PowerPoint Presentation On Channel Institutions Retailing

PPT On Channel Institutions Retailing

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1. Channel Institutions - Retailing

2. Learning Objectives
Understand what retailing is all about
Global retail scene and trends
Indian retail scene and trends
Types of retailers
Trade and retail formats, trading area
Retail management strategies and operations
Measuring retail performance
Franchising and e-tailing
FDI in retail in India

3. What is Retailing?
Any business entity selling to consumers directly is retailing – in a shop, in person, by mail, on the internet, telephone or a vending machine
Retail also has a life cycle – newer forms of retail come to replace the older ones – the corner grocer may change to a supermarket
Includes all activities involved in selling or renting products or services to consumers for their home or personal consumption

4. Retailing
Term retail derived from French word ‘retaillier’ meaning ‘to break bulk’
Characteristics:
Order sizes tend to be small but many
Caters to a wide variety of customers. Keeps a large assortment of goods
Lot of buying in the outlet is ‘impulse’- inventory management is critical
Selling personnel and displays are important elements of the selling process
Strengths in ‘availability’ and ‘visibility’
Targeted customer mix decides the marketing mix of the retailer

5. Retailing
Retail stores are independent of the producers – not attached to any of them
A survey shows that only 35% of supermarket purchases are pre-planned. The rest are ‘impulse’- greatly influenced by quality of the merchandising efforts

6. Functions of Retailers
Marketing functions to provide consumers a wide variety
Helps create time, place and possession utilities
May add form utility (alteration of a trouser bought by a customer)
Helps create an ‘image’ for the products he sells

7. Functions of Retailers
Add value through:
Additional services – extended store timings, credit, home delivery
Personnel to identify and solve customer problems
Location in a bazaar to facilitate comparison shopping

8. For more info please refer our PPT.
Thanks.