retail marketing1
TRANSCRIPT
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 1/27
Retailing is the combination of activities
involved in selling or renting consumer goodsand services directly to ultimate consumers for
their personal or household use. In addition to
selling, retailing includes diverse activities like
buying, advertising, data processing and
maintaining inventory.
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 2/27
Evolution of Retailing
India is a nation of shopkeepers and has more
outlets than any other county in world
Retail outlets exist in all shapes and sizes from a
Panwala to Shoppers stop
Organized retailing in India initially began in
south
It took two years of recession for this concept of
shopping to take roots in cities like Mumbai and
Delhi
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 3/27
Growth of Organized Retailing in India
Organized Retailing in India initially began in the south. In
fact in Chennai nearly 20% of food sales now is
accounted for by Supermarkets and an equal share of consumers durables is sold through specialty chains.
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 4/27
Four ± Gear Path for the organized retail grade-
By KSA Technopak
Gear One ±Stage of Infancy- The Super Bazar as
a concept focusing on price control, started during
the inflationary period of the 1960s, that's where it
began. The open layout and self service concept
were new to Indian consumers.
Gear I was driven by Entrepreneurship like
Subhiksha.
The model primarily applies to apparel more than
any other form of retailing like food and grocery. It
is completely driven from the demand side and not
on the supply side.
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 5/27
Gear ±II- Meeting Cutomer Expectation
It is consumer driven, where buyers are exposed to
new retail formats. This is a period of growth. India
is currently in this stage.
Some of the features offered by these new forms
of store are convenient timings, dial an order,
free parking, provision for trial and taste, prices
below MRP, free home delivery etc«
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 6/27
Gear ±III ±Shift in the power equation between
manufacturers and retailers
The III gear involves efficient Back-End
Management. Retailers exploit economies of scale and
offer the best prices to their customers .The focus is on customer acquisition and category
management
A distinctive mark of this phase is efficiency:
profitability through heavy investment in the back ±end
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 7/27
Gear ±IV- period of consolidation
The organized sector acquires a significant share of
retail pie
It is the beginning of cross border movement
with mergers, acquisitions gaining in
importance .
Eg. Wal Mart «
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 8/27
Importance of Retailing
�Convenience to customers
�Generates employment
�Opportunities in frontline retailing
�Remove inefficiencies in distribution
�Better range of products
�Better prices for customers
F or Consumers
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 9/27
�Triggers customers Spends
�Real Estate The Retail Industries real estate
requirement will be huge which will mean
productive use of large lands lying with govt.
agencies like ports, railways etc
�Tourism /Outbound Shopping-like
New York Dubai even India can be developed for
ethnic Indian brands and organized retailing canhelp in developing cities as tourist destination
F or Economy
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 10/27
Importance of Retailing
�Higher
GDP
�Outsourcing opportunities
�Foreign Direct Investment in retail
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 11/27
Functions of Retail Marketing
Buying
-Buying for a retail organization is a critical
function of merchandising. The process beginswith the preparation of the buying plan ,called
³open to buy´ or OTB.
-It is also a process of forecasting sales and
purchase.
-OTB refers to merchandise budgeted, for which
the stock have not yet been ordered.
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 12/27
An efficient OTB Plan has the following Function:
�Forward sales planning (Sales forecast)
�Forward cover
� Stock required-for current month 1, it is
sum of planned forecast sales of 2,3 &4
�Opening stock
�Intake requirement difference between
opening and required stock
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 13/27
�On Order- Due for delivery
�Open to Receive-deducting stock onorder from intakes requirement
�Closing stock
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 14/27
Retail Selling
The Sales Approach
Service Approach-
Salutation Approach (greetings)
Merchandise Approach
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 15/27
Proper Attitude
Making the Sale
CRM
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 16/27
A Model for Customer Relationship Marketing
Input Processing -Unit Output
Addition of value
with product &
service
Contact &
involvement
Intimacy & one to
one relationship
Price offers
Information sharing
Customer
Need
Assessment
Customer Dev.
through
personalization &
customization
Customer retention
and referring new
customers
Relationship
marketing
Commitment
recognitionrespect
Reward
Transparency
Share values
High customer
satisfaction
Increased market
share
High customer loyalty
High customer
retention index
Life time
customer
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 17/27
Transportation
Fundamental Factors:
Cost ±It is the payment for movement between two
locations.
Speed ± It is the time required to complete a specific
movement. Speed and cost of transportation are related in
two ways:
� Faster service with higher rates
� Faster service means shorter time interval
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 18/27
�Road transport
�Water transport
�Shipping companies
�Air transport
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 19/27
JIT ± Just in time transport
Management
JIT is a method used for managing
inventory level.
Manufacturers in a number employ it to help them
reduce the amount of production supplies that they
keep on hand.
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 20/27
Seven benefits of JIT implementation
�Downtime reduction
�Inventory reduction
�Workspace reduction
�Increased quality
�Increased manpower utilization
�Increase equipment utilization
�Increased inventory turnover
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 21/27
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 22/27
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 23/27
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 24/27
A Plus WarehouseHome > Racks > Storage Racks
Storage Racks
Storage Racks are normally quick ship at A Plus Warehouse. Storage rackscan be used as part of your integrated bulk material handling system. Some
consider warehouse rack, stacking rack and bulk storage racks to be closelyrelated. In our nomenclature, storage rack is any bulk rack that handles oddshaped loads or unit loads (as is the case with stacking storage racks). Weoffer great products by Vestil, Modern Equipment Company, Hodge ± Durham, Lyon, Penco, Jarke, and others.
Stacking RacksSheet RacksBar Racks
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 25/27
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 26/27
Sheet Racks
Sheet Racks
8/7/2019 retail marketing1
http://slidepdf.com/reader/full/retail-marketing1 27/27
Bar Racks
Bar Racks