Marketing Presentation On Amul Retailers
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STUDY ON THE ROLE OF RETAILERS WITH SPECIAL REFRENCE TO AMUL
ASHER JOSEPH 8NBGG175
04/01/09
What is retailing ??? Retailing is a business activity that involves selling products/services to customers for their non commercial, individual or family use. Normally, retailing is the last stage of the distribution process. Over the past few years, industrial giants like TATA’s (Westside), Eureka Forbes, RPG, Pantaloons, Big bazaar, Shopper’s stop and Lifestyle have made a foray into the Indian market. The association 04/01/09
Types of Retailers
04/01/09
On the basis of ownership Retailing based on ownership
primarily includes independent retailers, where a single retailer owns only a single retail unit. In India we have lakhs of retailers owning a single retail unit. Chain Retailership: These retailers own several retail outlets. Purchasing decisions and activities are carried out centrally for these various outlets. Examples of Chain Retailership are Food world and Pantaloons. Leased Department: A retailer takes a portion of a major store or outlet on lease or rent and is responsible for decorating his section of the store. In return for the leased or rented space, the retailer pays an equal amount equal to a percentage 04/01/09 of his sales to the store owner. Big
On the basis of Verticalownership Marketing Units : A vertical marketing unit comprises all the levels of independently owned businesses along a channel of distribution .In a Vertical Marketing Unit all the three functions of business • Manufacturing • Wholesaling • Retailing
Consumer Cooperatives: They are retail outlets that are owned and operated by a group of consumers. The representatives of these consumers look after the day to day operations of the retail outlet. Anand Milk Producers Union Limited (AMUL) and Delhi based Mother Diary are examples of consumer cooperatives. My Project is covering the live example of AMUL with04/01/09 reference to
Extent of Products Lines Handled Specialty Stores: Specialty stores offer wide a wide selection of specially chosen goods pertaining to a single product line. Thus these stores provide a narrow product line but a wide assortment of choice within this product line Department stores: Department stores are the general merchandise retailers with considerably large retail space with separate sections allocated for food stuff, cosmetics, clothing and so on. Discount Stores: Discount stores are similar to the department stores, except that these stores offer products at less than retail price. The purpose of doing so is to obtain profits on large04/01/09 volume sales.
Extent of Products Lines Handled
Supermarkets: Supermarkets are retail outlets that are based on the concept of self service. The customers can pick up products they want on their own, from a variety of products displayed on the shelves. Food World and Trinetra are examples of Supermarkets. Hypermarkets: Hypermarkets are a recent phenomenon In India. These are very large supermarkets with the shop 04/01/09
Based on the service vs. Goods retail Strategy Mix Retailing business can be classified into goods and services. In goods retailing, physical products are sold such as groceries. In services retailing the consumer does not get ownership of the product. However he has the access to the services such as travel agents. Service retailing can again be further subdivided into the following categories: ØRented goods services ØOwned goods services ØNon goods services 04/01/09
Non –store based Retailing
04/01/09
ROLE OF RETAILERS Retailers have significant potential to affect change in society like no other industry, as they are located in a key position between suppliers and consumers. On the one hand, being in direct contact with consumers, they exert significant influence on what products consumers want to buy, and how they use and dispose them. On the other hand, they reach out to suppliers worldwide. In a way, they act as gatekeepers determining which goods and services to be offered and how they should be produced. 04/01/09
ROLE OF RETAILERS Retailers operations are increasingly complex, multifaceted and international structures. They act as intermediaries between producers and final consumers, and many have the power to exert influence along the entire vertical chain, everything from the manufacturing process to consumers’ purchasing decisions The guideline manual for retailers towards sustainable consumption and production consist of 12 steps – one for each month. The starting point is to present a business case for sustainability, including financial opportunities and risks, 04/01/09
ROLE OF RETAILERS ATdemand AMUL ØDeveloping ØIntroducing higher value products ØThe distribution network ØManaging the supply chain ØCoordination ØManaging third party service providers ØEstablishing best practices ØTechnology and e-initiatives 04/01/09
PRIMARY DATA FROM Mr.J.B.Baldia who is working as a Amul AMUL retailer for 1 ½ years at the RETAILER AT sector 23 Dwarka Branch New Delhi 110077
Retailers at Amul are known as APO’s (AMUL Products Organser) The main office is in Delhi, Janak Puri C Block New Delhi His main role as a retailer is : Developing Demand in the are for AMUL Products Sell and stock High quality products Establishing best practice 04/01/09
