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MARKETINGIN
RETAILING
AN ONE DAY STUDY ON ASMALL RETAIL SHOP
BESTBAKERS
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TEAM
JOYCE S R
BABU M A
ANIL KUMAR N G
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RETAILINGRetailing consists of the sale of goods or
merchandise from a fixed location, such as
a department store or kiosk, or by post, in
small or individual lots for direct
consumption by the purchaser.
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Retailing
Worlds largest private industry
US$ 6.6 trillion sales annually
Indian retailing
Largest employer after agriculture - 8%* ofpopulation
Highest outlet density in world
Around 12 mn outlets
Still evolving as an industry
Long way to go
Retailing: An overview
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Most attractive retail market !
Indias retail market has grown by 10% on average for past 5 years
steadily rising to top position in GRDI
Source:
AT Kearney
Global Retail
DevelopmentIndex (GRDI)
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Organized retail is still in its
infancy !
With just 2 % organized retail
.India is a big opportunity
Source:
JM Morgan Stanley
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Largest retail segment
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Food is the largest segment in Retail !
At 77 % Food & Grocery is the
largest segment in Retail sales
Source: Ernst & Young
Source: KPMG
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BEST BAKERS
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Best bakers
Adoor
Kulangara
Manarkadu
Puthuppally
Pambady
Kulangara
Manarkadu
Puthuppally
Pambady
Having five retail outlets and four kitchens
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At first glance
A glassy shop with the name written in bold
white letters on dark red background
BESTBAKERS
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Having a long hall and on the both sides are
filled and decorated with edibles and food
items and other products.
Main seating place is at the end of the hall.
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Brands & HousesAPPY
BOOST
NESTLE
HORLICKS
CORNETTEBOURNVITTA
JIVE
PEPSI
MANGO
FRUTY
COMPLANLION DATES
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VIVA
MALTOVA
PARLE-G
BABYVITA
LACTOGEN
MILKMAIDCADBURY
COCACOLA
ELITE
KITKAT
ELITE
GEMS
MILKA
MAGGI
BRITANNIA
TIGERPEPSI
MUNCH
50-50CRACKJACK
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HOME BRANDS
FRESH
BEST BAKERS
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AVERAGE SALES OF NOT LESS THAN
Rs. 50000 SALES PER DAY
About 700 walk-in.
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SALESMEN 8 CHARMING PERSONS RANGING
AGE IN BETWEEN 17 & 30.
No systematic training is provided.
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swot Location
Layout
Brand name experience
Shop space
Lack of kitchen
Denies competition
Less competition
Nearness of school& college
Brand loyalty
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PROMOTION NO MIXING OF HOME PRODUCTS
AND BRANDED PRODUCTS
ADVERTISEMENT ACTIVITIES ARE
TARGET ORIENTED TOWARDS
SCHOOL AND COLLEGE STUDENTS
GREATER LAYOUT TO GRABATTENTION
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His highness super Shoppe
Thripunithura.
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location
First owner is residing near the shop
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Customer promotion
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Discount
2% discount for regular customers by themeans of a plastic card along with a number
code.
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Home delivery
For purchase above 500 and around 5 km
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Car parking facility & godown
YES
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Brands & promotion
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Big brands
Separate section for Hindustan lever
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Direct executives from thecompany
For new products HLL appoints directexecutives for two weeks
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Anti theft
Closed circuit TVSecurity guard
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THANK YOU