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Shiny Provision Store: Retailing
Challenges in the Indian Context
Brought to you By
Devanand
Manoj Jones Raj
Rajiv Subramo...
Recommend strategies to assist Anandan and strengthen the position in the retail
Industry and compete with modern Retail o...
GROWTH OF RETAILING
Kirana Shops are like “mom and pop” shops of the west.
Ranges from 25 to 400 sq.ft
Both Branded and...
Kirana Shops Vs Modern Retail Outlets
(Research Study)
• 100 Respondents
• 50 From Reliance Fresh Area (Modern Retail)
• 5...
Reasons for selecting Shiny Provision Store
• Located in the main area of BTM Layout and were situated two
kilometers apar...
Categories Reliance fresh Shiny provision store
Average monthly
expenditure
High
Low
Branded
Consumption pattern
Unbranded...
Income range
Average monthly
expenditure per HH
No. of
Households Monthly expenditure
<10000 4575.16 3000 INR 13,725,480
1...
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
<10000 10000-20000 20000-30000 300...
Retail Image Dimensions
• Aesthetic image/Physical settings/Display
• Product/Brand image
• Merchandise/stocks/variety
• S...
Aesthetic Image
Income in INR Reliance Fresh Shiny Provision
<10,000 4.30 3.00
10,000-20,000 3.80 4.12
20,000-30,000 3.51 ...
Product/Brand Image
Income in INR Reliance Fresh Shiny Provision
<10,000 4.33 4.43
10,000-20,000 3.38 4.65
20,000-30,000 3...
Merchandising/Stock/Variety
Income in INR Reliance Fresh Shiny Provision
<10,000 4.42 3.39
10,000-20,000 3.52 3.21
20,000-...
Store Service
Income in INR Reliance Fresh Shiny Provision
<10,000 4.00 3.29
10,000-20,000 3.56 3.34
20,000-30,000 3.73 2....
Store Personnel
Income in INR Reliance Fresh Shiny Provision
<10,000 3.78 3.38
10,000-20,000 3.89 3.20
20,000-30,000 3.83 ...
COMPARISON
Aesthetic
Image
Product/Brand
image
Merchandising Store
service
Store
personnel
Reliance
Fresh
HIGH LOW HIGH HI...
Psychological Ratings
• Three Dimensions
• Activities (A)
• Interest (I)
• Opinions (O)
Activities
Income (In INR) Reliance Fresh Shiny Provision Store
< 10000 3.74 3.24
10000 – 20000 3.54 3.11
20000 – 30000 3....
Interests
Income (In INR) Reliance Fresh Shiny Provision Store
< 10000 3.87 2.88
10000 – 20000 3.57 3.25
20000 – 30000 3.4...
Opinions
Income (In INR) Reliance Fresh Shiny Provision Store
< 10000 3.78 3.14
10000 – 20000 3.60 3.32
20000 – 30000 3.47...
Hybrid Grid
Demand Generation Tasks Reliance Fresh Shiny Provision Store
Information More Moderate (Sometimes Low)
Communi...
RECOMMENDATIONS
 Concentrate on 10,000-20,000 monthly income earners (Highest Sales Potential)
Give shelf space for star...
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Shiny Provision Store - Retail challenge for a kiraana store

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The case has been analysed and the patterns of the people in the bangalore sub urban area has been shown with the monthly retailing sales potential. Also retail image dimensions and psychological ratings are presented.

Publicado en: Marketing
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Shiny Provision Store - Retail challenge for a kiraana store

