SYNOPSIS

STUDENT DETAILS
Name:
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Dinesh jobanputra
1502010909
MBA
Summer
2016
Semester 4

PROJECT SYNOPSIS DETAILS

Title of the project: Retail Marketing In India

INTRODUCTION
Retailing can be defined as the sale of goods or merchandise, from a fixed location
such as a department store or kiosk, in small or individual lots for direct consumption by the
consumer. Retailing is a well recognized business function which compromises making
available desired product in the desired quantity at the desired time. This creates a time,
place and form utility for the consumer. The success of retailing is depending up on the
efficient supply chain and assortment of merchandise mix.
A well-developed supply chain reduces wastages and transaction cost thereby reducing the
cost of inventories to be maintained by the producers and the traders. A reduction in the
cost of inventory management leads to a reduction in the final price to the consumer.
Retailing has been identified as a key source for promotion of textiles, processed foods,
agricultural and horticultural products.
Recently due to certain demographic and economic changes India retail sector has taken a
new breathe. It has created a lot of opportunities for big corporate houses like Tata and
Reliance etc as well as for many foreign players. As in present scenario Indian retail is in
nascent stage therefore it is not much affecting the small kirana stores but in long run its
affect can be ignore.
Undoubtedly, revolution in retail is good for Indian consumers as well as government as it
will increase the taxes i.e. income for government and consumer will have more choice.
Broadly Indian retail sector can be classified into two segments:
UNORGANIZED RETAILING
Unorganized retailing is characterized by a distorted real-estate market, poor
infrastructure and inefficient upstream processes, lack of modern technology, inadequate

funding and absence of skilled manpower. Therefore, there is a need to promote organized
retailing.

ORGANIZED RETAILING
Organized Retailing can be defined as a form of retailing whereby customers can buy
goods in a similar purchase environment across more than one physical location for verticals
from food, grocery, apparel, consumer durables, jewellery, footwear, beauty care, home
dcor, and books to music.
In organized retailing a proper record is maintain by the government and retailers need to
pay the tax to the government.

SCOPE & IMPORTANCE OF RETAIL MARKETING

Retailing has a tremendous impact on the economy. It involves high annual sales and
employment. As a major source of employment retailing offers a wide range of career
opportunities including; store management, merchandising and owning a retail business.
Consumers benefit from retailing is that, retailers perform marketing functions that makes it
possible for customers to have access to a broad variety of products and services. Retailing
also helps to create place, time and possession utilities. A retailers service also helps to
enhance a products image.
Retailers participate in the sorting process by collecting an assortment of goods and services
from a wide variety of suppliers and offering them for sale. The width and depth of
assortment depend upon the individual retailers strategy.
They provide information to consumers through advertising, displays and signs and sales
personnel. Marketing research support is given to other channels, members.
They store merchandise, mark prices on it, place items on the selling floor and otherwise
handle products; usually they pay suppliers for items before selling ,them to final customers.
They complete transactions by using appropriate locations, and timings, credit policies, and
other services e.g. delivery. Retailing in a way, is the final stage in marketing channels for
consumer products. Retailers provide the vital link between producers and ultimate
consumers.

Largest and fastest growing sector in India.

Modern retailing forms one point stop for all shopping.

Consumer gets a large product variety of brands to choose from one roof.

First it was a sellers market and now its changing to buyers market.

OBJECTIVE OF STUDY

Retailing in India Past, present and future

To study how Indian retailers sell their product?
To study the Future growth potential of Retail Marketing in India.

Which International retailers eyeing Indian market..

To study and analyze the impact of organized retail on sales of unorganized retail
(local kirana stores).

To study the alternative strategy adopted by unorganized stores to minimize the

impact.

To study the challenges faced by organize as well as unorganized retail and also to
draft a suitable roadmap to create a balance between them.

To study the consumers behaviour towards unorganized and organized retail.

To study the futuristic strategy of organized players to build competitive advantages

over unorganized local retail players.

RESEARCH METHODOLOGY

Secondary data collection and their analysis.

Indian retail industry analysis.

Primary data collection through survey method by

questionnaire/ opinions from well knowledgeable experts.

drafting

structured

SIGNIFICANCE OF STUDY
The present study will be of immense help to the corporate executives, professionals
and academicians, especially for the formulation marketing strategies, marketing plan,
control measures, to create competitive environment for the retailers. The present research
work is supposed to be useful especially to present and potential players in Indian retail
market. It will also highlight the potential growth, opportunities, contribution to the national
economy, employability etc.