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Retail Marketing Management
The
Retail Marketing Mix
Retail Distribution channel and Supply Chain
Suyash Jain
500043859
BB...
Marketing Mix
Marketing is an underlying philosophy that guides
business activities, but how does a retailer do marketing?...
Retail
Marketing
Mix
Product
-Merchandise
-Brand Name
-Store Layout
-Quality
-Features
Price
-Value
-Cost
-EDLP
-Markdown
...
Retail Marketing Mix
:
Marketing
Mix
PRESENTATION
-Employee Type & Density
-MerchandiseType &
Density
-Fixture Type & Dens...
Distribution Channel
Of Retailing
Selling Directly to Consumers Selling through Retailers Selling through Wholesalers
Producer
Consumer
Producer
Retailer
Co...
Example of Distribution Process
Example of Distribution Process
MANUFACTURER C & F AGENTS DISTRIBUTOR RETAILERS CUSTOMERS
 RBIL distributes all its produ...
Supply Chain
Management in Retail
Concept of SCM
Those activities associates with moving goods from
the raw materials stage though to the end user.
It not...
Cycle I
Cycle III
Customer
Distributor
Manufacturer
Supplier
Retailer
Concept View Of SCM
Example of Supply Chain in Retail
Information Flow
Raw Materials
RETAILERFACTORY DISTRIBUTOR WHOLE SELLERSUPPLIER
Finished...
Need of SCM in Retail
Cost Cutting
Time Saving
Customer Satisfaction
Increase Profit Margins
Physical Flows
Informat...
Efficient supply chain management
Provides two benefits to retailers and their customers:
(1) Fewer stock outs and
(2) Tai...
Bibliography
Reference Books : Levy & Weitz
By U. C. Mathur
Internet : Prezi.com
Scribd.com
Slideshare.net
YourArticleLibr...
The Retail Marketing Mix, Distribution channel and Supply Chain
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The Retail Marketing Mix, Distribution channel and Supply Chain

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The Retail Marketing Mix, Distribution channel and Supply Chain

  1. 1. Retail Marketing Management The Retail Marketing Mix Retail Distribution channel and Supply Chain Suyash Jain 500043859 BBA-Retail Management
  2. 2. Marketing Mix Marketing is an underlying philosophy that guides business activities, but how does a retailer do marketing? A retailer must engage in planning, research and analysis before implementing a marketing strategy. At the core of any retail marketing plan is the mix consisting of the six P’s: • Product • Price • Promotion • Place • Presentation • Personnel & Customer Service
  3. 3. Retail Marketing Mix Product -Merchandise -Brand Name -Store Layout -Quality -Features Price -Value -Cost -EDLP -Markdown -Skimming Promotion -Advertising -Direct Marketing -Sales Promotion -Above the line Promotion -In-Store Promotion Place -Location -Warehousing -Marketing Channels -Physical Distribution
  4. 4. Retail Marketing Mix : Marketing Mix PRESENTATION -Employee Type & Density -MerchandiseType & Density -Fixture Type & Density -Odors -Sound -VisualFactors Personnel & Customer Services -How Knowledgeable -Good Personal Sales -Trading Up -Suggestion Selling
  5. 5. Distribution Channel Of Retailing
  6. 6. Selling Directly to Consumers Selling through Retailers Selling through Wholesalers Producer Consumer Producer Retailer Consumer Producer Wholesaler Retailer Consumer Types of Channels
  7. 7. Example of Distribution Process
  8. 8. Example of Distribution Process MANUFACTURER C & F AGENTS DISTRIBUTOR RETAILERS CUSTOMERS  RBIL distributes all its products through its common distribution channel, which has a wide and deep reach in the markets and is a key strength of the company.  The channel is managed by a well structured sales force, responsible for achieving sales for the entire product portfolio of more than 150 stock keeping units.  Antiseptic Liquid is well penetrated market and is sold in over 16 lakh outlets in the country.  Over the years, the product has been extended for other disinfection uses and at present secondary usage contributes more volumes of Dettol Antiseptic liquid than the primary first aid usage.
  9. 9. Supply Chain Management in Retail
  10. 10. Concept of SCM Those activities associates with moving goods from the raw materials stage though to the end user. It not only includes the manufacturer and suppliers but also transport, warehouse, retailers and customer also. These all activities are monitor by the information system.
  11. 11. Cycle I Cycle III Customer Distributor Manufacturer Supplier Retailer Concept View Of SCM
  12. 12. Example of Supply Chain in Retail Information Flow Raw Materials RETAILERFACTORY DISTRIBUTOR WHOLE SELLERSUPPLIER Finished Goods
  13. 13. Need of SCM in Retail Cost Cutting Time Saving Customer Satisfaction Increase Profit Margins Physical Flows Information Flows Financial Flows
  14. 14. Efficient supply chain management Provides two benefits to retailers and their customers: (1) Fewer stock outs and (2) Tailored assortments. These benefits translate into greater sales, lower costs, higher inventory turnover, and lower mark- downs for retailers.
  15. 15. Bibliography Reference Books : Levy & Weitz By U. C. Mathur Internet : Prezi.com Scribd.com Slideshare.net YourArticleLibrary.com

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