Documente Academic
Documente Profesional
Documente Cultură
Introduction
RETAILING:
Selling and Providing Goods Service to ultimate consumer for personal Service to ultimate consumer for Household
RETAILING INVOLVED:
Understanding Customer Needs Assortment of merchandise Display Merchandise
TYPES OF RETAILERS : 1- Retailing based on ownership Independent, Chain, Franchise, Leased ,Vertical market system 2- Retailing based on the extent of product lines handled Specialty Store (Health & Glow Store) Departmental Stores(Pantaloons Store) Discount Store (Big Bazaar) Super Markets (Food World) Hyper Market (RPG Group) 3- Retailing based on the services vs. goods Goods : Groceries Services: Car Rental, Annual Maintenance 4- Non-store based retailing Direct Selling Online Purchase Vending Machine
Rebates
Prizes Frequency Programs Patronage Awards Product Warranties
Price Packs
Premium Cross Promotion Free Trials Tie-in-Promotion
Examples of sales promotion tools Discount, coupon and rebates Premium and sweepstake
Discount, premium and bonus pack Coupon, sweepstake and rebates Discount and rebates Premium and trial offers
Literature Review
Sales Promotion
By Karen Gedenk, Scott A. Neslin, and Kusum L. Ailawadi
Promotion Instruments
Price Non-Price
Effects of Promotion
Short-term effects Long-term effects
Future Developments
New Technologies Loyalty cards, PSA, Electronic shelf labels, RFID Opportunities for Sales Promotions Better control, Targeted promotion
Literature Review
Effects of Retailer Promotions
Sales of the promoted product
Store Switching
Product Switching
New Users
Purchase Accleration
Store Loyality
Product Loyality
Brand Switching
Category Switching
Consumption Rate
Stock Piling
Brand Loyality
Category Loyality
Literature Review
Differences in Benefits
Effects
Store Switching Category Switching Brand Switching Store loyalty
Benefit to Retailer
Benefit to Manufacturer
Literature Review
An Exploratory Study of Sales Promotion Activities in Toilet Soap Category: An Insight into Consumer and Retailer Perceptions
By Kureshi Sonal and Vyas Preeta
Literature Review
Perceptions about Communications of Sales Promotion Schemes
Word of Mouth and Television Advertising
Contests
sale
Coupons
POP/POS
Referral Gifts
Coupons
Allows the buyer a reduction in price on specific merchandise or product. Delivered by various channels. Eg: Dominos ,Bru Coffee
Contests
Insists consumers to compete and prizes are on the basis of skill. Winner is decided on the basis of skill rather than luck. Eg : Bids
Demonstrations
Used to show the customers , the performance capabilities of the product. Videos also used for the purpose. Eg : High definition videos played on LCD screens at a home appliance shop.
Referral Gifts
Uses word of mouth advantage. Highly effective. Cash incentives can be given Eg : Hero Honda passport
Samples
Provides the customer with an opportunity to try the product at Zero cost. In-store, door to door , mailer, magazines & newspapers. Sample packs offered at very low price.
Categories:
White Goods
A/Cs, Refrigerators, Washing Machines, Sewing Machines, Watches and Clocks
Brown Goods
Microwave Ovens, Cooking Range, Chimneys, Mixers, Grinders,
Consumer electronics
TVs, A-V systems, PCs, Mobile Phones, DVDs, Digital Cameras
Source: http://www.cci.in/pdf/surveys_reports/consumer-durables-industry.pdf
Objectives:
Maintain uniform billing structure Shift burden / Increase Order Size To have better liquidity
Obtain Initial Increased Store Distribution footfall (getting shelf space) Source: http://www.sap.com/india/about/events/worldtour11_mumbai/agenda1.epx
We are Here
Theoretical Discussion Concept Review Literature Reviews Paper Reviews Sector Selection & Analysis Sector Attractiveness
Retailers Preference
THANK YOU