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1. Retail Marketing in India

2. Introduction
Meaning
Five pillars of retail marketing
Nature of retail marketing
Objective of retail marketing
Retail marketing strategy
Retailing in India-Trends & opportunities
Future of retail in India
Conclusion

3. Meaning
 Retail marketing is comprised of the
activities related to selling products
directly to consumers through channels
such as stores, malls, kiosks, vending
machines or other fixed locations,
according to the Free Dictionary. In
contrast, direct marketing to consumers
attempts to complete a sale through
phone, mail or website sales.

4. Five pillars of retail marketing
Heoxard Berry describes five important actions for Retailers.
These actions, demand pillars, sound simple but are often
difficult to implement.
Solve customer’s problems.
Treat customers with respect.
Connect with customer emotions.
Set the fairest (not the lowest) price.
Save customer’s time.
Retailers should always keep these pillars in mind when
conducting business. As the work force becomes more diverse
and the retail environment continues to changes, consumer’s
needs are rapidly changing.

5. Nature of retail marketing
Retail marketing is therefore a philosophy and is all
about satisfying the customers
What the customers regard as value and what they buy is
decisive.
What the customers buy determines the nature of the
retailer’s business.
Retailers must take the customers’ needs into
consideration in retail operation.
In making retail marketing decisions, retailers must
consider the needs of the customers.

6. Objective of retail marketing
The retail marketing objective is a
performance parameter which has been
explicitly stated.
It can be stated in quantifiable terms and
time terms so that results can be measured
against it.
Three types of retail objectives
include:
1.Basic objective – those which defines
retailer’s long-term purposes.
2.Goals – those which the retailer must
achieve to be successful
3.Targets – short-term goals that require
immediate achievement.

7. Retail marketing strategy
 A retail marketing strategy refers to how a store and its products sell
goods to its target customers
 Each type of retail business has to make decisions about all the
details of its marketing mix. A marketing mix consists of the product,
price, place, promotion and packaging
 All retail marketing strategy decisions should consider the target
customer as well as the company's profit
 Common retail marketing strategies involve how products and stores
are positioned and differentiated. A
differentiation retail marketing strategy focuses on products that
can stand out from the others competing for the attention and
dollars of the target market

8. Retailing in India-Trends &
opportunities
 The Emergence of Retailing in India has more to do with
the increasing purchasing power buyers, esplically post-
liberalization increases in product variety and the increasing
economies of scale with the aid of modern supply and
distribution management solutions.
 The current retailing revolution has been provided an
impetus from multiple sources. The “Revolutionaries” include
many commotional stores upending themselves to modern
Retailing, companies in competitive environment entering the
market directly to ensure exclusive risibility for their products
and professional chain stores coming up to meet the need of
manufacturers. Attractiveness, accessibility and absorbability
seen to be the key offering of the Retailing chain.

9. • Emerging Trends:
 The single most important evolution that took place
along with the Retailing evolution was the rise and fall
of the dotcom companies, more importantly, the very
nature of the customer segment being addressed was
almost the same. The computer – Sway individual was
also a scale- sector of the store.
 Internationally, the concept of net shopping is yet
to be proven. Now ever, the size of the direct market
industry is too limited to deter the Retailers, for all
comenience that it offers, electronic retailing does
not suit products where “look” and “see” attributes
are of importance.

10. Future oF retail in india
In future the more dual income families, the
consumer’s ability to spend will increase, but at the
same time it is predicted that the time available for
shopping will go down, in such scenario, the retailers
will have to take steps to develop shopping as an
experience, though the more successful retailers will
be those that will provide faster service.
Thereby to succeed in retailing, current and future
retailers must be able to adopt a constantly changing
environment, successfully retailers are able to
anticipate and adapt to change.

11. ConClusion
It would be important to note, however that
the retailing industry in India is still a
“protected industry”. Given the current
trend in liberalization, it will not the long
before the Retailing sector also thrown
open to international market. This will see
a further segregation of international
retailing brands.