A detailed study on the entire marketing process of Max Retail Store

2. RETAIL
 All activities involved in selling, renting,
and providing goods and services to
ultimate customers for personal, family
or household use.
 In the channel of distribution, retailing is
where the customer meets the product.

3. Retailing Creates Value
Retailing’s economic value is represented by:
 People employed in retailing, and
 The total amount of money exchanged in
retail sales.
Utilities provided by retailers create value for
customers:
 Time, place, possession, and form utilities
are offered by most retailers

4. Global Economic Impact of Retailing
 Four of the 30 largest businesses in the U.S. are
retailers.
 In 1997, Wal-Mart’s $119 billion in sales surpassed the
gross domestic product of Finland for the same year.
 Sears, Wal-Mart, Kmart, and JC Penny together employ
more than 1.6 million people.
 Wal-Mart has 603 stores outside the U.S., including joint
ventures in China and Korea.

5. Share of organized retail in selected
countries

6. RETAIL SALES
Sales ($billions)
Automotive dealers
Food stores
General merchandise group
Eating and drinking places
Gasoline service stations
Building material,
hardware, etc.
Furniture and home
furnishings stores
Apparel and
accessory stores
Drug and proprietary
stores
Liquor stores
Other
3.8
24.5
16.7
12.99.2
6.2
5.9
5.7
4.9
.9
9.6
0 325 650

7. Market Analysis

8. Market Segmentation

9. Apparel Retail Format

11.  Max is a fashion and footwear retailer in the Value segment.
Max retails its own label clothing for men, women and children, as well as
footwear and house ware.
 Max is opening around 100 stores across India, is a division of Lifestyle
International Pvt Ltd.
which is a part of US $ 1 billion Landmark Group. Landmarkgroup is one of the
largest retailers in the Middle East with over 500 stores across 8 countries,
directly employing 10,000 people.
We have already opened stores in Indore, Ahmedabad, Bangalore, Delhi-Rajouri
Garden, Agra, Hyderabad, Lucknow, Mumbai Noida and Delhi - Laxminagar.
A good shopping expereince and a great value at Max translate into making
customers ‘Look good and Feel good’ to the maximum

12.  To create truly global brand and that provide
growth opportunities for the company and its
employees, whilst achieving its goal of
becoming the number one value fashion retailer
across middle East and India

13.  Be a market leader in the field of value retail
 Provide fashionable products at affordable price
 Be innovative, cost effective and globally competitive
 Exceed our customer’s Expectation
 Provide opportunities of growth for our Employees

14. Apparel Retail
 Market Definition
 Menswear
 Women swear
 Infants wear
MAX

15. TARGET
 Business concept is to offer fashion and quality at the best price
 India is very strong in niche segment and short-run fashion garments

16.  Aimed to target fashion and conscious women
of all ages.
 Wide range contains everything from basics to
tailored classics, sportswear, leisure wear,
maternity wear
 Tailored pieces to modern basics, leisure wear
and seasonal wear but that should reflect
modern trends

17.  Babies(0-1.5months),children(2-8years),
MAX YOUNG(9-15years)
 Divided offers Fashion in a youth style
 The range is made up of street style fashion
for every occasion from everyday to party
wear.

18. KEY POINTS
 Designed and manufacture Quickly
 Response quickly to change in fashion trends
 Assessment of market potential
 Behaviors of the customer
 Leases all the store premises
 Offers a wide range of Store

19.  ONLINE SHOPPING
 Atlest 12hours a day(9 to 9)
 UNIQUE
 simple and inspiring
Together the products, shop floor, and Interesting Staff for
communication

20. WALL COLOUR : White
FLOOR COLOUR : WHITE
LIGHTING : BRIGHT
SUFFOCATION : NO
EMPLOYE BEHAVIOUR : Excellent
UNIFORM : BRIGHT and ATTRACTIVE
ATTENDING CUSTOMER : YES
Ambience

21. Store Design
Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance
Items
Feature Feature
JeansCasualWearStockings
AccessoriesPants
TopsTops
SkirtsandDressesHatsandHandbags
Open Display Window Open Display Window

23. Be consistent with image and strategy
Positively influence consumer behavior
Consider costs versus value
Be flexible
Store Design

24. The Store outlets are in two formats:
Large – 1500-2000 square feet
Medium- 1000-1500 square feet
Store Format

25.  Shirts
 T-Shirts
Products

26.  Trousers
 Men's Jeans
Products

27.  Ladies Tops
Products

28.  Tie
 Belts
Products

29.  Tie
 Belts
Products

30. BRANDS

31. Pricing
A value that will purchase a definite quantity, weight, or other measure of
a good or service.
 Buyer is willingness to pay
 A seller is willing to accept, and
 The competition is allowing to be charged. With product, promotion,
and place of marketing mix, it is one of the business variables over
which organizations can exercise some degree of control.

32. Pricing
 VALUE PRICING
 Best products with most reasonable pricing.
 Best discounts and offers.
 Promotional pricing
 Psychological discounting
 Special event pricing

33. Promotion
1. Activities, materials, devices, and techniques used to supplement
the advertising and marketing efforts and help coordinate the
advertising with the personal selling effort.
2. ADVERTISEMENTS are among the most well-known sales
promotion tools, but other examples include special displays,
coupons, promotional discounts, contests, and gift offers.
3. Casually, combined activities employed to sell a product
or service.

34. Promotion

35. Insight
 Price
 SPACE
 Discounts

36. Improvements
Atmosphere
 Communications : Name, logo and retail identity
 Lighting : Capture a mood
 Color : Can influence behavior
 Sound : Can influence behavior

37. Strength
STRENGTHS
 Increasing disposable incomes of the people
 Brand conscious customers
 Growing domestic market, increase in number of
malls
 Best products drives customers to buy fashionable clothes
Best price drives customers and sales
Best service is what makes the customer come again
& again.

38.  The Indian consumer is still very need oriented
 In Emerging markets, selling and keeping the
customers happy is more challenging.
 They are targeting only higher middleclass & higher
level customer so they left people from lower middle
class.
Conclusion