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8/6/2019 (New) Project for Retail Management
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8/6/2019 (New) Project for Retail Management
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(LOCATION: BIRATI)
Ab Ghar chalana kitna asan
175th ; 6100 sq. ft. (27/03/10)
Serves as a destination as well as a
convenience store for people in and aroundBirati
Micro merchandising is being done as per the
local tastes and preferences
Wednesday bazaar is
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MERCHANDISE MIX V
egetables and fruits Confectionary and chocolates
Biscuits
Breakfast cereals
Chilled foods and beverages
Frozen foods
Grocery Health drinks
Infant food
Ready to fry
Ready to cook
Spices , flavouring agents andcooking aids
Personal care
Homecare
Dairy products
Oils and ghee
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CATEGORY MANAGEMENT Separate area for each category
Focus on ready to eat segment and drinks, personal care, homecare
Category roles (Share of categories)
Destination(5%) Basmati rice, Breakfast cereals, Frozen foods, Pickles,
confectionary and chocolates, stationary and toys
Routine(55%) Grocery, Baby food, Home care, Fabric care, ready to cook ,
Ready to eat, Fruits, Personal care, Dairy, Beverages
Convenience(25%) Cooking aids, frozen foods, snacks ,ready to cook ,
Vegetables
Seasonal(5%) Fruits
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CATEGORY STRATEGIES
Each category placed near to its complementary or related
category
Each category follows well display for pricing along withproduct variants
Traffic
Building
Separate billing areas for certain categories like chocolates Value packs and combo packs for its own private label foods
are there
Transactionbuilding
Private label brands follows separate branding to that of
manufacturer labels Manufacturer brands take separate shelf area and stacks
within the retail
Shelf domination by private labels along with manufacturer
labels in categories' where its own products are there
Image
creation
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Planning Fixtures and Merchandise
Presentation
On-shelf merchandising - Display of
merchandise on counters, racks, shelves, and
fixtures throughout the store
Fixture types: Shelves, Racks, Bins, Stacks
Presentation types: Stacking, Shelving,
Dumping
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Private label brands
Food section:Tasty TreatTasty Treat (ready to eat and ready to cook)
FoodbazaarFoodbazaar wholesale productswholesale products (Grocery, spices)
Golden harvestGolden harvest (Groceries)
Nonfood section:
CleanmateCleanmate (Homecare segment)
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Private Label Brands & Positioning
Tasty TreatTasty Treat:
Positioned as a preferred in-house brand
covering a lot of categories like snacks,chips, biscuits, ready to cook & ready to eat.
Comprises of product categories like:
Biscuit,Sauce,Noodles,Chips,Pasta etc.
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Private Label Brands & Positioning
Food Bazaar WholesaleFood Bazaar Wholesale
Products comprise of Wheat flours, Besan,
Condiments and spices, Pulses and other foodcereals. The brand is positioned as a value
based product with respect to other local
packaged cereals and cooking aids. Predatory
pricing is being followed to increase the
acceptance of the brand.
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Private Label Brands & Positioning
Golden HarvestGolden Harvest
CComprises of premium quality of cereals,
pulses and spices. The brand charges apremium over other brands that are available
in the market. It carries on a skimming
strategy.
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Pricing of Private label brands w.r.t
manufacturer brandsKETCHUP
Tasty Treat(500gms.) 42
Maggi 67
Kissan 67
NOODLES
Tasty Treat 15
Maggi 15
Wiwi 12
Top Ramen 10
Knorr 15
Yippi 12
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Pricing of Private label brands w.r.t.
manufacturer brandsDhaniya
FB wholesale pack 16
JK spices 20
Everest 16
Turmeric
FB Wholesale pack 34
Everest 35
Fresh and pure 35
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Pricing of Private label brands w.r.t
manufacturer brandsBasmati Rice
FB wholesale pack 52
Kohinoor 143
Golden Harvest 132
Indiagate 158
Divya 101
WHEAT (5Kgs.)
FB wholesale pack 95
Ashirvad 115
Pilsbury 109
Ganesh 109
Golden Harvest 114
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Pricing strategy
Value Pricing PromotionalPricing
DifferentialPricing
Bundling
5 kg rice+5 kgsugar+5 kg oil@Rs. 599
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Store layout and design
From Entrance to the Back
Personal Care
Homecare
Biscuits and confectionaries Breakfast cereals
Chill Zone And Frozenfoods
Vegetables
Ready to cook
Cooking aids and spices
Groceries
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Merchandise types & display
Staple (Groceries)
Assortment (Frozen foods, chocolates)
Seasonal merchandise(Fruits and vegetables)
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Fixture and Shelf types
Horizontal Stacks
Vertical Racks
Bins
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Fixture and Shelf types
Shelves Dumping
Vertical Stacking
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Visual Merchandising
Hanging display Category Visual Display
Creating strong identity of each category
Increasing the relevance
Pricing and feature orientation
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Visual Merchandising
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BRAND MIX
HEALTH DRINKS: Horlicks, Complan, Bournvita,Boost
BISCUITS: Sunfeast, Parle, Britannia, Bisk-farm,Horlicks, Nutribar, Priya, Tasty Treat
READY-TO-COOK: aggi, Knorr soup, MTRvariants
SPICES, FLAVORING AGENT & COOKING AIDS:
Everest, Aashirbad, Golden Harvest, Catch,Cook-me
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BRAND MIX
CEREALS : Golden Harvest, Aashish, Ganesh
WHEAT: Food Bazaar wholesale pack, Aashirbad,Pillsbury, Ganesh, Aashish
BREAKFAST CEREAL: Kelloggs, Quaker Oats
SEALED FOODS & BEVERAGES: Pepsi, Coca-Cola,7UP, Thums Up
FRUIT JUICES: Real, Tropicana DAIRY PRODUCTS:Amul (Butter,Cheese,
Shrikhand)
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BRAND MIX
EDIBLE OIL: Saffola, Kachhi Ghani, Emami
Healthy & Tasty
CHOCOLATES: Cadburys, Nestle, Amul, Lotto SAUCES: Kissans, Tasty Treat
BASMATI RICE: India Gate, Kohinoor, Aashish,
F
B Wholesale pack, Golden Harvest
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