Académique Documents
Professionnel Documents
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Established Emerging
Traditional formats Formats
Formats Kirana shops Exclusive retail outlets
Haats Convenience/ Hypermarket
Melas department stores / Specialty Stores
Mandis etc. PDS/ Multiplexes
fair price shops Fast food outlets
Pan/ Beedi shops Service galleries
RETAIL SCENARIO
PAKISTAN 1 99
INDIA 3 97
CHINA 20 80
INDONESIA 30 70
BRAZIL 36 64 ORGANISED
40 60 UNORGANISED
THAILAND
MALASIA 55 45
TAIWAN 81 19
USA 85 15
The sheer size of the population demands attention from retailers worldwide and
the potential for growth in this nascent industry is tremendous.
India is the world’s 4th largest economy in terms of Purchasing Power Parity, after
USA, China and Japan; it is expected to move to the third position by 2010.
The latter half of the 1990s saw a fresh wave of entrants with a shift from
Manufactures to Pure Retailers.
For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and
Music World in music; Crossword and Fountainhead in books.
ANALYSIS OF ORGANISED SECTOR
Direct selling
Direct marketing
Television shopping
Cataloguing
Net marketing
THE RETAIL MARKETING MIX
Merchan
People dising
Pricing
Customer
Service
Place/Loc
ation
Presentation
Presentation
(Visual
(Visual
Merchandising)
Merchandising) Promotio
n
MERCHANDISING
Merchandising – means having the right product in the
right quantity at the right place in the right time at the
right price.
Economic
Conditions
Target
Competit
Market &
or’s Price Demand
Store
Policies
LOCATION
Locating the retail store in the right place is considered adequate for success.
Steps involved in choosing a Retail Location:
Step 13
Step 2
Identifythe
Identify
Evaluate the
the market
most
in
demand
which attractive
&tosupply
locate
the
with
sitestore
in the market
Step
4
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b
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PROMOTION
Advertising
Sales Promotion
Public Relations
Personal Selling
PRESENTATION (VISUAL MERCHANDISING)
Methods of display:
1. Colour dominance
2. Co-ordinated presentation
3. Presentation by price
CUSTOMER SERVICES
Appearance of store
Appearance of sales people
Recognizing regular customers
Friendliness
Assurance re: problem solving
Giving prompt service
Accuracy in billing
PEOPLE
The people who deal with costumer at one-to-one level are consider
the face of organization
A. Strategic Management
Develop a retail strategy
Identify the target market (demo, psycho, geographic)
Determine the retail format
Design organizational structure
Select locations
A. Strategic Management contd…
1. Establish a mission.
2. Analyse situation.
3. Identify the option
4. Set objectives
5. Obtain and allocate resources
6. Develop implementation plan
7. Moinitor progress and control
B. ADMINISTRATIVE MANAGEMENT
Buy merchandise
1. Locate vendors
2. Evaluate vendors
3. Negotiate with vendors
4. Place orders
MERCHANDISE MANAGEMENT(contd)
Price merchandise
2. Adjust prices
SUPPLY CHAIN MANAGEMENT
Thank you