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Watson’s is a store normally located inside SM malls or Department Stores since the brand had a partnership agreement with SM prime holdings, the umbrella company of SM department store in the Philippines. Being an anchor store of SM, Watson’s enjoys shelf display location priority along department stores, supermarket entrance, and sometimes an independent store along levels of SM malls. Customers of SM became also customers of Watson’s which made them shortly a popular brand. In spite of these store advantages, still SM cannot identify the specific target profile of customers who are buying at Watson’s. SM began conducting customer research of the target profile for Watson’s and they found out that customers have high recall for Watson’s store due to SM. Sales are doing well on concessionaire brands but in house brands by Watson’s are not reasonable.

* As a sales manager for Watson’s, what do you think can be the reason why SM cannot actually identify the target customer profile of Watson’s?

-As a sales manager for Watson’s I think the reason why SM cannot actually determine the main target customer profile of Watson’s is because of the products and merchandise that are sold in Watson’s. the merchandise available in that retail store are scramble and very unrelated to each other that’s why you cannot easily determine what kind of retail store does Watson’s is having. SM cannot easily determine the target profile of Watson’s because any customer can come to Watson’s because Watson’s become more like a convenient store inside a mall rather than a personal care store. In fact, they can also group to as a drugstore because they even sell medicines and other pharmaceutical products. It will definitely be hard for SM to know the exact target customer of Watson’s because Watson’s can cater almost all the market because they almost sell anything. The products are very scrambled, indeed that they can be classified to as a...
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