INTRODUCTION TO RETAIL INDUSTRY

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry.

The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof.

A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized Retail sector in India. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the India Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern retail in India could be worth US$ 175-200

billion by 2016. The Food Retail Industry in India dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7 billion business, growing at over 20 per cent per year. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favorable and the emerging technologies facilitating operations.

LIST OF INDIAN RETAILING BRANDS

1. Easy Day 2. More 3. Sahara Q Shop 4. Big Bzaar 5. Wallmart 6. V Shope 7. Shopify 8. E bay 9. Home shopee 10. Star CJ Alive

EASY DAY
easyday stores are one-stop shops that cater to every familys day-to-day needs. They bring together a wide range of relevant goods, high quality products and great in-store experience and service, all under one roof. These neighbourhood format stores offer more than 3,000 products at the lowest prices. The wide assortment of goods include personal care products, stationery, household articles, hosiery items, as well as daily-need groceries including staples, processed foods, bakery and dairy products, meat and poultry and fresh produce. easyday Market provides customers everything a great market offers, bringing together a potent combination of the familiar and the innovative, all under one roof. These stores range up to 55,000 sq. ft. and offer thousands of products displayed in a consumer-friendly manner that brings both entertainment and ease to the shopping trip. These include items ranging from apparel for men, women and kids, home furnishings, home ware, cosmetics, a wide range of kids toys, small appliances, mobile phones and stationery. These stores also have live bakery; meat, poultry and fish; farm fresh fruits and vegetables; grocery and general merchandise. Pan-India Footprint: The first easyday store was launched in Ludhiana and easyday Market in Jalandhar in 2008. Currently, there are over 210 stores in cities across Punjab, Haryana, Uttar Pradesh, Uttarakhand, Madhya Pradesh, Rajasthan, Himachal Pradesh, Chhattisgarh, NCR Delhi, Jammu & Kashmir, Maharashtra and Karnataka.

OUR STORES

Through our 3 formats easyday, easyday Market and easyday Hyper, we cater to households shopping needs across Food & Grocery, Home Furnishings, Electronics, Consumer durables and Clothing. At easyday, we aim to provide significant savings to our consumers by being low priced everyday, which means that our customers can be assured of savings every time they visit our stores

INTRODUCTION TO MORE RETAIL MARKIT Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, $40 billion corporation. The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently, Aditya Birla Retail Ltd.expanded its presence across the country under the brand "more." with 2 formatsSupermarket & Hypermarket.

SUPER MARKET more. - Conveniently located in neighbourhoods, more. supermarkets cater to the daily, weekly and monthly shopping needs of consumers. The product offerings include a wide range of fresh fruits & vegetables, groceries, personal care, home care, general merchandise and a basic range of apparels. Currently, there are over 513 more.supermarkets across the country.

HYPER MARKET more.MEGASTORE - is a one-stop shopping destination for the entire family. Besides a large range of products across fruits & vegetables, groceries, FMCG products,more.MEGASTORE also has a strong emphasis on general merchandise, apparels & CDIT.

Currently, fifteen hypermarkets operate under the brand more.MEGASTORE in Mysore, Vadodara, Indore, Mahadevpura, Old Madras Road, Marathalli, Bull Temple Road & 4th Block Jayangar in Bengaluru, Thane, Saroor Nagar, Kukatpally & Banjara Hills in Hyderabad, Rohini & Kirti Nagar in New Delhi & Nashik

Clubmore. - our loyalty program, currently has a strong membership base of over 3 million Clubmore Members.

Aditya Birla Retail Limited currently has employee strength of around 9,000 people. Key functions are headed by professionals with vast retail experience in India and globally.

Quality & Value through own labels: Aditya Birla Retail Ltd provides customers a wide choice of products under its own labels. The objective is to provide quality products at attractive price points to customers. Since quality of the products is of prime importance, stringent quality norms have been set and are followed. All manufacturing partners are the best in their class.

