is IT enabler for enhancing effectiveness and efficiency of the supply chain and helps in effectively designing and executing all components of marketing mix strategy. In current era of global competition, there is tremendous pressure on firms to reduce cost while delivering better services. With automation of supply chain, supply chain partners viz. wholesalers, distributors and retailers can reduce the overall cost and pass on the benefits to customer by reducing price and hence influence pricing strategy.

RFID enabled supply chain reduces product tempering and product spoilage thus improves product delivery. It also reduces warehouse costs, labor costs and reduces product theft/shrinkage. By providing better visibility in locating inventory throughout the supply chain, it avoids out of stock position, reduces shipment errors, hence influence distribution strategy. RFID assist in increased promotion sales, reduce execution costs and deliver elevated customer satisfaction, there by helps in promotion strategy. This paper discusses RFID technology, its relevance in marketing mix strategy and focuses on its derived benefits. It also highlights limitations of RFID.

Keywords: RFID, Marketing Mix, Supply Chain Management

Suggested Citation

Madhani, Pankaj M., IT Enabled Supply Chain: A Key Driver for Effective Marketing Mix Strategy (December 10, 2009). NEW AGE MARKETING: EMERGING REALITITES, U. Dhar, V. V. Nath, S. K. Nair, P.K. Yadav, eds., pp 239 - 255, Excel Books, New Delhi, 2008, Available at SSRN: https://ssrn.com/abstract=1521386

Pankaj M. Madhani (Contact Author)

Former Dean (Academics) & Professor ( email )

India

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