This document provides an overview of a course on Retail Shopper Marketing taught by Dr. Atish Chattopadhyay. The course will have 18 sessions over 70 minutes each. It will focus on understanding shopper behavior in both modern and traditional retail environments in developing countries like India. Key topics will include retail formats, category planning, shopper segmentation, and creating shopper marketing initiatives. Evaluation will be based on a field project, assignments, case analyses, and presentations. The goal is for students to learn how to develop effective shopper strategies across different retail channels.
Make in India – Service Sector towards Retail MarketingArul Edison
India is one of the fastest growing economies in the world and has emerged as key destination for foreign investors in recent years. The major sectors in India are Automobile, chemicals, IT, textiles, pharmaceuticals, ports, aviation, leather, tourism and hospitality, wellness, railways, mining, auto components, design manufacturing, renewable energy, bio- technology, and electronics, most of the sector needs retailer to market those products in to the market. The new government policies are simple, transparent, and promote domestic and foreign investment. India’s abundant and diversified natural resources, its sound economic policy with high skilled human resources and make proper destination for market condition.
Recent Rrends in Organized Retail Sector-A Review of Consumer preference towa...professionalpanorama
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
Recent trends in organized retail sector a review of consumerTapasya123
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
The field of Visual Merchandising is developing quick as the Indian retail is making its nearness felt in national and global field. Today's savage rivalry and the similitude of stock compel every section of the design business to use visual promoting to enhance the attractive quality of items. This study speaks to a commitment to a more profound comprehension about the effect of visual marketing on purchaser purchasing conduct in shopping stores. The primary goal of this paper is to examine the impact of visual promoting, particularly the one identified with the shop-windows, on shopper purchasing conduct as per store traits most esteemed by customers.
Make in India – Service Sector towards Retail MarketingArul Edison
India is one of the fastest growing economies in the world and has emerged as key destination for foreign investors in recent years. The major sectors in India are Automobile, chemicals, IT, textiles, pharmaceuticals, ports, aviation, leather, tourism and hospitality, wellness, railways, mining, auto components, design manufacturing, renewable energy, bio- technology, and electronics, most of the sector needs retailer to market those products in to the market. The new government policies are simple, transparent, and promote domestic and foreign investment. India’s abundant and diversified natural resources, its sound economic policy with high skilled human resources and make proper destination for market condition.
Recent Rrends in Organized Retail Sector-A Review of Consumer preference towa...professionalpanorama
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
Recent trends in organized retail sector a review of consumerTapasya123
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
The field of Visual Merchandising is developing quick as the Indian retail is making its nearness felt in national and global field. Today's savage rivalry and the similitude of stock compel every section of the design business to use visual promoting to enhance the attractive quality of items. This study speaks to a commitment to a more profound comprehension about the effect of visual marketing on purchaser purchasing conduct in shopping stores. The primary goal of this paper is to examine the impact of visual promoting, particularly the one identified with the shop-windows, on shopper purchasing conduct as per store traits most esteemed by customers.
This project was done by be in Bigbazaar kachiguda on category management.This material is very helpful as a reference to those people who want to do their project work
in bigbazaar.
Organised retailing and consumer perceptions in Indian mid size cities _Big B...Ravi G
Internship project report _ Big Bazaar
In today’s world marketing is all about ‘perception building’. Marketers definitely need to understand why people reach out for a particular product or a service.
The scope of the study is to understand the concept of Big Bazaar and how to thrive in retail sector. To understand the consumer attitude and buying behavior at Big Bazaar store, an extensive questionnaire is prepared to understand the buying behavior of consumers and conducted a market survey. A five point scale analysis is done on the 120 respondents from Vijayawada to identify how much of buying intention is due to attributes and how much due to influence by referrals.
The analysis has revealed that the consumer is satisfied with Big Bazaar and its attributes. However Big Bazaar has not performed well with the customers who are slightly price sensitive. A marketing plan is suggested for Big Bazaar along with other suggestions to face the competition in the near future and the long run. Thus a detailed analysis is presented in the project.
This project was done by be in Bigbazaar kachiguda on category management.This material is very helpful as a reference to those people who want to do their project work
in bigbazaar.
Organised retailing and consumer perceptions in Indian mid size cities _Big B...Ravi G
Internship project report _ Big Bazaar
In today’s world marketing is all about ‘perception building’. Marketers definitely need to understand why people reach out for a particular product or a service.
The scope of the study is to understand the concept of Big Bazaar and how to thrive in retail sector. To understand the consumer attitude and buying behavior at Big Bazaar store, an extensive questionnaire is prepared to understand the buying behavior of consumers and conducted a market survey. A five point scale analysis is done on the 120 respondents from Vijayawada to identify how much of buying intention is due to attributes and how much due to influence by referrals.
The analysis has revealed that the consumer is satisfied with Big Bazaar and its attributes. However Big Bazaar has not performed well with the customers who are slightly price sensitive. A marketing plan is suggested for Big Bazaar along with other suggestions to face the competition in the near future and the long run. Thus a detailed analysis is presented in the project.
SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be ...Distilled
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Shiny Provision Store - Retail challenge for a kiraana storeDevanand Hariperumal
The case has been analysed and the patterns of the people in the bangalore sub urban area has been shown with the monthly retailing sales potential. Also retail image dimensions and psychological ratings are presented.
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Scope And Importance Of Retail Industry In India.pptxTHINK WITH NICHE
Consumers benefit from retailing because merchants engage in marketing activities that allow them to explore a diverse selection of products and services. Retailing also plays a role in the formation of a sense of place, time, and ownership. The service given by a merchant also helps to improve the image of a product. Retailing has a large economic impact. It necessitates a large annual revenue and personnel. Hence. retail business in India holds profound importance.
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
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The module will help to utilize the knowledge gained on Retail Industry and the existing retail environment. The student will also be able to plan their retail business as future manager by applying retail segmentation
Impact of Organized Retail on Small Traditional Stores in IndiaAtish Chattopadhyay
Chattopadhyay A and Dholakia N and Dholakia R. R(2011): “Standing up to Goliaths: How Small Traditional Stores Influence Brand Choices in India” in proceedings of 10th International Conference Marketing Trends to be held at Paris January 2011, 20th -22nd co-organized by ESCP, Europe and Universita CaFoscari Venezia
A Study of Marketing Strategies of Selected Tiny and Small Scale Bakeries in ...Atish Chattopadhyay
A Study of Marketing Strategies of Selected Tiny
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(The study examines the marketing strategies of selected bakery retail chains of Kolkata, India)
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
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1. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
Retail Shopper Marketing
In developing as well as developed countries, shoppers integrate various types of
marketing stimuli received at home (e.g., on television), at work (e.g., on an office
computer), on the move (e.g., billboards), and in the store in order to arrive at a
purchase decision. This is making brand marketers pay close attention to “shopper
marketing”, defined as “integration of all marketing stimuli, developed based on a
deep understanding of shopper behavior, designed to build brand equity, engage the
shopper (e.g., a consumer in ‘shopping mode’), and lead him/her to make a
purchase”.
In developing Asian and Latin American countries like India, China,
Philippines, Brazil and Argentina; and even in developed Asian nations like Japan
and South Korea, both the shopper and the retail systems are in transition. In
developing Asia and Latin America, even in the most advanced urban settings there
are no “true modern shoppers”, nor are there “true modern outlets”. Both the
consumer side and the retail side are in a transition spiral, and will remain so for the
foreseeable future. In these transitional settings, on the retailer side or the supply
side, there is a growing presence of self-service modern retailers, but the bulk of the
retailing is via the small and traditional General Trade Store (“Kirana” store in India,
“Sari Sari” in South East Asia). Even urban shoppers who have easy access to
modern, self-service retail outlets – within easy walking reach – split their custom
between modern and traditional stores, usually with the dominant share of the
monthly shopping happening from traditional outlets.
It is important to differentiate between a “shopper” and a “consumer”. A
shopper is a person who is a part of the shopping experience in the store
environment and is choosing the brand off the shelf. A consumer on the other hand
is the person who uses the brand. In the retail context of developing Asia and Latin
America, the shopper and the consumer are not necessarily the same person. The
shopper may be a family member (including often a child) who is not the end
2. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
consumer or user, a servant or an assistant or an employee, or a neighbor or friend.
Patterns of shopping and consuming arise in such settings that are considerably
more complex than in the predominantly self-service culture of the advanced
western countries.
This course is based on an ongoing study of shopper behavior in the traditional
retailing in urban settings of India, Philippines, Brazil and Argentina. Besides
interviews and ethnographic accounts from such retail settings, we also selectively
employed videotaping and still photography to delve into the processes that make
the traditional retail sectors very resilient and competitive in these countries.
Existing models of shopper marketing focus on modern retailing context, which are
not applicable to traditional retail formats in Asia/Latin America because of their
peculiar characteristics.Objective of the course is to dwell on models of shopper
marketing both in the modern retailing context as well as the traditional retailing
context.
Course Objectives:
1. Attendees will be able to ensure that unique shopper strategies are integrated
in all future brand and account plans.
2. To understand the role that shopper segmentation plays in the formation of
channel strategies
3. Attendees will be able to develop an understanding of shopper behavior and
the importance of fine-grained retail interactions in the store, particularly
traditional outlets.
4. To learn and adopt modified measures in shopper marketing principles to
build long term relationships with the retailers
5. Attendees will develop a greater grasp of the ways retail and consumer
marketing systems are evolving in the developing world in general, in
particular Asia.
3. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
6. They are also expected to develop an understanding of the aspects of the
consumer culture in the developing world that make people very open to
change and modernization on one plane and yet allow them to remain
comfortably wedded to old traditions on another plane, as is the case, for
example, in India.
