Retail and Brand Management. Analyzing non-store retailing in India

ASSIGNMENT-3

Analyzing non-store retailing in India

RETAIL AND BRAND MANAGEMENT

Types of non- store retailing

Direct selling- by salesmen

Tele marketing- through telephone

Auto-mated vending- via vending machines

Direct marketing- through direct advertising

Electronic retailing- through apps, web domains

Tycoons of non-store retailing

E-bay

Amazon

Snapdeal

Cola-con

Amway

Pet fed India

Tupperware

S.W.O.T analysis

Strength

Weakness

Opportunity

Threat

S.W.O.T analysis- Strength

Customers: 1. less time consuming 2. accessibility 3. product diversity 4. effortless shopping 5. ease of comparing two products

Non-store retail 1. less(er) investment 2. more opportunity 3. good targeting 4. better advertising 5. no operation hours

S.W.O.T analysis- Weakness

Customers: 1. long process of returning 2. wait for delivery 3. trust issues 4. absence of experiential shopping 5. decision making- difficult

Non-store retailing 1. lack of interpersonal relationship 2. distinguishing themselves from frauds (phishing) 3. delivery issues 4. target market restricted to internet users only 5. cannot get instant feedback

S.W.O.T analysis- Opportunity

1. Works in spans of a minute 2. Next big choice of the people 3. elimination of physical stores in future 4. expansion of app marketing: promotions 5. shopping apps available on every digital screen 6. overseas 7. ease of category expansion

S.W.O.T analysis- Threats

1. The internet might crash someday 2. Phishing 3. Stores with high visual merchandizing 4. Non-sustainable packaging methods 5. Damage in the process of delivery 6. Services: Physical Store

7 P’s of retail marketing mix Product

Price

Place

Promotion

Packaging

Physical evidence

People

7 P’s of retail marketing mix: Product

1. More categories 2. Diverse products in each category 3. Product segmentation: Gender Price Relevance New Arrivals

7 P’s of retail marketing mix: Price

1. Wide range 2. Claims of being cheaper than the MRP 3. Discounts/ Offers

7 P’s of retail marketing mix: Place

1. No physical stores for the customers to visit

2. Warehouses 3. Customer care center 4. No glitter and glamour

7 P’s of retail marketing mix: Promotion

Use various means of promotions

Linking to social media eg. Instagram, facebook

Through salesmen

Tie-ups with telephone companies

Advertising on digital channels: television, youtube

Via E-mails

Free subscription, free catalogue: post/ e-mail

7 P’s of retail marketing mix: Packaging

The most important part of the system

Has to be: cheap efficient strong durable all weather durable

Simple and quick

7 P’s of retail marketing mix: Physical Evidence

1. Non-existing (usually)

2. A head office operates and supervises the sales 3. Installations in public places are common

7 P’s of retail marketing mix: People

Customers: Target Market

Celebrities: For brand/product promotions

Salesmen

Marketing Strategy Competitive pricing

Ease of product accessibility

Expansion

Promotions that leave an impact

Target every age/ gender/ religion

Persuasive marketing

The Forecast 1. More scope 2. More accessible 3. Elimination of physical store 4. People: over the trust issues customer touch points: not very important 5. Non-retail Now- Trending In the times to come- Need 6. Elimination of Visual Merchandising

Thankyou

Tiru Sharma

Fashion Communication