1. Presented by,
-
Pratik
Pankaj
RETATILING INDUSTRY
Shabbir
Priya
IN INDIA. Deepika
khusbu

2. RETAILING: AN OVERVIEW
INDIAN RETAILING
LARGEST EMPLOYER AFTER
AGRICULTURE- 8% OF
An
POPULATION.
oviervie
w HIGHEST OUTLET DESTINY IN
WORLD.
AROUND 12 mn OUTLETS.
STILL EVOLVING AS AN
INDUSTRY.
LONG WAY TO GO.

3. India’s advantage
 India ranked 1st in the Global AT Keareny
retail development index
 india
 Russia
 China

4. INDIAN RETAIL MARKET
 Traditional format retaliers
 Kiranas
 Kiosks
 Street market
 Exclusive/multiple brand outlets

5. Objectives
 Determine the types of organizations in this
sector.
 Learn what marketing decisions organizations
in this sector make.
 Understand the major trends in this sector.

6. Retailing
 Retail life cycle
Retailing Basics  Wheel-of-retailing
 Service levels
 Types of retailers  Retail positioning
 Marketing strategies
decisions  Nonstore retailing
 Retailing trends  Corporate retailing

7. Retailing
Major Store Retailer Types
 Specialty store  Discount store
 Department  Convenience
store store
 Supermarket  Off-price retailer
 Superstore

8. Retailing
 Retail-store types pass through the retail
life cycle.
 The wheel-of-retailing describes how new
store types emerge.
 Retailers can offer one of four levels of
service:
 Self-service,self-selection, limited service,
and full service

9. Retailing
 Four broad retail positioning strategies
include:
 Bloomingdale’s
 Tiffany
 Sunglass Hut
 Wal-Mart
 Non-store retailing has been growing
faster than store retailing

10. Retailing
Major Types of Retail Organizations
 Corporate chain  Consumer
store cooperative
 Voluntary chain  Franchise
 Retailer organization
cooperative  Merchandising
conglomerate

11. Retailing
Slide 11 in
Chapter 15
Retailing Basics  Target market
 Product assortment
and placement
 Types of retailers
 Services mix and
 Marketing store atmosphere
decisions  Price
 Retailing trends  Promotion
 Place
To accompany A Framework for Marketing Management, 2nd
Edition

12. Retailing
Location Options for Retailers
 General business  Strip mall (shopping
district strip)
 Regional shopping  Location within a
center larger store or
 Community operation
shopping center

13. Retailing
 New retail forms
Retailing Basics
 Intertype competition
 Growth of giant retailers
 Types of retailers  Technology
 Marketing  Global expansion
decisions  Selling experiences
 Competition between
 Retailing trends store-based and non-
store-based retailing

14. Retailing

15. Retailing
All activities involved in selling goods &
services directly to final consumer for personal,
non-business use.

16. Target Market
1. A retailer’s most important
decision concerns the
target market.
2. Periodic marketing
research is a must to
ensure that ,reaching their
target customers.

17. Product Assortment
Must match the target market’s shopping expectations.
The retailer has to decide on product-assortment
breadth and depth.
Differentiation strategy. Some possibilities are:
 Feature exclusive national brands not available at
competing retailers
 Feature mostly private branded merchandise
 Feature surprise or ever-changing merchandise
 Feature latest merchandise first
 Offer a highly targeted assortment

18. Store
Services:
Decide on the services mix
o Pre-purchase services like accepting telephone and mail
orders
o Post-purchase services like shipping and delivery
o Ancillary services like parking, restaurants etc.

19. Place decision
Location Decision: Key to Success.
High traffic- High Rent
General business districts
Regional shopping centers
Community shopping centers/ malls etc.
Sales Effectiveness by:
1. Number of people passing
2. Percentage who Enter the store.
3. Percentage who buy.
4. Average amount per sale.

20. Store
Atmosphere
Look and physical layout that makes hard or easy to move out.
 Walls: Earthy tone that convey freshness.
 Lighting: Warm accent lights that direct attention to products.
 Signate: Add big picture of healthy food.
 Produce Department: Enlarge the section.
 Floors: Wood, plastic etc floors for perishable items
 Bakery: The centre point etc.

21. Retailing Forms
Retailing can be done in two ways:
1. Store. 2. Non Store.

22. Types of Retailers
a. Specialty Store:
Narrow Product line with a deep assortment, such as
apparel stores, furniture stores, bookstores etc.
b. Department Store:
Several Product lines.
typical clothing, home furnishings
and household goods
c. Super market:
Relatively large,
low cost low margin,
high volume,
self service operation designed
to serve total needs for food, laundry
and household maintenance products

23. d. Convenience Store:
Relatively small store located near residential area,
open long hours seven days a week
carrying a limited line of high turnover
convenience products at slightly higher prices
e. Discount store:
Standard merchandise
sold at lower prices with lower margins
higher volumes
f. Off-Price Retailer:
Merchandise bought at less than regular wholesale price
sold at less than retail;
often left over goods,
overruns and irregulars obtained at lower prices.

24. Retail Services
Retailers can position themselves as offering one of four
levels of service:
a. Self-service: It is corner stone of all discount operations.
b. Self selection: Customers find their own goods, although
they can ask for assistance

25. c. Limited service: These
retailers carry more
shopping goods and
customers need more
information and assistance
d. Full Service: Sales people
are ready to assist in every
phase of the locate-
compare-select process.

26. 2. Non-
Store.

27. Non Store
Retailing:
1. Direct Selling.: Multilevel Selling or network Selling.
Eg Amway etc
2. Direct Marketing.: Telemarketing, Internet
Marketing, mailing etc.
3. Automatic Wending.: Kiosks.
4. Buying Service. Eg Sodexo pass.:

28. Retail positioning
strategies :
By combining these different service levels
with different assortment breadths, we can
distinguish the four broad positioning
strategies available to retailers .

29. Trends in Retailing
 Departmental stores to malls, one-stop shopping
 Marketing channels are increasingly becoming
professionally managed and programmed. New store
formats launched
 Technology as a competitive tool for inventory
management, fund transfer etc.
 Retailers with unique formats and strong brand
positioning are moving to other countries like McDonalds
etc
 Rise in establishments that provide a place for people to

30. Conclusion:
 Retailing business owner use strategic planning,
advanced information system, and sophisticated
marketing tools.
 They measure performance more on return on
investement basis than on profit margin basis.
 They segment their market, improve their targeting and
positioning.