Retailing
• Retailers, wholesalers, and logistics  organizations-key intermediaries• Need to forge their own marketing strategies• I...
The Bombay ‘dabbawallas’• In operation for over 100 years• About 5000 dabbawallas-divided into sub groups of 15-  25• Each...
Retailing• Includes all activities involved in selling goods or  services direct to the consumer for personal or  non-busi...
• Retailing can be broadly divided into two  categories:• i)Store retailing• ii) Non store retailing- Direct selling, Dire...
• Retailers can position themselves as offering    one of four levels of servicei) Self serviceii)Self selectioniii)Limite...
Marketing decisions• Target market- Retailers need to define and  profile the target market to make consistent  decisions ...
• Procurement-Sourcing using forecasting,  demand planning, RFID tracking• Services and store atmosphere- Services mix is ...
• Location- Three keys to success in retailing:  location, location and location
Retailing-trends• New retail forms and combinations• Growth of intertype competition• Growth of organized retail• Investme...
Retailing
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Retailing

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Retailing

  1. 1. Retailing
  2. 2. • Retailers, wholesalers, and logistics organizations-key intermediaries• Need to forge their own marketing strategies• Intermediaries must strive for marketing excellence
  3. 3. The Bombay ‘dabbawallas’• In operation for over 100 years• About 5000 dabbawallas-divided into sub groups of 15- 25• Each subgroup is supervised by 4 mukadams (experienced old timers)• Have a highly evolved coding scheme for identification and sorting of the lunch boxes• Approx 200,000 lunch boxes are handled each day• Error not more than one in 8 million• Excellent logistics management, team work, and leadership vision
  4. 4. Retailing• Includes all activities involved in selling goods or services direct to the consumer for personal or non-business use• Any organization selling to final customers is doing retailing- it does not matter how or where the goods are sold• Retail store types pass through a life cycle: Speciality store, Department store, Supermarket, Convenience store, Catalog showroom)
  5. 5. • Retailing can be broadly divided into two categories:• i)Store retailing• ii) Non store retailing- Direct selling, Direct marketing, Vending machines, Buying service
  6. 6. • Retailers can position themselves as offering one of four levels of servicei) Self serviceii)Self selectioniii)Limited serviceiv)Full service
  7. 7. Marketing decisions• Target market- Retailers need to define and profile the target market to make consistent decisions on product portfolio, store location and décor, advertising , pricing and service levels• Product assortment- Based on target market; product breadth and depth could be part of differentiation strategy
  8. 8. • Procurement-Sourcing using forecasting, demand planning, RFID tracking• Services and store atmosphere- Services mix is a key to atmosphere includes look, feel, aroma, layout , music• Shopping experience• Price decision- high markup, low volume (fine specialty stores) or low markup, high volume (discount stores)
  9. 9. • Location- Three keys to success in retailing: location, location and location
  10. 10. Retailing-trends• New retail forms and combinations• Growth of intertype competition• Growth of organized retail• Investments in technology• Global retailing• Selling an experience, not just goods or services• Private labels

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