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Lowes Marketing Mix

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Submitted By salhor
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Marketing Mix Lowe’s Companies

MKT/421 Marketing
April 12, 2012

Marketing Mix
Lowe’s was founded in 1946; Lowe’s has developed from a small hardware store to the second leading home improvement retailer worldwide and the 7th largest retailer in the United States (Lowe’s History, 2012). Lowe’s runs more than 1,745 stores in the United States, Canada, and Mexico. In 2011, Lowe’s received numerous distinguished industry awards, including number 50 on the Fortune 500 list, and three- time winner of the Energy Star Excellence Award in Retail (Lowe’s, 2012).
Lowe’s sells a wide-range of home improvement products in its large, warehouse-style stores ranging from appliances to tools, paint, lumber, and nursery products. Lowe’s stocks 40,000 products in 16 categories (Lowes, 2012). Besides the products on hand they also offer hundreds of products by special order – offering.
Lowe’s also offers installation services for some of their products as well. They offer installation services to more than 40 products. Examples of their installation products are appliances, bath, kitchen, plumbing, flooring, windows, doors, window treatments, lighting, and insulation among others (Lowe’s 2012). The installation service targets various customers. Customers in the older group and also people who are not DIY (do- it- yourselfers) as well as women and people on the go, which have no time.
Lowe’s carries numerous brands in each product groups recommending a variety of price points for customers. For instance, in the appliance group Lowe’s stocks a lower-end brand named Tappan. In this brand the price for appliances are more affordable for customer rather than a high- end brand. A good example, Lowe’s stocks a dish washer made by Tappan that sells for $229 and also sells a dishwasher made by Kitchen-Aid for $1,349 (Lowe’s

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