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Presentation By:
Ankit Verma
Rohit Sharma
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‡ he Indian retail industry has been riding a wave for the
last couple of years.

‡ According to a latest report, retail sales are expected to


rise from US$ 343 billion currently to US$ 543 billion.

‡Reliance Fresh, Subhiksha, Vishal Retail, Spencer¶s,


More, Big Bazaar and many more have entered India
since the modern format retail concept began.

Source: www.trak.in
˜   !

‡he expanding middle and upper class has played a big


role in the expansion of existing modern format stores
and entry of new ones

‡ But, ³-
   
"#

‡ he answer is a big r


r   r$

‡  , which runs the retail stores across India, is


battling for survival. It has negotiated its rentals in many
cities but now it is planning to close its stores

‡ UK retailer   is pulling out of India

‡ | is not doing that well

‡Same is the case with  and Aditya Birla


group¶s % 
r$

‡ Future Group¶s i i& has bucked the trend though it


is resorting to new ways to boost sales
‡ It is trying to rent expensive clothes for special occasions.
It is also in talks with ˜
 for a cash-and-carry set-up
‡% %  group has quietly entered the
retail space with its % '% 
‡Bharti has collaborated with WalMart for a cash and carry
business and has named its stores as i % 
( 
( (  "

‡Since organized retail is pretty new in India, no body knows what


really works
‡ But there are few trends if we look closely-
ü i i&   Which means their store format, which is a
rip-off of Saravana Stores in Chennai, is something worth paying
attention to.
)   like the Subhiksha format or the Reliance Fresh
format did not work. he profitability is not there for that small a
space.
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+  
    

‡Subhiksha was started by R. Subramaniam, an IIM A


and II Chennai alumnus with its first store at Chennai

‡ It was a discount store at prices which were much


lower than other retail outlets

‡Subhiksha started with 1 store in 1999, In 2004, they


opened 164 stores all over amil Nadu & Pondicherry
and had grown to more than 1665 stores by 2009.
   
 

‡ Focus on the lower & upper middle class

‡ Offer a better ambience than typical general stores

‡ Prices were 8% less than the MRP

‡ Inform customers about promotional offers

‡ Store keepers help buyers in purchase decision


   ˜   !

‡Subhiksha had ˜˜, (  & &


- as its investors.

‡ ¢verything seems to be in the right place.

‡ So (    $ "


    

Subhiksha made an extensive research on consumer behavior


and found that offering the branded goods at a lower price
could make them stand in competitive retail industry

‡ m $  Subhiksha positioned itself as Discount/Value


Retail Chain with theme as ³Why pay more when you can
get for less´

‡   Its consumers started relying on it to deliver larger


savings
˜   !

‡   It focused on the concept of constantly


sustainable low pricing so that regular customers see the
same low prices month after month and buy with an
assurance that they are going to save
  

‡Subhiksha and its format was viewed to be the best suited to the
Indian market for food & grocery retail
‡It opted for a format of discount store at prices much lower than
Kirana (Mom & Pop) Stores and other retail outlets

‡heir approach was a combination of the Indian kirana shops with


the efficient supply chain of a large retailer
‡ Subhiksha's shops were no-frills (sub-500 sq ft, non-AC)
˜   !

‡hey did not allow consumers to walk through the store to


browse products (no aisles ± no wasted area)

‡hey planned to be well distributed (aimed to have a store


within 1 kilometer of any household)

‡Subhiksha focused on selling FMCG, fruits and vegetables,


medicines and lately mobile phones
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    r   
 

Convenience Yes Yes

Store Location 2Km in radius 1Km in radius

Product Range Grocery, Perishables, Grocery, Perishables


Pharma, Mobiles

Prices 5-10% low than MRP MRP


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    r   
 
Positioning Discount Store Pop & Mom Store

Store Format No touch and feel No touch and feel


offered offered

Brand Image Low Pricing rust and


Relationship
Quality OK OK

Strengths ¢veryday low prices Credit provided and


365 days Customer relationship
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‡here are several things which went wrong in


Subhiksha¶s case but 2 points are to be noted:

ü       

) m
  
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‡   - $- he founder of 2Win Group says-

Ô  

       


 

Ô 
   
  
      ! " # 
$
 !   "     !
%    !  
 ! % 

 
    !   "  

Ô  !     $ 

   
 m | Ë
Ë / 

‡ Reason 1-

^ 
  



 

‡ Reason 2-

     0$


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‡ Reason 3-

/     

‡ Reason 4-

1     


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‡ Reason 5-

  %

‡ Reason 6-

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‡Before opening the 500th store they would have


checked whether people were buying medicines from
them or going to the medical shop round the corner.

‡Before opening the 1000th store they would have


checked whether people were buying a mobile from
them or from a specialized mobile store.
˜   ˜   !

As Indian customers, we all would rather go to


a store which has a specialization for the thing
we want to buy.

        


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‡http://www.chennaibest.com/cityresources/home_needs/profile02.asp

‡http://www.economictimes.indiatimes.com/articleshow/2456436.cms

‡http://www.thehindubusinessline.com/2007/07/26/stories.htm

‡http://www.indiaretailbiz.com/blog/category/indian-retailers/subhiksha-
subramanians/

‡http://www.livemint.com/subhiksha.htm

‡http://www.trak.in
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