Channel Structure

2010
Family
Grocer

Self Service Store

Big General Store
Big Kiryana Store

Mohalla

Medical &
General

Mohalla General
Mohalla Kiryana

Cosmetic
s

General
Bakers

Others

Wholesale

Family Grocer will now consist of 3 subsets.

Mohalla will now consist of 2 subsets.

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

Self Service Store

Family Grocer
Self Service Store

* Good ambiance- well lit, clean floor, etc.

* Large range of categories- Foods, home/
PC, grocery, crockery, cosmetic, etc.
* Well organized shelves, aisles, row of
shelves, walk in space
* Items well displayed / visible
* Well behaved / trained helpers
* Mostly have a separate counter for medicine
and also have top end cosmetic / PP range

* SELF SERVICE
* MOSTLY ELECTRONIC CASH REGISTER
* TROLLEY OR BASKET

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

FAMILY GROCERS
Family Grocer
Big General Store
* Mostly main bazaars / market / key area
* Modern looking / neat displays
* Glass enclosed PP cabinet
* No loose product visible.
* Pulses, rice, sugar etc in pre-packed form
* Large range of categories
* Home delivery to limited loyal customers
* Store size is medium (80-140 sqft) TO
large ( 145-199 sqft)
* Key Driver: Quality, and Range
* Walk in but mostly OTC
* More than 3 workers at peak hours
* AWS of UPL is Rs. 10,000 to 35,000
* Monthly Grocery Purchase: Shoppers
with "Purchi" (at least 40 per month)

ELEMENT:
PROPOSED NAME FOR DSR:

Family Grocer
Big General Store
* Mostly main bazaars / market / key area
* Modern looking / neat displays
* Glass enclosed PP cabinet
* No loose product visible.
* Pulses, rice, sugar etc in pre-packed form
* Large range of categories
* Home delivery to limited loyal customers
* Store size is medium (80-140 sqft) TO
large ( 145-199 sqft)
* Key Driver: Quality, and Range
* Walk in but mostly OTC
* More than 3 workers at peak hours
* Stock Value of UPL categories: 25-10000
* Monthly Grocery Purchase: Shoppers
with "Purchi" (at least 40 per month)

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

FAMILY GROCERS
Family Grocers
Big Kiryana Store

* Mostly main bazaars / market / key area

* Heavily stocked with loose as well as
branded products
* Lots of sacks (booris) visible
* Large range of categories
* Home delivery to limited loyal customers
* Store size is medium (80-140 sqft) TO
large ( 145-199 sqft)
* Wholesale activity not more than 20%
* Key Driver: Lower rate , quality and Range
* Some may have walk in but mostly other
then counter
* More than 3 workers at peak hours
* AWS of UPL is Rs. 10,000 to 33,000
* Stock displayed in CARTONS
* Monthly Grocery Purchase: Shoppers
with "Purchi" (at least 40 per month)

ELEMENT:
PROPOSED NAME FOR DSR:

Family Grocers
Big Kiryana Store
* Mostly main bazaars / market / key area
* Heavily stocked with loose as well as
branded products
* Lots of sacks (booris) visible
* Large range of categories
* Home delivery to limited loyal customers
* Store size is medium (80-140 sqft) TO
large ( 145-199 sqft)
* Wholesale activity not more than 20%
* Key Driver: Lower rate , quality and Range
* Some may have walk in but mostly other
then counter
* More than 3 workers at peak hours
* Stock Value of UPL categories: 35-10000
* Stock displayed in CARTONS
* Monthly Grocery Purchase: Shoppers
with "Purchi" (at least 40 per month)

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

MOHALLA SHOP
Mohalla
Mohalla Kiryana Store

* Located mostly in residential areas

* Haphazard arrangement/does not look clean
* Lots of sachet hanging at front of shop
* Bories / loose stuff either inside shop
or displayed outside
* Store size is small (35 - 75 sqft) TO
medium (80-140 sqft)
* 100% retail
* Key Driver : Proximity / relationship
* Mostly ONE retailer at a time. However,
there could be two persons - one main
retailer and other some close relative
* Stock Value of UPL categories: 5-25000
* Basket size of shopper:Mostly 1-3 SKUs
* NO or very very limited "Purchi"
for monthly / planned shopping
* Stock displayed in DOZENS

144-200

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

MOHALLA SHOP
Mohalla
Mohalla General Store

* Located mostly in residential areas

* Decent looking shop
* Staple food MOSTLY in pre-package
format. Few sacks may also be available
* Deep freezers / chillers
* Breakfast items - bread, bun, etc.
* Store size is small (35 - 75 sqft) TO
medium (80-140 sqft)
* 100% retail
* Key Driver : Proximity / relationship
* Mostly ONE retailer at a time. However,
there could be two persons - one main
retailer and other some close relative
* Stock Value of UPL categories: 5-25000
* Basket size of shopper:Mostly 1-3 SKUs
* NO or very very limited "Purchi"
for monthly / planned shopping
* Stock displayed in DOZENS

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

MEDICAL GENERAL
Medical General

* Well lit, well organized, glass shelving

* Superior displays
* Retailer is looked up, friendly, well informed
* Prescribed / other the counter medicine
displayed at prime locations
* Impulse categories: Chocolates, Ice cream
cold drink, etc
* Baby products: Powdered milk, diapers,
cereals.
* Selected PP products - shampoo, skin, deo
etc also available.

* Medicines

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

COSMETIC
Cosmetic / Minyari
Cosmetic

* Highly organized shelves (mostly glass)

* Large array of brands (mostly imported)
* Small to medium size outlet
* Located mostly in clusters
* Women shoppers
* Imported / smuggled products
* High consumption of personal /hygiene
products
* Limited range of undergarment for women

* Colour Cosmetic
* High range of PP products
* Women Shopper

CHANNEL:
ELEMENT:
PROPOSED NAME FOR DSR:

GENERAL BAKERS
Bakery
Bakery

* Clean / Hygienic ambiance

* More than 2 helpers
* Specialist in fresh baked products
* Also stock, other packaged food items juices, chocolates, confectionary,
* Impulse products: Ice cream
and chilled beverages

* Specialists in Bakery products, cakes,

biscuits, variety of breads /buns