Own label Food Brands more., Feasters, Kitchen's Promise, and Best of India

Home & Personal care brands more., Enriche, 110%, Pestex, Paradise, and Germex

OUR VISION & VALUES Vision : "To consistently provide the Indian consumer complete and
differentiated shopping experiences and be amongst India's Top retailers, while delivering superior returns to all stakeholders".

Values :

Integrity Commitment Passion Seamlessness Speed

PRODUCTS & SERVICES MORE. Food: brings you the entire grocery range for your daily consumption at attractive prices like never before. Try once and the irresistible taste would bring you back to more.!

MORE. Cleaning: brings you the whole range of hygiene, personal care & wash. The new range offers added variants giving you more. choice than ever before!

DAIRY: Milk, Butter, Curd, Ghee, Paneer, Cheese Slices. FOOD: Cornflakes, Choco Marvel, Pickles, Fruit Drinks, Jams, Instant Soups, Honey, Papads, Oats, Pasta.

BEVERAGES: Cola, Premium Tea, Green Tea, CTC Tea, Coffee.

SNACKS: Namkeens, Ketchups, Noodles, Cheese Balls, Vermicelli, Regional specialities, Instant Mixes, Soan Papdi.

STAPLES: Rice, Pulses, Sugar, Salt, Atta, Refined Oil, Wheat, Bread, Spices PERSONAL CARE: Soap, Facial Tissue, Toothbrushes, Liquid Handwash, Deodorants, Shaving razor, Baby Diapers.

HOME CARE: Toilet Cleaners, Phenyl, Surface Cleaners, Scouring Pads, Detergents, Detergent Bars, Dishwash Bars, Tissues, Steel scrubber, Room Freshener, Insect Repellants, Naphthalene Balls, Dishwash Liquid.

STRUCTURE OF RETAIL BRANDS

The retail industry in India is highly fragmented and unorganised. Earlier on retailing in India was mostly done through family-owned small stores with limited merchandise, popularly known as kirana or mom-and-pop stores. In those times, food and grocery were shopped from clusters of open kiosks and stalls called mandis. There were also occasional fairs and festivals where people went to shop. In the twentieth century, infusion of western concepts brought about changes in the structure of retailing. There were some traditional retail chains like Nilgiri and Akbarallys that were set up on the lines of western retail concepts of supermarkets. The government set up the public distribution system (PDS) outlets to sell subsidised food and started the Khadi Gram Udyog to sell clothes made of cotton fabric. During this time, high streets like Linking Road and Fashion Street emerged in Mumbai. Some manufacturers like Bombay Dyeing started forward integrating to sell their own merchandise. Shopping centres or complex came into existence, which was a primitive form of todays malls. Since liberalisation in early 1990s, many Indian players like Shoppers Stop, Pantaloon Retail India Ltd (PRIL), Spencer Retail ventured into the organised retail sector and have grown by many folds since then. These were the pioneers of the organised Indian retail formats. With the opening up of foreign direct investment in single-brand retail and cashand-carry formats, a new chapter unfolded in the retail space. Many single-brand retailers like Louis Vuitton and Tommy Hilfiger took advantage of this opportunity. The cash-and-carry format has proved to be an entry route for global multichannel retailing giants like Metro, Wal-Mart and Tesco.

WHOLESALERS VS RETAILERS
Services provided by the wholesalers to the manufacturers:

They place orders for the product in advance on the basis of expectations regarding the demand for the product. This enables the manufacturer to plan his production and secure the economies of scale.

They may also provide transportation facility by carrying goods from producers to godowns and then to retailers.

They perform advertising and sales promotion activities and also employ expert sales representatives for the purpose.

They provide financial accommodation to manufacturers in the form of cash payments for goods purchased from them as well as provide credit to them.

They keep the manufacturers updated on the changes in customers' habits, tastes, preferences and fashion.

They also play an important role in fixation of the final prices of the goods.

Services provided by the wholesalers to the retailers:

They act as the retailers 'buying agent' and saves them from the trouble of searching out and assembling goods from several manufacturers.

