Presented By: Raktim Hatai (03) Suman Sekhar Biswal (05) Olivia Dutta (08) Retail On Wheels
Nov 20, 2014
Presented By:
Raktim Hatai (03)Suman Sekhar Biswal (05)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