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Managing
Retailing Wholesaling and Logistics
What are the major trends with marketing
intermediaries ?
SHUBHAM VERMA ,
IIT GUWAHATI
Growth of inter type competition
Different types of store compete for same
consumer by same merchandise.
Competition between store based and non
store based retailing
Online stores send special offers to
customers through mails. Store retailers
have increased their Web presence and
improved the Web based interaction.
Growth of giant retailers
They are crowding small manufacturers who cannot deliver
enough quantity
And dictate powerful manufacturers on how to price and
promote and when to ship . Growing Investment in Technology
• GPS on shopping cars
• Bidirectional infrared sensors
• Electronic shelf labelling – change price
level instantaneously
• Smart shopping carts that tell which item is
in which section
Global Profile of major retailers
Some Examples are :
Growth of Shopper marketing
Influencing the customer at the
time of buying
Trends
( 1) Wholesaler have faced mounting pressure in
recent year for from new sources.
( 2 )They don’t aggressively promote manufacturer’s
product and just act as order takers
(3)Don’t have enough inventory .
(4)Orders are not fulfilled fast enough.
(5)Don’t supply manufacturer with up to date market
(6)Don’t attract high calibre managers .
Trends
( 1 ) Factors facilitating the effective
functioning of logistic industry
integration , confederation ,
technology , legislation and
globalisation.
(2) The 3PLs or the third party
logistics are required to carefully
ascertain the market trend in logistic
industry and accordingly sketch the
plan of action of logistic companies.
"These slides were created by Shubham Verma( IIT Guwahati ) as part of an internship done under the guidance of Prof. Sameer Mathur(www.IIMInternship.com)"