THANK YOU
04/01/09
ASHER JOSEPH 8NBGG175
04/01/09
What is retailing ??? Retailing is a business activity that involves selling products/services to customers for their non commercial, individual or family use. Normally, retailing is the last stage of the distribution process. Over the past few years, industrial giants like TATA’s (Westside), Eureka Forbes, RPG, Pantaloons, Big bazaar, Shopper’s stop and Lifestyle have made a foray into the Indian market. The association 04/01/09
Types of Retailers
04/01/09
On the basis of ownership Retailing based on ownership
primarily includes independent retailers, where a single retailer owns only a single retail unit. In India we have lakhs of retailers owning a single retail unit. Chain Retailership: These retailers own several retail outlets. Purchasing decisions and activities are carried out centrally for these various outlets. Examples of Chain Retailership are Food world and Pantaloons. Leased Department: A retailer takes a portion of a major store or outlet on lease or rent and is responsible for decorating his section of the store. In return for the leased or rented space, the retailer pays an equal amount equal to a percentage 04/01/09 of his sales to the store owner. Big
On the basis of Verticalownership Marketing Units : A vertical marketing unit comprises all the levels of independently owned businesses along a channel of distribution .In a Vertical Marketing Unit all the three functions of business • Manufacturing • Wholesaling • Retailing
Consumer Cooperatives: They are retail outlets that are owned and operated by a group of consumers. The representatives of these consumers look after the day to day operations of the retail outlet. Anand Milk Producers Union Limited (AMUL) and Delhi based Mother Diary are examples of consumer cooperatives. My Project is covering the live example of AMUL with04/01/09 reference to
Extent of Products Lines Handled Specialty Stores: Specialty stores offer wide a wide selection of specially chosen goods pertaining to a single product line. Thus these stores provide a narrow product line but a wide assortment of choice within this product line Department stores: Department stores are the general merchandise retailers with considerably large retail space with separate sections allocated for food stuff, cosmetics, clothing and so on. Discount Stores: Discount stores are similar to the department stores, except that these stores offer products at less than retail price. The purpose of doing so is to obtain profits on large04/01/09 volume sales.
Extent of Products Lines Handled
Supermarkets: Supermarkets are retail outlets that are based on the concept of self service. The customers can pick up products they want on their own, from a variety of products displayed on the shelves. Food World and Trinetra are examples of Supermarkets. Hypermarkets: Hypermarkets are a recent phenomenon In India. These are very large supermarkets with the shop 04/01/09
Based on the service vs. Goods retail Strategy Mix Retailing business can be classified into goods and services. In goods retailing, physical products are sold such as groceries. In services retailing the consumer does not get ownership of the product. However he has the access to the services such as travel agents. Service retailing can again be further subdivided into the following categories: ØRented goods services ØOwned goods services ØNon goods services 04/01/09
Non –store based Retailing
04/01/09
ROLE OF RETAILERS Retailers have significant potential to affect change in society like no other industry, as they are located in a key position between suppliers and consumers. On the one hand, being in direct contact with consumers, they exert significant influence on what products consumers want to buy, and how they use and dispose them. On the other hand, they reach out to suppliers worldwide. In a way, they act as gatekeepers determining which goods and services to be offered and how they should be produced. 04/01/09
ROLE OF RETAILERS Retailers operations are increasingly complex, multifaceted and international structures. They act as intermediaries between producers and final consumers, and many have the power to exert influence along the entire vertical chain, everything from the manufacturing process to consumers’ purchasing decisions The guideline manual for retailers towards sustainable consumption and production consist of 12 steps – one for each month. The starting point is to present a business case for sustainability, including financial opportunities and risks, 04/01/09
ROLE OF RETAILERS ATdemand AMUL ØDeveloping ØIntroducing higher value products ØThe distribution network ØManaging the supply chain ØCoordination ØManaging third party service providers ØEstablishing best practices ØTechnology and e-initiatives 04/01/09
PRIMARY DATA FROM Mr.J.B.Baldia who is working as a Amul AMUL retailer for 1 ½ years at the RETAILER AT sector 23 Dwarka Branch New Delhi 110077
Retailers at Amul are known as APO’s (AMUL Products Organser) The main office is in Delhi, Janak Puri C Block New Delhi His main role as a retailer is : Developing Demand in the are for AMUL Products Sell and stock High quality products Establishing best practice 04/01/09
THANK YOU
04/01/09
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