7p's of retailing

RETAILING

RETAIL

The process of selling consumer goods

and/or services to customers through

multiple channels of distribution to earn

a profit.

RETAILING

Philip Kotler “Retailing includes all the activities

involved in selling goods and services to the final

consumes, for personal, non-business use. A retailer

or retail store is any business enterprise wholesales

volume comes primarily from retailing.

RETAIL MANAGEMENT

The various processes which help the customers

to procure the desired merchandise from the

retail stores for their end use refer to retail

management.

EVOLUTION OF RETAIL IN INDIA

Traditional

Formats

Haats

Melas

Mandis etc.

Established

formats

Kirana shops

Convenience/

department stores

PDS/

fair price shops

Pan/ Beedi shops

Emerging

Formats

Exclusive retail outlets

Hypermarket

Internal retail

Malls / Specialty Malls

Multiplexes

Fast food outlets

Service galleries

THE SERVICE PROVIDE BY THE RETAILER

CAN BE CLASSIFIED IN TO THREE CATEGORY

Self-Service

Assorted-Service

Full-Service

Access to Customers

Access to Product

ESSENTIAL CHARACTERISTICS OF

RETAILING

o Direct interaction with customers:

o Small purchases:

o Instrument of marketing communication:

TYPES OF RETAILING:

Types of Retailing.

Organised Unorganised

ORGANISED TYPE OF RETAILING:

o Convenient Store

o Discount Store

o Specialty Stores

o Department Stores

o Cash & Carry

o Hyper Market/ Super

Market

o Shopping Malls

UNORGANIZED TYPE OF

RETAILING:

o Mom-and-pop stores

o Vending

o Kirana

7Ps of Retailing

1. PRODUCT

General Merchandisers.

Multiple Lines Specialty Merchandisers.

Single Line Specialty Merchandisers.

2. PRICE

Market penetration pricing strategy

High price strategy

Cost-oriented pricing strategy

The strategy of prices adjustment to market conditions

Competition-oriented price strategy

3. PLACE

Retailing is the final business in a distribution

channel.

4. PROMOTION

Advertising

Public relationship

Personal selling

Sales Promoting

5. PHYSICAL EVIDENCE

6. PEOPLE

The success of retailing is depend on the qualit of

employee .

7. PROCESS

Process must help the customers to get what they

want & it also should minimize the purchasing

time.

CONCLUSION

MAJOR CONCERNS

Ability to Acquire the Right Products

Product Presentation

Traffic Building

Layout

Location

Keeping Pace With Technology