Principles of Retailing

Project
 Project Introduction
Premium segment child care retail store.

Product Segments:
• 1→ Toys → (Mellow mime fabricated)
• 2→ Clothes→ Merchandise from the leading
• 3→ Books→ Startup books for children
• 4→Baby food→ Best in close baby food brands
• 5→ Child care product→ Baby oil, shampoo, lotion & other
such items.
Reason for Choosing Segment
• In India, more than 65% of population is under the age of
35 years.

• Number of children born every year is increasing, on the

other side, income of professionals is also increasing
specially in Tier-I cities.

• This makes up a potential market for people who are

looking for premium segment childcare products with
standardized quality.
 Retail Format
• Looking at the segment of market, that we are planning to target,
we would be best suited to Multichannel Retailing.

• In our physical format we would setup Independent Store. Reason

being we are targeting premium segment of market where in
control & standardization are must to ensure success &
independent retail format offers both.

• We would also adopt Online Retailing so as to reach more

customers & provide our customer with convenient & best in class
services. Premium customer being generally more tech savvy will
also work in our advantage
 Retail Location and Trade-Area

• Our trade area would be Central and South Delhi.

• Being a Tier-1 city, the income in this area is relatively high

and since we would only be selling premium product, It looks
as a suitable trade area of our retail format. As compared to
tear 2, 3 cities where people might not select premium range.

• Our store location would be CP. Following reasons justify CP as

a suitable store location.
• Elite location
• Already established by existing premium outlet
• Availability of Parking,
 Retail Layout
• The most suitable retail layout would be
the Boutique/Free Form Layout.
TOYS
• Being child care retail, we should not
Books
require a huge space and moreover
window designing/shop window
Cloths
dressing will also help in capturing the
attention of the shoppers. Child Care

• The layout is financially viable as well.

Taking into the consideration all the
factors the free form/boutique layout
will best suite our requirement.
 Retail Pricing
• Product mix offered, targets the premium market segment.

• Most of the children’s toys are made of plastic which is harmful for
children. We would only offer toys made from the best quality
plastic called (Mello mime) which is quite expensive but as we are
targeting the premium segment and are appealing to niche,
customers would not be reluctant to pay higher price for such
products.

• We would follow a shimming strategy, to maintain quality

perception of products, as best in class and of top quality. Price is
often related to quality by customers. We would provide child care
products by the best brands out there and therefore the prices
would be comparatively higher than the competition.
 Retail Communication Strategy

• We intend to achieve long term objectives through our retail

communication strategy. To create customer loyalty and
positioning of our brand, above all the others, in the mind of
the customers  our objectives.

• We would create awareness about the store through

advertisement in the premium magazines, bill boards,
newspapers etc.

• Our website would offer certain cash discounts on purchases

of given amount, award points which can be later redeemed
by the customer.
 Merchandise Management

TOYS CLOTHES CHILD CARE BABY

FOOD ITEM

Castle Toys Carter’s Huggies Earth’s Best

Corolla Little me Garco Plump Organic

Do Adot Janied Jach Complan Happy Family

Eboo First Impression Chicco Ela’s Kitchen

Lego Baby Gap Enfomil Tasty Baby

Game weight Childern’s Place Hauch Sprout

Play room Gymboree Himalaya Mud Pie

 Merchandise Management

With our innovative communication technique we would

establish tie ups with a number of other stores, be it food based
or others. Customers shopping with us would earn points which
they could redeem at other stores. Say restaurants to acquire
discounts, this would help attract customers and create a strong
customer base.

We would also offer special discount on online purchases

through our website like :
• Free home delivery
• After sale service follow ups
• 24/7 support and helpline etc.
 Thank You !!!
A project presentation by

Owais Ashraf (A0102214161);

Abhitanjay Chaudhary (A0102214093);
Rajat Sharma (A0102214079);
Anant Prakash Gupta (A0102214086)