Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Channel management - Spencer in india
1. CHANNEL MANAGEMENT
Group F: Laura Fee Hahnefeldt, Javier Fernandez Gil, Ananya Jain,
Marine Laval, Imre Szapary, Géraldine Willame
SPENCER'S RETAIL
STORES IN INDIA
3. I n d i a n R e t a i l I n d u s t r y
S i z e o f t h e I n d i a n
r e t a i l s e c t o r : U S $ 4 0 0
b i l l i o n i n 2 0 1 1
G r o w i n g a t a n a v e r a g e
a n n u a l r a t e o f 8 t o 1 0
p e r c e n t
M o r e t h a n 1 2 m i l l i o n
r e t a i l s t o r e s
H i g h l y f r a g m e n t e d
i n d u s t r y s t r u c t u r e
O r g a n i s e d r e t a i l :
p r e s e n t o n l y i n b i g a n d
e m e r g i n g c i t i e s
- 3 0 p e r c e n t o f t h e
I n d i a n p o p u l a t i o n & 7 0
p e r c e n t o f I n d i a n G D P
11. bundling pricing strategy
sells speciality products
wellpresentedstaff
private
labels
value added services
backward
integration
Competitive prices
No consumer loyalty
Carries a wide range
Different formats
Present in Big and emerging cities
Attribute Map
12. Spencer’s has to find a way to maintain its
reputation as the top-notch retail choice for
Indian shoppers while at the same time
encouraging SEC B and SEC C shoppers to
embrace it as their store.
Problem
Statement
13. Growing middle
class that longed
for a shopping
experience similar
to shopping at
international
supermarkets and
department stores
Target
segment
14. 2 5 - 3 4
S e n i o r
E x e c u t i v e
M a l e
A l o n e
B u s i n e s s m a n
& S r . E x e c
S E C A 1 & A 2
3 5 %
4 5 %
2 9 %
7 6 %
8 2 %
Customer Profile
18. MAKE FINE LIVING
AFFORDABLE POSITIONING
Retaining the high quality image of
Spencer’s
Correct Spencer’s expensive price
perception and retain the high
quality image for consumers.
Shifting to more of a value
retailer
Focused on growing middle class
that longed for a shopping
experience similar to shopping at
international supermarkets and
department stores
19. They were items that most households
bought regularly and therefore were
knowledgeable about the prices of these
items
K E Y M E R C H A N D I S I N G C O M P O N E N T S :
K N O W N V A L U E
I T E M S ( K V I )
O P E N I N G P R I C E
P O I N T ( O P P )
Introduction of OPP shop-keeping units in
value-sensitive categories.
S P E N C E R ’ S
P R I V A T E L A B E L S
TThe goal was to leverage the high-quality
perception of Spencer’s and offer private
labels at competitive prices.