Retail Marketing Presentation Aug 29, 2011

8/3/2019 Retail Marketing Presentation Aug 29, 2011

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An Introduction to Retail Marketing – Aug 2011

An Introduction

By

253079 Srujana Nalam253092 Vijay ram Mohan B.

253093 Yahya Husain




What do these words mean?

The word Retail is derived from theFrench word, “ ” adjoined with theprefix “ ” and means to cut off and redoor attach it together again.

“RETAIL” ?

Here, retail deals with the phenomenon of

purchasing large quantities from one point and

selling smaller quantities at anotherstore/point/outletbe it in any form, for example at a

or a .




Marketing is the

“art of selling ” The process that deals with the process of

that the retailer intends to sell or trade in.(Kotler, 2003, p.5)

“MARKETING” ?



An Introduction to Retail Marketing – Aug 2011 AIM

For example, Levis, a brand famous for Men’s clothing that

has standalone outlets and also has their goods being sold

at Shopper’s Stop, a chain of Retail stores across the country.

The aim of Retail Marketing is to

the needs of customers who buyat/in retail storesand that match them

and when the occasion presents itself, tothe collective consumer’s

and in a particular

product.




• ManufacturesProducts

Producer

•Risk of Sellingfrom Producers

•Guarantee to the

products he sells.

RETAILER•Purchases and

Consumes theproducts.

Purchaser

Role of a Retailer

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 (McDonald’s) is a prominent display of

the standardisation benefits that retailing adds to the society.

ff



An Introduction to Retail Marketing – Aug 2011 Factors affecting RETAILERS

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 thesupplier-PRODUCER

define the dynamics.

Each of their relationships with the retailer is dependent on the externaluncontrollable factors of the .

Competition however is another factor that affects retailers and is oftennot under their immediate control area.

From a broader perspective, the factors that affect the retailer are thedemographic, economic, technological socio-cultural and politico-legal market environments.



An Introduction to Retail Marketing – Aug 2011 Types of Retail Businesses

Depending on the type of goods sold, the retail marketis divided into :

Food products and Fast Moving Consumer Goods(FMCG) which are consumables.

Soft Goods such as Garments and miscellaneouslifestyle goods such as shoes, bags, etc. with transientlifecycles.

Hard Goods such as Electronic appliances, furniture,automobiles which have a longer lifecycle.



An Introduction to Retail Marketing – Aug 2011 Types of Retail Businesses

where

the producer directly retails hisproducts and is the wholesaleras well as the retailer. Ex: Sony Electronics

Showroom

or large scale retail shopping

centres which contain an entirerange of products of differentbrands in a combination of oneor all the afore mentioned types.Ex: Croma, Reliance Digital,HyperCITY

are

stores which have lifestyle and

consumer goods that replacethe traditional grocer and alsoadd the benefits of items from

other categories. Ex: More,Spencer’s

have four

or more stores across differentplaces selling the sameproducts and are controlledcentrally. These multiple shopscan have their own distributionnetworks and warehousing.Ex: Shopper’s Stop, eZon e



An Introduction to Retail Marketing – Aug 2011 Non Store Retailing

Retailing without stores requires intensivemarketing strategies and can be of many types.

Though they need warehouses, the costs of running a store are removed and distribution are reduced.



An Introduction to Retail Marketing – Aug 2011 Franchising

Is a widely adopted retailing practice which is both an influenceand outcome of the .

Enterprises are taken or franchised by a franchisee who/whichfollows conditions regarding set

by the franchiser.

The franchiser or the company giving out the franchise hasbenefits of publicity for the company and reduction in runningexpenses 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 Café, Hard Goods – Automobiles such as Hyundai, BMW.



An Introduction to Retail Marketing – Aug 2011 Marketing Strategies

MarketingMix

PhysicalLocation and

Layout of thestore

Promotion Advertising , In Houseevents,Discounts

R&DInvestmentand Retail

Policies

Salesforecasting

Creatinga USP

BrandPositioning vis

a vis the

competition and target

market




CEO/ OwnerOperations/ Administration

Merchandising StrategicStore

Organizational Structure




12%

88%

Retail MarketsCategorisation

Trends

GLOBAL

The mantra now is about and

, creating chain stores and large scale retail department storeswith increasing focus on the Customer experience and service.

Western companiesare expanding in

Asia in the sectors :

Indian Retail Trends In the past few decades growth in Retailindustry in India has increased to about33-35% of the GDP of which only 2-3%belongs to the organised sector.




Websites:www.ehow.com

www.articlesbase.comhttp://business.mapsofindia.com/india-retail-industryhttp://www.slideshare.net/hemanthcrpatna/retail-marketing

Books:Retailing Management byMichael Levy and Barton A WeitzMcGraw Hill, 2008

Marketing Management by Philip Kotler, 2003

Survey of Indian Retail Sector - Corporate Catalyst India,June 2011

References

Retail Marketing Presentation Aug 29, 2011

Documents

Transcript of Retail Marketing Presentation Aug 29, 2011