They inform the retailers about the new products, its uses and changes in their prices. They also assist the retailers in advertising and selling of the products.

They provide financial assistance to retailers, sell goods on credit to retailers and thus help them to operate with small working capital.

A wholesaler being the ware-house keeper of the market, they protect the retailers from the risk of loss arising from holding large stocks of the product.

They may also sort out different grades of products according to quality and pack the goods into small lots for the retailers.

ENVIRONMENT ASPECT
Retailers can play an important role in ensuring that greener products meet their potential. By providing greener products, your business will be joining many American companies who are not only helping improve human health and the environment, but also gaining a crucial competitive edge as "greener consumption" increases worldwide. Product and packaging designers, as well as marketing and merchandizing experts can all play a role in creating a more sustainable supply chain. By optimizing product design, leveraging your buying power, and working with your supply chain, you can increase the availability of greener products in a wide range of product categories. BENEFITS Retailers that work with their product supplier partners to offer greener products experience a range of benefits:

New revenue opportunities by catering to new and growing consumer segments

Improved ability to meet environmental goals Improved product safety and reliability risk Cost reductions through increased energy and material efficiency Improved worker safety and health Increased options and sales of environmentally preferable products Improved options for post-consumer recovery of product and packaging materials

PACKAGING DESIGN CONSIDERATIONS

Although packaging often has a smaller environmental impact than the products they contain, the aggregate impact of packaging is still significant and should be addressed. Product (or packaging) manufacturers can reduce the environmental impacts of their packaging by: 1. Evaluating the need for the package 2. Designing a package so that a minimum amount of material fulfills the functional requirements. By reducing the quantity of raw materials used in the packaging, you can minimize its environmental and economic footprint. 3. Increasing the recycled content of the packaging materials. 4. Eliminating toxic constituents. Ensure that all the additives, adhesives, coatings, and inks that get added to the package are safe for human health and the environment. 5. Using packaging materials that can be recycled or composted once they have served their original purpose. Design your package so all components can be easily taken apart and recovered. 6. Supporting materials recovery and recycling. Educate your consumers on what they can do with your package once they no longer need it. Resources: The Sustainable Packaging Coalition , supported by EPA, also provides information and guidance on improving the environmental impacts of packaging.

An Analytical study of the development of Retail marketing in India

THE PROCESS OF STRATEGIC MANAGEMENT
A process in management is defined as a perceptible flow of information through interrelated stages of analysis directed towards the achievement of an aim. There are four basic elements in the process of strategic management;

Environmental scanning Strategy formulation Strategy implementation Evaluation & control

Environmental scanning:
It involves monitoring the environment, & evaluating & disseminating information obtained from the internal & external environments. The aim of this is to identify the strategic factors that may determine the future of the firm. An organization derive several benefits from environmental scanning including the development of a common perception, identification of strengths & weaknesses, an understanding of trends & conditions, & optimum utilization of internal & external information. SWOT analysis is the most commonly used technique for environmental scanning. SWOT is an acronym for the strengths, weaknesses, opportunities & threats faced by a firm. Strengths & weaknesses are within the control of the top management in the long run. Opportunities & threats are external factors that are outside the control of the organization. The key strengths of the firm become the core competencies that the organization can use to gain competitive advantage.

ENVIRONMENTAL SCANNING FOR

INTERNAL SCANNING The SWOT analysis of Big Bazaar is as follows: Strengths: The strengths of Big Bazaar are it is leading and growing at the faster pace. It has many outlets all over India. It has a good customer base.

They launched Big-Bazaar a hypermarket with over 1, 70,000 products as the first offering in value retailing segment. Products are cheaper than the market price by as much as 5 to 60%. Apparels are cheaper by 25 to 60% while the price difference on the other products varies between 5 to 20%. The Big-Bazaar has been positioned to the customer as a place where the customer can shop for each & everything for which if goes to a market. Weakness: Big Bazaar has not yet trapped the whole market. Facing problems due to political environment Opportunities Huge untapped market Threats

 Competition from organized retail players which are in market and emerging like Reliance, shoppers stop, Wal-Mart Competition from local retailers.

