1. Retail Marketing
• Def of retailing- It is the set of business activities that
adds value to the product and services sold to the
customers for their personal or family use.
• Set of business activities of selling, movement, breaking
bulk etc
• Def of retail- word derived from French word “retaillier”.
Which means cut of a piece or to break bulk.
• Def of retailer-It is a business that sells products or
services or both to consumers for their personal or family
use.
• retailers achieves 3 rights i.e. merchandise, price and
place. provides markets to producer. links M to C.
• dist channel-a set of firms that facilitates the movement
of products from pom to pos to the ultimate consumer.
Some r wholesalers and also retailers. Vertical
integration- all in one i.e. wholesaling +retailing
+movement etc e.g. marketers.

2. Significance and importance of retailing
• Functions performed by retailers- 1-Providing an
assortment of products and services, 2-breaking bulk, 3-
holding inventory, 4- providing services .
• 1- supermarket typically carry 20000 to 30000 items
made by 4 to 500 co’s.Enables C a wide choice when
Mfrs r usually make specialized products, retailer
specializes in assortments e.g.health+food +beauty,
clothing +accessories etc
• 2-it is cost effective for mfrs to pack and ship in large
whereas easier for C to buy small manageable
quantities from R. a very important role r plays.
• 3-inventory of- user friendly ,broken and made small
packs and make it available to C on time who keeps very
small and saves cost of holding as R anyway maintains
stock ,significantly imp for perishable goods.
• 4-Easy for C to buy and use, offer credit,display,C can
test, home delivery, day-night open, give additional info.

3. Significance and importance cont-
• Value addition to products and services thru 4 functions.
towards M and C and also communities in all sectors
including paint dealer.
• Retailing affects every facet of life as it covers all fmcg
,fmcd, pharmacy-- and also all services including parlors,
studies, health ---Internet on line,t.v. shopping, movie
tickets and so on
• Employment- huge in both urban and rural, in organized
and traditional.
• Trigger consumption as economic activity.
• Provides wide distribution network globally
• Provides entrepreneurial opportunities.
• Provides management opportunities, carrier
opportunities like store mgt,merchandise mgt,corporate
staff of system,advt /promo,finance,r-estateh.r. design.

4. • Future prospects for retailing-Grocery retailing being
traditional and pioneered in our country and considering
changing consumer buying behavior and growth
indicators it is very bright. It will open up 3-4 formats and
balance of power will shift fro manufacturer or service
providers to consumer. Many will get employment thru
specialized knowledge in retail service industry
• Retail outlet as channel power-
• Retailing as an integral part of services marketing mix
as-place- related to the distribution and availability of
products in various locations. As POS or POP customers
are first introduced to the product at the retail store. Co’s
get feedback on the performance of product and also
consumer expectations. Because of its communication
capabilities commands position of influencing consumer
decisions

5. Indian vs. global scenario
• Global- worth more than 6.5 trillions in organized sector. US
has 80% organized retailing fallowed by Europe 70%, Malaysia
and, Thailand 50, Brazil and Argentina 40, Philippines 35
Indonesia 25 and South Korea 15%, china 10%. In US alone 22
million people are employed in 2-mil stores i.e.20
%employment in the sector. stores are customer –centric with
continuous innovations
• Locally mostly in unorganized sector with over 12 ml
outlets.96% are less than 500 sft, Per capita retail space is 2 sft
vs. 16 in US and so lowest in world. More than 9 outlets per
1000 people in India, which is largest in the world. Increasing
nuclear families, working women, work pressures, increased
commuting time- organized retail become priority for C.
• Presently modern store retailing is only 2-3%of total retail
goods value worth 180-billion usd.present modern retail is equal
to one single store of wall mart. Total R-business presently in
India is approx 800 thousand corers. Organized retail in 2000
was 20 thousand corers now in 05 gone up to 160 thousand
corers 8 fold against total R- increase in 5 years is only 2 fold.