Retail on wheels

Presented By:

Olivia Dutta (08)

Retail On Wheels

Organizations have only two functions, one is marketing and other is innovation. – PETER F. DRUCKER

• Innovation in business.• Retail on wheels concept.• Size and consumption of Indian rural retail market.• Saturation in urban market.

•RURAL INDIA A RETAIL HOTSPOT.

• BUYING @ ZERO SEARCH COST

• AWARENESS OF EMERGING FASHION TRENDS

• EASY SEARCH OF COMMODITIES

•SELLING GOODS AT AFFORDABLE RATES.

To offer our customers, the best product at an affordable price AND at their doorsteps

FEATURES OF CARAVANA-Z items @affordable price.Initially, we would offer offers/ discounts to attract people\We focus specially those areas which lack transport communication.Damage return/ defective return facility availableThe vehicle visits a specific area thrice a week Alloy wheels of the vehicles make it cheap and of light weight. Complimentary items for kidsWe sell to small retailers too.We provide free consultation for emerging fashion trends, health(diet).As we are in a new business, we would initially hire local sales personnel which will provide job to the villagers.

ITEMS

• Apparels.• Packed food items• Soft drinks and ice-creams• FMCG and daily use products• Mobile recharge coupons and easy

recharge.• Grocery items.

• TO ENTER URBAN MARKET• TO MAKE ALL VEHICLES FULLY A.C.• TO OPEN EDUCATION CENTRES FOR

RURAL INDIA AS A PART OF C.S.R.• USE OF BIODIESEL AS FUEL TO

SAVE GREEN ENVIRONMENT

SITUATION AUDIT

MARKET ANALYSIS

• Rural India accounts for 55 percent of private retail consumption much of which is attributed to local kirana shops.

• Huge growth potential

• Retail on wheels , trolley (affected by harsh weather conditions)

CCOMPETITOR ANALYSIS

Barriers to entry ( huge transportation cost)

Bargaining power of vendors

Competitive rivalry ( mostly kirana shops, caravan – a competitive advantage )

Threat of superior formats ( people are accustomed to buying from one place)

ENVIRONMENTAL ANALYSIS

Technology (use of alloy wheels, bio diesel)

Social ( providing employment, communication )

Economic ( income pattern)

Socio-cultural factors - population growth, education and age group - social taboos - lifestyle

OBJECTIVE

• Practical and Price Sensitive

• Innovative ideas

• Marketing mix

ALLOCATION OF RESOURCES

Money

Man

Machine

Strategic Opportunities

Virgin markets

wholesalers for local kirana shops

Elimination of travelling cost for

customers

Low maintenance cost

Retail Mix

Segmentation Targeting Positioning

Segmentation

Demographic Socio cultural

Positioning

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Critical IssuesThe main challenges in rural marketing are :

Channel management

Promotion and communication

Poor infrastructure

Uneconomical market size

Diverse socio-economic Consumer profile