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
Marketing
Mix
Product
-Merchandise
-Brand Name
-Store Layout
-Quality
-Features
Price
-Value
-Cost
-EDLP
-Markdown
-Skimming
Promotion
-Advertising
-Direct Marketing
-Sales Promotion
-Above the line
Promotion
-In-Store
Promotion
Place
-Location
-Warehousing
-Marketing Channels
-Physical Distribution

4. Retail Marketing Mix
:
Marketing
Mix
PRESENTATION
-Employee Type & Density
-MerchandiseType &
Density
-Fixture Type & Density
-Odors
-Sound
-VisualFactors
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
MANUFACTURER C & F AGENTS DISTRIBUTOR RETAILERS CUSTOMERS
 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 III
Customer
Distributor
Manufacturer
Supplier
Retailer
Concept View Of SCM

12. Example of Supply Chain in Retail
Information Flow
Raw Materials
RETAILERFACTORY DISTRIBUTOR WHOLE SELLERSUPPLIER
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
Provides two benefits to retailers and their customers:
(1) Fewer stock outs and
(2) Tailored assortments.
These benefits translate into greater sales, lower costs,
higher inventory turnover, and lower mark- downs for
retailers.

16. Bibliography
Reference Books : Levy & Weitz
By U. C. Mathur
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