Pedagogy:
Pedagogic mix may include class discussions, case studies, groupprojects, seminar
presentations. Emphasis will be on discussion and active exchange of ideas. The
course is intended to be a vehicle for self learning and group learning. A willingness
to share your perspectives, knowledge, and experience is another important factor
for a satisfactory classroom experience in this course. The learning process will be
inductive i.e. we will understand the concepts as applied to a real lifesituation.
Evaluation Pattern:
Component Weightage
Field Project 40%
Assignments 20%
Case Analysis 20%
Presentations 20%
References:
1. Consumer-Centric Category Management: How to Increase Profits by
Managing Categories based on Consumer Needs by AC Nielsen
2. Shopper Marketing: How to Increase Purchase Decisions at the Point of
Purchase by Markus Stahlberg, Ville Maila
3. Inside the mind of the shopper: the science of retailing by Herb Sorensen
4. Why we buy: the science of shopping by Paco Underhill
4. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
Module: Understanding Retail Environment
Session1
Discussion: Introduction to Retail Format
Retail Format –Strategy Grid
Retail Value Chain
Session2
Discussion: Structure of Retail in India
Case: Big Bazaar (HBS No. 9-606-099)
Discussion on reasons for Big Bazaar‟s success in India
Role of private labels in driving store loyalty
Emerging Trends in Indian Retail
Session 3
Discussion: Challenges of RetailExpansion into a New Location/Market
Case: Marketing a Mall in a Tier-3 City – Case of Khandesh Central in Jalgaon
Reading:Note on Store Location (HBS No. 9-593-112)
Session 4
Discussion: Retail Strategy
Case: Shopper‟s Stop Group by Rajiv Lal and Virginia Fuller (HBS No: 9-508-017)
Reading:Note on Retail Economics (HBS No. 9-595-006)
Session 5
Discussion: Understanding General Trade Retail
Case: Shiny Provision stores: Retailing Challenges in the Indian Context (Ivey: 910A17)
Session 6& 7
Discussion: Sources of Competitive Advantage in Retail
Case: Wal-Mart Stores: “Everyday low prices” in China (HKU: 590)
Video: CNBC: The Age of Wal-Mart
5. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
Module: Introduction to Category Planning
Session 8
Discussion: Process of Category Planning
Eight Steps of Category Management
Module: Introduction to Shopper Marketing
Session 9
Discussion:
Deciphering Shoppers (Who is a shopper?)
Difference between customers, consumers and shopper
Understanding the interaction between the consumer and the shopper
Defining Shopper Marketing
Reason for segmenting shoppers – Shopping Mission and shopper Typologies
Session 10
Discussion:
Effect of shopper segmentation within a channel or customers (retailers)
Links between channels/types of customer and types of strategies – How it is
applicable in various retail environments
Shopper Marketing in Modern Trade Retail
Case: Best Buy Co., Inc: Customer-Centricity by Rajiv Lal, Carin Isabel Knoop and Irina
Tarsis (HBS No: 9-506-055)
Session11
Discussion:
Shopper Marketing in General Trade
Understanding the channels of traditional trade – wholesale, family grocers,
chemists, kiosks, fancy stores
Shopper insights leading to „Super Value‟ stores of HUL
6. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
Module: Creating Shopper Marketing Initiatives
Session 12
Discussion:
Understanding the process of shopping in Modern Trade Retail (Self Replenishment
Stores)
The shopping steps in the self replenishment stores
Understanding the insights in each of shopping steps
Session 13
Discussion:
Understanding the process of shopping in General Trade Retail (Aided Replenishment
Stores) - Shopper-Shopkeeper interaction in the developing world
The shopping steps in the aided replenishment stores
Understanding the insights in each shopping step
Session 14& 15
Discussion: Shopkeeper as a Shopper
Shopper Marketing in the wholesale channel
Types of understanding required by the Brand Marketer
The shopping steps in the wholesale store
Difference between shopping in Metro and a wholesaler
Video: Metro Cash & Carry (HBS: 707812)
Module: Customer Strategy
Session 16
Discussion: Understanding Customer Strategic Plans and Joint Business Planning
Presenting proposal to retailers using shopper marketing principles covering the
following:
o Who are the Customers?
o Customer Perspective
o Understanding Customers
7. Retail Shopper Marketing
Dr. Atish Chattopadhyay Sessions 18 Duration:
Credit 01 Faculty
Email: atishc@spjimr.org Group Works 70 minutes
-Strategy
- Values
o Strategic Alignment
o Joint Strategy
o Planning Horizon
o Setting KPI & Goals
o Identifying Key Initiatives
o Plan Sign-off
o Deciding which Customers to Invest?
-Evaluate
-Quantitative
-Qualitative
- Relationship
o Commercial Importance
o Strategic & Tactical alignment
Case: Tom Muccio: Negotiating the P&G Relationship with Wal-Mart (HBS: 9-907-013)
Session 17 & 18
Student Presentations:Presentation of research study:
o To uncover insights necessary to segment shoppers
o Shopper Marketing Initiatives using Commercial Arguments
o Integration of RE (retail environment) Strategy, Category Strategy, Shopper Strategy and
Customer Strategy with the Brand Strategy