Professional Documents
Culture Documents
Evolution in Retail
Evolution in Retail
Evolution in Retail
Wholesaler
Retailer
Feedback
Retailer
6
The four P’s of retailing that enhance
the sale of a products are;
Passion
Possession
Place
Pleasure
The term Passion may refer to feeling very
strongly about a subject or product, usually
referring to feelings of intense desire and
attraction, is very passionate about
something.
It generally shows the attitude/eagerness of
a customer towards a product that he/she
buys. i.e. to what extent the customer is
addicted to buy a product.
E.g when BAJAJ launched Pulsar many of the
youngsters have eagerness to buy it.
It is generally seen that whenever a
firm/brand/company launches a new
product for which the customers have
been waiting for a long time, possess
an eagerness to avail the product or
service as so possible.
The place refers to placement
(usually managed by sales),
such as having the product
available where and when
targeted customers want to
buy it.
Pleasure is commonly conceptualized as a
positive: experience, happiness,
entertainment,
enjoyment.
However, is a difficult concept to define as
the experience of pleasure differs from
individual to individual.
McDonold Lifestyle
Titan Industrial Ltd. International Pvt.
Reliance Ltd.
The Bombay Dyeing Bharat Petroleum
& Manufacturing Corporation Ltd.
Co. Ltd ShoppersStop
Cafe Coffee Day
Madura Garments
Raymond Ltd.,
Major Brands (India)
TCS Textile Pvt. Ltd.
Pvt. Ltd.
(The Chennai Silks)
Providing Assortments
Breaking Bulk
Holding Inventory
Providing Services
Communicating
Advertising and PoP Display
Transportation
Supermarkets typically
carry 20,000 to 30,000
different items made by
over 500 companies.
Offering an assortment
enables their customers
to choose from a wide
selection of brands,
designs, sizes,
colours and prices at one
location.
Supermarket provide
assortments of food,
health and beauty care,
household products, and
clothing .
Breaking bulk is
important to both
manufacturers and
consumers.
Whereas it is cost
effective for
manufacturers to
package and ship
merchandise in large,
rather than smaller,
quantities, consumers
want to purchase
merchandise in smaller,
more manageable
quantities.
A major function of
retailers is to keep
inventory that is already
broken into user-
friendly sizes so that
products will be
available when
consumers want them.
Retailers provide services
that make it easier for
customers to buy and
use products.
They offer credit so
consumers can have a
product now and pay for
it later.
Some retailers have
salespeople in stores or
use their web sites to
answer questions and
provide additional
information about
products.
The retailer being an intermediary offers
two way communication between the
manufacturer and customer.
The manufacturer learns through the
retailer regarding customer feedback,
product performance, sales forecast,
corporate image etc.
The impulsive nature of customers demand
that while taking purchase decisions inside
the retail outlet, they should be reminded
about the product.
The Point of Purchase display acts as a
reminder for the informed customer and as a
piece of information for the learner.
What do you mean by retail environment?
A retail marketing environment consists of
the external forces that affect the retailers
ability to develop and maintain successful
transactions and relationships with its target
customers.
The macro environment consists of
social, economic and technological forces.
The implication of socially responsible
marketing is that retail firms should take the
lead in eliminating socially harmful products
such as cigarettes and other harmful drugs etc.
There are innumerable pressure groups such
as consumer activist, social workers, mass
media, professional groups and others who
impose restrictions on marketing process and
its impact may be felt by retailers in doing
their business.
The society that people grow up in shapes
their basic beliefs, values and norms.
Retailers provide value to their
communities society, as well as to
their customers.
Retailers are also responsible for
developing many innovative products
and services.
Retail marketing firms are vulnerable to
economic conditions, both directly and
through the medium of market place.
For example, the cost of all inputs positively
respond to upward swing of economic
condition – which will affect the output price
and consequently affect the sales.
The effect on consumers also influences the
marketing through changes in consumer
habits. This is an indirect influence.
Size & Position in the current Scenario
1 Wal-Mart Stores US 11
2 Carrefour France 31
3 Home Depot US 4
4 Kroger US 1
5 Metro German 26
Year Revenue % Growth
$ Million
India 6 – 7%
China 6%
Poland 12%
Brazil 15%
USA 11.7%
Korea 18%
Global Rank Retailer Number of Employees
1 Wal-Mart 17,00,000
22 Carrefour 4,30,000
82 Target 2,92,000
67 Kroger 2,89,000
35
1. General merchandise retailer: general merchandise
retailer carry a variety of product lines, with considerable
depth. Some major types of these stores include
supermarkets and hypermarkets , discount stores and
department stores.