EXTERNAL ENVIRONMENTAL SCANNING

Before Big Bazaar coming to India their strategy was to scan the environment & find the location where the Mall should be situated. It will also use various tools such as surveys for getting the preferences of big bazaar. We got the opinion that Big Bazaar sustain in the market or not, where it is situated. For gaining the opinions from the local people they will prepare the questionnaire and get it filled from the people. Then they will form a focus group for getting more and more of information. They can also adopt open forum strategy for environmental scanning. For that purpose we have prepared a questionnaire and collected the data.

Analysis of political and legal factors:

In India there is a political triangle this consist of the municipal corporation which belongs to Indira congress, the other is MLA which belongs to Shivsena and BJP and MP which belongs to the national congress. The congress political people are having contacts with common people and not much concerned with merchants but contradictory to this that the BJP and Shivsena they are having more concern about merchants of the city. As Municipal Corporation is in the hands of congress party and

they are ready to have big bazaar in India that is the reason they are ready to provide some kind of perks to big bazaar they are as follows: Subsidy from octroi, different taxes like land tax and water tax Help in taking over properties and real estate Some concessions from labor laws Socio-cultural factors: Now a days in India also proportion of working womens is increasing and the literacy rate has also increased this will lead into increase in standard of living of people. As people are aware about western culture through various Medias they are very much eager to follow the western culture. People from talukas are coming to India as it is a district place for shopping, taking education, for working etc. this also creates demand. There is a majority of middleclass people in India and it is a most populated district consisting 13 talukas. The major communities in India city are Hindus, Muslims, Christians, Jain, Sindhi and Punjabi.

Economic environment:
As this district is having 13 talukas and most of them are having good agricultural base which ultimately leads to higher seasonal income. Another one is that most of the people who are residing in India they are engaged in various jobs and businesses they is the part of regular income group. So this will lead to higher purchasing power and a huge potential

market. One more advantage to big bazaar coming to India is availability of cheap labor. From the external analysis we came to know that the people residing the India city are in the favor of Big Bazaar coming to India. The location preferred by them is Savedi as it is highly developed and accessible area to all the people.

The Organized Retail Sector Can Be Further Subdivided Into:

INSTORE RETAILERS This type of retail format is also known as the brick and mortar format. These retail stores are in the form of fixed point sale outlets. They are specially designed to lure the customers. There are different types of stores through which the instore retailers operate. RETAIL FORMATS IN INDIA The retail formats in India can be categorized into the traditional and the modern forms. The traditional format includes Karanas, street markets, ki osks and multiple brand stores. The modern format, on the other hand includes supermarkets, hypermarkets, department stores and specialty chains. In discussing about the structure of the retail sector in India we cannot forgo forecourt retailing and trade parks. TRADE PARKS Trade parks are basically business complexes that promote international trade. The global players here have access to the top Indian exporters. To the buyers this would prove to be a boon since they do not have travel to far off towns to enter into business deals with the exporters, especially in places where infrastructure is very poor. By this the exporters not only enhance their visibility but they also enjoy a host of other advantages. They can design libraries, studio etc, in order to attract potential customers.

ANALYSIS OF THE SITUATION

India is standing in the threshold of a retail revolution. The Indian consumer class consists of a 300 million strong bourgeoning middle-class, expected to grow to 600 million by 2010. Overall economic growth and increasing disposable incomes have boosted double-digit growth in consumer spending, enabling retail sales o grow by 50-100% in 2006. According to the India Retail Report 2007, total private consumption reached INR 20,000 billion at current prices in 2006. The share of organized retail stood at 4.6 per cent of the total Indian Retail Value of INR 12,000 billion ($270 billion). However, the organized sector is expected to grow at 35-40% in the next few years as compared to overall retail growth of 7-8%. The potential for introducing international brands, ability to make huge capital investment and ease of setting shop in India is luring foreign players to the industry. Thus, the retail sector will experience an influx of international retail models and quality outlets in the coming few years.