  1. 1. Shiny Provision Store: Retailing Challenges in the Indian Context Brought to you By Devanand Manoj Jones Raj Rajiv Subramoniam Gayathri Priyadharshini
  2. 2. Recommend strategies to assist Anandan and strengthen the position in the retail Industry and compete with modern Retail outlets. INDIAN RETAILING SCENARIO Major Retail forms include 1. Fairs 2. Shandies 3. Village Shopkeepers 4. Public Distribution System (PDS) OBJECTIVE
  3. 3. GROWTH OF RETAILING Kirana Shops are like “mom and pop” shops of the west. Ranges from 25 to 400 sq.ft Both Branded and unbranded. MODERN RETAILING FORMS Organized Retailing : • Transparency in Accounting. • Organized SCM. Unorganized Retailing: • Operated by a single Owner. • Lacks Technical Standards. • Lacks Accounting standards.
  4. 4. Kirana Shops Vs Modern Retail Outlets (Research Study) • 100 Respondents • 50 From Reliance Fresh Area (Modern Retail) • 50 From Shiny Provision Store (Kirana Store) • Reliance Fresh Area – 3,000 to 3,500 Square Feet • Shiny Provision Store Area – 600 to 1,000 Square Feet • Survey Conducted on three aspects • Retail Store Image • Demographics • Psychographics
  5. 5. Reasons for selecting Shiny Provision Store • Located in the main area of BTM Layout and were situated two kilometers apart. • Stocked several kinds of groceries and FMCG. • Had a mix of both branded and unbranded products. • Appropriate for comparison. • Door delivery service, mobile/phone delivery. Assumptions • Same kind of demographic and lifestyle preferences. • Consumer loyalty
  6. 6. Categories Reliance fresh Shiny provision store Average monthly expenditure High Low Branded Consumption pattern Unbranded Percentage expenditure on groceries/vegetables and fruits High Low
  7. 7. Income range Average monthly expenditure per HH No. of Households Monthly expenditure <10000 4575.16 3000 INR 13,725,480 10000-20000 7722.3 2300 INR 17,761,290 20000-30000 9678.57 1100 INR 10,646,427 30000-40000 10136.47 900 INR 9,122,823 40000-50000 13748.72 700 INR 9,624,104 >50000 16500 500 INR 8,250,000 Total INR 69,130,124 Retailing sales potential in the Bangalore Suburban area
  8. 8. 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000 20000000 <10000 10000-20000 20000-30000 30000-40000 40000-50000 >50000 Retailing Sales Potential Average monthly expenditure per HH No. of Households Monthly expenditure
  9. 9. Retail Image Dimensions • Aesthetic image/Physical settings/Display • Product/Brand image • Merchandise/stocks/variety • Store Service • Store personnel/Service/Behaviour
  10. 10. Aesthetic Image Income in INR Reliance Fresh Shiny Provision <10,000 4.30 3.00 10,000-20,000 3.80 4.12 20,000-30,000 3.51 2.90 30,000-40,000 3.81 2.96 40,000-50,000 3.74 3.76 >50,000 4.06 3.08 TOTAL 3.87 3.14
  11. 11. Product/Brand Image Income in INR Reliance Fresh Shiny Provision <10,000 4.33 4.43 10,000-20,000 3.38 4.65 20,000-30,000 3.25 4.94 30,000-40,000 3.75 4.38 40,000-50,000 3.58 4.64 >50,000 3.42 4.63 TOTAL 3.62 4.61
  12. 12. Merchandising/Stock/Variety Income in INR Reliance Fresh Shiny Provision <10,000 4.42 3.39 10,000-20,000 3.52 3.21 20,000-30,000 3.68 2.97 30,000-40,000 3.78 3.53 40,000-50,000 3.81 3.18 >50,000 3.96 3.44 TOTAL 3.86 3.29
  13. 13. Store Service Income in INR Reliance Fresh Shiny Provision <10,000 4.00 3.29 10,000-20,000 3.56 3.34 20,000-30,000 3.73 2.39 30,000-40,000 3.66 3.34 40,000-50,000 3.83 3.61 >50,000 4.29 3.75 TOTAL 3.84 3.29
  14. 14. Store Personnel Income in INR Reliance Fresh Shiny Provision <10,000 3.78 3.38 10,000-20,000 3.89 3.20 20,000-30,000 3.83 3.11 30,000-40,000 3.92 3.67 40,000-50,000 3.62 3.57 >50,000 3.89 3.08 TOTAL 3.82 3.33
  15. 15. COMPARISON Aesthetic Image Product/Brand image Merchandising Store service Store personnel Reliance Fresh HIGH LOW HIGH HIGH HIGH Shiny Provision Store LOW HIGH LOW LOW LOW
  16. 16. Psychological Ratings • Three Dimensions • Activities (A) • Interest (I) • Opinions (O)
  17. 17. Activities Income (In INR) Reliance Fresh Shiny Provision Store < 10000 3.74 3.24 10000 – 20000 3.54 3.11 20000 – 30000 3.32 2.93 30000 – 40000 3.43 3.19 40000 – 50000 3.72 3.67 >50000 3.52 3.03 Total 3.54 3.19  Shopping With Friends  TV  Loyalty Programs
  18. 18. Interests Income (In INR) Reliance Fresh Shiny Provision Store < 10000 3.87 2.88 10000 – 20000 3.57 3.25 20000 – 30000 3.44 3.13 30000 – 40000 3.38 3.33 40000 – 50000 3.61 3.52 >50000 3.81 3.25 Total 3.61 3.22  Prize in Event Marketing  Restrooms  Special Offers  Events by RJs and VJs
  19. 19. Opinions Income (In INR) Reliance Fresh Shiny Provision Store < 10000 3.78 3.14 10000 – 20000 3.60 3.32 20000 – 30000 3.47 2.99 30000 – 40000 3.61 3.39 40000 – 50000 3.69 3.65 >50000 3.77 3.54 Total 3.65 3.54  Good Lighting and Space  Credit Card Points  In-Shop Announcements  No Billing Mistakes  Exclusive Sales Promotion Offer  Convenience
  20. 20. Hybrid Grid Demand Generation Tasks Reliance Fresh Shiny Provision Store Information More Moderate (Sometimes Low) Communication More Moderate (Sometimes Low) Price Agreements No Yes Place Orders Yes Yes Returning No Yes Home Delivery Yes Yes Discounts Periodical Any Time
  21. 21. RECOMMENDATIONS  Concentrate on 10,000-20,000 monthly income earners (Highest Sales Potential) Give shelf space for startup products since their products will be good and process will be less than that of Market leader. (An attempt to attract people with monthly income of 10k to 20k and below)  Advertisement focusing local areas  Improved Service  Focus on Psychographic Dimensions  More offers on sales Loyalty Programs

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