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STUDY ON THE ROLE OF RETAILERS WITH

SPECIAL REFRENCE TO AMUL

ASHER JOSEPH
8NBGG175

11/25/09
What is retailing ???
Retailing is a business activity
that involves selling
products/services to customers for
their non commercial, individual
or family use. Normally, retailing
is the last stage of the distribution
process.

Over the past few years,


industrial giants like TATA’s
(Westside), Eureka Forbes, RPG,
Pantaloons, Big bazaar, Shopper’s
stop and Lifestyle have made a
foray into the Indian market. The
association of these 11/25/09
big names
Types of Retailers

11/25/09
On the basis of
ownership
Retailing based on ownership

primarily includes independent


retailers, where a single retailer owns
only a single retail unit. In India we
have lakhs of retailers owning a
single retail unit.

Chain Retailership: These retailers


own several retail outlets. Purchasing


decisions and activities are carried
out centrally for these various outlets.
Examples of Chain Retailership are
Food world and Pantaloons.

Leased Department: A retailer


takes a portion of a major store or


outlet on lease or rent and is
responsible for decorating his section
of the store. In return for the leased
or rented space, the retailer pays an
equal amount equal to a percentage
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On the basis of
ownership
Vertical Marketing Units : A

vertical marketing unit comprises all


the levels of independently owned
businesses along a channel of
distribution .In a Vertical Marketing
Unit all the three functions of
business
 Manufacturing
 Wholesaling
 Retailing

Consumer Cooperatives: They are


retail outlets that are owned and


operated by a group of consumers.
The representatives of these
consumers look after the day to day
operations of the retail outlet. Anand
Milk Producers Union Limited (AMUL)
and Delhi based Mother Diary are
examples of consumer cooperatives.
My Project is covering the live
example of AMUL with11/25/09
reference to
Extent of Products Lines
Handled
Specialty Stores: Specialty stores

offer wide a wide selection of


specially chosen goods pertaining
to a single product line. Thus these
stores provide a narrow product line
but a wide assortment of choice
within this product line

Department stores: Department


stores are the general merchandise


retailers with considerably large
retail space with separate sections
allocated for food stuff, cosmetics,
clothing and so on.

Discount Stores: Discount stores


are similar to the department


stores, except that these stores
offer products at less than retail
price. The purpose of doing so is to
obtain profits on large11/25/09
volume sales.
E x te n t o f P ro d u cts L in e s
H a n d le d
Supermarkets: Supermarkets
are retail outlets that are based
on the concept of self service.
The customers can pick up
products they want on their
own, from a variety of products
displayed on the shelves. Food
World and Trinetra are
examples of Supermarkets.
 

Hypermarkets: Hypermarkets

are a recent phenomenon In


India. These are very large
supermarkets with the shop
floor area between two to three
lakh square feet. 11/25/09
Based on the service vs.
Goods retail Strategy Mix
Retailing business can be
classified into goods and services.
In goods retailing, physical
products are sold such as
groceries. In services retailing the
consumer does not get ownership
of the product. However he has
the access to the services such as
travel agents.
 

Service retailing can again be

further subdivided into the


following categories:
Ø Rented goods services
Ø Owned goods services
Ø Non goods services11/25/09
Non –store based Retailing
 

11/25/09
ROLE OF RETAILERS
Retailers have significant

potential to affect change in


society like no other industry, as
they are located in a key position
between suppliers and
consumers.

On the one hand, being in direct


contact with consumers, they


exert significant influence on
what products consumers want to
buy, and how they use and
dispose them.

On the other hand, they reach


out to suppliers worldwide. In a


way, they act as gatekeepers
determining which goods and
services to be offered and how
they should be produced.
 11/25/09
ROLE OF RETAILERS
Retailers operations are
increasingly complex, multi-
faceted and international
structures. They act as
intermediaries between producers
and final consumers, and many
have the power to exert influence
along the entire vertical chain,
everything from the manufacturing
process to consumers’ purchasing
decisions

The guideline manual for retailers


towards sustainable consumption


and production consist of 12 steps
– one for each month. The starting
point is to present a business case
for sustainability, including
financial opportunities and risks,
as well as to overview11/25/09
the process
ROLE OF RETAILERS
AT AMUL
Ø Developing demand
Ø
Ø Introducing higher value
products
Ø
Ø The distribution network
Ø
Ø Managing the supply chain
Ø
Ø Coordination
Ø
Ø Managing third party service
providers
Ø
Ø Establishing best practices
Ø 11/25/09
PRIMARY DATA FROM
RETAILER AT AMUL
Mr.J.B.Baldia who is working as a

Amul retailer for 1 ½ years at the


sector 23 Dwarka Branch New
Delhi 110077

Retailers at Amul are known as


APO’s (AMUL Products Organser)


The main office is in Delhi, Janak


Puri C Block New Delhi


 His main role as a retailer is :


ü Developing Demand in the are for


AMUL Products
ü
ü Sell and stock High quality products
ü
ü Establishing best practice
11/25/09
THANK YOU

11/25/09

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