Description of the concept Manufacturers can look at the following alternatives to increase sales volume: 1) Sales promotion and advertising in malls Most supermarkets and hypermarkets promote in-house offers to attract customers. They also spend a lot on visual display of promotions. These costs can be shared by the company, thus increasing their stake in the sales of the mall. a) Retail outlets will be supportive of sales promotion and advertising by companies inside malls for two reasons: - it increases sales of the entire category as such - it reduces burden on malls to attract/educate consumers towards particular products.

For the FMCG companies, return on advertising in terms of increased sales (or market share) will be more pronounced due to point-of-purchase promotion. b) Manufacturers can share costs of advertising and make sections of the store more attractive in return for slightly lower margins to the retailers. They can set up small kiosks or shelves to display their own products. This involvement of the company in the operation of the mall will also help build a strategic relationship between the two. 2) Use malls to target niche segments Malls and supermarkets typically attract the middle and upper-middle class consumers who have considerable spending power as well as brand awareness. Thus manufacturers can use this channel effectively to launch specific variants of existing products or niche products for which they are able to Concept Paper Indian Institute of Management Ahmadabad attract a premium from such consumers. These products should be launched exclusively in the malls and not through Kirana stores. The presence of a larger product range will increase the attractiveness of shopping at a mall for the consumer, making it a win-win situation for both. Indias retail market is at its pinnacle and is drawing huge attention from both global and local retailers. Reasons for Indias high growth rate in the retail sector are: High growth rates- Indias GDP is projected to grow by more than 8 percent in fiscal year 2008; projections for 2009 are a more modest at about 7 percent Untapped growth potential- Organized retail, which still accounts for less than 5 percent of the market is expected to grow at a compound annual growth rate (CAGR) of 40 percent to $107 billion by 2013. Indias overall retail sector is expected to rise to $833 billion by 2013 and to $1.3 trillion by 2018, at a CAGR of 10 percent.

 Growing Purchasing Power- Consumer spending is on a sharp rise. In the last four years the consumer spending has grew by astounding 75 percent. This can be attributed to the significant rise in the disposable incomes of Indias young population. It has to be noted that more than 33 percent of Indian population is below the age of 15.

BENEFITS OF RETAILING

Retailers play a major role in the transfer of goods and services from the manufactures to the end users. In this process retailer delivers many benefits to customers, manufactures, wholesalers, and the economy. Benefits to customers Retailers act as a buying agent for consumers. They perform various business activities that increase the value of the goods and the service they sell to the end users. As buying agents a retailer performs various activities to satisfy the end consumers. These activities include

1. 2. 3. 4. 5.

Breaking bulk Providing assortment Holding inventory Providing after sales services Providing information

Benefits to Manufactures and wholesalers Manufactures and wholesalers consider retailing as a channel for delivering their product /services to the end consumer. By selling services retailers provide the manufactures great revenue, which could be reinvested in production. Thus retailers play major role in smoothing out the variation between the production and sales of the manufactures product.

Benefits to the economy The retailing business is the largest privet industry in the world with turnover of US $6.6 trillion. Retailing plays a crucial role in the management of world economy and retailers constitute a tenth of the fortune 500 companies. In INDIA retailing accounts for over 10% GDP and around 8% of the employment only next to the agriculture industry.

CONCLUSION
The retail sector has played a phenomenal role throughout the world in increasing productivity of consumer goods and services. It is also the second largest industry in US in terms of numbers of employees and establishments. There is no denying the fact that most of the developed economies are very much relying on their retail sector as a locomotive of growth. The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry. For launching Big bazaar in India city is companys mission to expand the business. For this purpose company is carrying out many marketing strategy. To study this marketing strategy I will be visiting the mall and also the manager to collect the data from them. Also Ill be collecting data from the customer as what strategies they liked.