The document discusses retail marketing in India and its role in promoting various sectors under the "Make in India" initiative. It notes that retail marketing provides consumers a platform to purchase goods and interact with shopkeepers. Various types of retail are described, including department stores, discount stores, and specialty stores. Creating customer loyalty is important for retail marketing through rewards programs, loyalty cards, and sales promotions. Retail marketing strategies can help capture large markets while also strengthening bonds with customers and building brand loyalty over time.

1. International Journal of Advanced Scientific Research & Development (IJASRD)
ISSN: 2394 – 8906
www.ijasrd.org, Pp: 42 – 44
Two Day National Seminar on “Make in India: How Get the Manufacturing Going” 42 | P a g e
R.V.S. College of Arts & Science, Karaikal
Make in India – Service Sector towards Retail Marketing
P. Kiruthiga 1
, V. Vinotha 1
, R. Sangavi 1
ABSTRACT: 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.
KEYWORDS: Hospitality, Tourism, Health, Telecommunication, customer support
In the growing market, retail marketing has become one of the major emerging trends
in the entire economic cycle. It is the retail market only which provides the consumer a basic
platform to encounter with goods and a shop keeper for the first time. Retail market consists
of a fixed location like boutique, store, departmental store etc, here in these location
consumers meets the shop keeper and purchase goods in return of certain value. Maintaining
a certain profit margin, these shop keepers sell goods to their consumers. The basic motive of
these shopkeepers is to satisfy the consumers and fulfill their needs and demands. Generally
refers to the act of buying products. Sometimes this is done to obtain necessities such as food
and clothing; sometimes it is done as a recreational activity. Recreational shopping often
involves window shopping (just looking, not buying) and browsing and does not always
result in a purchase. Retail is the sale of goods and services from individuals or businesses to
the end-user. Retailers are part of an integrated system called the supply chain. A retailer
purchases goods or products in large quantities from manufacturers directly or through a
wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be
done in either fixed locations like stores or markets, door-to-door or by delivery. In the
2000s, an increasing amount of retailing is done using online websites, electronic payment,
and then delivered via a courier or via other services. Retailing includes subordinated
services, such as delivery. The term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such as for the public. Shops may be on
residential streets, streets with few or no houses or in a shopping mall. Shopping streets may
be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect
customers from precipitation. Online retailing, a type of electronic commerce used for
business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Types by Products
Retail is usually classified by type of products as follows:
 Food products — typically require cold storage facilities.
 Arts — Contemporary art galleries, Bookstores, Handicrafts, Musical instruments,
Gift shops, and supplies for them.
1
UG Student, Department of Commerce, R.V.S. College of Arts and Science, Karaikal.

2. International Journal of Advanced Scientific Research & Development (IJASRD)
ISSN: 2394 – 8906
www.ijasrd.org, Pp: 42 – 44
Two Day National Seminar on “Make in India: How Get the Manufacturing Going” 43 | P a g e
R.V.S. College of Arts & Science, Karaikal
 Hard goods or durable goods ("hardline retailers") — automobiles, appliances,
electronics, furniture, sporting goods, lumber, etc., and parts for them. Goods that do
not quickly wear out and provide utility over time.
 Soft goods or consumables — clothing, other fabrics, footwear, cosmetics, medicines
and stationery. Goods that are consumed after one use or have a limited period
(typically under three years) in which you may use them.
Marketing Strategy
Retail marketing strategy has become one of the basic elements of marketing strategy
which includes a lot of planning and proper execution of this planning. Now let us first focus
on the basic nature of retail. Firstly in retail, a marketer needs to focus primarily on the needs
and desires of the customers.
Types by marketing strategy
There are the following types of retailers by marketing strategy:
Department store: Department stores are very large stores offering a huge
assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty
stores. A retailer of such store carries variety of categories and has broad assortment at
average price. They offer considerable customer service.
Discount store: Discount stores tend to offer a wide array of products and services,
but they compete mainly on price offers extensive assortment of merchandise at affordable
and cut-rate prices. Normally, retailers sell less fashion-oriented brands.
Warehouse store: Warehouses that offer low-cost, often high-quantity goods piled
on pallets or steel shelves; warehouse clubs charge a membership fee.
Variety store: Variety stores offer extremely low-cost goods, with limited selection.
Demographic: Retailers that aim at one particular segment (e.g., high-end retailers
focusing on wealthy individuals).
Mom-And-Pop: A small retail outlet owned and operated by an individual or family.
Focuses on a relatively limited and selective set of products.
Specialty store: A specialty store has a narrow marketing focus - either specializing
on specific merchandise, such as toys, shoes, or clothing, or on a target audience, such as
children, tourists, or oversize women. Size of store varies - some specialty stores might be
retail giants such as Toys "R" Us, Foot Locker, and The Body Shop, while others might be
small, individual shops such as Nutters of Savile Row. Such stores, regardless of size, tend to
have a greater depth of the specialist stock than general stores, and generally offer specialist
product knowledge valued by the consumer. Pricing is usually not the priority when
consumers are deciding upon a specialty store; factors such as branding image, selection
choice, and purchasing assistance are seen as important. They differ from department stores
and supermarkets which carry a wide range of merchandise.
Boutique: Boutique or concept stores are similar to specialty stores. Concept stores
are very small in size, and only ever stock one brand. They are run by the brand that controls
them.

3. International Journal of Advanced Scientific Research & Development (IJASRD)
ISSN: 2394 – 8906
www.ijasrd.org, Pp: 42 – 44
Two Day National Seminar on “Make in India: How Get the Manufacturing Going” 44 | P a g e
R.V.S. College of Arts & Science, Karaikal
Retail Marketing makes Customer Loyalty
Retail marketing even focuses on satisfying the customers, maintaining a proper profit
margin for the owner of the goods. Customer needs are the basic key factors of retail. Retail
marketing consists of 5 basic pillars, first is saving the precious time of the customers.
Second is setting the right prices of the goods, third is creating a proper connection with the
emotions of the customers, fourth pillar is paying the right respect to the customers and lastly
solving the problems of the customer is another pillar of retail.
Creating customer loyalty is the basic function of retail, as once you create customer
loyalty towards your brand it will be easier for you to stay in the market for a longer period of
time. Creating customer loyalty is not a very easy task, as it takes years for a brand to create
customer loyalty. You can only create customer loyalty if you have a retail marketing plan,
some of such marketing plans are the sales promotional activities like loyalty cards, loyalty
one, gifts, coupons, special discounts and reward program. Reward program includes special
gifts on purchase of bulk goods and loyalty cards are special privileged cards which are
offered to customers in order to provide them huge discounts and free gifts. These sorts of
special sales promotional activities not only increase the sales target but at the same time
increase customer loyalty also. With so many new sales promotional programs promoted by
the retail marketing strategies, now it is possible to create a healthy relationship with the
customers. Previously creating emotional bonding with the customers was not taken into
consideration, and thus customers were only treated as customers who were just supposed to
pay the price of the goods. Thus, this resulted in lower customer loyalty and it gave rise to
huge number of product switching.
Conclusion
Previously customers used to shift to other brands very easily as there did not exist
any brand loyalty. But now with the extensive features of retail marketing, it has become
easier for the company not only to capture a huge market but at the same time create a strong
bonding with the customers. Thus, this sort of marketing strategy did not only ignite the sales
target and profits but at the same time increased the brand loyalty.
Reference
[1] www.wikipedia.com
[2] www.google.com
[3] L. David Brown, Rajesh Tandon,
[4] Anil Chaudhury, and Sudarshan Synghal