Marketing Retailing

8/14/2019 Marketing Retailing

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PARAMJIT SHARMA
http://images.google.co.in/imgres?imgurl=http://www.alienresistance.org/walmart.JPG&imgrefurl=http://stevegilliard.blogspot.com/2004_06_01_stevegilliard_archive.html&h=864&w=1152&sz=132&tbnid=nxcOzEVWgugJ:&tbnh=112&tbnw=149&start=3&prev=/images%3Fq%3Dwalmart%26hl%3Den%26lr%3D


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Definition

It include all the activities involved

in selling goods or Services

directly to final consumers

for personal , Non business use


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Definition- retail store

Any business enterprisewhose sales volume comes

primarily from retailing


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Any Organization Selling to final consumer

is retailing , whether they are

A ManufacturerA Wholesaler

A Retailer


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It does not matter how they sell

or serve ( By)

PersonMail

TelephoneVending Machine orInternet


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Or

Where these are sold

A storeA street

Consumers House


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retailerstypes

Department stores

Specialty storesConvenience storeDiscount storeOff-price retailerSuper store


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retail life cycle

EMERGENCE

ACCELERATED

GROWTH

MATURITY

DECLINE

Department

Stores

70-80 years

For maturity

Warehouse

Retail OutletsTook

10 years


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wheel of Retailing

Conventional stores increase cost

& Price to Provide Services

New Stores take this opportunity to

sell at less price & less service
http://images.google.co.in/imgres?imgurl=http://www.alienresistance.org/walmart.JPG&imgrefurl=http://stevegilliard.blogspot.com/2004_06_01_stevegilliard_archive.html&h=864&w=1152&sz=132&tbnid=nxcOzEVWgugJ:&tbnh=112&tbnw=149&start=3&prev=/images%3Fq%3Dwalmart%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.alienresistance.org/walmart.JPG&imgrefurl=http://stevegilliard.blogspot.com/2004_06_01_stevegilliard_archive.html&h=864&w=1152&sz=132&tbnid=nxcOzEVWgugJ:&tbnh=112&tbnw=149&start=3&prev=/images%3Fq%3Dwalmart%26hl%3Den%26lr%3D


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4 BROAD POSITIONING STRATEGIES

1 Bloomingdales

Broad product assortment

High value added Close attention to store design, product quality, service & image Profit margin is high

Try for high volume


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2 Tiffany

Narrow productassortmentHigh value addedExclusive imageHigh MarginLow Volume


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Bloomingdale Wal-Mart

TiffanyKinney

Shoe

High--------value Added----------lowNarrow---

-breadth

ofproduct

lines---Broad


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3 Sunglass Hut

Features narrow line

Low value addedKeep cost & Price low

Centralized Buying

Merchandising Advertising Distribution


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4 Wal-mart

Broad line & low value

additionKeeping price lowPlace for good buyHigh volume low Margin


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Non Store Retailing

Direct Selling

Direct Marketing

Automatic Vending

Buying

Services
http://images.google.co.in/imgres?imgurl=http://www.idec.com/Global/industryProfile/images/vmachine.jpg&imgrefurl=http://www.idec.com/Global/industryProfile/vendingMachine.html&h=211&w=146&sz=12&tbnid=hKZ9Jufqd0kJ:&tbnh=100&tbnw=69&start=9&prev=/images%3Fq%3Dautomated%2Bvending%2Bmachine%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.methodfactory.com/img/client/Anosos_WL.gif&imgrefurl=http://www.methodfactory.com/P_OM.aspx&h=275&w=360&sz=37&tbnid=VATnSyZ8V_UJ:&tbnh=89&tbnw=117&start=4&prev=/images%3Fq%3Donline%2Bmarketing%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.usamodifieds.com/070404/DamonBreedloveCrewRepairingCar1.jpg&imgrefurl=http://www.usamodifieds.com/ptricity.htm&h=351&w=438&sz=62&tbnid=aaTp682N0-YJ:&tbnh=98&tbnw=122&start=3&prev=/images%3Fq%3Drepairing%2Bcar%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.idec.com/Global/industryProfile/images/vmachine.jpg&imgrefurl=http://www.idec.com/Global/industryProfile/vendingMachine.html&h=211&w=146&sz=12&tbnid=hKZ9Jufqd0kJ:&tbnh=100&tbnw=69&start=9&prev=/images%3Fq%3Dautomated%2Bvending%2Bmachine%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.aaa-int.or.jp/machan/snowlets/amway-papercup1.jpg&imgrefurl=http://www.aaa-int.or.jp/machan/snowlets/links.html&h=300&w=219&sz=21&tbnid=DTONAigTh2YJ:&tbnh=111&tbnw=81&start=12&prev=/images%3Fq%3Damway%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.kirby.com/kirbystory-images/Direct-Selling-3b.jpg&imgrefurl=http://www.kirby.com/story13.shtml&h=293&w=200&sz=15&tbnid=6ELxM4ftNbUJ:&tbnh=110&tbnw=75&start=1&prev=/images%3Fq%3Ddirect%2Bselling%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.alienresistance.org/walmart.JPG&imgrefurl=http://stevegilliard.blogspot.com/2004_06_01_stevegilliard_archive.html&h=864&w=1152&sz=132&tbnid=nxcOzEVWgugJ:&tbnh=112&tbnw=149&start=3&prev=/images%3Fq%3Dwalmart%26hl%3Den%26lr%3D


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Direct Selling

Door to Door

House sales PartiesHome Demos Avon

Tupperware Amway


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Direct Marketing

Direct Mail

Catalog MarketingTelemarketingElectronic Shopping

Television Directresponse Marketing


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Automated Vending

Used in variety of Merchandise

CigarettesSoft drinksCandy

MagazinesNewspapersCosmeticsHot food Etc

Can be located at

FactoriesOfficesLarge stores

HotelsRestaurantsRailway StationsAirports


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Buying Services

Store less Retailers Serving

specific Customers

Employees Of Large Organization

Travel Agencies

Car Rental


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Corporate Retailing

Features

Economies Of Scale

Greater Purchasing Power

Wider Brand Recognition

Better Trained Employees


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Corporate Retailing

Major Types

Chain Stores

Retail Corporations

Franchises

MerchandisingConglomerate


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Marketing Decisions

TARGET MARKET

PRODUCT ASSESSMENT

SERVICES & STORE ATMOSPHERE

PRICING

PROMOTION

PLACE


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Product Assortment

Target Market ExpectationsBreadth & DepthExclusive National BrandsPrivate Branded Merchandise-BenettonDistinctive Merchandise event- Indian/ChineseEver-changing Merchandise First- electronicsMerchandising Customizing ServicesTargeted Assortments


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Marketing Retailing

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