Ppt of Gajal

8/2/2019 Ppt of Gajal

1/23

CREATED BY

CHANDAN DHARAAPPAREL PRODUCTION & MANAGEMENT

3RD YEAR, 6TH SEMESTER

RETAILING


2/23

TOPICS OF RETAILING : DEFINITION OF RETAILING RETAIL FUNCTIONALITY CLASSIFICATION OF RETAIL DEPTH & BREADTH OF PRODUCT LINE BREADTH VS. DEPTH MERCHANDISE LINE DEPARTMENT STORE SPECIALITY STORE SPECIALITY DISCOUNT STORE DISCOUNT STORE OFF PRICE RETAILER SUPERCENTER

COMPARISION BETWEEN DISCOUNT,SPECIALITY & SPECIALITYDISCOUNT STORE

WHEEL OF RETAILING FUTURE CHANGES IN RETAILING KEY TO RETAIL POSITIONING


3/23

DEFINITION OF RETAILINGRetailing includes . . . .

all activities involved in selling, renting, and

providing goods and services to ultimate

customers for personal, family or household use.

In the channel of distribution, retailing is wherethe customer meets the product. It is through

retailing that exchange occurs.


4/23

RETAIL FUNCTIONALITY Identifying target market:-

This activity includes selection of appropriatemarket segment for a particular product

range & price range depending upon theretail strategy.

Market survey & interpreting needs of

targeted customer:-This activity is purely based upon the

demographic analysis & extensive market

survey to identify the most wanted productsto be offered.


5/23

RETAIL FUNCTIONALITY Developing goods assortment of

merchandise:-

This point explains the product assortment

executed by the merchandiser to optimizebetween consumer requirement & investmentrequirement.

Presenting them in an effective manner:-

This part includes store planning & visualmerchandising, the prime object of which is topresent the available product range in such amanner that it creates a dignified store image &consumers satisfaction.


6/23

RETAIL FUNCTIONALITY Breaking the bulk:-

It represents converting a large amount ofitems into smaller amount for effective

distribution & selling. Inventory management:-

Inventory management either manual orcomputerized is one of the crucial activityinvolved in retail business. It mainlyincludes accurate documentation of itemsboth style no wise & color no wise. Itincludes the activity of buffer stockmaintenance to avoid the zero stock


7/23

RETAIL FUNCTIONALITY Feedback to the supplier:-

This part involves collecting the feedbackfrom the consumer & analyzing the same.The detail report of consumers feedback

its sent to the supplier for furtherimprovement.


8/23

CLASSIFICATION OF RETAILAccording to legal form:

1. Proprietorship

2. Partnership3. Limited company

According to the operational structure:

1. Independent store2. Chain store


9/23

CLASSIFICATION OF RETAIL Based upon the range of merchandise:

1. Departmental store

2. Specialty store

Based upon the pricing policy :

1. Discount store

2. Convenient store

According to the method of interactionwith the consumers:


10/23

CLASSIFICATION OF RETAIL1. Retailing through store

2. Non-store retailing


11/23

DEPTH AND BREADTH OF PRODUCT LINE Depth of product line means that the store carries a

large assortment of each item, such as shoe storesthat offer running shoes, dress shoes, and childrensshoes.

Breadth of product line refers to the variety ofdifferent items a store carries.-- scrambled merchandising refers to retailers thatoffer

several unrelated product lines in a single store.

-- hypermarkets are very large retail outlets that havethe

goal of offering customers everything at one outlet.-- Supercenters are retailers that combine a typical

merchandise store with a grocery store.


12/23

BREADTH VS. DEPTH OF MERCHANDISE LINESBreadth: Number of different product lines

Shoes Appliances CDsMens

clothingNike running

shoes

Florsheim dressshoes

Top Sider boat

shoes

Adidas tennisshoes

Amanarefrigerator

Sony TV setsJVC videocassette

recordersGeneral Electric

dishwashersSharp microwave

ovens

Classical

Rock

Jazz

Country Western

SuitsTies

JacketsOvercoats

SocksShirts

Depth:Number

ofitems

within

eachproduct

line


13/23

DEPARTMENT STORES

Assort-

ment Price

Gross

Margin

Broad High High

Service

Level

High


14/23

SPECIALTY STORES Specialty Stores

Assort-

ment Price

Gross

Margin

Narrow High High

Type of Retailer

Specialty Store

Service

Level

High
http://www.footlocker.com/footlocker/index.jsp?pageId=flkHomePage


15/23

SPECIALTY DISCOUNT STORES OR CATEGORYKILLERS

Specialty DiscountStores

Assort-ment

PriceGrossMargin

Narrow Low Low

Type of Retailer

Specialty Discount Store

ServiceLevel

Low
http://images.google.com/imgres?imgurl=http://www.skillsusa-register.org/images/BestBuy.gif&imgrefurl=http://stores.ebay.co.uk/Old-Carpet-Music/BEST-BUYS.html&h=405&w=600&sz=34&hl=en&start=1&um=1&tbnid=AB6wScd6qjncFM:&tbnh=91&tbnw=135&prev=/images?q=best+buy&svnum=10&um=1&hl=en&rls=GGLD,GGLD:2004-35,GGLD:en&sa=N


16/23

DISCOUNT STORES

BroadAssortment

Low price Low marginDiscount Low Service

Shallow Assortment


17/23

OFF-PRICE RETAILER

Narrow Line PricesLow prices Low marginsOff-price Retailer Low service


18/23

SUPERCENTERS

BroadModerate

prices

Low marginsSupermarket Low service
http://images.google.com/imgres?imgurl=http://www.pathogenplus.com/uploaded_images/target-783370.gif&imgrefurl=http://www.pathogenplus.com/&h=800&w=800&sz=14&hl=en&start=6&tbnid=wL_chr_6CrKqcM:&tbnh=143&tbnw=143&prev=/images?q=target&gbv=2&svnum=30&hl=en


19/23

COMPARISON BETWEEN DISCOUNT, SPECIALTY ANDSPECIALTY DISCOUNTAttribute Specialty Specialty Discount Discount

Example TCBY Yogurt Toys R us Wal-Mart

Service High Low Low

Price High Low Low

Assortment Narrow Narrow Broad

Margin High Low Low


20/23

THE WHEEL OF RETAILING

2. Outlet now has:Higher pricesHigher margins

Higher status

3. Outlet now has:Still higher pricesStill higher

marginsStill higher statusLow prices

1. Outlet starts with:Low pricesLow marginsLow status

4. New form of outletenters retailingenvironment withcharacteristics ofoutlet in Box 1

As time passes,outlet adds

services

As more time passes,outlet adds still more

services

Passageof time


21/23

FUTURE CHANGES IN RETAILINGImpact of Technology

Changing Shopping Behavior

Importance of Brands


22/23

KEY TO RETAIL POSITIONINGFor a store to besuccessfully positioned, it

must have an identity whichhas some advantages overcompetitors, and at the

same time are recognizedand valued by consumers.


23/23

THANK YOU

Documents

Ppt of Gajal