The Retail Marketing Mix, Distribution channel and Supply Chain

The slides give a brief description regarding the Retail Marketing Mix, Distribution channel and Supply Chain.

1. Retail Marketing Management The Retail Marketing Mix Retail Distribution channel and Supply Chain Suyash Jain 500043859 BBA-Retail Management

2. Marketing Mix Marketing is an underlying philosophy that guides business activities, but how does a retailer   do  marketing? A retailer must engage in planning , research and analysis before implementing a marketing strategy. At the core of any retail marketing plan is the mix consisting of the six P’s: Product Price Promotion Place Presentation Personnel & Customer Service

3. Retail Ma r keting Mix Product -Merchandise -Brand Name -Store Layout -Quality - Features Price - Value -Cost -EDLP -Markdown -Skimming P romotion - Advertising -Direct Marketing -Sales Promotion -Above the line Promotion -In-Store Promotion P lace - Location -Warehousing -Marketing Channels -Physical Distribution

4. Retail Marketing Mix : M a rk et i ng Mix P RESENTATION - Employee Type & Density -Merchandise Type & Density -Fixture Type & Density -Odors -Sound -Visual Factors Personnel & Customer Services -How Knowledgeable -Good Personal Sales -Trading Up -Suggestion Selling

5. Distribution Channel Of Retailing

6. Selling Directly to Consumers Selling through Retailers Selling through Wholesalers Producer Consumer Producer Retailer Consumer Producer Wholesaler Retailer Consumer Types of Channels

7. Example of Distribution Process

8. Example of Distribution Process RBIL distributes all its products through its common distribution channel, which has a wide and deep reach in the markets and is a key strength of the company. The channel is managed by a well structured sales force, responsible for achieving sales for the entire product portfolio of more than 150 stock keeping units. Antiseptic Liquid is well penetrated market and is sold in over 16 lakh outlets in the country. Over the years, the product has been extended for other disinfection uses and at present secondary usage contributes more volumes of Dettol Antiseptic liquid than the primary first aid usage.

9. Supply Chain Management in Retail

10. Concept of SCM Those activities associates with moving goods from the raw materials stage though to the end user. It not only includes the manufacturer and suppliers but also transport, warehouse, retailers and customer also. These all activities are monitor by the information system .

11. Cycle I Cycle II Cycle III Cycle IV Customer Distributor Manufacturer Supplier Retailer Procurement Customer Order Manufacturing Replenishment Concept View Of SCM

12. Example of Supply Chain in Retail Information Flow Raw Materials RETAILER FACTORY DISTRIBUTOR WHOLE SELLER SUPPLIER Finished Goods

13. Need of SCM in Retail Cost Cutting Time Saving Customer Satisfaction Increase Profit Margins Physical Flows Information Flows Financial Flows

14. Efficient supply chain management P rovides two benefits to retailers and their customers : Fewer stock outs and Tailored assortments. These benefits translate into greater sales, lower costs, higher inventory turnover, and lower mark- downs for retailers.

15. Bibliography Reference Books : Levy & Weitz By U. C. Mathur Internet : Prezi.com Scribd.com Slideshare.net YourArticleLibrary.com