MK0012- Retail Marketing

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ASSIGNMENT

DRIVE	SPRING 2015
PROGRAM	MBADS (SEM 3/SEM 5) MBAFLEX/ MBA (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE & NAME	MK0012- Retail Marketing
BK ID	B1723
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

Q1. Discuss the concept of retail layout and explain the types of retail layouts.

Answer: Store layouts outline location and size of each section, permanent fixtures, if any, movement of lifts and trolleys (in case of heavy merchandise, like furniture) within the store. A floor plan will also depend on the type of merchandise to be stored, location of the building and the overall store design. A good layout plan helps in optimum utilization of all the available resources.

The different types of store layouts are

1. Straight Floor Plan

The straight floor plan is the most common and oldest layout in practice. This layout is inexpensive and easy to follow and may be used in any industry. In this layout, walls and fixtures within the store are used to display merchandise. The floor staff finds this type of floor plan easy to maintain on a daily basis. Figure 3.2 outlines the straight floor plan

Q. 2 Describe the Retail Buying Process in brief.

Answer: Retailing is a business or person that sells goods to the consumer, as opposed to a wholesaler or supplier, who normally sell their goods to another business.  It is a Selling of merchandise directly to the consumer. Retailing began several thousand years ago with peddlers hawking their wares at the earliest marketplaces. It is extremely competitive, and the failure rate of retail establishments is relatively high. Price is the most important arena of competition, but other factors include convenience of location, selection and

Q3. Definition of private branding. Also discuss the advantages and disadvantages of private label from a retailer’s perspective.

Answer: A brand placed on products that a large manufacturer has created for a smaller retailer. The smaller retailer places their own private brand label on the final good which was created by a third party manufacturer. Private branding is a cost effective way to gain access to producing a product without requiring a large manufacturing or design team.

A private brand is a product that is exclusively manufactured for a retailer. The retailer will market the product under its own brand name. Prices

Q4. What is E-tailing? Describe the advantages and disadvantages of E-tailing.

Answer: Electronic retailing (e-tailing) is a buzzword for any business-to-consumer (B2C) transactions that take place over the Internet. Simply put, e-tailing is the sale of goods online. Companies like Amazon and Dell created the online retail industry by putting the entire customer experience - from browsing products to placing orders to paying for purchases - on the Internet. The success of these and other companies encouraged more traditional retailers to create an online presence to augment their brick-and-mortar outlets.

E-tailing requires businesses to tailor traditional business models to the rapidly changing face of the Internet and its users. E-tailers are not restricted

Q. 5 Price is a highly sensitive and visible part of retail marketing mix. Retailer’s overall profitability depends on Pricing. It plays an important role in strategic decision making process. Explain various pricing strategies are adapted by the retailer according to the situation.

Answer: Retail price is the price that a coin dealer will charge you to purchase a particular coin. This is sometimes referred to as "price". The money that a coin dealer will pay you for your coins is referred to as the "coin's value."The price the end user of a product pays. That is, if one buys a vacuum in order to use it instead of to sell it to another store, one likely pays the retail price. The retail price includes all expenses the retailer incurs, plus a mark-up.

The pricing strategies are:

Q. 6 Describe any three Rural retail strategies in brief.

Answer: Retailing can be defined as the set of activities that markets products or services to final consumers for their own personal or house hold use. This is done by organizing the availability of goods and then supplying them to consumer on a relatively small scale.The rural population dominates the Indian market with over 720 million consumers (70% of the total population) spread across 0.63 million villages in the country18.

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