retail formats and retail mix
Post on 08-May-2015
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RETAIL FORMATS AND
RETAIL MIX
GROUP-1
124105-ANANT LODHA124136-RIKIN DOSHI114136- MISHAL GOLECHHA124233- KRUPALI PATEL
Hypermarket
A hypermarket is a superstore combining a supermarket and a department store.
The result is an expensive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise.
They work on the concept of One-stop shopping
They have a huge layout and no frills strategy to entice buyers.
Product Categories in Hyper City
Hyper City has the following categories of goods:
Food & Grocery Health & Beauty
Home & Furniture Fashion
Electronics Toys
Sports Private Brands
Private Brands
In-House Brands
Food and Groceries
Everyday Fresh Basket
Waitrose Terzo
Home
Ebano
Avorio
Fashion
Joojoobs
CITY Style
River inc.
In-House Brands
Hyper City Discovery Card
IntroductionDepartment store are retailers that carry broad variety and deep assortment, offer customer service and organize their stores into distinct department displaying merchandise.
Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai.
Shoppers Stop is one of the leading retail stores ad flagship business of departmental store in India.
Shoppers Stop began by operating a chain of department stores under the name “Shoppers’ Stop” in India. Shoppers Stop has 61 stores across the country.
MerchandisingShoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products.
Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc.
The company also licensees for Austin Reed (London), an international brand.
Format
It is based on the Brick and mortar model.
The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories.
Shoppers Stop launched its e-store with delivery across major cities in India in 2008 & they enter in the Brick & Click model.
Location
It is located in the prime location of the city where young generation foot falls are more.
In Ahmedabad it is located in Alpha One Mall, Vastrapur.
Majority times, they prefer to open store at ground & first floor to attract more customers.
Layout & Design
Free flow layout
Store within a store
Every brand provided with separate area
Billing counter located at the center or back side
No stocking below knee level
Trial rooms at both corners
PromotionFirst citizen card
The name "First Citizen" reflects our commitment to offering you the ultimate shopping experience. As a First Citizen, your shopping experience becomes even more enjoyable with:
Reward Points for every time you shop at Shoppers Stop.
Exclusive benefits & privileges.
Exclusive offers ever so often.
Updates on what you can look forward to shop for at Shoppers Stop.
Gift Voucher
Shoppers Stop is not about shopping, it's an experience you feel. Likewise, Shoppers Stop Gift Vouchers are not about gifting, they symbolise the joy of living!
Personal Gifting , Wish your loved ones on their special days with our Gift Vouchers.
Happy Anniversary, Happy Diwali, Happy Birthday or just congratulate them for their success
PricingShoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price.
Shoppers stop caters to different segments of the consumers.
Human Resource
Every brand had at least one employee
rained and well dressed
Less work force as compared to size of the store.
Reliance Fresh
IntroductionThe super market largely concentrate on selling food related product and considerably smaller in size compared to hyper market.
Their value proposition is different from the hyper market.
This super markets offers relatively less assortment but focuses on product categories.
They focus on convenience and affordability rather on price.
Reliance Fresh
Type: Supermarket
Area: 2000-4000 sq. ft
Fresh and low price Groceries
Private label- own products
Contract farming
It is positioned as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness, with food accounting for the bulk of the business.
Place
Usually located in small commercial complexes close to 3-4 residential areas
Observation: close to cross roads (ex: near anjali cross road)
Enjoy a clear view from the road
Almost in all major areas : Vastrapur, Maninagar, Shahibaug, thaltej etc.
Product RangeProduct Mix consists of Fresh Fruits, Vegetables, Dairy products, Frozen items, Groceries, cosmetics, and daily use products
House hold items
Groceries- only private label
Food and beverages- all premiere brand and private label
Less assortment but focus on specific product categories like vegetables, dairy products, detergents, fruits and daily use items
Strictly vegetarian
Ready to eat items
Presentation
The pure foods convenience store model of Reliance Fresh requires far less space than a full-fledges supermarket
Most of these outlets are about 2000-5000 sq. ft.
Simple, colorful but cramped
Separate entry and exit point
Chocolates and other kids items were nearby cash counter
Vegetables and fruits items were in display near entry gate
Promotion
Main idea- make bulk purchase
Saturday and Sunday are considered as discount and scheme day
Rebates and Premiums focusing on bill value
Audio visual tools been employed
Reliance fresh membership card- Reliance One
Pricing
Low prized private labels
Discount on bulk buying
Measures taken to reduce the length of Supply Chain thereby purchase directly from farmers, which is in turn sent to distribution center
Two times supply of vegetable and fruits daily to ensure “fresh”
Private Labels
Reliance fresh’s shelves provide an indication that the group is looking for higher margins. Most of the staples are under its own private label brand
Very little space given to the big brand owners in the country
Less space: Nestle Maggi, MTR masala, Pepsi, Lay’s Chips
Reason is high marginsPrivate labels offer far better profit margin to the retailer than branded products of FMCG companies
Personnel
They have two shift staff for small stores and three shift staff for larger ones
5 to 6 sales persons per shift
Staff uniform: red, green and blue
1 week training given to staff
Amiable staff but poorly informed
Hyper Market
Advantages
oStocks and sells enlarge number of FMCG
oDifferent brand of merchandise available
oFamily store
Disadvantages
oHuge capital investment and place required for operations
oLack of personal attention
oResemblance of warehouse rather than store
Super Market
Advantages
Located near residential area
Wider variety of goods
Proper personal attention to customers
More attractive look wise
Disadvantages
Costlier product than a hyper market
Less choice availability to consumer
Lack of skillful staff
Thank You
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