Retail management : Oragnized vs unorganized retail comparative study

3. Apollo SB * Type of Retail Medicine- Specialty store 15x10 store Part of $2.3b AHEL Started a year back Medicine: Specialty store 10x10 store Existing from 1997 Location Next to Novotel , M’halli-Sarjapur ORR, Devarabisanahalli(Bellandur) Behind Intel, Devarabisanahalli Village * SB : Sri Balaji Medicals

4. Target Customers • Techies • Apartment residents, General population (SEC A/B*) • Referred customers from nearby doctors Apollo • General Population of nearby village • SEC B-, C,D,E . • Repeat customers for years.SB

5. Product Mix • Wide range of medicines from a variety of manufacturers. • Imported Medicines (On Demand) . • Apollo’s own medicines (pvt label) • A medium range of FMCG items • Surgical Instruments – Cross selling Apollo • Medicines mostly from single manufacturer. • Limited FMCG products • Ayurvedic products • Sim cards ! • Coin phone , weigh bridge SB

6. Pricing • Most of the items are on MRP • Noticeably low pricing on pvt labels (Apollo) Apollo • Some items on slightly above MRP • Mostly on MRP • Some Items such as steamer are sold at relatively high price. • Ayurvedic products are sold slightly above MRP SB

7. Promotions • Home Delivery of medicines for nearby apartments • Buy for 1250 & get summer kits • Buy1 Get1 on Baby care products • Offers of the month promo’s : Mostly new introductions • Additional 2% discount on hdfc credit cards • Loyalty programs, Free BP checkups Apollo • Introduced on call delivery for nearby apartments • If a medicine is not available, people request the shop owner for it and he gets it and informs the customer.SB

8. Product Display • Neat store layout with Apollo color codes • Promotions & new intro products are displayed separately • FMCG are kept on front Apollo • Old model Tidy store, with glass door shelves . • Not very attractively kept /maintained • Ayurvedic medicines are kept separate • FMCG on front shelf SB

9. Service Level •Uniformed attendants x 2 , One store manager •Speaks English •Computerized. Every product is searched first in comp to find the location. If not available, will check and tell which store has it. •No refund . •Complaint box is kept , + Hotline for complaints. •Customer care Number displayed . •Charges Rs2 for carry bag •Always gives formal bills Apollo • Owner & his daughter sits in shop • Speaks Hindi, Kannada , and Avg English • Medicine locations are in store owner’s mind. • No carry bag charges • No formal Bills • Will take back items for known customersSB

10. Competitive advantage • Educated staff • Part of large retail, always availablity of stock • Able to give discounts • a/c store – attracts IT and other office crowd + near by apartment crowd. • Pvt label medicines sells on apollo brand • Doctor referrals Apollo • Local shop , repeat customers • Trustworthy • Connects with people quickly • Need not wait for management to get supply of medicines.SB

11. Marketing & Branding • Flex boards near to the apartments around • Large hoarding on the Main road • Flyers with news papers citing the offers (mainly English ) • All carry bags are printed with Apollo pharma Logo • Ads in TV & News papers (With store locations) Apollo • Small banner near the apartments next to it • Word of mouth • Errr … what ya mean by branding eh ? ! SB

12. SWOT Analysis

13. SWOT Analysis

Retail management : Oragnized vs unorganized retail comparative study

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