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Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
Retail management : Oragnized vs unorganized retail comparative study
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Retail management : Oragnized vs unorganized retail comparative study

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Retail management : Organized vs unorganized retail comparative study …

Retail management : Organized vs unorganized retail comparative study
Appolo pharmacy Vs sree balaji pharmacy

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  • 1. Apollo Pharmacy Vs Sri Balaji MedicalsOrganized Vs Un-Organized : A Retail comparative studyRishin Suresh | NMIMS | MPE08 | No : 20
  • 2. Apollo SB *Type of Retail Medicine- Specialty store15x10 storePart of $2.3b AHELStarted a year backMedicine: Specialty store10x10 storeExisting from 1997Location Next to Novotel , M’halli-SarjapurORR, Devarabisanahalli(Bellandur)Behind Intel,Devarabisanahalli Village* SB : Sri Balaji Medicals
  • 3. Target Customers• Techies• Apartment residents, Generalpopulation (SEC A/B*)• Referred customers from nearbydoctorsApollo• General Population of nearbyvillage• SEC B-, C,D,E .• Repeat customers for years.SB
  • 4. Product Mix• Wide range of medicines from avariety of manufacturers.• Imported Medicines (On Demand) .• Apollo’s own medicines (pvt label)• A medium range of FMCG items• Surgical Instruments – Cross sellingApollo• Medicines mostly from singlemanufacturer.• Limited FMCG products• Ayurvedic products• Sim cards !• Coin phone , weigh bridgeSB
  • 5. 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 soldat relatively high price.• Ayurvedic products are sold slightlyabove MRPSB
  • 6. Promotions• Home Delivery of medicines for nearbyapartments• Buy for 1250 & get summer kits• Buy1 Get1 on Baby care products• Offers of the month promo’s : Mostly newintroductions• Additional 2% discount on hdfc credit cards• Loyalty programs, Free BP checkupsApollo• Introduced on call delivery for nearbyapartments• If a medicine is not available, peoplerequest the shop owner for it and he gets itand informs the customer.SB
  • 7. Product Display• Neat store layout with Apollo color codes• Promotions & new intro products aredisplayed separately• FMCG are kept on frontApollo• Old model Tidy store, with glass doorshelves .• Not very attractively kept /maintained• Ayurvedic medicines are kept separate• FMCG on front shelfSB
  • 8. Service Level•Uniformed attendants x 2 , One store manager•Speaks English•Computerized. Every product is searched first in comp to findthe location. If not available, will check and tell which storehas it.•No refund .•Complaint box is kept , + Hotline for complaints.•Customer care Number displayed .•Charges Rs2 for carry bag•Always gives formal billsApollo• 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
  • 9. 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 referralsApollo• Local shop , repeat customers• Trustworthy• Connects with people quickly• Need not wait for management to getsupply of medicines.SB
  • 10. 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 pharmaLogo• Ads in TV & News papers (With storelocations)Apollo• Small banner near the apartments next to it• Word of mouth• Errr … what ya mean by branding eh ? !SB
  • 11. SWOT Analysis
  • 12. SWOT Analysis

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