L

I
A
T
E
R
S
S
E
N
I
BUS

PRESENTED BY
1. Naba kishor Mohanty
2. Subhasish Pattnaik
3. Deepraj Rana
4. Ashish ku. Pani
5. Ansuman Pradhan
6. Subodh biswal
7. Tarikh Ansar
8. Binayak Gupta
9. Ajay Kok

Agenda
INTRODUCTION
THE ECONOMIC IMPACT OF MODERN RETAIL
CHALLENGES & OPPORTUNITIES
TRENDS FOR THE YEAR AHEAD
RETAIL PROMOTION
INFRASTRUCTURE CHANGE FOR RETAIL
BUSINESS
EVALUATION & COMPETITION IN RETAIL
LENGTH & BREATH OF CHANGE RETAIL
BUSINESS
CONCLUSION

INTRODUCTION

Retail comes from the Old French word tailer

(compare modern French retailler), which means
"to cut off, clip, pare, divide" in terms of tailoring. It
was first recorded as a noun with the meaning of a
"sale in small quantities.
It can be defined as the timely delivery of goods
and services demanded by consumers at prices
that are competitive and affordable.

INTRODUCTION(RETAIL IN INDIA)

Retail is Indias largest industry, and arguably the one with

the most impact on the population. It is the countrys largest
source of employment after agriculture.
It has emerged as one of the most dynamic and fast paced
industries with several players entering the market.
India's retail and logistics industry, organized and
unorganized in combination.

Classifying INDIAN Retail

Modern Format Retailers
Supermarkets
(Food
World)
Hyper Markets
(Big Bazaar)
Department Stores (S Stop)
Specialty Chains
(Ikea)
Company Owned Company
Operated
Traditional Format Retailers
Kiranas
Street Markets
Exclusive/Multiple Brand Outlets

ECONOMIC IMPACT OF
MODERN RETAIL

OPPORTUNITIES
WHAT IS IN STORE- Organized retail provides brands much
needed visibility and platform for customer interaction. It also
helps in launching of new product or product variant and in
market penetration. It has wider product range and more
frequent, speedier deliveries.
URBANIZATION- Increased urbanization has shifted
consumers to one place and thus a single retail can catch
more customers.
PLASTIC REVOLUTION- Increased use of credit cards is in
favor of retail marketing. It creates requirement even when it
is not necessary.

OPPORTUNITIES
JO DIKHTA HAI WOH BIKTA HAI- Organized retail stores put
stress on proper infrastructure like well maintained building,
air conditioning, trained employees, electronic machine,
parking facilities and proper display of goods category wise.
EMPLOYMENT - Retail marketing is one of the largest
employments generating industry. It provides employment to
skilled, semi-skilled as well as to unskilled persons. Thus it
helps in the socio- economic development of the society.
PRICE WAR- Increase in the no of retail outlets increases
competition among these retailers. To attract customers they
give various promotional schemes as various discounts, buy
one get one free, another product with any particular
product, festival special, etc.

TRENDS FOR THE YEAR

AHEAD

RETAIL PROMOTION
Any communication by a retailer that informs, persuades,
and/or reminds the target market about any aspect of that
firm.
There are 101 types of promotion in retail business. Some are
as followspromotions

promotions

1. Classified Ads

11. Ad Magazines

2. Direct Mail

12. Catalogues

3. Postcards

13. Gift Certificates

4. Yellow Pages

14. Celebrity Endorsements

5. Space Ads

15. CD Sales letter

6. Radio/TV/Infomercials

16. Thank You Letters

7. Networking

17. Event Marketing

8. Telemarketing

18. Alternate Franchise

9. Banners, and Billboards

19. Pre-paid Services

10. Door Hangers

20. Data-Based Marketing

Elements of the
Promotional Mix

Unpaid

Paid

Impersonal

Personal

Advertising
Sales promotion
Store atmosphere
Web site

Personal selling
E-mail marketing

Publicity

Word of mouth

Planning a Retail
Promotional Strategy

Promotional Objectives

Increase sales
Stimulate impulse and reminder buying
Get leads for sales personnel
Present and reinforce the retailer image
Inform customers about goods and services
Popularize new stores and Web sites
Enhance customer relations
Maintain customer loyalty
Have consumers pass along positive information
to friends and others

Promotional Objectives

Improve Long-Run
Performance

Store Image and

Positioning

Improve Short-Run
Performance

Public
Service

Attract New
Customers

From Existing
Trade Area

Increase Existing
Customer Patronage

Expand
Trade Area

Public Relations
Public Relations - Any communication that fosters
a favorable image for the retailer among its publics
Nonpersonal or personal
Paid or nonpaid
Sponsor-controlled or not

Publicity Any nonpersonal form of public

relations whereby messages are transmitted
through mass media, the time or space provided by
the media is not paid for, and there is no identified
commercial sponsor

Advertising

Paid, nonpersonal communication

transmitted through out-of-store mass
media by an identified sponsor
Key aspects

Paid form
Nonpersonal presentation
Out-of-store mass media
Identified sponsor

Advertising

Advantages
Attracts a large audience
Gains pass along
readership (for print)
Low cost per contact
Many alternatives available
Control over message
content; message can be
standardized
Message study possible
Editorial content
surrounds ad
Self-service operations
possible

Disadvantages
Standardized
messages lack
flexibility
Some media require
large investments
Geographic flexibility
limited
Some media require
long lead time
Some media have
high throwaway rate
Some media limit the
ability to provide
detailed information

Newspaper Advertising

Direct Mail

Billboards/Outdoor Ads

On average, a billboard is only viewed for 7 seconds!

A good rule is to use about 8 to 10 words in your entire ad!
Your message must be very short so it can be easily read by the
people driving 60 to 75 miles per hour by your sign.

Media Selection

Coverage maximum number of

consumers in the retailers target market
Reach actual total number of target
customers who come into contact with the
ad message
Frequency average number of times each
person who is reached is exposed to the ad
during a given time period

Sales Promotion

Encompasses the paid communication activities

other than advertising, public relations, and
personal selling that stimulate consumer
purchases and dealer effectiveness

Sales Promotions

Advantages
Eye-catching appeal
Distinctive themes
and tools
Additional value for
customer
Maintains customer
loyalty
Increases impulse
purchases
Fun for customers

Disadvantages
Difficult to
terminate
Possible damage
to retailers image
More stress on
frivolous selling
points
Short-term
effects only
Used as a
supplement

INFRASTRUCTURE CHANGE
FOR RETAIL BUSINESS

Insert Title Text

Insert
Text

Insert
Text

Insert
Text

Insert
Text

Insert Title Text

Its not the design of your template, its what you do with it that
counts

Beyond Bullet Points

PowerPoint Slides

PowerPoint Training
m62 visualcommunications is the global leader in presentation effectiveness, from offices in the UK, USA, and
Singapore