36
o Discount store: these stores are self service, standard
general merchandise retailers regularly offering brand name
and private brand items at low price, earn lower margins and
push for high sales turnover. The characteristics of true
discount stores include
Selling products at discounted price
Carry standard international , national, or store brand toi
build image
Self service stores to minimize operational costs
Preferred store location are low rent areas.
Like best known discount store is Wal-Mart. In India almost all
retail stores offer discounts, subhiksha
37
o Department store: a department store is larger retail store
organized into several departments, offering a broad verity and
depth of product lines. The product mix may include food
products, appliances, clothing, furnishing and other household
goods.
Like Pantaloons, shoppers’ stop,
department store only for kids is Kids Kemp.
Fashion related department stores in India are Ebony, Globus,
pantaloons, lifestyles.
38
2. Specialty Stores: specialty stores carry a narrow product
mix with depth of assortment within the line.
The emphasis is on a limited number of complimentary
products and high level of customer service
Specialty store often sell shopping goods such as Jewelry,
apparel, computers, music systems, sporting goods.
Like; Tanishq, Titan watches, Van Heusen, Raymond's.
39
4. Retail chains: a retail chain operates multiple retail outlets
under common ownership in different cities and towns.
40
Retail is the new buzzword in India.
41
Second largest sector after Agriculture. Contributes about 10 –
11 % of the GDP
42
Retail in India has evolved to support the unique needs of our
country, given its size and complexity Haats, Mandis and Melas have
always been a part of the Indian landscape. They still continue to
be present in most parts of the country and form an essential part
of life and trade in Various areas.
43
The system was started in 1939 in Bombay and subsequently
extended to other cities and towns. the system was abolished
post war but however attaining independence India was forced
to reintroduce it in 1950.
44
The Khadi & Village industries (KVIC) was also set up post
independence. The cooperative movement was again championed by the
government.
45
In the past decade, the Indian marketplace has transformed
dramatically. However from the 1950,s to the 80,s, investment
in various industries was limited due to low purchasing power
in the hands of the consumer and the government’s policies
favoring the small scale sector.
46
Raymond’s distribution network today comprises 20,000
retailers and over 256 exclusive showrooms in over 120 cities
of the country
47
Established Emerging
Traditional formats Formats
Formats Kirana shops Exclusive retail outlets
Itinerant Salesman Convenience/ Hypermarket
Haats department stores Internal retail
Melas PDS/ Malls / Specialty Malls
Mandis etc. fair price shops Multiplexes
Pan/ Beedi shops Fast food outlets
Service galleries
48
Evolution of Indian Retail
Environment
Modern Formats/
International
Exclusive Brand
Outlets
Hyper/Super
Markets
PDS Outlets
Department Stores
Khadi Stores
Convenience Stores Shopping Malls
Cooperatives
Weekly Markets
Village Fairs Shopping
Availability/ Low
Melas Neighborhood Experience/Efficiency
Costs / Distribution
Stores/Convenience
Source of Entertainment
major drivers :
1. Changing Income Profiles: Steady economic growth fuelled
the increase in disposable income in India. The average
middle class family's disposable income rose by more than
20% between 1999-2003.
2. Diminishing difference between Rural and urban India: Rural
India accounts for over 75% of India population and this in
itself offers a tremendous opportunity for generating volume
driven growth. Tax benefit. In year 2002-03 LIC sold 50% of
its policies in rural India. Same BSNL also sold its 50%
connection in small towns .
50
3. Changes in Consumption patterns: Occupational changes and
expansion of media have caused a significant change in the
way the consumer lives and spends his money.
o The changes in income brought about changes in the
aspirations and the spending patterns of the consumers. the
buying basket of the consumer changed
4. The emergence of a young Earning India : Nearly 70% of the
Indian population is below the age of 34. taking advantages of
employment opportunity in the booming service sector these
young Indians are redefining service and consumption patterns
51
1. Clothing, textiles and fashion Accessories:
2. Food & food Services:
3. Consumer Durables:
4. Books & Music:
Other emerging sectors
5. Jewellery retail
6. Footwear retail
7. Time Wear Retail
8. Fuel Retail/ petro retail
52
Recent Trends Retailing in India is witnessing a
huge revamping exercise as can be seen in the
graph India is rated the fifth most attractive
emerging retail market: a potential goldmine.
Estimated to be US $200 billion, of which
organized retailing (i.e. modern trade) makes up
3 percent or US$ 6.4 billion.
The annual growth of department stores is
estimated at 24%.
Ranked second in a Global Retail Development
Index of 30 developing countries.
Government not to relax FDI policy in retail
The government is unlikely to take a more
liberal stance on foreign direct investment
(FDI) in the retail sector, something being
favoured by most in the industry.