1. Retailing

2. • Retailers, wholesalers, and logistics
organizations-key intermediaries
• Need to forge their own marketing strategies
• Intermediaries must strive for marketing
excellence

3. The Bombay ‘dabbawallas’
• In operation for over 100 years
• About 5000 dabbawallas-divided into sub groups of 15-
25
• Each subgroup is supervised by 4 mukadams
(experienced old timers)
• Have a highly evolved coding scheme for identification
and sorting of the lunch boxes
• Approx 200,000 lunch boxes are handled each day
• Error not more than one in 8 million
• Excellent logistics management, team work, and
leadership vision

4. Retailing
• Includes all activities involved in selling goods or
services direct to the consumer for personal or
non-business use
• Any organization selling to final customers is
doing retailing- it does not matter how or where
the goods are sold
• Retail store types pass through a life cycle:
Speciality store, Department store, Supermarket,
Convenience store, Catalog showroom)

5. • Retailing can be broadly divided into two
categories:
• i)Store retailing
• ii) Non store retailing- Direct selling, Direct
marketing, Vending machines, Buying service

6. • Retailers can position themselves as offering
one of four levels of service
i) Self service
ii)Self selection
iii)Limited service
iv)Full service

7. Marketing decisions
• Target market- Retailers need to define and
profile the target market to make consistent
decisions on product portfolio, store location
and décor, advertising , pricing and service
levels
• Product assortment- Based on target market;
product breadth and depth could be part of
differentiation strategy

8. • Procurement-Sourcing using forecasting,
demand planning, RFID tracking
• Services and store atmosphere- Services mix is
a key to atmosphere includes look, feel,
aroma, layout , music
• Shopping experience
• Price decision- high markup, low volume (fine
specialty stores) or low markup, high volume
(discount stores)

10. • Location- Three keys to success in retailing:
location, location and location

11. Retailing-trends
• New retail forms and combinations
• Growth of intertype competition
• Growth of organized retail
• Investments in technology
• Global retailing
• Selling an experience, not just goods or
services
• Private labels