Professional Documents
Culture Documents
An Introduction By
253079 Srujana Nalam 253092 Vijay ram Mohan B. 253093 Yahya Husain
RETAIL ?
word Retail is derived from the French word, adjoined with the prefix and means to cut off and redo or attach it together again.
Here, retail deals with the phenomenon of purchasing large quantities from one point and selling smaller quantities at another store/point/outlet
MARKETING ?
that the retailer intends to sell or trade in. (Kotler, 2003, p.5)
AIM
The aim of Retail Marketing is to the needs of customers who buy at/in retail stores and that match them and when the occasion presents itself, to the collective consumers
and product. in a particular
For example, Levis, a brand famous for Mens clothing that has standalone outlets and also has their goods being sold at Shoppers Stop, a chain of Retail stores across the country.
Role of a Retailer
Manufactures Products
RETAILER
Risk of Selling from Producers Guarantee to the products he sells.
Producer
Purchaser
In the process of justifying this dual role, the retail system of trade is often credited with the of goods and services. The growing trend of global chains from consumer goods (Gillette) to restaurants (McDonalds) is a prominent display of the standardisation benefits that retailing adds to the society.
The and environmental forces that shape the Retail industry and in implication the marketing efforts are as follows: In the environment, the customer- PURCHASER, intermediary- PROCURER and the supplier-PRODUCER define the dynamics. Each of their relationships with the retailer is dependent on the external uncontrollable factors of the .
Competition however is another factor that affects retailers and is often not under their immediate control area. From a broader perspective, the factors that affect the retailer are the demographic, economic, technological socio-cultural and politicolegal market environments.
Depending on the type of goods sold, the retail market is divided into :
Food products and Fast Moving Consumer Goods (FMCG) which are consumables.
Soft Goods such as Garments and miscellaneous lifestyle goods such as shoes, bags, etc. with transient lifecycles. Hard Goods such as Electronic appliances, furniture, automobiles which have a longer lifecycle.
where the producer directly retails his products and is the wholesaler as well as the retailer.
or large scale retail shopping centres which contain an entire range of products of different brands in a combination of one or all the afore mentioned types.
are stores which have lifestyle and consumer goods that replace the traditional grocer and also add the benefits of items from other categories. Ex: More,
have four or more stores across different places selling the same products and are controlled centrally. These multiple shops
can have their own distribution networks and warehousing.
Spencers
Retailing without stores requires intensive marketing strategies and can be of many types.
Though they need warehouses, the costs of running a store are removed and distribution are reduced.
Franchising
Is a widely adopted retailing practice which is both an influence and outcome of the .
Enterprises are taken or franchised by a franchisee who/which follows conditions regarding set by the franchiser.
The franchiser or the company giving out the franchise has benefits of publicity for the company and reduction in running expenses of expansion. The franchiser gains an already built up brand image that can be counted upon to bring in business.
Ex: Soft goods/ services - Restaurants such as Pizza Hut, Hard Rock Caf, Hard Goods Automobiles such as Hyundai, BMW.
Marketing Strategies
Physical Location and Layout of the store
Marketing Mix
Creating a USP
Sales forecasting
Organizational Structure
CEO/ Owner
Operations/ Store Administrati on
Merchandising
Strategic
Trends
and
GLOBAL The mantra now is about , creating chain stores and large scale retail department stores with increasing focus on the Customer experience and service.
Indian Retail Trends In the past few decades growth in Retail industry in India has increased to about 33-35% of the GDP of which only 2-3% belongs to the organised sector.
12%
88%
References